University of Travnik , Travnik , Bosnia and Herzegovina
The concept of customer relationship management is a consequence of the development of the Internet and the digital economy, and with their development in the future it should play an increasingly important role in the business of modern companies. Information technology and the Internet have made it possible for clients to now have better access to information and can easily compare the offers of a large number of bidders. In addition, they have a transparent insight into business processes and this is the basis of their suddenly increased decision-making power in the value chain. New customer-oriented business trends give companies the opportunity to gain a competitive advantage and to take advantage of new business opportunities supported by IT technology in order to achieve better profits.
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