Not much attention has been devoted to countries in transition economies and their
endeavor to follow up modern methods in business and IT solutions. Therefore, there is
no information about application of the currently most important concept of modern
marketing, CRM concept, in retail market in Serbia. This study will focus on testing
currently used CRM practices in Serbia and the possibility for CRM system
development within this retail sector. Considering theoretical models of building blocks
of CRM process, the critical factors that may affect CRM success: corporate culture,
knowledge dissemination, employees’ relations, created customer value, customers’
relations, collection and database, knowing competition, market segmentation,
suppliers’ relations, IT quality, marketing campaigns, constant control and measurement
of performances. Implementation of CRM systems requires a substantial database of
customers, but legislation in Serbia further exacerbated its creation. The current Law on
consumer protection significantly limits company’s approach to customers and data
collection, which may result in the lack of knowledge about their customers' profiles,
and hence their customers’ needs and wants. Most difficulties due to insufficient
utilization of e-commerce, company faces in creating a loyal customer. Poor law and
economical instability as well considerably impede exploitation of the advantages that
electronic communications carries. In-depth interviews were chosen as the most
appropriate qualitative research method of data collection in one Serbian retail
company. Data collection cannot aid strategic and operational decision making, since
there are not many customer contact points and data doesn’t flow to knowledge
database. During analysis of CRM practices in Serbia one more important factor that
affects CRM emerged- relations with company’s suppliers, which was not previously
included in theoretical model of building blocks of the process of CRM implementation.
Aggravating circumstances are further affecting CRM implementation in Serbia such as
“CRM Practices in Serbia’s Retail Market – Case Study”
Dušan ANIČIĆ, MSc in Management Page 4
economic recession, transition process and political instability presence. The analysis of
customers' purchases through linking their buying habits with their specific
characteristics which eventually result in customized product offer adapted to
individuals, will still have to wait in Serbian retail market.
Collections
Show Collections
