Spis treści

I.                    Rozprawy i artykuły

q       CRM w ujęciu klasycznym

Franciszek (Frank) Krawiec

Zarządzanie relacjami z odbiorcami w nowej koncepcji marketingu

Barbara Bonisławska

Zarządzanie relacjami z klientami we współczesnym marketingu

Tomasz Kochański

Sztuczna inteligencja w odkrywaniu wiedzy w systemach klasy CRM

 Ludmiła Lewaszowa, Józef Zakrzewski

Techniki informacyjne w budowaniu trwałych relacji z klientami firm handlowych i usługowych

 Piotr F. Borowski

Zarządzanie relacjami z klientami w sektorze bankowym

q       CEM w ujęciu behawioralnym

Adam Kupczyk, Piotr F. Borowski

Znaczenie relacji z klientem dla rozwoju przedsiębiorstwa

Zofia Feliks

Tło działań konsumpcyjnych w aspekcie socjologicznym i współczesne wymiary takich zachowań

Krzysztof Nowakowski

Dynamika komunikacji w relacjach z klientami

II.                  Materiały i studia

Jerzy Donarski

Wyniki badań Etycznej Konkurencyjność (EK) w obszarze decyzyjnym: misja firmy. Wstęp do planowania działalności proetyczej

III.        Noty o autorach

Streszczenia

III.                Rozprawy i artykuły

q       CRM w ujęciu klasycznym

Franciszek (Frank) Krawiec

Zarządzanie relacjami z odbiorcami w nowej koncepcji marketingu

This article presents the Customer Relationship Management (CRM) system in a new concept of marketing. It argues that the new concepts of marketing, such as: relationship marketing, one-to-one marketing, and marketing in a real time are based on strong interactions between buyers and sellers. Successful implementation of the new marketing concepts requires an introduction of an effective approach to manage the customer relations. 

Barbara Bonisławska

Zarządzanie relacjami z klientami we współczesnym marketingu

Marketing is a complex and multifaceted process, which allows various formulation and underlines different parts of its definition. It is not only philosophy that orientates companies on achieving their economical aims by recognising and fulfilling the needs of customers but also a group of tools that allows company to influence the market environment they operate in. Marketing is a set of research methods that allows a company to recognise the customers’ expectations as well as a decision-making procedure where managing process focuses on the main company’s aim, that is: offering an accepted by customers, easy to sell and profitable product. Activities within the framework of management undertaken by modern companies often focus on Customer Value Management and on Customer Relationship Management (or the system of relations with customers). To understand the complexity of Value Management process, the process itself and its attributes have to be defined precisely. Despite appearing frequently in the social sciences, the category of value is extremely difficult to define. Authors, who use the term value, very often avoid defining it accurately, what causes ambiguities. According to the definition (one of the latest) by Kotler “the customer value is the difference between the total benefits customer gets from owning or using the product and total costs associated with acquiring a product. Total value for the customer is understood as all benefits a customer expects to obtain by acquiring the product or service. Total cost for the customer is understood as all the costs the customer expects while assessing, purchasing and using the product or service.” Customer relationship management is a set of tools and procedures crucial in managing relationships with customers. Therefore, CRM should not be seen only as a tool but as a part of strategy and philosophy of business, in which regular contacts and satisfaction of the customer are the core values. An important issue is ensuring a uniform system in all business procedures – from the beginning of sales procedure, services through to preparing statistics appropriate to design the range of products.

Tomasz Kochański

Sztuczna inteligencja w odkrywaniu wiedzy w systemach klasy CRM

Every enterprise appreciates value of knowledge and information in the process of client acquisition and preservation in the frame of CRM system and in holding competitive position on modern market. So it takes into account information gathering and processing as a source of knowledge. Knowledge gaining and management allows it to obtain useful tool necessary to effective forecasting strategic decisions making with respect to actual and potential clients. Development of informatics technologies generates progress in area of AI techniques. Intelligent exploitation their successes allows effective data exploration in data bases, and – consequently – gathering of new knowledge. Data Mining methods can provide methods allowing finding regularities ruling the client’s data. The example is Data Mining Packet in Oracle 9i environment. According to possessed algorithms and classification methods it allows to wide area analysis of client’s connected data.

 Ludmiła Lewaszowa, Józef Zakrzewski

Techniki informacyjne w budowaniu trwałych relacji z klientami firm handlowych i usługowych

This article examines the relationships between customers and enterprises in the light of loyalty and efficiency. Competitive market pressure is quickly transforming customer care into a strategic differentiator for many companies especially trade and services. The average company loses between 20 and 50 percent of its customers in churn every year, according to studies. Companies often find it hard to retain their best customers, so if CRM technology can reduce customer churn (weak/bad), firms will buy it because they can quickly recoup their investment.

 Piotr F. Borowski

Zarządzanie relacjami z klientami w sektorze bankowym

In the article the author describe the CRM in the banks. Customer relationship management is a business strategy that aims to understand, anticipate and manage the needs of a bank’s current and potential customers. CRM is a business approach that integrates people(internal and eteternal clients), processes and technology to maximize the relations of an organization with all types of customers (retail banking, corporate banking). The true value of CRM is to transform strategy, the mind and the philosophy of banks, operational processes and business functions in order to retain customers and increase customer loyalty and profitability. CRM gives knowledge about one's customers and using this information across the various touch points to balance revenue and profits with maximum customer satisfaction. Very important subject on the field CRM is the cost of install. After installation millions of dollars are spent on software, hardware and CRM personnel, so the banks should know also the cost/benefit relationship.

q       CEM w ujęciu behawioralnym

Adam Kupczyk, Piotr F. Borowski

Znaczenie relacji z klientem dla rozwoju przedsiębiorstwa

This article shows that the quality of customer interaction is connected with customers’ expectation and loyalty. The customer interactions are customized based on the individual’s current and potential value as a client. Thanks of CRM the firms know who is the most profitable customers. Many companies spent more than billions dollars on customer loyalty programs and nearly 75 percent of shoppers now belong to at least one loyalty program. This paper argues also that the environment is very important in the relationships process between customer and enterprises in the modern societies.

Zofia Feliks

Tło działań konsumpcyjnych w aspekcie socjologicznym i współczesne wymiary takich zachowań

            In this article the author shows the sociological point of view in the customer relationship area. For sociologists the consumption’s process has not only economical matter but also social and cultural aspect. The sociologists want to describe the enviroment, the customer relationships by behavior of individual person.

Krzysztof Nowakowski

Dynamika komunikacji w relacjach z klientami

Contemporary managers are using many computer applications for facilitating carrying business processes e.g. distribution, sale, relations with business partners or stock exchange investors. The Customer Relationship Management is determining of costs reduction and measurement of profits which are connected with the service of individual customers. Exploiting chances and avoiding market risks also require the knowledge about motives and consumers behaviour. Managers ought to use sociological and psychological conceptions for achieving business purposes. It is a natural consequence of changing employing structure, in which more and more persons are working at services. For this reason for the economic success it is becoming essential to achieve the satisfaction of customers and gaining their loyalty, guaranteeing long-term profits. It will only become possible when in the correct way managers are recognised customers needs and aspiration. A reading of the theory of authors dealing with social bearings of people will help with it. I introduced business implementations in this article.

IV.                Materiały i studia

Jerzy Donarski

Wyniki badań Etycznej Konkurencyjność (EK) w obszarze decyzyjnym: misja firmy. Wstęp do planowania działalności proetyczej

This research on competitiveness through ethicality, it means through application of ethical principles at work in enterprises , by decision makers and employees – seems to be one of the first in Poland. It was conducted in 2006 with 214 respondents from 214 enterprises in Poland, of unlimited variety. Thirty four ethical principles drawn from three European documents, among them from the encyclical letter of John Paul II were used as criteria to measure the ethicality E and Ethical Competitiveness EC. The research findings have confirmed: Firstly: that competitiveness can be achieved through application of ethical principles. Secondly that ethical attitude of decision makers has the most significant impact on competitiveness.