The creation of contact (call) centres and customer relations management (further only CRM) in order to improve the competitive ability of manufacturers in stagnating markets

Abstract

On the basis of a description of the essence and functions of Call Centres and Marketing Communications as applied in Z ELEKTRO, the intention was to carry out some research that would enable the extrapolation of conclusions as to the role these factors play in the attainment of competitive advantage and competitive capabilities. The research study was oriented on tracking changes in the management of Pre-Sales, Sales, and Post-Sale activities-and furthermore, on determining whether CRM is understood as an entrepreneurial philosophy by the enterprise as a whole, or only by the Commercial Sales Department. The author eliminated all other external and internal influences in order to be able to precisely determine the actual contribution made by marketing activities towards increasing the competitive ability of this enterprise.