Managing customer relations: the use of CRM system by services company

Soliciting new customers is a very expensive process. It is estimated that only 1% of phone calls made by the seller brings the expected results, i.e. signing up a contract with a customer. A properly designed and applied CRM system may significantly reduce labour costs of the sales department. The system allows to perform an analysis of customers available in the database, their satisfaction level and to choose only those who may potentially be interested in the transaction. The main objective of the article is to present the specific character of designing the CRM system from the perspective of monitoring results of customer satisfaction with reference to the CRM system implementation in an automotive organization. The focus is shifted from the internal to the external use of customer data: customer data are increasingly understood to be a resource for the customer's - not just the firm's - value creation.