Design of a CRM level and performance measurement model

Abstract

The main objective of the contribution is to create the CRM (Customer Relationship Management) level and performance measurement model. It is almost impossible to create an absolutely universal model. On the other hand, we can develop a model in a particular sector based on the most advanced CRACK method with nine key areas such as Brand management, Offer management, Classic marketing, Sales activities, Service and support activities, Logistics operations, Compliance with promised terms, Internet activities, Customer Support, and Complex indicators. The monitored criteria in the key areas were determined on the basis of an objective questionnaire survey conducted by the pharmaceutical industry on the B2B market in the Slovak Republic. One of the primary requirements for the construction of the model was to obtain information to help predict the future development of performance because only in this way can the company correct CRM activities. Based on the data acquisition methodology, we can evaluate the CRM level and performance measurement model not only as a current state indicator but also as a foresight with insight based on hindsight because companies that choose to get info from customers will want to get closer to the desired optimal values of the customers.