Contribution of a crm system to the creation of a family-friendly working environment

Abstract

Today's pandemic situation intensifies companies’ competition for customers. The rapid acceleration and growth of economic competition, is a serious challenge to meet, for many companies. With the wide range of market supply and the resulting increase in price competition, customers are increasingly switching brands or service providers, with the result, that it is much more difficult for businesses to retain customers. The peculiarities of this situation are a strong customer focus, the possibility to expand direct communication with the customer and the seemingly endless range of products and services offered [1]. Managers focusing on maintaining and improving the competitiveness of companies, are paying increasing attention to meeting special needs, getting to know different segments of the market and more effective marketing communication with customers. Efforts in this direction, by all business organizations, including family-friendly businesses, are also supported by CRM (Customer Relationship Management) systems that-when they work well – results in a long-term, difficult to imitate competitive advantage, in addition to the already existing family-friendly policy, within a company. The current research aims to explore employee needs, for a family-friendly workplace. The focus of this study is on corporate services and expectations, as well as, on their evaluation and acceptance by the employees. This paper is based on a two-step research approach; while the secondary study investigates the related literature, in the framework of the primary research, a case study is presented.