In addition to good quality and affordable products buyers particularly expect prompt, efficient and good quality service. Since customer demands change and are becoming increasingly complex, their efficient management without applying information tools is (practically) impossible. Customer Relationship Management (CRM) tools and systems are intended for this specific purpose. In our research we came to the conclusion that Slovenian wood companies apply these systems only on rare occasions, however, they believe that their use has a strong impact on performance and efficiency of the sales process and consequently also on the company as a whole. Those particular companies that apply CRM tools/systems confirm this, because all of them have experienced a significant shortage in response times, higher level of transparency above the sales process and a substantial reduction of administrative work and secretarial services.
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