Transformations  in
Business & Economics

CRM Applications: Case Studies from Greece
Evangelia K. Blery, Μichalis G. Μichalakopoulos

ABSTRACT. Under the severe competition and the great uncertainty of today’s marketplace, companies worldwide as well as in Greece have realized that managing customer relationships is a very important factor for their success. CRM (Customer Relationship Management) is a strategy that can help companies to build long lasting relationships with their customers and increase their profits through the right management system and the application of customer focused strategies. The Greek market is following the growth of the International market. There is a great deal of information and knowledge concerning customer focused strategies and systems However, the percentage of Greek companies that have adopted at least one CRM application remains low. CRM is applied in many sectors, in Greece CRM applications were mainly found in the following sectors: banking, telecommunications, retailing and food services. In this research CRM applications in these sectors are examined and the implementation as well as the benefits, the problems and the success and failure factors are analyzed.

KEYWORDS: customer relationship management (CRM), banking, telecommunications, retailing and food services sectors, Greece.

JEL classification: L14, G2, L8, L81.