By D. Catalan-Matamoros
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154. , & Aronica R. (2001). 86. 28 Advances in Customer Relationship Management iterative (repetitive) process by which the information collected about customers are converted to positive relationships with them. Establishing direct and two-way communication is especially important in global competitive environment. In terms of stiff competition and global availability of information, products and services, customers expect continuous communication with the company and superior compliance with their requirements.
International Journal of Business Innovation and Research. Vol. 4, No. ½, pp. 15–29. , & Sivani, S. (2010). An investigation and conceptual model of SMS marketing. IIMB Management Review. 22, No. 4, pp. 173-185. Dickinger, A. & Kleijnen, M. (2008). Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing. Vol. 24, No. 2, pp. 111-120. , & Brenner, W. (2003). Knowledge-enabled customer relationship management: Integrating customer relationship management and knowledge management concepts.
Personalized relationships with customers provide companies to better understand and satisfy the needs of each customer. This ensures that each customer gets exactly what wants and when it wants. BI applications support the implementation of various channels of communication with clients, such as e-mail, Web, telephone, etc. Customers in accordance with their preferences, choose the channel that best suits them and by whom will receive a personalized message. In addition, by possession of complete information about all performed transactions and customers' experiences, companies can deliver added value and achieve their satisfaction.