Customer relationship management in Polish enterprises

Thanks to the customer relationship management a firm can to discover who their customers are, how they behave, what are their preferences and previously unsatisfied needs. The ability to build relationships with customers and management become more and more important. Companies wishing to achieve success in the market should skilfully administrate the customer relationship, because by increasing the participation of customers, building loyalty and creating lasting value for customers, may achieve higher incomes. The article presents some results of tests conducted under the research theme Customer value management in Polish enterprises, led by Dobiegała−Korona within the framework of the statutory research of KNOP in 2009.