The indicators to measure the effectiveness of customer relationship management

This article discusses the performance assessment indicators of customer relationshipmanagement. Customer relationship management is to be effective in terms ofimprovement of the financial performance of the company. It is necessary to takeinto account the needs of different customer groups, and thus to apply differentiatedapproaches to different clients, which in turn, will optimize the flow of the client and,as a consequence, improve the company’s financial performance. In this paper wepropose to divide the performance assessment indicators of customer relationshipmanagement into two groups: indicators of behavior and perception indicators.