THE EVALUATION OF CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS AND THEIR PROVIDED POSSIBILITIES IN LITHUANIA

Customer relationship management is a widely known and used concept in the world literature; however, in Lithuania businessmen often use it in different meanings, perceive as an abstraction or generally have little knowledge about. The article distinguishes the main advantages of customer relationship management programs, which are the following: the ability to contact clients more easily and not to forget none of them, to segment customers and offer the best option for each segment, it is easier to identify loyal customers and apply loyalty programs, to collect data about the partners in the system, this makes the work easier when employees change, to identify company's problems faster, because the system collects customers' inquiries, complaints or other comments. The article analyses the Lithuanian statistics data that help to identify the prevalence of business relationship management programs in Lithuanian companies.