Customer Relationship Management in the Field of Business Services

Customer relationship management (CRM) witnesses an increasing significance in the process of redefining the marketing function of contemporary organizations in the services sector. CRM represents an iterative process aimed at improving interactions with customers and balancing companies' customer portfolio. Hence, the article focuses on CRM practices of companies specializing in the provision of business services in Bulgaria. These practices are explored through the standpoint of a developed conceptual model of the strategic CRM process and methodological tools for its analysis. As a result the article identifies opportunities for the development of customer relationship management practices.