soxumis saxelmwifo universiteti

Si — 15,0 transaqcia), vidre `daukmayofilebeli~ myidvelebi (sa-Sualod 6,2 transaqcia weliwadSi); isini erT transaqciaze iZendnendid kalaTas saqonlebisa (saSualod weliwadSi — saqonel-Ta 5 kategoriaze mets yidulobda `Zalian dakmayofilebul~momxmarebelTa 50%, xolo `daukmayofilebeli~ momxmareblebis— 19%). momxmarebelTa dakmayofilebis maRali done zrdis xelmeoreSesyidvebis raodenobas da rekomendaciebsac Sesyidvebze,rac TavisTavad uzrunvelyofs gayidvebisa da Sesabamisadmogebis zrdas. 1klientebTan urTierTobebis marTvis (CRM) sistemaSi investiciebisCadeba, momxmarebelTa loialurobis — rogorcmarketinguli aqtivis mTavari maxasiaTeblis gazrdas niSnavs.aqedan gamomdinare, samomxmareblo loialurobis SesaqmneladklientebTan urTierTobebis marTvis CRM sistemebma dReisaTvisfarTo gavrceleba hpova mTels msoflioSi. CRM sistemebSiinvesticiebis msoflio bazari 2005 wels Sefasda 148 miliardidolariT. amave wlis monacemebiT,klientebTan urTierTobebismarTvis CRM sistemebSi investiciebis wliuri zrdis tempma aS-S-Si Seadgina 9%, evropis qveynebSi — 25%. 2firma IDC Research -is kvlevebis Tanaxmad, kompaniebis xarjebimomxmarebelTa eleqtronul momsaxurebaze 2005 wels Seadgenda76 miliard dolarze mets. 3 aRiarebulia, rom klientebTanurTierTobebis marTvis sistemis efeqturi muSaoba uzrunvelyofsrentabelobis zrdas weliwadSi 1-2%-iT. sxva marketingulida gasaRebiTi xarjebis ekonomia ki, klientebis miznobrivisegmentis SedarebiT zustad gansazRvris xarjze -10%-s uaxlovdeba, drois efeqtianobis Sedegad, TiToeul menejerzeSemosavali weliwadSi izrdeba 10-12%-iT. klientebisdakmayofilebis amaRlebis saSualo done weliwadSi daaxloebiT3%-ia. 4CRM sistemis SerCeva da dargSi misi efeqtianobis Sefasebametad problematuri sakiTxia, ramdenadac dReisaTvis msoflioSiarsebobs 1000-ze meti gadawyvetileba, romlebic miekuTvnebaCRM klass.klientebTan urTierTobebSi CRM midgomebs Zalian didimomavali aqvs biznesSi. odesRac reklama iTvleboda vaWrobis1 S. Rasch. The Multichannel Consummer. Report. 2001, July. The Boston ConsultingGroup. – www.bcg.com. gv. 27, 29.2 Lawrence Ang, Francis A. Buttle. ROI on CRM: A customer-journey approach, gv.1, eleqtron. versia: http://www.impgroup.org/uploads/papers/4225.pdf .3 Defying the Limits, CRM: The Key to Superior Business Performance. 2005. gv. 2. —www.crmproject.com.4Бизнес-Форум IT. №3, 2004, gv. 14.69