CUSTOMER RELATIONSHIP MANAGEMENT (CRM): POTENTIAL APPLICATION IN VETERINARY SERVICE SECTOR

The CRM concept has initially been applied in service sector emerging in time into the business philosophy that is widely practiced through a range of activities and business branches. Establishing of a successful longterm relationship with customers is highly important aspect in modern business administration and can be successfully used in all business spheres. In modern market economy, along with the advancement of information technologies, Internet and database software programs a two-way communication between the product/service supplier and customer has been identified as the priority in business activity. Although the CRM conception still has different definitions, all the approaches are focused on client/customer satisfaction rather than to
the product itself, as it was in the past. Implementation of CRM in the sphere of veterinary service would offer benefits not only to veterinary institutes, administrative and professional service departments but also to agricultural and veterinary stations and cooperatives, farmers and animal owners in a view of improved and easier communication and cooperation with the professional
staff employed in the field of agriculture, veterinary medicine or food industry. CRM system database would provide a baseline for further research and analysis as well as the support to the decision-making process.