o:4753 Strategic Benefits of a Customer-Centric Approach in Customer Relationship Management System en Abstract: Since services are a major contributor to practically every economic process and one of the main movers of the global economy, they are extremely important in the global business environment. On the other hand, the demand for rapid changes and quality improvement at all levels coincides with the development of the service sector and presupposes the existence of a practical, rational, and socio-economically justified development strategy. The main topic of this article is the customer-facing aspect of the CRM process. According to this viewpoint, all customerfacing functions will receive customer intelligence, and a single view of the customer will be created across all communication channels. This point of view emphasizes how crucial it is to coordinate information across contacts and times. The development of new computer technologies, the Internet, and database creation software also plays a significant role in the implementation of CRM. Service quality is a key factor in attracting and retaining customers, leading to their satisfaction and loyalty. The traditional understanding of quality is production-oriented, but customer orientation indicates that the concept of quality is marketing-based. To achieve business survival, growth, and development, companies must plan, organize, and monitor the development of relationships with customers. Keywords: Service quality; brand image; customer loyalty; customer satisfaction; relationship management. 1552099 10.55817/BLVS9823 2024-06-11T08:47:02.479Z 44 yes 46 Miroslav Čavlin Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu 0000-0001-7465-7441 Verica Bulović person Boris Šmitran person 2024 application/pdf 547052 https://unilib.phaidrabg.rs/o:4753 no yes 16 70 92000002 2024 Journal of Agronomy, Technology and Engineering Management 7 3 1114 1123 2024