Key factors of successful CRM introduction in the gaming industry

In the quickly changing business environment marketing has to be developed constantly in order to keep up with the efforts of acquisition, development and retention of customers. Mere differentiation of services and improvement of the quality does not bring over the necessary competitive advantages on which to build the company's competitive position in the market. To this end, companies desire through in-depth understanding of customers to build longterm relationships with its key customers. The results are mutually beneficial because customers feel to satisfy better their needs, and businesses harvest greater longterm profits. This process embodies an already proven mindset for businesses, the customer relationship management - CRM. The purpose of the paper is to present the findings of an empirical research, trying to verify the importance of different factors that make up the mosaic for the successful implementation of CRM.