APPLICATION OF CUSTOMER RELATIONSHIP MANAGEMENTSTRATEGY (CRM) IN DIFFERENT BUSINESS AREASUDC 658.8Boris MilovicFaculty of Economics Subotica, University of Novi Sad, SerbiaAbstract. Customer Relationship Management is a business strategy that is based on thephilosophy of "customer is king", ie. customer is put in the central place. This philosophy,with the development of information technologies in past twenty years, has experienced achange. Today it can be said that customer is a modern dictator, according to whom thecompany always adjusts its business due to the greater availability of information,stronger market competition, and growing negotiating skills of customers in sales process.The most important task of organization is satisfying a client's needs, which ultimatelymeans their long-term value to the organization. This paper describes the application ofCRM strategies in several industries. Large and small organizations today evaluate thequality of customer services, customer loyalty, identify customers that are less sensitive toprice changes and recognize that attracting new customers is more expensive thanretaining the existing ones.Key Words: customer relationship management, business strategy, hotel industry,agriculture, banks, insurance, education, healthcare.

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