Abstract: The following article deals with customer personality in the CRM systems. Its innovatory approach
consists in the method of segmentation performed according to one of psychological factors - personality. The
analysis is based on the assumption that the class of customers can be divided into separate types. This is
possible due to the preservation of a large internal homogeneity within every type (homogeneous groups) and a
considerable differentiation among types. The article argues that the classification of customers should be based
on the criterion which has an essential influence on their behavior. Such a criterion is the customer personality.
Accordingly, this division can make up a good basis for the CRM strategy: 1) the elaboration of several diverse
scripts of the customers service suitably to distinguished groups; 2) the individualization of the service. It can be
concluded that such a modeling will allow to supplement the CRM programmes with a module of an individual
and institutional customers practical service.
Keywords: CRM, customer’s personality, information model.
ACM Classification Keywords: K.6 Management of Computing and Information Systems - K.6.0 General
INFORMATION MODELS OF CUSTOMERS IN CRM AND E-CRM SYSTEMS