magistrsko delo
Irena Forštnarič (Author), Samo Bobek (Mentor)

Abstract

Organizacije se v današnjem času vedno bolj zavedajo, da so njihove stranke ključ do uspeha. Poleg pridobivanja novih strank pa morajo organizacije zagotavljati tudi visoko zadovoljstvo obstoječih. Za doseganje teh ciljev pa potrebujejo rešitev za upravljanje odnosov s strankami, s katero lahko izkoristijo obstoječe naložbe v infrastrukturo in znanje zaposlenih, ki hkrati omogoča hitro in učinkovito doseganje ciljev. Microsoft Dynamics CRM je celovita rešitev za upravljanje odnosov s strankami, ki podpira poslovne procese, od trženja in prodaje do podpore že obstoječim strankam. Organizacija ima možnost, da si ustvari celovito sliko o svojih strankah, izmeri učinkovitost trženja in prodaje ter na vseh točkah stika s strankami zagotovi visoko zadovoljstvo in kakovostne storitve. Zagotavlja širok nabor možnosti, tako z vidika arhitekture implementacije rešitve kot z licenčnega vidika. Rešitev je prilagodljiva poslovnim potrebam danes in se bo v prihodnosti razvijala skupaj z organizacijo. Na Ekonomsko-poslovni fakulteti Univerze v Mariboru se zaposleni zavedajo, da jih v evropskem univerzitetnem prostoru čaka še mnogo izzivov in da je izobraževanje namenjeno študentom. S tem namenom so že leta 2008 razvili izobraževalni portal, ki študentom omogoča dostop do e-gradiv, obveščanja in komuniciranja, koledarja predmeta in drugih vsebin. Fakulteta se zaveda, da še tako dober študijski program ne zadošča, da bi študenti lahko v celoti izrabili svoje študijske potenciale. Zato se ob kakovostnih študijskih programih nenehno razvija in izboljšuje podpora študiju, kakršno študenti pričakujejo od sodobne poslovne šole. S tem namenom je v letu 2010 pričela z uvedbo Microsoft Dynamics CRM rešitve. V magistrskem delu želimo prikazati, da CRM rešitev ni le nakup programske opreme za izboljšanje poslovanja in da sama uvedba ni odvisna samo od neposredno vpletenih, temveč je potrebno veliko vloženega truda s strani organizacije, ki želi CRM rešitev uvesti. V prvem delu naloge bomo tako opredelili samo upravljanje odnosov s strankami, za lažje razumevanje bomo opredelili CRM in njegova področja ter razliko od tradicionalnega trženja. Navedli bomo prednosti in koristi CRM rešitve ter nevarnosti, ki se pojavljajo ob uvedbi. Predstavili bomo vodilne CRM rešitve za velika, srednje velika in mala podjetja ter odprtokodne rešitve. V nadaljevanju bomo predstavili proces uvedbe poslovnih informacijskih rešitev in posebnosti uvedbe Microsoft Dynamics CRM rešitve z metodologijo Microsoft Dynamics Sure Step. Nalogo bomo zaključili s predstavitvijo postopka uvedbe Microsoft Dynamics CRM v Službo za študentske in študijske zadeve Ekonomsko-poslovne fakultete Univerze v Mariboru.

Keywords

CRM;ERP;odnosi s strankami;informacijska tehnologija;rešitve;življenjski cikel;SWOT analiza;marketing;kupci;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [I. Forštnarič]
UDC: 659.2:004
COBISS: 11516188 Link will open in a new window
Views: 2531
Downloads: 312
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Other data

Secondary language: English
Secondary title: Implementation of CRM solution in the case of Faculty of Economics and Business
Secondary abstract: Organizational awareness about customers is increasing. Organizations are now realizing that their customers are the key to success. In addition to acquiring new clients and organizations, they must maintain a high level of satisfaction of existing ones. To achieve these goals, they need a solution for customer relationship management, with which they can take advantage of existing investments in infrastructure and skills of their employees, which also allows fast and effective achievement of objectives. Microsoft Dynamics CRM is a comprehensive solution for customer relationship management, supporting business processes, from sales and marketing to support of existing customers. The organization has the opportunity to create a comprehensive picture of their customers, measure the effectiveness of marketing and sales, and ensures high customer satisfaction and quality service at all points of contact with customers. It provides a wide range of opportunities, both in terms of architecture and the implementation of solutions to the license terms. The solution is scalable for current business needs and it will evolve along with the organization in the future. At the Faculty of Economics and Business, University of Maribor, the employees know that they can expect many challenges in a complex European university environment and that the education is meant for students. For this purpose, Faculty of Economics and Business, University of Maribor developed an educational portal in year 2008, that allows students to access the e-learning materials, information and communication, course calendars, and other content. Faculty is realizing that even if they have an excellent study programs, that this is not sufficient to allow students to fully exploit the potential of their study. Therefore the quality of study programs and the support for their studies is constantly evolving and improving to the level that students can expect from any modern business school. For this purpose they began with the introduction of Microsoft Dynamics CRM solution in 2010. In this thesis we stress out that the CRM solution is not only a purchases of the software to improve operations, and that the success of the implementation does not only depend on those who are directly involved, but it takes a lot of effort by the organization that wants to introduce a CRM solution. In the first part, we will identify customer relationship management, for better understanding, we will define CRM and its scope, and the difference between CRM and traditional marketing. We will list the advantages and benefits of CRM solutions and the dangers that arise with the introduction. We will present the leading CRM solutions for large, medium and small companies and open source solutions. Hereinafter we present the process of introduction of business information solutions and feature the introduction of Microsoft Dynamics CRM solutions with the methodology Microsoft Dynamics Sure Step. The thesis will be completed with the presentation of the procedure of introducing Microsoft Dynamics CRM in the Department of Student and Academic Affairs of the Faculty of Economics and Business, University of Maribor.
Secondary keywords: CRM;customer relationship management;IT solutions;advantages and disadvantages of CRM;CRM SWOT analysis;marketing;customers;clients;customers;contacts with customers comprehensive IT solutions;ERP;lifecycle;critical success factors;Sure Step;Microsoft Dynamics CRM;Microsoft Visio. ;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 85 str.
ID: 8725998