magistrsko delo
Valerija Zemljič (Author), Samo Bobek (Mentor)

Abstract

Nekoč se podjetja niso pretirano obremenjevala z željami in potrebami strank. To jim ni bilo potrebno, saj so zaradi šibke konkurence svoje izdelke in storitve z lahkoto prodala. Danes je situacija povsem drugačna. Podjetja se borijo za obstoj na trgu in na vsakem koraku iščejo možnosti za doseganje konkurenčne prednosti. V vedno večji meri se podjetja danes zavedajo, da jim največjo konkurenčno prednost predstavljajo stranke. Le-te so zmeraj bolj zahtevne, z razvojem interneta pa so postale tudi zelo dobro informirane o celotni ponudbi na trgu. Tudi prehajanje strank med ponudniki je danes precej enostavnejše, kot je bilo nekoč. Vse to je podjetja pripeljalo do spoznanja, da morajo v želji po uspehu več pozornosti posvetiti svojim strankam. Učinkovito orodje za doseganje tega cilja je koncept upravljanja odnosov s strankami, ki ga označujemo s kratico CRM. CRM pomaga podjetjem graditi kakovostne in dolgoročne odnose s strankami ter jim tudi pomaga pri pridobivanju novih strank. Večina podjetij koncept CRM podpre z informacijskim sistemom, ki ga imenujemo CRM rešitev. S CRM rešitvijo je upravljanje odnosov s strankami precej bolj pregledno, enostavnejše in časovno učinkovitejše. Trend računalništva v oblaku postaja v poslovnem svetu vse bolj priljubljen. Za podjetja je v današnjih časih pomembno, da imajo informacije na razpolago vedno in povsod, ko jih potrebujejo. Zato se v vse večji meri odločajo za uporabo storitev računalništva v oblaku. Trendu računalništva v oblaku sledijo tudi CRM rešitve, saj vse več ponudnikov CRM rešitev le-te ponuja tudi v oblaku. S CRM rešitvijo v oblaku lahko podjetje do podatkov o strankah dostopa kjerkoli in kadarkoli, kar mu lahko prinese številne prednosti. V magistrskem delu tako obravnavamo področje CRM rešitev v oblaku. V prvem sklopu smo opredelili pojem CRM, njegove značilnosti, prednosti in slabosti. Opisali smo tudi postopek uvedbe CRM rešitve v podjetje in navedli kritične dejavnike uspeha uvedbe. V drugem sklopu smo se posvetili računalništvu v oblaku. Opredelili smo sam pojem, predstavili različne modele računalništva v oblaku, prednosti in slabosti ter obravnavali tudi področje varnosti. V nadaljevanju smo analizirali izbrane CRM rešitve v oblaku in na koncu naredili še primerjalno analizo le-teh.

Keywords

poslovna informatika;računalništvo v oblaku;informacijske rešitve;CRM;odnosi s strankami;primerjalna analiza;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [V. Zemljič]
UDC: 004.77
COBISS: 12135196 Link will open in a new window
Views: 1217
Downloads: 243
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Other data

Secondary language: English
Secondary title: Comparative analysis of CRM solutions in cloud
Secondary abstract: In the past, companies did not put much emphasis on customers' wants and needs. They did not have to because their products and services were in high demand due to weak competition. Nowadays the situation is completely different. Companies are fighting for their place in the market and searching for options for reaching competitive advantage at every step. Companies are aware of the fact that customers present the biggest competitive advantage. They are increasingly more demanding, and with the development of the Internet they are highly knowledgeable of what the market has to offer. Also, customers tend to switch between companies more often nowadays. All this has led companies to understand that in order to be successful they have to focus their attention on their customers. An efficient tool for reaching this goal is the concept of customer relationship management (CRM). It helps companies at building quality and long-term relationships and gaining new clients. Most companies complete the CRM concept with an information system called CRM solution, which makes customer management more clear, simple and time-efficient. The trend of cloud computing is becoming increasingly more popular. Nowadays it is very important that companies have information available everywhere, at all times, when they need them. That is why cloud computing is in high demand. The trend of cloud computing is followed by CRM solutions, because more and more companies are offering them in the cloud. With the CRM solution in the cloud, companies can access data about customers everywhere and at any time, which can bring a lot of advantages. In the master's thesis we discuss the field of CRM solutions in the cloud. In the first part we defined the concept of CRM, its characteristics, advantages and disadvantages. We described the process of implementing CRM solutions into a company and listed critical factors of a successful implementation. In the second part we focused on cloud computing. We defined the concept itself, presented different models of cloud computing, advantages and disadvantages and we also discussed the security field. We also analysed certain CRM solutions in the cloud and we did a comparative analysis of these solutions in the end.
Secondary keywords: customer relationship management;CRM;customers;cloud computing;CRM solution in the cloud;Microsoft Dynamics CRM;Intrix;Salesforce;Zoho;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: II, 76 str.
ID: 8890359