magistrsko delo
Bojan Krajnc (Author), Samo Bobek (Mentor), Polona Tominc (Co-mentor)

Abstract

V zvezi s CRM (vodenje odnosov s strankami) informacijskimi rešitvami je bilo zadnja leta v Sloveniji in v svetu precej zanimivih razprav, tako v akademskih kot poslovnih krogih. Sodobni trendi v poslovanju, kot so deregulacija, globalizacija, konvergenca, mobilnost in hiter porast interneta stvari (IOT) so spremenili tudi način poslovanja podjetij in jih prisilili poiskati nove poslovne modele, izdelke in prodajne poti. V visoko kompleksnem in heterogenem okolju 21. stoletja so podjetja spoznala, da je ustvarjanje in vzdrževanje kvalitetnih dolgoročnih odnosov s strankami običajno še bolj pomembno kot sama osredotočenost na pridobivanje novih strank. Prav v takšnih razmerah imajo CRM informacijske rešitve večji učinek na poslovanje kot številne druge poslovne aplikacije. Narava stateškega prodajnega pristopa zahteva zlitje poslovnih in prodajno-nakupnih procesov na eni in na drugi strani in popolno podporo stranke. To zahteva od podjetja informacijsko podprte prodajne procese, kar zagotavlja preglednost, sledljivost in hitro odzivnost. Avtomatizacija prodajnega procesa in integracija prodajnih metodologij in procesov v CRM informacijski rešitvi postaja imperativ, brez katerega praktično ni mogoče zagotoviti realizacije strateškega prodajnega pristopa. Namen naloge je analizirati različne vplive in poslovne učinke CRM informacijskih rešitev na učinkovitost prodajnih procesov v podjetjih, ki so vpeta v mednarodne tokove poslovanja. Ključni kriteriji, po katerih smo obravnavali/merili učinkovitost prodajnih procesov, so: čas trajanja prodajnega cikla, število zaprtih prodajnih priložnosti, število dobljenih prodajnih priložnosti (razmerje dobljeno/zgubljeno), vrednost prodajnih prihodkov. Osrednji cilji magistrske naloge so: ugotoviti stališča podjetij glede CRM informacijsko podprtih prodajnih procesov kot pogoja za implementacijo ključnih kriterijev učinkovitosti, vpliv 4 kriterijev na učinkovitosti prodajnega procesa in raziskati pomembnost, ki jo pripisujejo mednarodna podjetja v Sloveniji informacijsko podprtim prodajnim procesom kot možnemu viru zagotavljanja ali povečanja konkurenčne prednosti v mednarodnem poslovanju. V kvantitativni raziskavi smo uporabili podatke iz podatkovne baze SloExport in podatke, pridobljene s pomočjo odprtokodne aplikacije 1KA. Anketirana podjetja so bila izbrana v vzorec iz populacije, ki jo tvorijo domača mednarodna podjetja (slovenski izvozniki) in tuja mednarodna podjetja v Sloveniji; omejili smo se na tista slovenska mednarodna podjetja - izvoznike, ki dosegajo več kot 50 % delež izvoza v prihodkih in vsa mednarodna tuja podjetja, ki so vpisana v bazo. Vzorec anketiranih podjetij obsega 101 podjetje, kar glede na pričakovano variabilnost spremenljivk zagotavlja ustrezno zanesljivost in natančnost dobljenih rezultatov. Vprašalniki so bili sicer naslovljeni na predsednike uprav, direktorje in vodstva podjetij.Na osnovi raziskave ugotavljamo, da so v podjetjih mnenja, da so CRM informacijski podprti prodajni procesi pogoj za implementacijo ključnih kriterijev učinkovitosti. Zanimivo je, da v 74,3 % podjetij merijo učinkovitost v prodajnem procesu in da za to uporabljajo tudi ključne kriterije učinkovitosti, ki so vezani bodisi na opravljene aktivnosti ali dosežen rezultat. Nadalje smo ugotovili, da tako število informacijsko podprtih faz kot tudi število informacijsko podprtih področij prodajnega procesa ne vpliva na učinkovitost prodajnega procesa. Enako velja tudi za delež uporabnikov informacijsko podprtih faz prodajnega procesa, ki nima vpliva. Po drugi strani smo ugotovili, da pripisujejo podjetja uporabniki večji pomen CRM informacijsko podprtim prodajnih procesom kot možnemu viru za zagotavljanje ali povečanje konkurenčnih prednosti na trgu in v mednarodnem poslovanju kot podjetja neuporabniki.

Keywords

mednarodno poslovanje;informacijske rešitve;CRM;odnosi s strankami;prodaja;učinkovitost;konkurenčna prednost;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [B. Krajnc]
UDC: 004.77:658.89(043.2)
COBISS: 12496156 Link will open in a new window
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Other data

Secondary language: English
Secondary title: Business impacts of using CRM information solutions in the international commerce
Secondary abstract: There is a lot of interesting discussions about CRM (Costumer Relationship Management) in the last couple of years in Slovenia and around the world. Modern trends in business like deregulation, globalization, convergence, mobility, Internet of Things (IoT) have changed the way of companies work and it force them to find the new business models, products and sales trails. In the high complex and heterogeneous environment of the 21st century companies have realized that creating and maintaining a successful long-term relationship with costumers are usually even more important than focusing on gaining the new costumers. That is why CRM information solution have bigger impact on business than other applications. Companies need better information support and more accurate managing of sales processes with which they could successfully close more sales opportunities. The nature of strategic sales approach demands a fusion of business and sales-buying processes and also perfect costumer support. This approach demands information supported sales processes which assures clearity, tracking and fast respond. Sales process automation and integration of sales metodology and processes in CRM information solutions is becoming an imperative without it is practical impossible to provide the realization of strategic sales approach.The purpose of dissertation is to analyze different impacts and business effects of CRM information solutions on sales process efficiency in companies which are involved in the international commerce. Key criteria according to which we could measure sales process efficiency are: duration of sales cycle, the number of closed sales opportunities, the number of won sales opportunities (relationship won/lost), the value of sales revenue. The objective of the dissertation is to find out different points of view of companies about CRM information solutions supported sales processes as terms for implementation of key performance indicators, the influence of 4 criteria on sales process efficiency and to research the importance of international companies in Slovenia (domestic and foreign) information supported sales processes as possible source of provision or increase competitive advantages in international commerce. In the quantitative research we have used data from data base SloExport and data with the help of open source application 1KA which enables online survey service. The questioned companies were selected from the population of domestic international companies (Slovene exporters) and foreign international companies in Slovenia; we have focused on those Slovene international companies – exporters that reach more than 50 % export in total revenue and all international foreign companies which are signed in the base. The pattern of questioned companies is 101 companies which ensures suitable solidity and accurate gained results. The questionnaire was addressed to chairmen, CEOs and to management.Based on the research we have determined that CRM information supported sales processes are terms for implementation of key performance indicators. It is interesting that 74,3 % of companies measure sales process efficiency and for that they use key performance indicators which measure the sales activities or achieved results. Furthermore we have determined that the number of information supported steps and the number of information supported fields of sales processes do not influence the sales process efficiency. On the other hand we have researched that the companies of CRM users give bigger meaning to CRM information supported sales processes as potential source to ensure and increase the competitive advantage on the market and in the international commerce more than companies of non-CRM users. Fields where they stand out are: faster and better access to internal information, better control, coordination and transparency over the sales activities in the company, better sales efficiency and resource managing, etc.
Secondary keywords: CRM;sales process;sales force automation;key performance indicators;competitive advantage in the international commerce;
URN: URN:SI:UM:
Type (COBISS): Master's thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: V, 138 str., XIV str. pril.
ID: 9150518