Trendi CRM sistemov

magistrsko delo

Monika Šinjur (Avtor), Samo Bobek (Mentor)

Povzetek

Upravljanje odnosov s strankami (CRM) je poslovna strategija, ki je usmerjena k strankam in ustvarjanju dolgoročnega odnosa z njimi. Podjetja so danes na trgu konkurenčna le, v kolikor so sposobna vzpostaviti interakcijo s strankami in razumeti njihove potrebe. Na podlagi tega prilagajajo svoj izdelke in storitve, kar vpliva na donosnost in ohranjanje obstoječih strank, pridobivanje novih strank in posledično povečanje prodajnih prihodkov podjetja. Podporo učinkovitemu izvajanju strategije upravljanja odnosov s strankami danes nudijo CRM sistemi. CRM sistemi so učinkovito programsko orodje, ki omogoča zbiranje, hranjenje in obdelavo vseh informacij o strankah. Avtomatizirajo procese prodaje in trženja ter nudijo podporo poprodajnim aktivnostim in servisiranju strank, zato je pomembno, da so integrirani z drugimi sistemi v podjetju. Poslovni procesi v podjetjih so specifični, zato je pomembna prilagodljivost funkcionalnosti CRM sistemov poslovanju podjetja. V tem magistrskem delu smo opredelili koncept upravljanja odnosov s strankami in lastnosti CRM sistemov. Osredotočili smo se na proces implementacije CRM sistemov in kritične dejavnike uspeha takšnih projektov. Izpostavili smo prednosti in tudi slabosti CRM sistemov, ki se pojavljajo, kljub temu da lahko danes podjetja izbirajo med mnogimi ponudniki in njihovimi CRM rešitvami. Zanimali so nas predvsem trendi CRM sistemov, ki so nastali z razvojem napredne informatike in informacijsko-komunikacijskih tehnologij. CRM rešitve v oblaku, mobilnost CRM rešitev, njihovo povezovanje s socialnimi omrežji in nove funkcionalnosti so področja, na katera smo se pri tem osredotočili. Vključili smo analizo treh izbranih CRM rešitev: Intrix CRM, Salesforce CRM in Microsoft Dynamics 365 CRM. Skozi analizo CRM rešitev smo podkrepili teoretična izhodišča tega magistrskega dela.

Ključne besede

elektronsko poslovanje;upravljanje odnosov s strankami;računalništvo v oblaku;socialna omrežja;poslovna inteligenca;trendi;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2021
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	M. Šinjur
UDK:	004.77
COBISS:	74823171
Št. ogledov:	416
Št. prenosov:	72
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Trends of CRM systems
Sekundarni povzetek:	Customer relationship management (CRM) is a business strategy that is targeted to customers and manage a company's interaction with current and potential customers to creating a long-term relationship with them. Today’s companies are successful on the market, only if they can interact with customers and understand their needs. For that reasons, they are adapting its products and services, which have impact on the profitability and retaining current customers, acquiring new customers and consequently increasing sales growth of the company. CRM systems offer support for the effective implementation of customer relationship management strategy. CRM system is an effective software tool, which allows to collect, retain and manage customer data. Automates processes of sales and marketing and offer support to after sales activities and customers service, so it is important that they are integrated with other systems in the company. Business processes in companies are specific, so it is important that CRM systems can be adapt to the functionality of company’s business. Further on, we will define the concept of customer relationship management and the characteristics of CRM systems. We focused on the process of implementation of CRM systems in companies and the critical success factors of such projects. We will point out the advantages and disadvantages of CRM systems, which occur, even though, today companies can choose between many providers and their CRM solutions. In additions, we were interested in trends in CRM systems, which have occurred with the development of data processing and information-communication technologies. CRM solutions in the cloud, mobility of CRM solutions, their integration with social networks and new functionality are the areas on which we will focus. We included the analysis of three selected CRM solution: Intrix CRM, Salesforce CRM and Microsoft Dynamics 365 CRM. Through the analysis of the CRM solution we have substantiated the theoretical starting point of our thesis.
Sekundarne ključne besede:	E-business;Customer relationship management;Cloud computing;Social media;Business intelligence;
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	II, 67 str.
ID:	12965583