Návrh zlepšení systému CRM

Abstract

The aim of this bachelor paper, focused on the proposal of Customer Relationship Management System improvement for OMNIA KLF, a.s., is to suggest, on the basis of SWOT analysis of the present system, the measures leading to the quality of the system enhancement. The second chapter of the paper deals with the characteristics of OMNIA KLF, a. s. company and the basic data of the company. In the third chapter, the characteristics of the term Customer Relationship Management, its evolutionary process, developmental stages as well as the foundation of the CRM strategy are described. This chapter also contains the process of the system creation and implementation within the organization as well as the costs of this implementation, particular customers dividing and the principles of customer care. The fourth chapter is devoted to the methodology of collecting data used within the SWOT analysis of the present CRM system as well as the system of positional maps evaluation. The fifth chapter copes with the thorough analysis of obtained data, which means the SWOT analysis of strengths and weaknesses of the present CRM company system as well as the opportunities and threats for this system. The sixth chapter contains concrete proposals and recommendations for the present CRM company system improvement, which proceeds from the theoretical possibilities of the Customer Relationship Management as well as previous analyses.