Možnosti implementace systému CRM na trhu tepelných technologií

Abstract

This thesis focuses on the management of customer relationships. The aim was to obtain the necessary information from employees of the sales and marketing department, which would contribute to the creation of proposals for the implementation of the CRM system. The successful implementation of this system should lead to improved work efficiency with obtained data and improve business relations. The first section describes the history of company XY, where the issues of implementation, including its current pros and cons and purchasable products, were dealt with. The market in which these products are sold was also introduced. Attention was paid especially to the competitors and customers of company XY. The second section outlines the issue of customer relationship management. Theoretical foundations of CRM systems and the possibility of its use are discussed based on information obtained from specialized publications. The following section is dedicated to research methodology, namely the definition of hypotheses and the objective of the thesis. The fourth part deals with the analysis of the information obtained. Answers to each question were processed and conclusions were drawn on the various issues with the help of tables and graphs illustrating the research results. The final section includes my own suggestions and recommendations dedicated to the management of company XY. Reasons for why the current state of data management is unsatisfactory and why it was recommended to proceed to implementation of the CRM system were laid down. The advantages and disadvantages of the implementation of customer relationship management are also discussed, as well as proposals for features the system should include.