Analýza systému CRM pro mobilního operátora

Abstract

This thesis deals with the concept of customer relationship management based on CRM. The theoretical part outlines the basic information framework necessary for the understanding of the issue. It explains the importance of customer-oriented strategy of business entities in the current market economy with a high degree of competition and highlights the crucial elements of the concept of CRM. Subsequently, it describes the current state of the customer relationship management in Vodafone Czech Republic, a.s. including insight into the current situation on the Czech TELCO market. The aim of the practical part is to analyse the described changes applied in the concept of CRM in the area of direct sales and customer care and and on the basis of qualitative survey propose possible improvements.