Analýza kritérií pro výběr CRM systému ve vybraném podniku

Abstract

The thesis focuses on selecting a suitable CRM system for a chosen company. The main objective is to analyze the criteria for selecting a CRM system and, based on these, recommend the most appropriate solution for the chosen company. To achieve this objective, a qualitative research approach was applied in the form of semi-structured interviews, along with a multi-criteria decision-making method, specifically the AHP. The thesis contributes by offering a targeted recommendation of the ideal CRM system for the company and highlighting the effectiveness of the AHP method as a business decision-making tool. Implementing the recommended solution can streamline operations, optimize management of customer data, and boost the company’s overall competitiveness.