Introduction of Customer Relationship Management in a Packaging Company

Evgeniia Metlushka

Bakalářská práce

Abstract:

Customer Relationship Management (CRM) is more of a support tool for a company that helps to improve customer relations, communication and understanding of their needs. CRM focuses on the acquisition, satisfaction, and retention of customers. Depending on the primary requests and needs of the company, different CRM applications can be developed enhancing changes in the organization and its mechanisms. The thesis reviews the literature related to Customer Relationship Management and describes some benefits that the system can provide to facilitate daily tasks in carrying out business processes and improve customer service. The purpose of this study is to identify the benefits of CRM system and improvements in the business processes that a CRM system can bring to a packaging company. The main question outlines how CRM system can be designed in order to optimise daily operations and current processes. Through the cross-case analysis of the interviews, the main five benefits were identified, that can drive the improvements in the existing processes of the packaging company. Further, focus areas of CRM implementation were outlined, explaining its draft design particularly to be considered for packaging company.

Keywords

Customer Relationship Management, customer, process, implementation, CRM, benefits, visit reports, customer account, customer daata, market mapping, sales

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 12. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 6. 2. 2024
• Vedoucí: Ing. Lenka Platilová Vorlíčková
• Oponent: Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Economics and Management