Návrh zlepšení systému CRM

Peter Špilko

Bachelor's thesis

Suggestions for the Improvement of CRM

Abstract:

Cieľom bakalárskej práce, zaoberajúcej sa návrhom zlepšenia systému Customer Relationship Managment pre spoločnosť OMNIA KLF, a. s., je na základe SWOT analýzy súčasného systému navrhnúť opatrenia vedúce ku skvalitneniu tohto systému. Druhá kapitola sa zaoberá charakteristikou spoločnosti OMNIA KLF, a. s., základnými údajmi o firme. V tretej kapitole je opísaná charakteristika pojmu Customer Relationship Management, jeho evolučný proces, vývojové etapy ako aj podstata stratégie CRM. Kapitola taktiež obsahuje proces tvorby a implementácie tohto systému v organizácii, ako aj náklady na túto implementáciu, rozdelenie jednotlivých zákazníkov a princípy starostlivosti o nich. Štvrtá kapitola sa venuje metodike zhromažďovania dát, ktoré boli použité pri SWOT analýze súčasného systému CRM, ako aj systém hodnotenia pozičných máp. Piata kapitola sa zaoberá podrobnou analýzou získaných údajov, teda SWOT analýze silných, slabých stránok súčasného CRM systému firmy, ako aj príležitostiam a ohrozeniam pre tento systém. Šiesta kapitola obsahuje konkrétne návrhy a odporúčanie pre zlepšenie súčasného systému CRM spoločnosti, ktoré vychádzajú z teoretických východísk Customer Relationship Management, ako aj predošlých analýz.

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.

Keywords

CRM, SWOT, zákazník, riadenie, management, vzťahy, hodnotenie

Keywords

CRM, SWOT, customer, control, management, relationships, evaluation

Language used: Czech

Date on which the thesis was submitted / produced: 15. 7. 2012

Thesis defence

• Date of defence: 29. 8. 2012
• Supervisor: Martina Steinová
• Reader: Martina Hoďáková

VŠB - Technical University of Ostrava

Ekonomická fakulta

Bachelor programme / field:
Ekonomika a management / Marketing a obchod