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Řízení vztahu se zákazníky s možností využití informačního systému SAP CRM
(Technická Univerzita v Liberci, 2012-01-01) Pozděnová, Veronika; Dědková, Jaroslava
This thesis is focused on customer relationship management (CRM); a theoretical definition and historical development of various stages of the CRM concept are introduced; development types of information tools and architecture of complex software solutions CRM are mapped. The aim of the work is a proposal for implementation of SAP CRM in Preciosa Ornela, a.s. and options for the use of specific system components in regards to the development of customer relationships, suggesting better utilization of the business partners database and streamline collaboration between marketing and sales departments. Further, a structure of business partners records and the possibilities of their segmentation, management of specific activities in the area of interaction between the firm and business partners and processing of marketing campaigns are outlined. The contribution of the individual functionalities of the SAP CRM is emphasised and contrasted against the identified barriers to implementation, which might cause failure of the project.