CRM - Řízení vztahu se zákazníkem v praxi
Title Alternative:CRM - Customer relationship management in practice
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Tato bakalářská práce se věnuje rozboru pojmu CRM a problematice budování vztahů se zákazníky. Důležitost tohoto pojmu je podložena současnou situací na maloobchodním a velkoobchodním trhu. Dále se bakalářské práce zabývá analýzou celého procesu budování vztahů se zákazníky v praxi tří českých společností. V teoretické části je kladen důraz na pochopení významu CRM a společně jsou zde uvedena teoretická východiska, o které se opírá navazující praktická část. V té jsou nejprve představeny tři společnosti, analyzována jejich současná situace na trhu a stav budování vztahu k zákazníkům. Dále tato část obsahuje shrnutí a doporučení, která vycházejí z analýzy současné situace jednotlivých společností. Navržená doporučení mohou vést ke zlepšení služeb v rámci budování vztahu se zákazníky.
The aim of this Bachelor's thesis is to analyse and define CRM and issues connected with Customer relationship management. Importance of this term is supported by the current retail and wholesale market situation. Further ahead this Bachelor's thesis deals with analysis of the CRM's practise process in the three czech companies. In the theoretical part the accent is put on understanding of CRM meaning and also there are theoretical resources for following practical part. In this part at first are introduced three czech companies, then their current situation on the market and also their attitude to customer relationship management is analyzed. This part also contains summary and recommendations, which are based on the analysis of their's situation. Suggested recommendations could help to improve their customer service in the case of customer relationship management.
The aim of this Bachelor's thesis is to analyse and define CRM and issues connected with Customer relationship management. Importance of this term is supported by the current retail and wholesale market situation. Further ahead this Bachelor's thesis deals with analysis of the CRM's practise process in the three czech companies. In the theoretical part the accent is put on understanding of CRM meaning and also there are theoretical resources for following practical part. In this part at first are introduced three czech companies, then their current situation on the market and also their attitude to customer relationship management is analyzed. This part also contains summary and recommendations, which are based on the analysis of their's situation. Suggested recommendations could help to improve their customer service in the case of customer relationship management.