Model uvođenja sustava za upravljanje odnosima s kupcima

scientific master's theses

• Title (english): Model for implementing customer relationship management system
• Author: Jasmina Magdić
• Mentor: Željka Car (mentor)
• Committee member: Dragan Jevtić (predsjednik povjerenstva)
• Committee member: Željka Car (član povjerenstva)
• Committee member: Katarina Ćurko (član povjerenstva)
• Granter: University of Zagreb; Faculty of Electrical Engineering and Computing; (Department of Telecommunications); Zagreb
• Defense date and country: 2011-06-30, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Electrical Engineering; Telecommunications and Informatics
• Universal decimal classification (UDC): 621.3 - Electrical engineering

Abstract

Uvođenje CRM-a u organizaciju je implementacijski projekt koji uključuje velike promjene (procesi, tehnologije, ljudi), traži znatne resurse (vrijeme, nastojanja, novac) i aktivno sudjelovanje visokog menadžmenta. Kao rezultat, CRM dobavljači imaju značajne izazove pri prodaji svojih usluga (uvođenje CRM-a u organizacije), nastojeći da ostanu profitabilni. U radu je predložen i opisan model koji CRM dobavljačima omogućuje rješavanje dijela navedenih izazova. Modelom se omogućuje transparentan, ponovljiv i dosljedan pristup (pred)prodajnim aktivnostima i (potencijalnom) ulasku u CRM implementacijski projekt. Istovremeno, model pomaže prepoznavanje treba li uvoditi CRM i (ako treba) koje funkcionalnosti treba omogućiti, odabir adekvatnog CRM programskog alata, procjenu ROI-a projekta, izradu ponude/ugovora te planiranje projekta. Model je nastao na temelju prikupljanja podataka većeg broja CRM (pred)prodajnih aktivnosti, analiza iskustava kupaca, najboljih praksi stvarnih CRM implementacijskih projekata, proučavanja CRM programskih alata, Microsoft Dynamics Sure Step metodologije, Microsoft Dynamics CRM Discussion Tool-a i analize teorijskih postavki. Model je evaluiran na studijskom primjeru organizacije. Analiza rezultata implementacije modela pokazala je kako model ostvaruje zadane ciljeve, uz izmjereno smanjenje količine potrebnih internih resursa i ukupno utrošenog vremena te potvrđeno pozitivno iskustvo kupaca

Abstract (english)

Introduction of CRM business strategy in an organization represents an implementation project that involves significant change management (processes, technology, people), resource management (time, effort, money) and active high management participation. Consequently, CRM vendors are facing a number of serious challenges while selling their services (CRM implementations to customers) and, at the same time, trying to stay profitable. This thesis suggests and describes a model that enables CRM vendors to cope with most of these challenges. The model ensures transparent, repeatable and consistent approach to the (pre)sales activities and (potential) entrance into a CRM implementation project. At the same time, the model helps to determine whether CRM should be implemented in an organization and (if so) what the required functionalities are, which CRM software would be suitable, what ROI the project would have, how to generate project proposal/contract and how to establish efficient project planning. The model was built upon the gathered information, based on a larger number of CRM (pre)sales activities, customer experience analysis, best practices of real life CRM implementation projects, CRM software research, Microsoft Dynamics Sure Step methodology, Microsoft Dynamics CRM Discussion Tool and theoretical settings analysis. The model has been evaluated on a company case study. The model implementation result analysis has proven that model does attain the set objectives, with measured reduction of the internal resources required and the total time consumption, and reported increasing positive customer experience.

• Keywords: upravljanje odnosima s kupcima (CRM); model; izvedbeno rješenje modela; studijski primjer; baza znanja; iskustvo kupca; integracija; Microsoft Dynamics CRM; Microsoft Dynamics Sure Step; povrat investicije (ROI)
• Keywords (english): Customer Relationship Management – CRM; model; implementation solution; case study; knowledge base; customer experience; integration; Microsoft Dynamics CRM; Microsoft Dynamics Sure Step; Return Of Investment – ROI
• Language: croatian
• URN:NBN: urn:nbn:hr:168:356078
• Study programme: Title: Postgraduate master programme in electrical engineering; Study programme type: university; Study level: postgraduate; Academic / professional title: Magistar znanosti elektrotehnike (Magistar znanosti elektrotehnike)
• Catalog URL: http://lib.fer.hr/cgi-bin/koha/opac-detail.pl?biblionumber=35437
• Type of resource: Text
• Extent: 151 str ; 30 cm
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2019-06-26 09:27:40