CRM in Service Oriented Organizations in the European Union

Vondráková, Pavla

This diploma thesis studies Customer Relationship Management (CRM) and its current usage and implementation in the EU. The primary goal of the thesis is to obtain general know-how for European service oriented organizations and to recommend efficient methods of implementing CRM so that it enhances the competitive advantage of enterprises in the EU. The secondary goal of the thesis is to assess CRM practices and trends in the European Union with a comparison of the two selected EU countries- Germany and the Czech Republic. The thesis is based on research of primary and secondary data with the findings being presented using the elaborated External Factor Evaluation Matrix and the CRM model. Fewer than 30% and 20% of companies in the EU use the operative and the analytic types of CRM, respectively. Therefore, there is a huge potential in utilizing both types of CRM, especially in small and medium enterprises. The most pressing issue in the EU is the shortage of IT professionals. The research proved that CRM can be very beneficial for organizations if it is implemented in the right way and yielded many other valuable pieces of advice for EU, German, and Czech enterprises.

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