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Analytical CRM - market overview and trends
Prochásková, Jana ; Slánský, David (advisor) ; Pour, Jan (referee)
Analytical CRM is a consistent suite of analytical applications that processes customer data stored in various information systems. The results are used to measure, predict and optimize customer relationships. The CRM applications market is growing despite the economic turmoil. The major trends are: CRM as a service, focus on customer retention and loyalty and last but not least achieving cost savings by effective targeting of marketing activities. The purpose of this paper is to define the business architecture of CRM systems and analytical CRM, analysis of the market and its trends, introduction of Good Data's approach to customer analytics and suggestions for possible extension of their Customer Analytics service.
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Analytický CRM: Účinný nástroj pro řízení ziskovosti firmy
Šťavíková, Martina ; Král, Bohumil (advisor) ; Lueger, Stephan (referee)
Cílem práce je nastínit možnosti využití analytického CRM k zvyšování ziskovosti společnosti. Analytický CRM se zabývá analýzou zákaznických dat, které slouží jako podpora pro operativní a strategické rozhodování firmy. Teoretická část práce se zabývá různými způsoby segmentace zákazníků, zákaznickými metrikami a způsoby, jak si udržet dobré zákazníky ve společnosti. Pro ucelený obraz o analytickém CRM také nastiňuje jeho technickou stránku, ve které popisuje nejčastěji využívané techniky při získávání dat. Praktická část práce byla vyhotovena ve spolupráci se společností Makro Cash & Carry. Popisuje nejdůležitější změny, které byly podniknuty k přeměně Makra z produktově na zákaznicky orientovanou společnost, a podrobněji se věnuje práci kontrolorů, jež se analytickým CRM ve firmě zabývají.
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The Building of Customer's Loyalty Towards the Brand Linde
Hájková, Lucie ; Postler, Milan (advisor)
This thesis deals with the building of customers' loyalty towards the brand Linde. The first chapter of this thesis describes types of commercial communications, ATL and BTL marketing activities and specifics between B2B and B2C. The second chapter deals with the brand in terms of the building of a long-term relatinoship with customers. The third chapter deals with customers and their satisfaction. The fourth chapter explains the meaning of the term "loyalty" and describes CRM. The fifth chapter focuses on loyalty programs in general. The sixth chapter introduces the company Linde Gas, a.s. and its loyalty programme, which is described in more depth within the seventh chapter. The last chapter is about an evaluation of the loyalty programme and communications of the brand Linde. In conclusion I suggests changes for the future.
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Application of customer relationship assessment methods in the company Plzeňské městské dopravní podniky, a.s.
Buchalová, Petra ; Hykš, Ondřej (advisor) ; Chvojková, Helena (referee)
The fundamental point of the thesis is customers and their satisfaction. The theoretical part characterizes the Customer relationship management approach (CRM) and describes the assessment methods. The main objective of the thesis is to create a documented procedure for customer satisfaction assessment and an application of the chosen assessment method. The practical part deals with a fulfilment of the main objective for which the company Plzeňské městské dopravní podniky, a.s. is selected. The created questionnaire is applied to a small sample. The thesis is concluded with an evaluation of the survey results and with the applicability evaluation of both the questionnaire and the documented procedure.
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Customer relationship management in outsourcing of IT
Horáček, Jan ; Bruckner, Tomáš (advisor) ; Vaněček, Michal (referee)
Outsourcing of IT is likely to be a perspective model of IT service delivery. However, only a small number of companies have adopted it and according to surveys, their satisfaction is relatively low. On the contrary, customer relation management (CRM) is a marketing approach that still keeps its popularity. Is not therefore CRM a solution also for outsourcing of IT? How should it be applied in the field? This master's thesis is intended for providers of outsourcing of IT and it aims to find answers to the questions above. The first step towards the goal is to identify main characteristic features of outsourcing of IT, which consequently provide a guideline for a systematic approach to the solution. The thesis does not presume reader's familiarity with CRM, hence the second chapter offers a brief yet holistic view of the issue. A synthesis of the information from the first two parts leads to a conclusion that it is not possible to decide about suitability of CRM in outsourcing of IT on a general basis, but always in the particular situation. Therefore the work suggests a set of criteria for the choice. The consecutive chapters deal with the application of CRM. Firstly, an entire system of tools for evaluation of customers is proposed. It enables providers to determine the suitable level of individual approach to each customer with consideration of both business and technical factors. Consequently, a provider can start building a relationship with his customer taking advantage of number of recommendations and tools given by this paper. It includes measures not only for convincing customers but also for increasing their retention. The thesis discusses broad variety of aspects of marketing in outsourcing of IT. Its scope ranges from customer uncertainty mitigation and purchasing process of a corporate customer, over tips on how to manage customer satisfaction, to appropriate adjustments of a service level agreement (SLA). The paper also briefly analyses the specifics of CRM in outsourcing of IT in the public sector.
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Hodnota zákazníka v letecké společnosti
Machalová, Lucie ; Král, Bohumil (advisor) ; Leciánová, Gabriela (referee)
Práce pojednává o strategickém řízení podniku na základě znalosti celoživotní hodnoty zákazníka. Definuje Customer Lifetime Value v souvislosti se strategií podniku,Customer Relationship Managementem a Balanced Scorecard metodologií. Charakterizuje jednotlivé kroky stanovení hodnoty, způsoby alokace a softwarové nástroje, stejně jako rizikové oblasti implementace tohoto způsobu řízení a praktické možnosti využití, obzvláště pro segmentaci zákazníků, upravení vztahů se zákazníky a nastavení všech customer facing procesů. Praktická část uvádí příklad stanovení hodnoty, respektive ziskovosti, zákazníka na příkladu letecké společnosti a analyzuje specifika leteckého průmyslu, stanovení kalkulačního vzorce a konkrétní návrhy pro budoucí implementaci, včetně využití výsledků hodnoty zákazníka v řízení společnosti.
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Market of analytical CRMs and its development
Zrcek, Milan ; Matuštík, Ondřej (advisor) ; Brixí, Radim (referee)
The aim of this project in first phase is to define the term "analytical CRM" and to define its position in whole CRM. From that results some levels whereas as main is considered the analytical level. For next parts the analysis of up to now CRM market development is fundamental. On the basis of those knowledges is defined recent situation on CRM market. Mainly concrete applications used for analytical purposes and their functionality are meaned by that. Last part is effort to predict future development on analytical CRM market. Whole prediction is based on previous parts of the project.
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CRM Components and their Suppliers
Filip, Petr ; Netolický, Michal (advisor) ; Pour, Jan (referee)
Cílem této práce je vymezení pojmu CRM a prozkoumání trhu s CRM systémy. Tyto systémy jsou v dnešní době nedílnou součástí nejedné firmy, snažící se zjistit potřeby jednotlivých zákazníků, následně pak zlepšit poskytované služby, a tím získat větší podíl na trhu. V první části této práce nalezneme definici CRM systémů a a jejich součástí. V druhé části práce jsou uveřejněny konkrétní produkty CRM a je provedena srovnávací studie jejich funkcionlaty.
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CRM in company Pro Gyn s.r.o.
Duchoslavová, Jana ; Plášková, Alena (advisor) ; Šklíbová, Jana (referee)
My diploma work is about philosophy of CRM which is connecting tools for good quality customer care, insists on propriety and process efficiency, quality of staff and usage of IT technologies for recording all important facts which can have impact on relationship. Because of this is implementation of CRM suitable for health care as well. In my work deal with rules of process funciton CRM to activity of private gynecologist clinic. My aim is improve relation between company and consumer.
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The improvement of CRM in a telecommunication company
Pokorná, Martina ; Pour, Jan (advisor) ; Radkovský, Lukáš (referee)
Customer relationship management represents operating the relations towards customers of company. Nowadays the sense of CRM has changed is little bit as it doesn't mean only software which helps to solve problems but big value is added in relations with customers as such. The subject of this paper is to describe how Vodafone CZ settled with an innovation of CRM. The objective of this paper is to bring closer the improvement of CRM in a telecommunication company. The first chapter focuses on CRM products on the Czech market. I have chosen the most important solutions for small, middle and big companies. The second chapter attends to company Siebel Systems and its product CRM eBusiness, which was apllied in Vodafone CZ. The third chapter introduces the implementation of a new solution. In conclusion I evaluate the benefits of new CRM for Vodafone a.s
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