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Successful customer relationship management in a chosen small firm
 Krausková, Katarína
The basic purpose of this bachelor thesis is to prepare a strategy of successful in-troduction of a new CRM solution in a small firm. Also the thesis is aimed to sug-gest alternative solutions for successful customer relationship management of the chosen small firm XY. In the first chapter, the main focus is put on understanding the overall concept of CRM, its relation to marketing as well as to business infor-matics and information systems. The second chapter is aimed to present the basic information about the chosen firm XY, explain its previous unsuccessful imple-mentation of CRM system and subsequently propose some alternative solutions. These solutions are evaluated according to the needs of the firm and the final solu-tion is presented. In the next part are described its advantages in comparison to the previous CRM system, evaluated from the economic point of view. In the last chapter of the thesis there is a suggested CRM implementation strategy based on the practical example of unsuccessful and successful CRM implementation process of the firm XY. This suggested strategy is aimed to serve as a guide for other small firms. In the very last part, there is a summary of what mistakes should be avoided and on what should a firm focus its intentions during the implementation process.
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