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Využití modelů hodnoty zákazníka při měření efektivnosti nástrojů online marketingu
Pořízek, Jan
This thesis deals with models for determinig customer and identifying parameters determinig this value. Company analysis was conducted and key parameters were chosen. On this basis, a model to determine lifetime value of company customers was applied and subsequently modified. Based on the results reccomandations were developed to use customer lifetime value to measure effectivness of online marketing tools.
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CRM of the selected bank subject
Pirochová, Diana ; Koliš, Karel (advisor) ; Petr, Rostislav (referee)
The bachelor thesis deals with customer relationship management of selected bank subject. Theoretical part discusses explanation of the term CRM and several reasons why this system should be used. What benefits can bring implementation of this system and what barriers can be in connection with it. Then is also focused on customer value and value for the customer. This thesis also pays attention to customer satisfaction and customer care. In the practical part are those knowledges applied on one of the bank institution in Czech Republic. Final part includes suggestions for improvement.
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The proposal of CRM strategy in selected company
Gorolová, Pavlína ; Koliš, Karel (advisor) ; Kociánová, Jana (referee)
This thesis discusses the philosophy of customer relationship management. Main goal of the work is to analyze the processes in a specific company and to recommend a solution for customer relationship. Thesis is divided into three parts. Theoretical part presents readers with basic concepts of customer relationship management, its principles, development and strategy. Furthermore, pays attention to customer and their value. Methodical part defines the method of analysis, which is applicated in practical part. Practical part is focused on a specific company, on its introduction, history and analysis of internal and external environment. In conclusion of this thesis individual recommendations and improvement proposals are listed.
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Implementation of philosophy of CRM in selected company in airline industry
Pavelka, Jakub ; Koliš, Karel (advisor) ; Konvalinka, Michal (referee)
The aim of this Bachelors Thesis is to define the philosophy, individual phases and the most important principles in building the customer relationship management and their theoretical concepts applied in selected company in airline industry. Based on the identification of places and processes that have the most significant impact on interaction between customers and company will be formulated fundamental measures for the implementation of the philosophy.
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Nové perspektivy uplatnění ICT v oblasti sledování a hodnocení vztahů zákazníka a poskytovatele v procesu obchodování
Chalupová, Naděžda
Dissertation thesis deals with new possibilities of information and communication technologies (ICT) using during watching and evaluating of consumer and his relation to provider. The consumer is thought to be every shopper, apart from the fact, if he is really consuming bought products or no. In contemporary economical environment the customer is a central point of interest of every market-behaving subjects, therefore it is necessary for businesses to attend to relation with customer watching, evaluating and management. In conjunction with rapid ICT development, new possibilities how to simplify some from these activities or to practice these activities fully automatically, are opening out for companies. Contemporary approaches to interaction monitoring of subjects participating in trading process and also current situation of its application in businesses, both in Czech Republic and in European Union, are mapped in this thesis. Analytical methods, to whose principles, properties and using possibilities are given here attention too, create the essence of entrepreneurial subjects and their clients relations monitoring. One of relation with customer watching and evaluating possibilities is determination of customer value, to which is fundamental part of the thesis addicted. The approaches to its determination, where reality reflection is not very evident, are briefly analyzed at first. On the basis of this limitation and with respect of real availability of required data, new model of customer value indicator determination was designed. What can be expected from this quantity and what are its advantages, is introduced in the thesis. Exact methods of its calculation and interpretation possibilities of acquired value including its integration into software system for managerial decision-making support are more detailed clarified here especially.
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Model kvantifikace hodnoty zákazníka
Souček, Martin
This Dissertation thesis deals with life-time value, that belongs to area of public relation management. Main part of the thesis focuses on model design of customer value quantification. Before the model was designed, three researches were performed. Two quantitative researches were focused on understanding of actual situation in the area of public relation management in the Czech Republic. This quantitative research provided information used in the model's design. Based on the research input model parameters were set. The proposed method of their processing was designed by using fuzzy logic. The final model provides customer valuation and their division into groups. Moreover, modifications that reflect needed practice are discussed within the model design. The proposed model is applied to real data at the end of the thesis.
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Loyalty programs as a CRM tool used by airline
Demčáková, Vanda ; Topolová, Ivana (advisor) ; Kubálková, Markéta (referee)
This bachelors thesis Loyalty programs as a CRM tool used by airline describes the importance of Customer Relationship Management in todays competitive market and explains basic concepts of a relationship between organization and customers, such as customer value, satisfaction and loyalty. In the practical part is the knowledge from theoretical part applied on the specific airline. The practical part presents an assessment and evaluation of the loyalty program OK Plus Partner. To carry out this practical part, a survey about satisfaction is used. Results of the questionnaire are analyzed and based on them, some recommendations for possible changes are made.
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The use of data mining technology in an interactive bargaining in retail
Waldmannová, Lenka ; Novotný, Ota (advisor) ; Jašek, Pavel (referee)
This thesis deals with the issue of data mining technology within interative bargaining in retail with closer focus on the implementation of data models and related rules, which support interactive haggling with the customer. The aim of the thesis is to prepare proposals for data models, calculations and rules that are involved in the haggling process with the customer. Prepared outputs are used in the demo application "Bargaining" and its application is showcased on the demonstrated examples. The work is divided into two main areas -- the theoretical definition of work and the analytical processing. The theory part includes available research work (resources), which will be used to characterise various thematic areas of the work - Customer Intelligence, Customer Lifetime Value, Data mining, Interactive marketing, negotiation techniques and Setting prices. Analytical processing is focused on the practical use of the acquired knowledge. It iis the calculation of selected values, their processing and application within the Bargaining process with the customer. In conclusion, all the results, reaching the goals and the recommendations for the development or modification of the solution, will be assessed. The anticipated benefit of the application is its use in the negotiation between the trader and the customer, without dropping the agreed sales price during realised business below the expenditure costs. It is about ensuring the interaction, where the customer is allowed to negotiate the price of goods but the trader ensures that the price will not result in a loss. The benefit of the solution is the support of the customer satisfaction with regards to the financial interests of the detail industry.
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Petrof CRM system
Bukačová, Marie-Anna ; Kubálková, Markéta (advisor) ; Koliš, Karel (referee)
This Bachelor thesis deals with customer service management of company Petrof. The theoretical part engages in matters connected with CRM followed by clarifying what a customer means to the company and also what values of a customer there may be. Chapters with respect of the B2B market close the theoretical part of the thesis. In the first section of the practical part, the company Petrof is introduced and its position on the market. This is followed by analysis of acquired findings and based on these a SWOT analysis of the company. To conclude this matter, the thesis focuses on improvement suggestion in the customer service management field.
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Building CRM in selected company
Bednárová, Lenka ; Koliš, Karel (advisor) ; Jiřinová, Kateřina (referee)
The theoretical part of the bachelor thesis deals with defining CRM and other concepts, developing strategy and building CRM. Within the concept of building CRM is discussed establishment of relationships with customers, strengthening and development of these relationships, customer value and value for customer are discussed. The practical part provides information about the selected company and its focus on the market, examines the current state of CRM in the company and compares it with customer-centric approach of competition. Based on the obtained information and discovered deficiencies, the aim of the study is to suggest recommendations for improvement that would streamline the process of managing customer relationships.
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