The main aim of this diploma thesis is to create an overview of analytic CRM systems which are offered in the Czech Republic with the emphasis on systems which can be used for marketing processes of the firms. The overview contains the reflection of new trends in CRM systems and marketing and the development to the future. In the last decade there is a huge development of CRM systems, which are generally known as sales force automation and less as an instrument for marketing management of the companies. Last but not least CRM is mistaken with information systems, even if the CRM concept is known for a lot of years and was developed from marketing, which is very often forgotten. The topic of this diploma thesis is originally view on CRM from marketing perspective and creation of compact view of analytic CRM systems, which are offered in the Czech Republic. Emphasis is put on using of these systems for marketing management and the target is disproving the myths, which are spoken about CRM as well CRM systems. Orientation of this document is mainly on analytic CRM systems, which has the most development in the last decades and can be used very well for marketing functions in companies. There is also a large development of marketing and CRM systems. The target is also making a summary of these trends and makes a hypothesis if CRM systems are developed according the future of marketing, if the CRM systems manage the reaction on this things.

В магистерской диссертации производится анализ влияния пандемии COVID-19 на работу детейлинг студии в Екатеринбурге, по результатам делается вывод о влиянии пандемии на сферу автоуслуг в Екатеринбурге и определяется наиболее успешная стратегия управления детейлинг студией. После рассматривается проект внедрения CRM-системы в бизнесс процессы детейлинг центра. / The master's thesis analyzes the impact of the COVID-19 pandemic on the work of a detailing studio in Yekaterinburg, based on the results, a conclusion is made about the impact of the pandemic on the auto services sector in Yekaterinburg, and the most successful strategy for managing a detailing studio is determined. After that, a project of introducing a CRM system into the business processes of a detailing center is considered.

Customer Relationship Management blir ett allt vanligare verktyg för att hantera kundvård för företag, det används främst för att hantera kundrelationer och lagra kundinformation. Customer Relationship Management, eller CRM, bygger på en affärsfilosofi som bör genomsyra hela organisationen. Denna filosofi blir en strategi för att hjälpa företag hantera sina nuvarande och kommande kunder. CRM uppkom först på 90-talet då förståelsen för kundvård startade i kombination med automatisering av försäljningsprocesser och analysering av kunddata. Idag är CRM också ett informationssystem som stödjer organisationens kundvårdsstrategi och som möjliggör dagens arbete med CRM. Det blir en knutpunkt i många organisationer och får en central roll för det dagliga arbetet. Men, precis som med alla informationssystem så kan även CRM bli felande. Studien kommer därför att presenter vilka delar av införandeprocessen som är kritiska och även presentera vilka misstag som bör undvikas vid införandet och det kontinuerliga arbetet med CRM. Studien är av kvalitativ karaktär och bygger på intervjuer från företag som arbetar med CRM, studien är fallstudie inspirerad. / Customer Relationship Management is an increasingly common tool to manage customer care for companies, it is mainly used to manage customer relationships and store customer information. Customer Relationship Management or CRM is based on a business philosophy that should permeate the entire organization. This philosophy is a strategy to help companies manage their current and future customers. CRM came in the 90s, when the understanding of the customer- care started in combination with the automation of sales processes and analyzing customer data. Today, CRM is also an information system that supports the organization's customer care strategy which enables them to work with CRM. It becomes a hub for many organizations and has a central role in the daily work. But, just like any information system it may also fail. The study will therefore present which parts of the implementation that is critical. The study will also present which mistakes to avoid during the implementation and the continuous work with CRM. This study is qualitative in nature and based on interviews of companies that work with CRM, the study is case study inspired.