Kundlojalitet är ett mål för många företag som medför såväl utmaningar som potentiella konkurrensfördelar. I syfte att förbättra kundrelationer och därigenom öka kundlojaliteten har konceptet CRM (Customer Relationship Management) vuxit fram. Denna uppsats undersöker hur digitalt insamlad kundinformation används och integreras i CRM-strategier och CRM-system samt det eventuella sambandet mellan mängden kundinformation och graden av kundlojalitet. Undersökningen genomfördes genom intervjuer med två företag som är verksamma inom B2B-försäljning. Utöver företagens ledare och säljare intervjuades en CRM-systemleverantör, en leverantör av programvara för insamling av kundinformation samt tre av företagens kunder i syfte att bidra med fler perspektiv på de undersökta koncepten. Avsikten var att genom en kvalitativ ansats undersöka hur digitala verktyg för kundinformation kan integreras med CRM samt huruvida det i de studerade företagens fall går att se samband mellan användningen av denna kundinformation och graden av kundlojalitet. Studien finner att det inte finns ett rakt, positivt samband mellan mängden kundinformation och graden av kundlojalitet, men att en väl utformad och implementerad CRM-strategi i kombination med ett väl fungerande CRM-system ger förutsättningar för att ett sådant samband ska kunna etableras.

En effektiv användning av CRM-system reducerar avstånden mellan kund och verksamhet, samt bidrar till ökad kundlojalitet, god service och bättre insamling av data och information. CRM-system är ett komplext helhetskoncept som kräver integration mellan hårdvara, mjukvara, människor och data. För att systemet ska fungera effektivt kräver det en nära relation mellan systemet och verksamheters affärsprocesser som vid implementering av CRM behöver förändras och utvecklas. Sedan 1990-talet har det varit en ökad efterfrågan på denna typ av system och fler verksamheter önskar investera i CRM-system för att skapa sig en konkurrenskraftig position på marknaden. Trots denna ökning har tidigare forskning visat att flera verksamheter misslyckas med investeringen och att systemet inte uppnår de mål och förväntningar som verksamheten har. En av orsakerna till att systemet misslyckas har visat sig vara brist på processförändring i samband med CRM-implementering. I denna studie undersöker vi vad CRM-system är och vilka fördelar systemet kan generera, samt vilken betydelse processförändringsarbetet har på verksamhetens utveckling och CRM-implementering. Utifrån empirisk data presenteras den relation som verksamheter har till processförändring i samband med införande av CRM, hur arbetet skiljer sig mellan verksamheter och i vilken utsträckning de arbetar med förändringen. Undersökningens resultat visar hur arbetet med processförändring kan påverka CRM- investeringen. Vi vill med detta arbete uppmärksamma verksamheter som investerar i CRM eller som idag är i behov av att förändra eller utveckla systemet, att i högre grad arbeta med processförändring i samband med CRM-implementation.

This diploma thesis is focused on implementation of a CRM system to xPORT organization. Goal of this thesis is to choose a relevant approach to implementation, market analysis of appropriate CRM systems and choosing one system, which is most suitable for the organization. This system is then implemented and customized to accomplish all organization's needs. Work is separated into two parts -- theoretical and practical part. Theoretical part describes the terms CRM and CRM system, from historical and structural points of view. The next topic is a short introduction to the xPORT organization, its structure and subject are described there. Practical part is focused on choosing of appropriate approach to implementation of a CRM system and a market analysis followed by choosing of one most suitable CRM system. This system is then implemented to the organization's infrastructure and its functionality is changed to meet an organization's demands. Practical part is concluded by setting this system into the production and training the users. The main outcome of this work is functional CRM system, user manuals for using this system and description of its infrastructure for future administration tasks and changes on functionality. Contribution of this work is in choosing and implementation such CRM system that fits the most into the xPORT organization, is able to cover as much demands as possible and which provides to this organization a possibility to maintain and use its information effectively.

This thesis focuses on analysis and implementation of CRM in non-profit organization. The main aim of this thesis is to analyse the choice of suitable CRM system for Open Society Fund Prague, while the part of implementation is covered in the thesis of Václav Bešta. To fulfil the main aim, it is necessary to extend knowledge gained during the study using additional information from specialised publications and electronic resources which relate to CRM and Fundraising. These are subsequently used in the practical part, which is the result of individual work and cooperation with V. Bešta and members of Open Society Fund Prague. The contribution of this thesis is a resultant product in form of chosen and suggested CRM system, which Open Society Fund Prague will use for its activities. Possible contribution is that this system can be used by another non-profit organisation. Moreover, the practical part of this thesis may serve as a manual, how to deal with a selection of suitable CRM system. This Thesis is divided into two parts: theoretical and practical. The theoretical part discusses and clarifies the meaning of CRM and Fundraising, describes possibilities of their interconnection and mentions research in works, dealing with similar topics. At first, the practical part describes Open Society Fund Prague. The thesis continues with the analysis of found requirements for the CRM system, which than helps to choose a suitable product for the foundation. At the end, the thesis mentions the implementation of a chosen system in Open Society Fund Prague, which is described in detail in the thesis of V. Bešta.

Business Value of the CRM Approach - the Case of 5 Stars Hotels in Lebanon Customer Relationship Management (CRM) is an organizational-wide ongoing process. It provides a systemic approach to aligning business processes, technologies, and the customer. The application of the CRM approach in the hospitality sector accompanies the guest cycle in all its stages. It is an ongoing process defined by two main activities: the analysis and the action which are repeated as long as the relationship exists between the hotel and its customer. The success of this ongoing approach in increasing customer loyalty and fostering customer retention has yielded into the development of hotels' concentrations towards the CRM. Despite the extensive investments in CRM, numerous CRM projects fail to meet the expected business goals. Nevertheless, a handful of successful CRM projects give both a proof-of-concept and a guideline for a successful CRM approach. This research is intended to illuminate the business value of CRM approach in hotels. It brings together the concept of identifying the critical success factors of the CRM approach, and the impact of the CRM approach on the organizational performance in a single research model. This study was completed by examining the CRM approach in 5 stars hotels in Lebanon. The final sample represents 87.5% of the 5 stars hotels in Lebanon.

The submitted diploma thesis talks about evolutionary stage of classical CRM solution called Social CRM (also known as CRM 2.0 or SCRM). The goal of this work is to map a current offer at the market with SCRM and to compare it with the demand of Czech companies. The theoretical part explains all the basic terms associated with the topic, a short history and current evolution on the market. The work also identifies summary of various groups of Social CRM tools, which are currently widely used and tries to outline their functions. The main part of the study is the practical section which contains two kinds of surveys. First is devoted to Social CRM in terms of current and potential users of social networks for small and medium-sized enterprises in Czech Republic. The goal of the second survey is to discover the current situation and future evolution of Social CRM among suppliers of ERP solu-tions. Results from these two surveys are presented and widely discussed.

This diploma thesis is concerned with the information systems used to support customer relationship management in organizations. The issue of CRM systems is discussed in this thesis in terms of their implementation and focusing on the banking sector. The aim of this work is to design the physical procedure of implementation of the CRM system in the banking sector, which will provide guidance, whose purpose will be to provide advice and highlighting the critical success factors in each phase of the project. The created instructions disposing fairly detailed description of each phase of the project will be very beneficial especially for banking institutions, which will be avoided well-known problems in the course of the project , and lead the CRM system implementation project to a successful conclusion. In the theoretical part the work user will be familiar with the theoretical concept of CRM and subsequently in detail with its sub-areas. Great emphasis is placed in this section in particular CRM processes. Subsequently, there will be presented the CRM systems itself, the basic distribution, functionality and, ultimately, their integration into the IS / ICT architecture of the organization. At the end of the theoretical part, the identification of the specific needs of the CRM system in terms of the banking sector will be performed. Practical work has been devoted to the implementation of the CRM system in the banking sector. In the introduction to this part the access to the draft proposal of the progress of implementation of CRM in banking sector is presented to the work user and consequently it is more generally introduced in the proposal itself. In order to thus created proposal considered is correct, this proposal was needed to confront the real CRM implementation projects in the real banking institution. Therefore, there is introduced a banking institution whose project of implementation of the CRM system will be compared with the designed physical procedure of implementation of the CRM system in other work parts. The conclusion then proceeded to a detailed presentation of the designed procedure and its confrontation with the real CRM implementation project in the banking sector.

Abstrakt (Svenska) - Vikten av att ha effektiv hantering av kundrelationer (CRM) inom företag väger mycket, för att på ett lyckat sätt öka förståelsen och samarbeten med kunder. Företag ändrar eller uppdaterar sina CRM system för att kunna öka arbetseffektiviteten. Kunder och marknad utvecklas ständigt, och för att kunna följa upp med större datamängder och ökad konkurrens bör företag använda sig utav effektiva sätt att arbeta på, när det gäller hjälp med att göra data mer tillgängligt. Om företag inte framgångsrikt integrerar sina CRM system kan de halka efter och försämras. Ett byte gällande CRM är oftast bestämt av ledning och ifrågasatt av de faktiska användarna. Mottagarna av förändringen upplever ofta osäkerhet och tvivel. I denna avhandling beskriver vi hur vår forskning kring CRM processer, CRM system och intressenterna i fallföretaget, leder till att hitta utmaningar och behov. Vårt främsta bidrag är vår analys av rekommendationer baserade på våra resultat, som kan användas som underlag för att skapa en kravspecifikation av fallföretaget. Med de empiriska uppgifter som samlas in i vår avhandling strävar vi efter att hjälpa fallföretaget och andra organisationer i deras process att implementera ett nytt CRM system. / Abstract (English) - Efficient Customer Relationship Management (CRM) is critical for successful understanding and collaboration with Customers. Companies frequently change or update their CRM systems in order to increase their work effectiveness. Customers and markets are always evolving and in order to keep up with increasing amounts of data and competition, companies should use efficient ways of working, regarding assistance in making data more accessible. If companies do not successfully integrate their CRM systems they risk falling behind other possible competitors and deteriorate. Change is often approved by those who are commanding it and questioned by those who receive it. The recipients of the change often experience uncertainty and hesitation. In this thesis, we describe how our research of CRM process, CRM systems and the stakeholders within the case company lead to finding challenges and needs. Our main contribution is the analysis of recommendations based on our findings, which can be used as a basis for creating a requirement specification in the context of integrating a new CRM system. With the empirical data collected in our thesis, and with the literature that we reviewed, we aim to assist the case company and other organizations in their process of implementing a new CRM system.

This thesis deals with customer relationship management and detailed analysis of examined company's customer satisfaction. The thesis goal is to emphasize the importance of CRM as a factor in the development of care for corporate clients and based on the results of analysis, to suggest possibilities for further development of care for corporate clients in the examined company. The proposal part of the thesis contains a complex solution to the problems that were identified in the examined company's current customer relationship management.

Thesis deals with systems for customer relationship management (CRM) and possibility of their expansion and extension using technologies of Business Intelligence (BI). The work focuses on a specific part of CRM - the so-called "analytical CRM" (aCRM). aCRM is examined comprehensively, i.e. in the whole range - from its history and reasons for use, through the problematic relations to other areas of business intelligence. Specification and realization of example aCRM using BI technology is included.