Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T19:15:51Z No. of bitstreams: 1 MPCC - ALEXANDER GREIF.pdf: 2183930 bytes, checksum: 8e64312a9935d55fbc64dace705154de (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-09T19:16:13Z (GMT) No. of bitstreams: 1 MPCC - ALEXANDER GREIF.pdf: 2183930 bytes, checksum: 8e64312a9935d55fbc64dace705154de (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-10-09T19:22:44Z (GMT) No. of bitstreams: 1 MPCC - ALEXANDER GREIF.pdf: 2183930 bytes, checksum: 8e64312a9935d55fbc64dace705154de (MD5) / Made available in DSpace on 2018-10-09T19:23:00Z (GMT). No. of bitstreams: 1 MPCC - ALEXANDER GREIF.pdf: 2183930 bytes, checksum: 8e64312a9935d55fbc64dace705154de (MD5) Previous issue date: 2018-05-03 / Over the last 15 years, the relationship between industry, services and consumers has been changed a lot, mainly due to the expansion of new media social habits by consumer markets. Within the changes of this new market approach, the media social platforms became relevant elements to the business model and the customer care of the global companies. This research aimed to compare satisfaction with customer service between traditional telephone SAC channels and social media channels without human voice interaction. To achieve this objective an experiment was conducted with 60 dissatisfied customers in the Pay-TV segment. The results were statistically evaluated using the "t" test with significance range p <0.1. There was a preference for service through social media (0.008), and suggests that Facebook, as a customer care tool, had a superior result compared to the traditional SAC. As contributions, this study innovates by showing the results of managing with dissatisfied customers through a 100% digital customer care service, without voice interaction. In addition, there are few studies in Brazil on the care of unsatisfied clients carried out solely on social media, which will help reduce this gap in academic literature. / Nos últimos 15 anos, com o surgimento e a expansão do uso de mídias sociais por consumidores, a relação que existia entre indústria, serviço e cliente mudou completamente. Dentre as mudanças provenientes dessas novas relações mercadológicas, as mídias sociais ganharam relevância como modelo de gestão e atendimento. Esta investigação teve como objetivo comparar a satisfação com o atendimento aos clientes entre os canais tradicionais de SAC telefônico, e os de mídias sociais sem interação da voz humana. Para alcançar esse objetivo foi realizado um experimento com 60 clientes insatisfeitos do segmento de TV por assinatura. Os resultados foram avaliados estatisticamente por meio do teste “t”. Houve preferência pelo atendimento através das mídias sociais (0,008) e conclui-se que o Facebook como canal de atendimento teve um resultado superior ao tradicional SAC. Como contribuições, este estudo inova ao mostrar os resultados de uma gestão com clientes insatisfeitos através de um relacionamento totalmente digitalizado, inclusive mais econômico. Além disso, existem poucos estudos no Brasil sobre atendimento de clientes insatisfeitos realizados unicamente em mídias sociais, o que contribuirá para reduzir essa lacuna na academia.

The diploma thesis is committed to mapping CRM applications available in cloud and trends within. The goal is to describe what CRM is, how it evolved into Cloud CRM, analyze main differences between the two approaches and analyze trends that can be observed in CRM market and CRM applications. This is coupled with description of the most common CRM solutions and products available both on-premises as well as on-demand. In the first part, the thesis introduces theory behind Customer Relationship Management and its different understanding by various authors. It also describes the most common functionality of CRM. The second part explores the world of CRM application, characterizing infrastructure behind, deployment models, access options, licensing models and technology. In the next part the three on-premise solutions -- Oracle Siebel, Microsoft Dynamics CRM and SAP 360 Customer are described in terms of their look and feel, functionality, social and mobile CRM capabilities and pricing. The next part finally deals with CRM in the form of Cloud, introduces the term cloud computing, clarifies when cloud is the right choice and generally compares costs of running CRM on-demand and on-premise. This is followed by trends description on CRM market and functionality. The last chapter describes two cloud CRM solutions for each of the enterprise, medium and small company target segments.

This diploma thesis focuses on the current social networks and their possible use in enterprise resource planning. The thesis is divided into several chapters where the first chapters explains the concept of social networks, their origin, history and development. Described are the principles of their operation and the advantages and disadvantages of using. The next chapter deals with the problem of enterprise resource planning, particularly their development and current trends, where you can certainly include the social CRM, which is currently very pronounced and which is in the area of business information systems a trend. After this theoretical part is followed by the practical part, which sets out the main objectives of the work, the assumption and the methodology is described. In this section, I deal with the analysis of the survey and confrontation hypotheses. The final outcome of the evaluation is defined hypotheses and a summary of the problem. The main benefit of this work is to describe current trends in social networks and their impact on business practice, analysis of the use of social networks in the workplace and a summary of this issue.

Idag är det nödvändigt för alla företag att fokusera på att skapa långvariga kundrelationer.Customer relationship management (CRM) gör det möjligt för företag att spåra kundersinteraktioner med företag. Det har blivit alltmer viktigt för företag att vara aktiva inom socialamedier för att skapa både kundengagemang och långsiktiga kundrelationer. Facebook är detmest använda forumet som företag idag använder. I samband med sociala mediers utvecklinghar ett nytt koncept utvecklats för att integrera sociala medier i traditionella CRM-system somkallas Social CRM (SCRM). Syftet med uppsatsen var att öka förståelsen för SCRM genomatt studera ett företags arbetssätt med SCRM för att skapa kundrelationer genom Facebook. Vivalde att utgå ifrån ICA Sverige. Studien svarar på frågorna, hur ICA Sverige använder sinFacebook-sida för att skapa kundengagemang, hur ICA Sverige hanterar den kundkritik somkommer in på deras Facebook-sida samt hur ICA Sverige tror att kundkritiken kan påverkaderas varumärke och image. Studien baseras på två semistrukturella intervjuer med CRMansvarigeoch webbredaktören inom ICA Sverige och är skriven på svenska. Eninnehållsanalys genomfördes även under två månader av ICA Sveriges officiella Facebooksida.Studien visade att ICA Sverige använder SCRM genom Facebook trots att de själva inteär medvetna om det. Denna upplysning kan bidra till att ICA Sverige i fortsättningen kan tadel av värdefulla SCRM-strategier som de idag kan ha gått miste om genom sin omedvetenhetom att de arbetar med SCRM. Studien bekräftar tidigare forskning gällande att SCRM än idagverkar vara ett delvis okänt begrepp. Studien har bidragit med en teoretisk analysmodell somföretag kan använda för att analysera SCRM. / Program: Civilekonomprogrammet

This diploma thesis deals with a new trend in the corporate sector -- social networks. These in fact have become a phenomenon due to its growing popularity in recent years. The aim of this thesis is to introduce the social networks in a broader context -- especially the analysis of milestones of social networks. Further comparison of selected social networks from the perspective of business alias what options the company offers a social network for your presentation with access to user data (Social CRM). The third part of the aim of this work is to analyze the critical factors in the integration of social networks into the enterprise information system. The work can be divided into the descriptive (Chapters 2-4) and the practical (Chapters 5-6) part. The first part presents the social networks, the concept of Social CRM and basic characteristics of systems integration. The practical part is focused on all those aims. Author of the work receives information primarily from the electronic information resources that are available at University of Economic in Prague and also from various sources that are on the principle of Web 2.0 (Czech and foreign). Finally, the author also receives information from social networks (social networks options). The work serves as a summary and mapping of existing communication channels on the Internet (e-mail, IRC, selected social networks) and summarizes the critical factors in the integration of social networks into the enterprise information system according to the individual project phases.

Submitted diploma thesis puts a target to analyze current state of using customer relationship management systems in small or mid-size companies located in Czech Republic. Second main goal of this work is (based on the historical development business information systems) characterize and describe changes of approach from classic CRM systems to Social CRM and usage of this social networks as new channel and space for business. There will be questionnaire base on the theoretical part of the thesis, which will be distributed to the Czech companies in the informatics industry. Results of this questionnaire will then show the current status of CRM and the connection to the social networks together with the possible ways of progress to the future. As well there will be described basic options for business pages on social networking site Facebook, and how easy it is to create such a profile.

Frågeställningar: Hur ser företags processer ut för att skapa innehåll till sociala medier? Hur engagerar sig konsumenter till innehåll som företag publicerat på sociala medier? Syfte: Det huvudsakliga syftet med studien är att beskriva och förklara företags processer för att skapa innehåll till sociala medier och analysera konsumenters engagemang till innehåll som företag publicerat. Studien syftar även till att tillhandahålla en konceptuell figur för hur förloppet att skapa, publicera och följa upp innehåll mellan ett företag och ett konsultbolag ser ut. Det avslutande syftet är att kunna ge rekommendationer till företag om hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. Metod: Studien hade en induktiv ansats med ett explorativt syfte. Undersökningen genomfördes med en kvalitativ metod. Data samlades in genom personliga intervjuer och genom en observationsstudie med en kompletterande intervju. En kvalitativ dataanalys utfördes för att analysera insamlad empirisk data. Resultat: Företags processer till att skapa innehåll är otillräcklig och det finns utrymme för förbättring. Det framkom även att konsumenter har ett större engagemang till innehåll som företag publicerat om konsumenternas vänner rekommenderat innehållet, om det är humoristiskt eller har ett välgörande ändamål. Teoretiskt och praktiskt bidrag: Det teoretiska bidraget är att utveckla processen till att skapa innehåll på sociala medier. Praktiska bidrag är i form av rekommendationer till företag angående hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. / Research questions: Do companies have processes to create content for social media? How do consumers engage in content that companies have published on social media? Purpose: The main purpose of this study is to describe and explain companies’ processes to create content for social media and analyze the consumers’ commitment to the content that companies have published. Another purpose is to provide a conceptual model for the course of creating, publishing and following up content between a company and a consulting firm. Finally we aim to give recommendations to companies about how they can develop their use of social media as a marketing tool. Method: The study has an inductive approach with an explorative purpose. The survey was performed using a qualitative method. The data was collected by means personal interviews and an observational study with an additional interview. This empirical data was analyzed using a qualitative data analysis. Results: The companies’ processes to create content are insufficient. The study also revealed that consumers have a greater commitment to content published by companies if their friends have recommended the content, if it is humoristic or related to charity. Theoretical and practical contributions: The theoretical contribution is to develop the process to create content on social media. The practical contribution is in the form of recommendations to companies about how they can develop their usage of social media as a marketing tool.