konkurenceschopnost --- management

The important changes of consumer behaviour, caused by economy recession, press on business subjects to explore new ways to get costumers. This is the time, when competitive advantage gets important role. This advantage could be appreciated by controlling relationships with customers, called Customer Relationship Management. Customer Relationship Management (CRM) is complex solution of communication among companies and costumers, also way to long and profitable business relationships. This system is not only database of useful information about costumers. This is company solution, which is born in effort to get or to hold costumer and which grows up to complex system of all processes in company. Outputs of this thesis are based on passed researches about CRM in Czech Republic, on interviews with CRM specialists and based new questionary research realized in June 2013. The knowledge of passed researches was used in interviews with CRM specialists, which helps to prepare questionary of research in region of Liberec among 117 companies. The data of research were analyzed by factor analysis. This research proves the utilising of CRM, mainly to get the customers. Saved data in CRM are sorted, because of next use in communication with costumers and use in segmentation. Saved data are used in way which helps to make costumers feeling of importance and uniqueness. Also the customer satisfaction is important information, which could improve relations with costumer and which could extend time of the business ? get competitive advantage.

Customer relationship management jako nástroj zvyšování konkurenceschopnosti podniků