ZAJAROŠOVÁ Markéta VSB - Technical University of Ostrava

Spoluautoři KAUEROVÁ Lenka

Customer relationship management (CRM) has become a key strategic tool for many companies, especially in the current competitive environment. At a time when market competition becomes sharper, building relationships with customers coming to the fore, helping companies win obtaining new customers, developing products and services to increase customer satisfaction and observe current number of customers. The objective of this paper is to identify the priority factors in the implementation and management of the CRM systems. Evaluations are primarily factors reflecting the quality of customer information, support investment in CRM systems by the company management, the effects of implementation of CRM systems and business processes factors. Primary data have been collected by means of questionnaires in the Czech Republic and this was addressed the various fields and size companies. Then, these factors were ranked using correlation analyse for identification the priority factors for customer satisfaction management system success in the Czech environment conditions. Long-term use of CRM systems brings to enhance the customer information usefulness and more efficient data management. The results indicate that expectations are met and CRM systems lead to more efficient customer information.