Usage CRM in company

The bachelor thesis is focused on practical usage of Customer Relationship Management system within IKEA company. Theoretical section aims to clarify basic aspects of Customer Relationship Management. Practical section describes specific business policy of IKEA company with emphasis on importance of customer relationship. Further on the thesis specifies internal CRM system within IKEA company, its communication channels and essential models of customer communication. Pivotal part of the thesis is over-all analysis of IKEA internal CRM system based among other things on self-run research within IKEA employees. The thesis leads to identification and explanation of key problems connected to IKEA internal CRM system. Proposed area of high priority is further education of employees. Planned implementation of new CRM system is also mentioned