Students’ perception of cloud customer relationship management on the example of the integrated business information system SAP

Zadovoljni kupci danas su jedan od najvažnijih čimbenika koji određuju financijski uspjeh poduzeća. Kontinuirana i učinkovita korisnička usluga, kao i poznavanje zahtjeva kupaca, čine osnovu za tržišni uspjeh. Ako poduzeća žele zadržati i unaprijediti svoje tržišne pozicije, bez obzira na trenutnu financijsku situaciju, moraju nastojati poboljšati svoje odnose s postojećim kupcima i naporno raditi na stjecanju novih kupaca. Današnje informacijsko društvo i globalizacija gospodarstva sada omogućavaju kupcu da detaljno usporedi proizvode i usluge. Poduzeća moraju usmjeriti cijelu svoju organizaciju na zahtjeve i aktivnosti svojih kupaca. Štoviše, poduzeća moraju neprestano biti sposobna prepoznati promjene u ponašanju kupaca i tržišnom razvoju te u skladu s tim prilagoditi svoje resurse i poslovne procese. SAP-ov integrirani CRM pristup razmatra blisku povezanost procesa specifičnih za kupca sa svim aspektima upravljanja poduzećem. U sklopu rada provedeno je istraživanje kojim je, metodom anketnog upitnika, obuhvaćen uzorak od 53 osobe, starosti između 18 i 30 godina. Cilj istraživanja je ispitati percepciju studenata o upravljanju odnosima s klijentima u oblaku. Dobiveni rezultati obrađeni su metodom analize i deskripcije, te pokazuju da smatraju CRM bitnim faktorom za poslovanje tvrtke. Također, sigurnost i privatnost podataka ističe se kao glavna mana i ograničavajući faktor za prelazak na poslovanje u oblak, dok su glavne prednosti automatski backup i stalna dostupnost podataka.Satisfied customers today are one of the most important factors determining a company’s financial success. Continuous and efficient customer service, as well as knowledge of customer requirements, form the basis for market success. If companies want to maintain and improve their market positions, regardless of the current financial situation, they must strive to improve their relationships with existing customers and work hard to acquire new customers. Today’s information society and the globalization of the economy now allow the customer to compare products and services in detail. Businesses need to focus their entire organization on the requirements and activities of their customers. Moreover, companies must constantly be able to recognize changes in customer behaviour and market development and adjust their resources and business processes accordingly. SAP’s integrated CRM approach considers the close connection of customer-specific processes with all aspects of enterprise management. As part of the paper, research was conducted which, using a survey questionnaire, included a sample of 53 people, aged between 18 and 30 years. The aim of the research is to examine students’ perceptions of customer relationship management in the cloud. The obtained results were processed by the method of analysis and description, and show that they consider CRM as an important factor for the company's business. Also, data security and privacy stands out as a major drawback and limiting factor for moving to a cloud business, while the main advantages are automatic backup and constant data availability