Customer Relationship Management throught the example of creating a CRM campaign

Upravljanje odnosima s kupcima (eng. Customer Relationship Management – CRM) je proces kojim organizacije upravljaju svim odnosima i interakcijama s postojećim i potencijalnim kupcima. Svaka interakcija temeljena na CRM-u predstavlja priliku da klijent, odnosno kupac ima što personaliziranije iskustvo koje s druge strane stvara priliku da organizacija razvije i poboljša svoje poslovanje. Turistička industrija koristi koncept CRM-a za razvoj odnosa s klijentima i dugotrajnog ostanka u konkurentskom okruženju. Zahvaljujući CRM-u, razvija se povjerenje i lojalnost klijenata prema turističkoj tvrtki, a tvrtkama omogućuje pružanje personaliziranih usluga te ostvarivanju želja i zahtjeva klijenata na njihovo zadovoljstvo. Glavni cilj ovog diplomskog rada je prikazati i pojasniti postupak izrade CRM kampanje na primjeru kompanije Valamar Riviera d.d. s naglaskom na opis korištenog alata i podataka. Uz to, dan je pregled područja digitalnog marketinga i CRM-a. Kampanja je izrađena u alatu Oracle Responsys, dok su podaci korišteni u kampanji pohranjeni u CRM sustavu razvijenom u Microsoft Dynamicsu. CRM sustav sadrži bazu podataka koja se ponajviše koriste za marketinške i prodajne svrhe, a neki od njih su podaci o kupcima, odnosno u ovom slučaju gostima i zaposlenicima, podaci o objektima i drugo.Customer Relationship Management (CRM) is the process by which organizations manage all relationships and interactions with existing and potential customers. Every CRM-based interaction is an opportunity for the client, ie the customer to have as personalized an experience as possible, which in turn creates an opportunity for the organization to develop and improve its business. The tourism industry uses the concept of CRM to develop customer relationships and long-term stay in a competitive environment. Thanks to CRM, the trust and loyalty of clients towards the travel company are developed, and it enables companies to provide personalized services and fulfill the wishes and requirements of clients to their satisfaction. The main goal of this thesis is to present and explain the process of creating a CRM campaign on the example of Valamar Riviera d.d. with an emphasis on the description of the tools and data used. In addition, an overview of the areas of digital marketing and CRM is given. The campaign was created in Oracle Responsys, while the data used in the campaigns was stored in a CRM system developed by Microsoft Dynamics. The CRM system contains a database that is mostly used for marketing and sales purposes, and some of them are data on customers, in this case, guests and employees, data on facilities, and more