IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN THE INTERORGANIZATIONAL TRADE

Upravljanje odnosov s strankami ali CRM (angl. CustomerRelationshipManagement) je v dobi informatizacije podjetij eno izmed pomembnejših področij poslovanja v marketingu, prodaji, notranjem in zunanjem sodelovanju. V ospredje postavlja stranke in razvijanje dolgoročnih odnosov z njimi. Dobro vzpostavljen koncept upravljanja odnosov s strankami je pomemben tako za pridobivanje novih strank kot tudi za zadržanje obstoječih. Trgovanje na medorganizacijskih trgih ponavadi poteka dlje in v večjem obsegu, zato je za podjetja na medorganizacijskih trgih graditev odnosov s kupci ključnega pomena. V diplomski nalogi je predstavljeno podjetje Pritent d.o.o., ki deluje pretežno na medorganizacijskih trgih. Podjetje teži k stalnemu razvoju in rasti, zato število dokumentov in podatkov narašča, ki se nahajajo v fasciklih, excelovih preglednicah in različnih mapah na računalniku. Neurejeni podatki za podjetje pomenijo veliko porabo časa, za zaposlene pa dodaten stres. Posledično prihaja do zamud pri izdaji blaga, ki lahko vodijo celo do izgube strank. Cilj diplomske naloge je, da v podjetju omogočimo urejeno komunikacijo in dokumentni sistem. S tem namenom smo podrobneje preučili temeljni problem, zaradi katerega se je podjetje odločilo za prenovo poslovanja. Naredili smo analizo sedanjega stanja in preučili potek obstoječega prodajno-nabavnega procesa. Pri analizi smo se osredotočili tudi na proces pridobivanja strank, ki poteka po različnih komunikacijskih kanalih. Ugotovili smo, da podjetje posveča premalo pozornosti komunikaciji v družbenih medijih in na spletnih straneh. V času informatizacije imajo prav slednji ključno vlogo za povečanje prepoznavnosti podjetja in blagovnih znamk. Urejeno in pregledno komunikacijo med zaposlenimi, njihovimi dokumenti in opravili nudi dobro postavljen koncept upravljanja odnosov s strankami. Odločili smo se za programsko rešitev v oblaku Salesforce, saj je enostaven za namestitev, poleg tega nam omogoča celostni pogled na stranko v vsakem trenutku.In the era of enterprise computerization Customer relationship management (or CRM) is one of the most important areas of business in marketing, sales, internal and external cooperation. At the forefront is the customer and developing a long-term relationship with the customer. Well established relationship management concept with customers is an important way to acquire new ones, as well as to hold on to the existing. Trading on interorganizational markets usually takes longer, and it is on a larger scale. Therefore it is crucial for companies that deal with interorganizational buyers to build relations. In the graduate thesis I present the company Pritent d.o.o., which operates mainly in interorganizational markets. The company tends to a constantly develop and grow, therefore the number of documents and data are growing. In particular, the data is located in binders, Excel tables and various folders on the computer. Disorderliness of data for the company means a lot of time consumption, and additional stress for employees. Consequently, the issue of goods is in delay, which can even lead to the loss of customers. The goal of the thesis was to provide an orderly communication and documentation system. The latter was the purpose for examining this fundamental problem in greater detail, because of which the company decided to renovate the current business. We made an analysis of the current situation and examined the progress of the existing sales purchasing process. The focus was on the customer acquisition process, which goes through various communication channels. We found that the company pays little attention to communication in social media and Web sites. At the time of computerization they play a key role in the visibility of the companies and trademarks. Orderly and transparent communication between employees, their documents and tasks offers a well-established customer relationship management concept. For the software solution we decided to use Salesforce cloud, since it is easy to install, and moreover, allows us an overall look at the client at any time