Abstract
The biggest key aspect to the success of a business is a satisfied customer. For this reason, it is possible to state that the growing trend of focusing on the customer and his/her needs has prevailed in recent years. The aim of this article is to analyze the use of CRM (Customer Relationship Management) systems in small- and medium-sized enterprises (SMEs) in the Czech Republic and to find the determinants for CRM system implementation. The best practice for CRM implementation suitable for SMEs is clarified using a specific case of a global enterprise. A fully functional CRM system can be considered a competitive advantage, and this is not only the case for global companies, but also for small and medium enterprises. Using a functional CRM interconnected with an ERP system, enterprises are able to manage business and direct marketing activities, as well as the company’s overall profits. These functional systems lead to an integrated system called funnel management, which improves customer relationship management and leads to a sustainable business.
Highlights
Market trends have given rise to digitalization, the use of technology, and the transformation of businesses, in an era called Industry 4.0
A system set and operating in this way is an essential prerequisite for business management, customer segmentation, and subsequent effective marketing activities and sustainable business, even for small- and medium-sized enterprises
Sustainable and up-to-date customer segmentation can only be provided in a healthy company if the CRM system functions well
Summary
Market trends have given rise to digitalization, the use of technology, and the transformation of businesses, in an era called Industry 4.0. A system set and operating in this way is an essential prerequisite for business management, customer segmentation, and subsequent effective marketing activities and sustainable business, even for small- and medium-sized enterprises. The purpose of this article is to provide a description of the best practice of the CRM system implementation process in a corporate company with a follow-up customer analysis and segmentation, including the creation of key account management. This process can be considered as a follow-up activity after creating an appropriate business structure that suits the market and market trends according to Accenture.
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