Design and implementation of a CRM system to optimize business processes of a trading company

Petr Kučera () and Daniela Cmuntová ()
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Petr Kučera: Institute of Technology and Business in České Budějovice, Czech Republic
Daniela Cmuntová: Institute of Technology and Business in České Budějovice, Czech Republic

Entrepreneurship and Sustainability Issues, 2023, vol. 11, issue 2, 363-380

Abstract: This paper aimed to formulate recommendations for implementing CRM systems for trading companies in the small and medium-sized enterprise segment. A content analysis of current documents was used to analyze the types and forms of CRM systems used in these companies. The essential functions a CRM system must contain were identified through structured interviews. The central part of the paper deals with the development and implementation of the CRM system. The current system was analyzed using the HOS 8 method, and its effectiveness was described. The results show that the system could be more efficient and balanced; based on these findings, it was decided to implement a new CRM system. The HOS 8 method was followed by a GAP analysis, which compares the current state of the CRM system with the expected (desired) state. Using the GAP analysis, the process of implementing the CRM system was carried out. The results of this work can be mainly used in trading companies with frequent and continuous contact with customers. However, the above analysis and procedures can also be applied to other types of firms. There are opportunities for further research in modern CRM systems such as automation, digitalization, and Artificial Intelligence. These areas will bring added value to firms and increase their competitiveness.

Keywords: Customer Relationship Management (CRM); CRM conceptual model; optimization of company processes; CRM system implementation; company performance; customer orientation (search for similar items in EconPapers)
JEL-codes: M21 M30 M31 O31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:11:y:2023:i:2:p:363-380

DOI: 10.9770/jesi.2023.11.2(25)

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