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The Best Practice of CRM Implementation for Small- and Medium-Sized Enterprises

Author

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  • Michal Pohludka

    () (ZKV Career, s.r.o., Chomutovska 38/10, 161 00 Prague, Czech Republic)

  • Hana Štverková

    () (Department of Business Administration, Faculty of Economics, VSB—Technical University of Ostrava, 17. listopadu 15/2172, 708 33 Ostrava, Czech Republic)

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.

Suggested Citation

  • Michal Pohludka & Hana Štverková, 2019. "The Best Practice of CRM Implementation for Small- and Medium-Sized Enterprises," Administrative Sciences, MDPI, Open Access Journal, vol. 9(1), pages 1-17, March.
  • Handle: RePEc:gam:jadmsc:v:9:y:2019:i:1:p:22-:d:212198
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    References listed on IDEAS

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    Cited by:

    1. Gabor Hetenyi & Magdolna Szilasi & Attila Lengyel, 2019. "PLS Modelling of Factors Aff ecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 227-247.

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