20.500.12556/DKUM-15666 ANALIZA TEORETIČNEGA KONCEPTA MENEDŽMENTA ODNOSOV Z ODJEMALCI- CRM ANALYSIS OF THE THEORETICAL CONCEPT OF CUSTOMER RELATIONSHIP MANAGEMENT-CRM V globalno tržnem okolju se organizacije dnevno srečujejo s problematiko prilagajanja in zadovoljevanja odjemalcev z različnimi zahtevami in nakupnimi navadami. Odjemalci so pri svojih odločitvah nepredvidljivi, saj se vedno znova ne odločajo za izdelke iste blagovne znamke, istega okusa, videza itd. Na njihovo odločitev in s tem na razpolaganje kupne moči pri nastali potrebi, vplivajo številni za organizacijo nepredvidljivi, včasih celo nevarni tržni dejavniki. Funkcija menedžmenta odnosov je tako zmanjšati in obvladovati tovrstne dejavnike, nastale potrebe pa pravočasno predvideti in reagirati v obliki ponudbe pravega izdelka ob pravem času ter, na pravem mestu in s tem poskrbeti za zadovoljstvo odjemalca. Izhodišča koncepta so torej postavljena v osnovni zakona menjalnega odnosa t.j. daj —dam s poudarkom na ustvarjanju t.i. ''win- win'' odnosa. Tovrstno razmerje je možno doseči le v primeru, če obe strani čutita, da sta pri menjavi dobili vsaj toliko kot sta pričakovali ali celo več. V vsakem primeru gre za ustvarjanje obojestranskega zadovoljstva, kar se pri podjetju odraža kot povečanje deleža prihodkov, pri odjemalcu pa kot lojalnost do podjetja. Vzpostavljanje dolgoročnih in dobičkonosnih odnosov z vsemi odjemalci, pa se po izkušnjah mnogih organizacij ne kaže kot najdonosnejša poteza. Prav zato je potrebno pri graditvi odnosov z namenom dolgoročnega sodelovanja, deliti odjemalce na donosne in manj donosne. Namreč, z donosnimi odjemalci bo podjetje sodelovalo in razvijalo odnos temelječ na zaupanju, medtem ko bo manj donosnim oz. nedonosnim posvečalo bistveno manj pozornosti. Podporo pri odločanju in pravilnem vlaganju resursov organizacije nudi pomemben sestavni del CRM- ja t.j. informacijska tehnologija in z njo vse povezane programske rešitve. Informacijska tehnologija s pomočjo podatkovnih baz omogoča analiziranje, obdelavo in pripravo podatkov, s katerimi lahko podjetje prispeva k uspešnejšemu in učinkovitejšemu oblikovanju odnosa in z njim povezanega zadovoljstva s podjetjem. Pri tem je nujno omeniti, da koncept CRM ne gre enačiti s tehnologijo, temveč ga je potrebno opredeljevati kot strategijo ter način razmišljanja in poslovanja, ki gradi konkurenčne prednosti na uspešnem menedžmentu odnosov z odjemalci. Organizations operating in the global market environment are faced with problems adjusting and satisfying customers with different requirements and buying habits. Customers can be very unpredictable in the process of making decisions because they do not always choose products of the same brand, taste, appearance, etc. Their decision-making and available purchasing power are influenced by a wide range of unpredictable sometimes even dangerous market factors. Customer relationship management function is to reduce and manage such factors by anticipating needs and reacting by offering the right product at the right time and at the right place, thus resulting in customer satisfaction. The platform concept is placed in the basics of the exchange relationship with a focus of creating a so-called “win-win relationship''. This kind of relationship can be achieved only if both sides feel that the goods received have at least as much value as they expected or even more. In any case, it will bring mutual satisfaction. For the company this is reflected as an increase in the share of income and on the consumer side as increased loyalty to the company. However, the experience of many organizations showed that in many cases making a long and profitable relationship with all customers is not seen as the most profitable move. Therefore, it is necessary to build relationships with a view to long-term cooperation and sort customers as profitable and less profitable. Namely, a company with profitable business customers will be involved in developing relationships based on trust, while unprofitable ones will receive considerably less attention. An important integral aspect of customer relationship management is so-called information technology and any related software solutions for the effective management of relationships with customers for support in decision making and the proper investment of organization resources. Information technology with the support of databases allows the analysis, processing, and production of data which can contribute to more effectively and efficiently developing the relationship. It is essential to note that the CRM concept cannot be equated with technology, but it is necessary to define it as a strategy and way of thinking, operating and building competitive advantage based on successful relationships with customers. KLJUČNE BESEDE: - Menedžment odnosov z odjemalci - Zadovoljstvo in zvestoba odjemalcev - Donosnost - Informacijska tehnologija - Strategija - Konkurenčne prednosti - Customer relationship management - Customer Satisfaction and Loyalty - Profitable Customers - Information Technology - Strategy - Competitive advantages true true false [S. Mujagić] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2010-09-16 11:28:12 2011-01-27 14:36:49 2022-04-13 07:29:17 2023-12-19 03:23:42 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10548508 URN:SI:UM:DK:CWQWBWE6 UNI_Mujagic_Selvedin_2010.pdf UNI_Mujagic_Selvedin_2010.pdf 1 EA357716DDAEFFE9D94D5F4C561DD614 7ed090bda6a723d3b92f686bc30175074370e4be0c18ca6ae0eac982b0a7205e 700509c4-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/2d9c6fbe-7e83-4953-ade7-736248e6fce8 https://dk.um.si/Dokument.php?lang=slv&id=18352 Ekonomsko-poslovna fakulteta 0 0 0