20.500.12556/DKUM-97338 Kritični dejavniki uspeha uvajanja crm sistemov Critical success factors for crm system implementation V poslovnem okolju konkurenca hitro narašča in pričakovanja strank so vedno višja, zato je učinkovito upravljanje odnosov s strankami izrednega pomena, da podjetje na trgu preživi in ostane konkurenčno. CRM sistemi podjetjem omogočajo zbiranje podatkov, njihovo obdelavo in analizo o strankah. Hkrati so ti sistemi podpora prodajnim, marketinškim in storitvenim procesom. Kljub številnim prednostim, ki jih ima CRM, je njegova implementacija velikokrat le delno uspešna ali celo neuspešna, kar odpira vprašanje, kateri dejavniki so tisti, ki vplivajo oziroma določajo končni izid implementacije. Magistrsko delo obravnava razvoj in značilnosti CRM sistemov, njihov tehnološki napredek in proces uvajanja v podjetjih. Posebej so poudarjeni kritični dejavniki uspeha ter primerjava dejavnikov pri uvajanju poslovno-informacijskih rešitev in CRM sistemov. Teoretične ugotovitve smo nadgradili tudi z analizo študij primerov uspešnih in neuspešnih implementacij, ki ponazarjajo praktične izzive in posledice neustreznega upravljanja projektov. Rezultati raziskave kažejo, da uspešnost CRM implementacije ni odvisna zgolj od izbire ustrezne tehnologije, temveč tudi od strateške usmeritve podjetja, podpore vrhnjega managementa, učinkovitega projektnega vodenja, usklajenosti poslovnih procesov, kakovosti podatkov ter aktivnega vključevanja zaposlenih. Neuspeh implementacije izhaja iz kombinacije organizacijskih, procesnih in tehnoloških pomanjkljivosti. Delo potrjuje, da uvedba CRM sistema predstavlja celovit organizacijski projekt, ki zahteva sistematično načrtovanje in dolgoročno usmerjenost. In today’s business environment, competition is rapidly increasing and customer expectations are constantly rising, making effective customer relationship management essential for companies to survive and remain competitive in the market. CRM systems enable organizations to collect, process, and analyze customer data. At the same time, these systems support sales, marketing, and service processes. Despite the numerous advantages of CRM systems, their implementation is often only partially successful or even unsuccessful, which raises the question of which factors determine the final outcome of implementation. This master’s thesis examines the development and characteristics of CRM systems, their technological progress, and the process of their implementation in organizations. Special emphasis is placed on critical success factors and on the comparison of these factors in the implementation of business information systems and CRM systems. Theoretical findings are further supported by the analysis of case studies of both successful and unsuccessful implementations, illustrating practical challenges and the consequences of inadequate project management. The research findings indicate that the success of CRM implementation does not depend solely on the selection of appropriate technology, but also on the strategic orientation of the organization, top management support, effective project management, alignment of business processes, data quality, and active employee involvement. Implementation failures result from a combination of organizational, process-related, and technological shortcomings. The study confirms that the introduction of a CRM system represents a comprehensive organizational project that requires systematic planning and long-term commitment. Kritični dejavniki uspeha CRM sistemi implementacija upravljanje odnosov s strankami projektno vodenje digitalna transformacija. Keywords: Critical success factors CRM systems implementation customer relationship management project management digital transformation. true true false H. Šefer] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-03-01 08:08:21 2026-04-21 11:04:55 2026-04-22 03:11:31 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.77:005 275941123 MAG_Sefer_Helena_2026.pdf MAG_Sefer_Helena_2026.pdf 1 01A12DB6362F77A93F5E14E9EF121C9F 80f3a4060532b41bd18871f54b55ee28e7d9d0f90862d0695624611d286282be 13722fc1-24fe-11f1-ae72-00155d0001a1 https://dk.um.si/Dokument.php?lang=slv&id=204699 Ekonomsko-poslovna fakulteta 0 0 0