20.500.12556/DKUM-99055 Analiza primernosti crm rešitve za izbrano podjetje: primerjalna analiza Evaluating the suitability of crm solutions for a selected company: a comparative study Digitalizacija poslovnih procesov in razvoj umetne inteligence pomembno spreminjata način upravljanja odnosov s strankami v sodobnih podjetjih. CRM sistemi podjetjem omogočajo centralizirano upravljanje podatkov o strankah, učinkovitejše spremljanje prodajnih aktivnosti ter izboljšanje kakovosti odločanja. V zadnjih letih postaja vse pomembnejša tudi uporaba umetne inteligence, ki omogoča avtomatizacijo rutinskih opravil, analizo podatkov in podporo pri načrtovanju prodajnih aktivnosti. V magistrskem delu je obravnavana uporaba CRM sistemov z umetno inteligenco v podjetju Mibra d. o. o. Analiza obstoječega stanja je pokazala, da se podjetje sooča z razpršenostjo podatkov o strankah, omejeno preglednostjo prodajnih procesov ter tveganjem izgube pomembnih informacij zaradi odvisnosti od posameznih zaposlenih. Na podlagi intervjujev z direktorjem, komercialnim direktorjem in komercialistom so bile identificirane ključne zahteve za uvedbo CRM sistema, med katerimi izstopajo centralizacija podatkov, pregled nad komunikacijo s strankami, podpora prodajnim procesom, zmanjšanje administrativnega dela ter možnost uporabe umetne inteligence. V okviru raziskave je bila izvedena primerjalna analiza treh CRM rešitev: Intrix CRM, Odoo CRM in Salesforce. Rezultati analize kažejo, da vse tri rešitve omogočajo izboljšanje upravljanja odnosov s strankami, vendar se med seboj razlikujejo glede funkcionalnosti, zahtevnosti uvedbe, stroškov in podpore umetni inteligenci. Ugotovljeno je bilo, da je za podjetje Mibra glede na njegove potrebe, organizacijsko kulturo in stopnjo digitalne zrelosti najprimernejša rešitev Intrix CRM, saj zagotavlja dobro uporabniško izkušnjo, lokalno podporo, enostavno integracijo z obstoječimi sistemi ter ugodno razmerje med funkcionalnostjo in stroški. Ključna ugotovitev raziskave je, da uspešna uvedba CRM sistema ni odvisna zgolj od tehnoloških zmogljivosti rešitve, temveč predvsem od njene prilagojenosti potrebam uporabnikov, podpore vodstva in pripravljenosti zaposlenih na spremembe. Umetna inteligenca predstavlja pomembno priložnost za nadaljnji razvoj CRM sistemov, vendar mora biti njena uporaba usmerjena v podporo zaposlenim in izboljšanje poslovnih procesov. The digitalisation of business processes and the rapid advancement of artificial intelligence (AI) are fundamentally transforming customer relationship management (CRM) in modern organisations. CRM systems enable companies to centralise customer data, improve the monitoring of sales activities, and support more informed business decision-making. In recent years, the integration of AI into CRM systems has become increasingly important, as it enables the automation of routine tasks, advanced data analysis, and more effective planning and execution of sales activities. This master's thesis examines the suitability of AI-supported CRM solutions for the company Mibra d.o.o. An analysis of the company's current operations revealed several challenges, including fragmented customer data, limited transparency of sales processes, and the risk of losing valuable business information due to reliance on individual employees. To identify the company's requirements for a new CRM system, semi-structured interviews were conducted with the Managing Director, the Sales Director, and a Sales Representative. The findings highlighted several key requirements, including the centralisation of customer data, improved visibility of customer interactions, enhanced support for sales processes, reduced administrative workload, and the integration of AI functionalities. The empirical part of the study includes a comparative analysis of three CRM solutions: Intrix CRM, Odoo CRM, and Salesforce. Although all three solutions have the potential to improve customer relationship management, the analysis revealed significant differences in functionality, implementation complexity, costs, and AI capabilities. The results indicate that Intrix CRM is the most suitable solution for Mibra d.o.o., considering the company's business requirements, organisational culture, and level of digital maturity. The solution offers an intuitive user experience, reliable local support, straightforward integration with existing systems, and a favourable balance between functionality and implementation costs. The study concludes that the successful implementation of a CRM system depends not only on the technological capabilities of the selected solution but, more importantly, on its alignment with organisational needs, strong management support, and employees' willingness to adopt new ways of working. Furthermore, AI represents a significant opportunity for the future development of CRM systems; however, its implementation should primarily focus on supporting employees and enhancing business processes rather than replacing human expertise. upravljanje odnosov s strankami umetna inteligenca uvajanje CRM prodajni procesi zahteve in pričakovanja od CRM. Customer Relationship Management (CRM) artificial intelligence (AI) CRM implementation sales processes CRM requirements and expectations true true false T. Kovačič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-07-28 20:13:05 2026-09-25 13:43:38 2026-09-26 03:10:40 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.7/.8:658.8 292547331 MAG_Kovacic_Tamara_2026.pdf MAG_Kovacic_Tamara_2026.pdf 1 625027903D827C174B0AA4F1C49F1FF9 a8b62b2875976da19782ef513e3234bf857da22e80f2a6ee3f36c9361f185c4d 6cc8bf6a-b2ab-11f1-9651-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=212791 Ekonomsko-poslovna fakulteta 0 0 0