20.500.12556/DKUM-99916 Primerjalna analiza funkcionalnosti namiznih in mobilnih CRM rešitev na primeru Microsoft Dynamics 365 Sales in Salesforce CRM Comparative analysis of the functionality of desktop and mobile CRM solutions: a case study of Microsoft Dynamics 365 Sales and Salesforce CRM V magistrski nalogi je obravnavano področje upravljanja odnosov s strankami (angl. Customer Relationship Management; CRM) ter vpliv razvoja mobilnih tehnologij na uporabo sodobnih CRM rešitev. Predstavljeni so osnovni pojmi, razvoj, gradniki, funkcionalnosti, prednosti in slabosti CRM rešitev ter pomen njihove uspešne uvedbe. Obravnavano je tudi področje mobilnega poslovanja, mobilnih aplikacij in mobilnih CRM rešitev, ki omogočajo dostop do poslovnih informacij in izvajanje poslovnih procesov ne glede na lokacijo uporabnika. V praktičnem delu sta analizirani CRM rešitvi Microsoft Dynamics 365 Sales in Salesforce CRM. Primerjava vključuje njuno arhitekturo, module, ključne funkcionalnosti ter uporabniško izkušnjo namiznih in mobilnih različic. Poseben poudarek je namenjen razlikam med namiznim in mobilnim načinom uporabe ter podpori poslovnim procesom. Rezultati analize so pokazali, da obe rešitvi omogočata izvajanje večine ključnih CRM funkcionalnosti, mobilni različici pa podpirata predvsem vsakodnevne aktivnosti, kot so upravljanje kontaktov, prodajnih priložnosti in beleženje aktivnosti. Naprednejše funkcionalnosti, kot so administracija, zahtevnejša analitika in prilagajanje rešitve, ostajajo predvsem v domeni namiznih različic. Med Salesforce CRM in Microsoft Dynamics 365 Sales ni bistvenih razlik pri osnovnih funkcionalnostih, razlike pa se kažejo predvsem v prilagodljivosti in integracijah. Ugotovljeno je bilo, da mobilne CRM rešitve predstavljajo pomembno dopolnitev namiznim različicam, saj povečujejo mobilnost zaposlenih in omogočajo sproten dostop do ključnih poslovnih informacij. Kljub temu trenutno še ne predstavljajo popolne zamenjave namiznih rešitev, temveč se z njimi dopolnjujejo. This master’s thesis addresses the field of Customer Relationship Management (CRM) and the impact of the development of mobile technologies on the use of modern CRM solutions. It presents the basic concepts, development, components, functionalities, advantages, and disadvantages of CRM solutions, as well as the importance of their successful implementation. The thesis also examines mobile business, mobile applications, and mobile CRM solutions, which enable access to business information and the execution of business processes regardless of the user’s location. The practical part analyses two CRM solutions, Microsoft Dynamics 365 Sales and Salesforce CRM. The comparison covers their architecture, modules, key functionalities, and user experience of their desktop and mobile versions. Particular emphasis is placed on the differences between desktop and mobile use and their support for business processes. The results of the analysis show that both solutions support most key CRM functionalities, while their mobile versions primarily support everyday activities such as contact management, sales opportunity management, and activity tracking. More advanced functionalities, such as system administration, advanced analytics, and system customization, remain primarily available in the desktop versions. No significant differences were identified between Salesforce CRM and Microsoft Dynamics 365 Sales in terms of basic functionalities, while differences are mainly evident in customization and integration capabilities. The findings indicate that mobile CRM solutions represent an important complement to desktop versions, as they increase employee mobility and provide continuous access to key business information. Nevertheless, they do not yet represent a complete replacement for desktop solutions, but rather complement them by enabling a more flexible way of working. Upravljanje odnosov s strankami (CRM) Microsoft Dynamics 365 Sales Salesforce CRM uporabniška izkušnja primerjalna analiza Customer relationship management (CRM) Microsoft Dynamics 365 Sales Salesforce CRM user experience comparative analysis true true false L. Kadiš] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-08-30 19:36:00 2026-09-25 10:52:57 2026-09-26 03:10:41 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 292491779 MAG_Kadis_Leja_2026.pdf MAG_Kadis_Leja_2026.pdf 1 467CCAEE66649F0541290C8DE34B035E bdaecf9e37b0524ca19dbecd66b5e04106bf7c6a235e8409040a192442281fbf 15faded3-ad22-11f1-b668-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=212113 Ekonomsko-poslovna fakulteta 0 0 0