Povezljivost družabnih omrežij z rešitvami CRM

Zorec, Sandra

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Title:	Povezljivost družabnih omrežij z rešitvami CRM
Authors:	ID Zorec, Sandra (Author) ID Sternad Zabukovšek, Simona (Mentor) More about this mentor...
Files:	MAG_Zorec_Sandra_2017.pdf (6,89 MB) MD5: 033F025176CA2B3009D4297905CB3C71
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Pojav družabnih omrežij in njihova popularnost sta spremenila tradicionalno upravljanje odnosov s strankami. Podjetja tako več sistematično ne zbirajo podatkov o strankah le v rešitvah CRM, temveč dodatne informacije pridobivajo tudi s svojo prisotnostjo in interaktivno komunikacijo s strankami na družabnih omrežjih. Ponudniki CRM rešitev so tako zaznali potencial ter na trgu podjetjem začeli ponujati rešitve Social CRM. Te rešitve podjetjem omogočajo selektivno poslušanje na spletu in družabnih omrežjih, analitiko in interpretacijo pridobljenih podatkov, sodelovanje med podjetji in njihovimi strankami ter med zaposlenimi znotraj podjetij, in pa seveda tudi povezavo pridobljenih podatkov ali integracijo rešitve Social CRM s tradicionalno CRM rešitvijo. Predmet raziskovanja je bil pojav pojma Social CRM in rešitev Social CRM na trgu informacijsko-komunikacijske tehnologije. V magistrskem delu smo najprej opredelili teoretična izhodišča CRM in predstavili vodilne ponudnike CRM rešitev (Microsoft, SAP, Oracle, Salesforce) ter nadalje opredelili še teoretična izhodišča družabnih omrežij, ugotavljali uporabnost družabnih omrežij v poslovnem okolju in predstavili znane predstavnike družabnih omrežij (Facebook, Twitter, LinkedIn, Google+). Nato smo ugotavljali povezljivost družabnih omrežij z rešitvami CRM, kar je vodilo v definiranje pojma Social CRM. Zatem smo preučili in testirali funkcionalnosti posameznih Social CRM rešitev (Microsoft Social Engagement, SAP Hybris Cloud for Social Engagement, Oracle Social Cloud, Salesforce Social Studio), na podlagi pridobljenih podatkov pa naredili primerjalno analizo podobnosti, razlik ter posebnosti obravnavanih rešitev. V nadaljevanju smo, na primeru uvedbe Microsoft Social Engagement v fiktivno podjetje, prikazali še primer uporabe le-te v poslovnih procesih podjetja. Med preučevanjem in testiranjem funkcionalnosti (poslušanje, analitika, sodelovanje, razvoj) rešitev Social CRM smo raziskovali, na kakšen način te povezujejo družabna omrežja in tradicionalni CRM med seboj. Problem pri doseganju cilja pa je predstavljal omejen dostop do določenih informacij in podatkov. V raziskavi smo ugotovili, da uvedba Social CRM v poslovne procese podjetja pozitivno vpliva na uspešnost poslovanja podjetja kakor tudi na izboljšanje zadovoljstva njegovih strank. V dobi interneta se informacijska tehnologija razvija in napreduje s svetlobno hitrostjo, kar dokazuje pojav CRM rešitev, v katerih so predhodno že integrirane rešitve Social CRM.
Keywords:	CRM, družabna omrežja, Social CRM, Microsoft, Microsoft Social Engagement
Place of publishing:	Maribor
Publisher:	[S. Zorec]
Year of publishing:	2017
PID:	20.500.12556/DKUM-66552
UDC:	004.7
COBISS.SI-ID:	12826140
NUK URN:	URN:SI:UM:DK:FKUQ4KJ0
Publication date in DKUM:	20.10.2017
Views:	1518
Downloads:	198
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	02.07.2017

Secondary language

Language:	English
Title:	Connectivity of Social Networks with CRM Solutions
Abstract:	The phenomenon of social networks and their popularity have changed the traditional customer relationship management. Companies do not just systematically collect customer data only in CRM solutions anymore, but they also gain additional information by their presence and interactive communication with customers on social networks. CRM solution vendors detected the potential at the market and they began to offer Social CRM solutions to the companies. The solutions enable companies selective listening on web and social networks, analytics and interpretation of gained data, engagement of companies with their customers as well as among employees within the enterprise, and also the possibility to link gained data or integration of Social CRM solution with traditional CRM solution. The subject of research was the emergence of the concept of Social CRM and Social CRM solutions at the market of Information Communication Technology. In the Master's Thesis we first identified the theoretical foundations of CRM and presented the leading CRM solution vendors (Microsoft, SAP, Oracle, Salesforce) and then further defined the theoretical bases of social networks, established the usefulness of social networks in business environment and introduced the known representatives of social networks (Facebook, Twitter, LinkedIn, Google+). After that we determined the connectivity of social networks with CRM solutions, which leaded us to the definition of the concept of Social CRM. Than we examined and tested the functionalities of individual Social CRM solutions (Microsoft Social Engagement, SAP Hybris Cloud for Social Engagement, Oracle Social Cloud, Salesforce Social Studio) and based on gained data did a comparative analysis of the similarities, differences and specialities of discussed solutions. Below that we did a case of deployment of Microsoft Social Engagement in the fictitious company with the example of usage in business processes of the company. During the studying and testing the functionalities (listening, analytics, engagement, development) of Social CRM solutions, we explored in what way they are linking the social networks and traditional CRM. The problem in achieving the goal was restricted access to the certain information and data. In this study we found, that the deployment of Social CRM in business processes of the company has a positive impact on the company's performance, as well as on improvement of its customer's satisfaction. In the age of Internet the information technology evolves and progresses with the speed of light, what proves the emergence of CRM solutions, in which have already been integrated the Social CRM solutions.
Keywords:	CRM, social networks, Social CRM, Microsoft, Microsoft Social Engagement

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