Kritični dejavniki uspeha uvajanja crm sistemov

Šefer, Helena

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Title:	Kritični dejavniki uspeha uvajanja crm sistemov
Authors:	ID Šefer, Helena (Author) ID Sternad Zabukovšek, Simona (Mentor) More about this mentor...
Files:	MAG_Sefer_Helena_2026.pdf (1,44 MB) MD5: 01A12DB6362F77A93F5E14E9EF121C9F
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	Kritični dejavniki uspeha, CRM sistemi, implementacija, upravljanje odnosov s strankami, projektno vodenje, digitalna transformacija.
Place of publishing:	Maribor
Publisher:	H. Šefer]
Year of publishing:	2026
PID:	20.500.12556/DKUM-97338
UDC:	004.77:005
COBISS.SI-ID:	275941123
Publication date in DKUM:	21.04.2026
Views:	234
Downloads:	75
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:	01.03.2026

Secondary language

Language:	English
Title:	Critical success factors for crm system implementation
Abstract:	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.
Keywords:	Keywords: Critical success factors, CRM systems, implementation, customer relationship management, project management, digital transformation.

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