CRM rešitev kot orodje za upravljanje odnosov s strankami: Microsoft Dynamics 365 v praksi

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Title:	CRM rešitev kot orodje za upravljanje odnosov s strankami: Microsoft Dynamics 365 v praksi
Authors:	ID Novak, Tjaša (Author) ID Sternad Zabukovšek, Simona (Mentor) More about this mentor...
Files:	UN_Novak_Tjasa_2026.pdf (1,46 MB) MD5: F129618B3E9E37A07285B18430BE92CF
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Diplomsko delo obravnava CRM rešitve kot ključno orodje za upravljanje odnosov s strankami ter analizira razvoj, značilnosti, vrste in trende sodobnih CRM rešitev. V teoretičnem delu so predstavljeni zgodovinski razvoj CRM rešitev, njihove prednosti in slabosti ter vloga digitalizacije pri izboljšanju prodajnih, marketinških in poprodajnih procesov. Poseben poudarek je namenjen ponudnikom CRM rešitev in primerjavi njihovih funkcionalnosti, kar omogoča razumevanje, zakaj so CRM rešitve postale nepogrešljiv del sodobnega poslovanja. Osrednji del naloge podrobno obravnava Microsoft Dynamics 365, modularno platformo, ki združuje prodajo, marketing, storitve za stranke, terensko delo in projektno vodenje ter podjetjem omogoča celovit pregled nad strankami in procesi. Empirični del vključuje dve študiji primera, ki prikazujeta uporabo Microsoft Dynamics 365 v globalnih podjetjih Ricoh in Ernst & Young. Ricoh je z uvedbo rešitve moderniziral zastarelo CRM rešitev, izboljšal kakovost podatkov in povečal produktivnost prodajnih ekip, medtem ko je Ernst & Young s platformo Microsoft Dynamics 365 standardiziral prodajne procese na globalni ravni ter okrepil sodelovanje med ekipami v več kot 150 državah. Analiza obeh primerov potrjuje, da Microsoft Dynamics 365 pomembno prispeva k digitalni transformaciji, večji preglednosti in učinkovitejšemu upravljanju odnosov s strankami. Zaključne ugotovitve potrjujejo, da sodobne CRM rešitve predstavljajo ključen element konkurenčne prednosti podjetij v digitalni dobi.
Keywords:	CRM, upravljanje odnosov s strankami, Microsoft Dynamics 365, digitalna transformacija, študija primera, Ricoh Japan, Ernst & Young, produktivnost, konkurenčna prednost
Place of publishing:	Maribor
Publisher:	T. Novak]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98343
UDC:	004.77:658.89
COBISS.SI-ID:	285049347
Publication date in DKUM:	16.07.2026
Views:	346
Downloads:	56
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:	06.06.2026

Secondary language

Language:	English
Title:	CRM solution as a tool for customer relationship management: Microsoft Dynamics 365 in practice
Abstract:	This thesis examines Customer Relationship Management (CRM) solutions as essential tools for managing customer relationships and supporting digital transformation in modern organizations. The theoretical part provides an overview of the development of CRM systems, their key characteristics, types, advantages, and limitations, as well as current trends that shape the CRM landscape. Special emphasis is placed on understanding why CRM solutions have become indispensable for improving sales, marketing, and customer service processes. The central part of the thesis focuses on Microsoft Dynamics 365, a modular and highly adaptable platform that integrates sales, marketing, customer service, field service, and project management functionalities, enabling organizations to gain a comprehensive and data driven view of their customers. The empirical section includes two case studies that demonstrate the practical use of Microsoft Dynamics 365 in global companies Ricoh and Ernst & Young. Ricoh modernized its outdated CRM system, improved data quality, and increased sales productivity, while Ernst & Young standardized its sales processes across more than 150 countries and strengthened collaboration among global teams. The analysis of both cases confirms that Microsoft Dynamics 365 significantly contributes to digital transformation, operational efficiency, and improved customer relationship management. The findings support the conclusion that modern CRM solutions represent a key strategic element for achieving competitive advantage in the digital era.
Keywords:	CRM, customer relationship management, Microsoft Dynamics 365, digital transformation, case study, Ricoh Japan, Ernst & Young, productivity, competitive advantage

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