| Abstract: | 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. |
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