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Design and implementation of a CRM system to optimize business processes of a trading company

Author

Listed:
  • Petr Kučera

    (Institute of Technology and Business in České Budějovice, Czech Republic)

  • Daniela Cmuntová

    (Institute of Technology and Business in České Budějovice, Czech Republic)

Abstract
This paper aimed to formulate recommendations for implementing CRM systems for trading companies in the small and medium-sized enterprise segment. A content analysis of current documents was used to analyze the types and forms of CRM systems used in these companies. The essential functions a CRM system must contain were identified through structured interviews. The central part of the paper deals with the development and implementation of the CRM system. The current system was analyzed using the HOS 8 method, and its effectiveness was described. The results show that the system could be more efficient and balanced; based on these findings, it was decided to implement a new CRM system. The HOS 8 method was followed by a GAP analysis, which compares the current state of the CRM system with the expected (desired) state. Using the GAP analysis, the process of implementing the CRM system was carried out. The results of this work can be mainly used in trading companies with frequent and continuous contact with customers. However, the above analysis and procedures can also be applied to other types of firms. There are opportunities for further research in modern CRM systems such as automation, digitalization, and Artificial Intelligence. These areas will bring added value to firms and increase their competitiveness.

Suggested Citation

  • Petr Kučera & Daniela Cmuntová, 2023. "Design and implementation of a CRM system to optimize business processes of a trading company," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 11(2), pages 363-380, December.
    • Handle: RePEc:ssi:jouesi:v:11:y:2023:i:2:p:363-380
    DOI: 10.9770/jesi.2023.11.2(25)
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    References listed on IDEAS

    as
    1. Michal Pohludka & Hana Štverková, 2019. "The Best Practice of CRM Implementation for Small- and Medium-Sized Enterprises," Administrative Sciences, MDPI, vol. 9(1), pages 1-17, March.
    2. Óscar González-Benito & Wander Trindade Venturini & Javier González-Benito, 2017. "CRM Technology: Implementation Project and Consulting Services as Determinants of Success," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 16(02), pages 421-441, March.
    3. Michael Rodriguez & Stefanie Boyer, 2020. "The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 137-148, September.
    4. Nam, Dalwoo & Lee, Junyeong & Lee, Heeseok, 2019. "Business analytics use in CRM: A nomological net from IT competence to CRM performance," International Journal of Information Management, Elsevier, vol. 45(C), pages 233-245.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customer Relationship Management (CRM); CRM conceptual model; optimization of company processes; CRM system implementation; company performance; customer orientation;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

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