Implementace CRM systému jako nástroje ke zvýšení obchodní efektivity

This master’s thesis examines the implementation of a CRM system as a tool for increasing the business efficiency of a small manufacturing company. The research is conducted as a case study of the company PINIE Lubná, spol. s r.o. The main question of research is to assess whether the implementation of the chosen CRM system led to an improvement in the company’s business performance. The evaluation is based on a comparative method, where business processes are compared across two comparable periods using two samples of 30 customers. The study employs nine quantitative metrics focusing on conversion rates, the duration of the sales process, and the quality of customer data management. The results demonstrate improvements in a majority of the monitored areas, particularly in opportunity management and the elimination of inactive cases. The thesis concludes that the primary benefit of CRM implementation in the selected company lies in increased process efficiency and the systematization of sales activities. The findings are relevant for small and medium-sized enterprises with limited sales team capacity.