Analýza potenciálu Social CRM

The submitted bachelor's thesis studies emerging phenomena from the field of enterprise informatics - information systems called as Social CRM or CRM 2.0. Social CRM is not understood and treated here only as software tools but rather the opposite. The text aims to clarify fundamentals and purpose of this new attitude, confront it with the traditional CRM and introduce it in a broader context which understanding is vital for successful implementation of Social CRM into practice. Therefore, by this thesis authoress also maps social, managerial, business and technologic changes which were at the background of SCRM emergence, and she offers her own unbiased understanding of it. This thesis brings a theoretical introduction in subject of the Social CRM products supply and evaluates its contemporary condition. Conducted survey research broadens the view of the Social CRM market condition with the understanding of these technologies and managerial approaches by the market demand side. Authoress doesn't aims to create the most extent or complete material concerning this topic, but rather tries to summarize basic information into a lucid form that can serve as a good starting point when trying to understand and study Social CRM subject.