Trends in the field of corporate CRM systems

The diploma thesis focuses on trends in the field of corporate CRM systems. The aim of this work is to identify and analyze the most important trends in customer relationship management (CRM), as well as to provide analyzed and annotated results of the questionnaire survey and how the companies see this trend from different perspectives. From the author’s perspective, the relevance of the thesis is based on the fact that the main subject of modern society is a customer which brings major profit to the company whereas the CRM system becomes an effective tool for more efficient communication of a company with its customers, which is currently used by every business. The thesis is divided in 2 parts: the theoretical (chapters 2 to 4) and the practical (chapters 5 to 6). The theoretical part deals with customer relationship management from the perspectives, it also familiarizes the reader with the history of the development of this field, the architecture of CRM. The following part is focused on the most relevant trends of CRM. The author mentions such trends as artificial intelligence, social CRM, the Internet of Things, SaaS, CRM itself and mobile CRM. The practical part describes the methodology of the conducted sociological research (using survey) and then evaluates the obtained data from Czech companies that use CRM systems. The last part evaluates the degree of fulfilment of the aims set in the introduction.