%0 Journal Article
%T The Best Practice of CRM Implementation for Small- and Medium-Sized Enterprises
%A Hana £¿tverkov¨¢
%A Michal Pohludka
%J Administrative Sciences | An Open Access Journal from MDPI
%D 2019
%R https://doi.org/10.3390/admsci9010022
%X The biggest key aspect to the success of a business is a satisfied customer. For this reason, it is possible to state that the growing trend of focusing on the customer and his/her needs has prevailed in recent years. The aim of this article is to analyze the use of CRM (Customer Relationship Management) systems in small- and medium-sized enterprises (SMEs) in the Czech Republic and to find the determinants for CRM system implementation. The best practice for CRM implementation suitable for SMEs is clarified using a specific case of a global enterprise. A fully functional CRM system can be considered a competitive advantage, and this is not only the case for global companies, but also for small and medium enterprises. Using a functional CRM interconnected with an ERP system, enterprises are able to manage business and direct marketing activities, as well as the company¡¯s overall profits. These functional systems lead to an integrated system called funnel management, which improves customer relationship management and leads to a sustainable business. View Full-Tex
%U https://www.mdpi.com/2076-3387/9/1/22