Trendy podnikových informačních systémů v oblasti CRM

The purpose of this thesis is to analyse the trends related to the Customer Relationship Management (CRM) with emphasis on the CRM software. Essential trends were identified through professional analytical reports and dedicated servers. CRM trends were analysed from the time and factual perspective. The core purpose of this thesis was to evaluate possible business value of identified trends for businesses from a selected market segment. To fulfil this goal, the banking segment was chosen to be further analysed. The author of this thesis studied the extent of implementation of chosen trends in a real CRM implementation project executed in a bank operating on the market of Czech Republic. In the process, the set of interviews with "CRM in banking sector" professionals were completed to figure out how they are possibly appreciated by the whole banking sector. Through the responses of the chosen professionals, some trends characteristics were mainly followed. These were trend maturity (captured by slightly modified Gartner Hype Cycle) and trend business value (captured by defined numeral evaluation). An average evaluation of business value of each trend, done from various time perspectives, was displayed by two different tables, each grouping trends on the factual basis. Finally, trends business values were represented graphically to accent their possible progress as seen from the banking sector point of view and to provide users with a simple tool to confront their view with the view of the professionals. The tool mentioned allows users to focus on the trends that are likely to be very beneficial (according to the general opinion of the chosen professionals) and at the same time allows users to stay clear of the trends that don't promise much value for the banking sector, not even in the future.