Naslov
Importance of employees in CRM implementation

Autori
Mandić, Miroslav ; Zbodulja Mateja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo

Izvornik
2014 M-SPHERE Book of Papers / Vranešević, T. - Zagreb : Accent Press, 2014, 286-291

ISBN
978-953-7930-04-2

Skup
3rd International M-Sphere Conference for Multidisciplinary in Science and Business

Mjesto i datum
Zadar, Hrvatska, 02.10.2014. - 04.10.2014

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Customer relationship management; human resources; change management; CRM implementation

Sažetak
Following the trend of recent technological developments, customer relationship management is the future of any enterprise business today. The paper explains the theoretical concept of customer relationship management, its characteristics, objectives and benefits. While implementing this strategy, it is necessary for the company to prepare itself for the upcoming changes and to eliminate or reduce the difficulties that may stand in the way. Having in mind the importance of the human factor in any company, this paper focuses on the employees affected by this change of implementation. Every CRM implementation has certain barriers that can directly affect on the behaviour of the employees. This paper demonstrates the difficulties that employees can experience, how this change affects them, what their thoughts are and what is the most important for them when introducing CRM as a new solution they will use in their business process. Also, this paper shows how the company can reduce difficulties and obstacles, which conditions must be satisfied in order to successfully implement the CRM and how to encourage the acceptance of the CRM by employees.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA