Implementacija platforme za automatizaciju procesa upravljanja kupcima

master's thesis

• Title (english): Implementation of customer relationship management platform for automatization
• Author: Florijan Komljenović
• Mentor: Mirjana Pejić Bach (mentor)
• Committee member: Ivan Strugar (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2023-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Business Informatics

Abstract

Platforma za automatizaciju procesa upravljanja kupcima postaje ključna komponenta modernih poslovnih strategija, omogućavajući organizacijama da učinkovito upravljaju i angažiraju svoje kupce. U radu se analizira kako Salesforce pruža moćne alate i resurse za stvaranje personaliziranih interakcija s kupcima, automatizaciju marketinških kampanja te praćenje i analizu performansi. Kroz studiju slučaja, prikazati će se kako organizacije mogu iskoristiti Salesforce za unapređenje svojih procesa upravljanja kupcima, izgradnju dugoročnih odnosa s klijentima, kao i kako izgraditi visoko personalizirane kampanje. Osim toga, rad istražuje ključne komponente uspješne implementacije platforme za automatizaciju procesa upravljanja kupcima, uključujući prilagodbu, integraciju s postojećim sustavima te obuku osoblja. Naglasak je stavljen na pružanje holističkog uvida u koristi koje organizacije mogu ostvariti kroz takvu implementaciju. Kroz sveobuhvatan pregled Salesforce platforme i njezinih mogućnosti, ovaj rad pruža relevantne uvide za organizacije koje razmišljaju o implementaciji sličnih rješenja za unapređenje procesa upravljanja kupcima.

Abstract (english)

The platform for automating customer management processes is becoming a key component of modern business strategies, enabling organizations to efficiently manage and engage their customers. This paper analyzes how Salesforce provides powerful tools and resources for creating personalized customer interactions, automating marketing campaigns, and tracking and analyzing performance. Through a case study, it will be demonstrated how organizations can leverage Salesforce to enhance their customer management processes, build long-term customer relationships, and create highly personalized campaigns. Additionally, the paper explores the key components of a successful implementation of a customer management process automation platform, including customization, integration with existing systems, and staff training. Emphasis is placed on providing a holistic insight into the benefits that organizations can achieve through such an implementation. Through a comprehensive overview of the Salesforce platform and its capabilities, this paper provides relevant insights for organizations considering the implementation of similar solutions to enhance customer management processes.

• Keywords: salesforce; automatizacija procesa upravljanja kupcima; personalizacija; analiza performansi; integracija; obuka osoblja.
• Keywords (english): salesforce; customer management process automation; personalization; performance analysis; integration; staff training.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:839759
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-03 10:47:15