Název:
Analýza a návrh Contact Managementu
Autoři:
Šmehlík, Ivo ; Pour, Jan (vedoucí práce) Typ dokumentu: Diplomové práce
Rok:
2006
Jazyk:
cze
Nakladatel: Vysoká škola ekonomická v Praze
Abstrakt: [cze][eng] Cílem práce je poskytnout managementu společnosti ucelený pohled na problematiku Contact Managementu (CM). V úvodu se práce zaměřuje na předpoklady, které ovlivňují úspěšnost implementace CM - podniková architektura, kvalita dat, problematika zavedení jednotné integrační platformy atd. Hlavní část práce je poté zaměřena na analýzu návratnosti investice jak do aplikace, která bude obsluhovat CM, tak do aktivního datového skladu jako jednoho z možných řešení implementace CM. Současně s pohledem na návratnost investice práce poskytuje návrh systému řízení aktivního datového skladu - tzv. scorecard datového skladu. Závěr práce se zaměřuje na oblast implementace householdingu jako jedné z možností dalšího využití CM.The main objective of this thesis is to provide the management of a company with a self- contained view on problems associated with the Contact Management as one component of the implementation of Customer Relationship Management (CRM). The thesis is primarily drawn from internet sources in order to obtain the most realistic and accurate view of given problems. The introductory part of this thesis focuses on an analysis of the areas that affect the success of the implementation of Contact Management. It highlights problems with the quality of data in companies, introduces the contributions of business architecture, and the concept of a single customer view within a company. The following part of the thesis focuses on problems involving the integration of data within a company and analyzes the problem areas concerned with the implementation of a uniform integration platform. The main part of the thesis focuses primarily on the return of investment from an application operating Contact Management and also from an active data warehouse as one of the possible solutions for the implementation of Contact Management. The thesis provides a detailed view of the classification of costs and benefits, which is necessary for relevant analysis. Together with a view on the return of investment, the thesis also analyses the design of systems for the management of the active data warehouse. The final part of the thesis focuses on problems with the implementation of householding as one part of Contact Management. This explains a possible way to implement householding within a company. The main contribution of this thesis is, firstly, to develop an overall view of the problems of Contact Management and, secondly, to provide the management of a company with information which is necessary for appropriate decisions about the solution that will radically affect the success of the entire company.
Klíčová slova:
Active Datawarehouse; Contact Management; Customer Data Integration; Householding; Return on Investment
Instituce: Vysoká škola ekonomická v Praze
(web)
Informace o dostupnosti dokumentu:
Dostupné v digitálním repozitáři VŠE. Původní záznam: http://www.vse.cz/vskp/eid/158
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