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Ker naš svet postaja vse bolj globaliziran in naše aktivnosti vse bolj digitalizirane, sočasno postajajo podatki bogatejši, raznoliki in na voljo kadarkoli in od kjerkoli. Organizacije danes izkoriščajo te velike količine podatkov za podrobnejše prilagoditve sistemov, podporo pri odločanju in razvoju novih proizvodov in storitev. Podatki igrajo pomembno vlogo v vrednosti in ustvarjanju koristi. Upravljanje odnosov z odjemalci (angl. Customer Relationship Management v nadaljevanju CRM) postaja vse bolj pomembno, tako v malih kot velikih organizacijah, saj kot pravi znameniti rek »Biti zaseden, ne pomeni, biti učinkovit«. Slednje se odraža v dobrem odnosu z odjemalci, kar vpliva na celotno delovanje organizacije, kajti, če organizacija ne pozna dobro želja svojih odjemalcev, se ta ne bo zmogla prilagajati trenutnim tržnim razmeram. Danes informacijsko-tehnološki (angl. Information Technology v nadaljevanju IT) razvoj organizacijam omogoča zbiranje, obdelavo in interpretacijo vse večjega obsega podatkov o odjemalcih, s čimer organizacije pridobivajo donosne informacije za sprejemanje strateških poslovnih odločitev. Zbiranje, obdelavo in interpretacijo podatkov pa lahko organizacije izvajajo s pomočjo poslovnih rešitev. S poslovno rešitvijo Microsoft Dynamics CRM (v nadaljevanju MS Dynamics CRM) lahko organizacija izvaja analitiko svojih odjemalcev. Analitika ima tudi svoje mesto v rešitvi MS Dynamics CRM. Analitični CRM organizaciji omogoča, da ta pridobi bistvene poglobljene informacije o zgodovini svojih odjemalcev in njihovih preferencah, saj analitični CRM omogoča analiziranje, predvidevanje, ustvarjanje vrednosti za odjemalce in napovedovanje povpraševanja. Ugotovimo, da analitični del MS Dynamics CRM vsebuje kar nekaj funkcionalnosti analitičnega CRM, med njimi najbolj izstopa analiziranje in vizualiranje podatkov s pomočjo različnih vrst grafikonov in posledično iskanje izvora teh podatkov, ki pa zagotavlja dobro poznavanje preferenc odjemalcev in njihovo zgodovino nakupov. As our world becomes increasingly globalized and our activities are more and more digitized, data is becoming richer, more diverse and available anytime and everywhere. Nowadays organizations take advantage of this large amounts of data for further adjustments of their systems, support of their decisions and development of new products and services. Data plays an important role in creating value and benefits. Customer Relationship Management (hereinafter referred to as CRM) is becoming increasingly important, both in small and large organizations. As the famous saying goes: »Being busy is not the same as being effective«. This can reflect in good customer relations, affecting the overall operation of the organization. If the organization does not know the needs of their customers, it will not be able to adapt to their current demand. Today, information technology (hereinafter referred to as IT) development enables organization to collect, process and interpret the growing volume of data of their clients, allowing them to acquire important information for making strategic decisions. The collection, processing and interpretation of data, can be implemented through business solutions. With Microsoft Dynamics CRM (hereinafter referred to as MS Dynamics CRM), an organization can implement software to analyse its customers. Analytical CRM enables organization to acquire information about the history of their customers and their preferences, to analyse, anticipate, create value and forecast their demand. Analytical part of MS Dynamics CRM contains a number of analytical CRM functionalities, among them is the visualization of analysis and data through different types of charts. This functionality can be useful for organization to understand preferences of their customers and their purchase history. |
