21 KB257 KB20 KB199820242010Kropivšek, Jožeštevilka:11/12letnik:62str. 478-482ISSN:0024-1067COBISSID:1874569URN:URN:NBN:SI:doc-LJALKIFWslZveza društev inženirjev in tehnikov gozdarstva in lesarstva SlovenijeLes (Ljubljana)kupcilesna podjetjamanagementprodajatrženjeSistemi za ravnanje s strankami v lesnih podjetjih| Custumer relationship management systems in wood-industry companies|In addition to good quality and affordable products buyers particularly expect prompt, efficient and good quality service. Since customer demands change and are becoming increasingly complex, their efficient management without applying information tools is (practically) impossible. Customer Relationship Management (CRM) tools and systems are intended for this specific purpose. In our research we came to the conclusion that Slovenian wood companies apply these systems only on rare occasions, however, they believe that their use has a strong impact on performance and efficiency of the sales process and consequently also on the company as a whole. Those particular companies that apply CRM tools/systems confirm this, because all of them have experienced a significant shortage in response times, higher level of transparency above the sales process and a substantial reduction of administrative work and secretarial servicesKupci poleg kakovostnih in cenovno sprejemljivih proizvodov pričakujejo predvsem hiter, učinkovit in kakovosten servis. Ker se zahteve kupcev spreminjajo in so čedalje bolj kompleksne, je njihovo učinkovito obvladovanje brez uporabe informacijskih orodij (skoraj) nemogoče. Temu so namenjena orodja in sistemi za ravnanje s strankami (CRM sistemi in orodja) (CRM = angl. Customer Relationship Management). V raziskavi smo ugotovili, da slovenska lesna podjetja te sisteme redko uporabljajo, vendar pa verjamejo, da njihova uporaba lahko močno vpliva na uspešnost in učinkovitost prodajnega procesa in posledično tudi podjetja kot celote. Tista podjetja, ki CRM orodja/sisteme uporabljajo, to potrjujejo, saj vsa zaznavajo pomembno skrajšanje odzivnih časov, večjo preglednost nad prodajnim procesom in bistveno zmanjšanje administrativnih delTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaZveza lesarjev Slovenije