This article aims to present selected CRM areas focused on people, their knowledge of CRM, communication with customers and activities in process of CRM in the Czech SMEs. Customer relationship management is not possible without these elements. 736 respondents were addressed. Awareness of CRM increases, the level of contact is changing in favour of a complete evaluation and creation of databases, which favors communication. Differentiated is carrying out tasks to ensure the CRM process. Some activities are carried out regularly, some occasionally. But there are many activities that SMEs do not carry out at all. SMEs prefer personal contact with customers over electronic. The latest research results are, if possible, compared with results from 2005, 2010, or 2012. Hypotheses testing confirmed the relationship between the SME size and CRM awareness in companies, customer contact levels and methods of customer contact. Growing CRM awareness and introducing CRM processes into the business system can make a significant contribution to improving the SME market position.
Adéla Chromčáková is internal doctoral student of study program business economy and management at the silesian university in opava since 2015. she is lecturing at the silesian university in the field of marketing and business. the research activities are focused on the topics related to dissertation work. she is the author of numerous articles at doctoral and international scientific conferences.
Halina Starzyczná works at the silesian university in opava since 1990. she has lectured in the field of economics of retail, business organization, marketing, and international marketing. in her research activities, she focuses on the retail, marketing, and crm of the czech companies. she is the author of numerous professional publications and articles published in reputable journals. She obtained her doc. (associate professor) degree in business economics and management in 2009.
Michal Stoklasa obtained his Phd degree in business economics in 2014. Since 2009, he is lecturing at the silesian university in opava in the field of marketing, with the main focus on strategic marketing, marketing communication, international marketing and marketing research. in his research activities, he focuses on regional brands. he is the author of numerous professional publications, articles, and study books.