Customer Relationship Management (CRM), customer, implementation, evaluation, financial services.
There is a short output of research done among respondents concerning financial services in the Czech Republic and this is compared to foreign experience. This article points out that CRM should not be primarily understood as software only, but increasingly as management philosophy. Up-to-date technologies are considered only instrumental means when enforcing customer-focused strategy. One part of the research deals with connections, problems and possibilities of use of CRM in practice, in particular with customers´ lifetime values (CLV), implementation of CRM in a company and problems and expectations from the point of view of the company´s marketing activities and focused on the process of evaluation of the efficiency of CRM implementation, particularly on the metric of successful implementation and its effects.. However, organizations are still awaiting the improved market share promises and are rather slower at acquiring new customers. The speed of development in technologies such as the Internet, automation engines, interaction management and mobile communications is enabling this to happen, changing the way businesses interact and communicate with their customers but slower than in other European countries. This report is also analysing use of CRM system from marketing section‘s point of view. On the basis of the information given in the thesis, CRM - customer relationship management can be defined as one of the basic sources of competitiveness of a company at the beginning of the 21st century.