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Using Customer Relationship Management Software “CRM” to improve process efficiency

Customer relationship management (CRM) plays a crucial role in enhancing business efficiency within service-oriented industries, where customer engagement directly influences revenue and long-term sustainability. As companies grow, managing expanding operations manually becomes inefficient, necessitating automated solutions. CRM systems streamline business processes, optimize customer interactions, and improve operational efficiency. The evolution of CRM is shaped by technological advancements in data management and software tools, making it an essential component of modern business strategy.This study examines the implementation of the Dynamics 365 CRM system at SIA "Coca-Cola HBC Latvia" to assess its impact on business processes, customer engagement, and overall profitability. The research employs a case study methodology, analyzing the company's transition from a previous system to Dynamics 365. Through data analysis and process evaluation, the study highlights improvements in efficiency, automation, and customer relationship management. The findings contribute to understanding how CRM systems enhance business performance and provide strategic advantages in competitive industries.

Author: Artūrs Putāns

Supervisor: Nataļja Podoļakina

Degree: Bachelor

Year: 2025

Work Language: English

Study programme: Business and Management

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Credit risk management in the banking sector of Azerbaijan.

This thesis examines credit risk management (CRM) practices in the banking sector of Azerbaijan with a focus on the application and effectiveness of international and local standards in credit risk management. The study begins by defining credit risk and discussing its importance in maintaining financial stability in banks. Various theoretical models of credit risk measurement, including traditional and modern approaches, are reviewed and their applicability in the Azerbaijani context is assessed. An in-depth analysis of credit risk management in a commercial bank (Kapital Bank) is conducted and differences in risk exposure and management strategies are identified. The study also critically analyzes the adoption and implementation of the Basel Accords (Basel I, II and III) in Azerbaijani banks and compares these international standards with local practices. The findings reveal significant differences in Kapital Bank's CRM practices as well as divergence in the implementation of the Basel standards. The thesis concludes with recommendations aimed at improving the regulatory framework and CRM practices to enhance the sustainability and effectiveness of credit risk management at Kapital Bank.

Author: Fatima Aghali

Supervisor: Jekaterina Vestermane

Degree: Bachelor

Year: 2024

Work Language: English

Study programme: Business and Management

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