Customer relationship management functions. Customer Relationship Management

Customer Relationship Management System (CRM, CRM system, short for English. Customer Relationship Management ) - application software for organizations designed to automate strategies for interacting with customers (clients), in particular, to increase sales, optimize marketing and improve customer service by storing information about customers and the history of relationships with them, establishing and improving business procedures and subsequent analysis of the results.

CRM is an interaction model that believes that the center of the entire business philosophy is the customer, and the main activities are measures to support effective marketing, sales and customer service. Support for these business goals includes the collection, storage and analysis of information about consumers, suppliers, partners, as well as about the company's internal processes. Functions to support these business goals include sales, marketing, consumer support.

System Composition

CRM system may include:

• The front part, providing customer service at points of sale with autonomous, distributed or centralized information processing
• The operational part that provides authorization of operations and operational reporting
• Data store
• Analytical subsystem
• Distributed sales support system: data replicas at points of sale or smart cards

Basic principles

1. The presence of a single repository of information where information about interaction with customers is collected.
2. Use of many channels of interaction: point of sale service, phone calls, email, events, meetings, registration forms on websites, advertising links, chats, social networks.
3. Analysis of the collected information about customers and preparing data for making appropriate decisions - for example, segmenting customers based on their importance to the company, potential response to certain promotions, forecasting the need for certain company products.

This approach implies that when interacting with a client, an employee of the company has access to all necessary information about the relationship with this client and the decision is made on the basis of this information (information about the decision, in turn, is also stored).

In the 2000s, the SaaS model for providing CRM systems became widespread.

Goals of CRM implementation

As a rule, the main goal of implementation is to increase the degree of customer satisfaction by analyzing the accumulated information about customer behavior, regulating the tariff policy, and setting up marketing tools. Thanks to the use of automated centralized data processing, it becomes possible to effectively and with minimal participation of employees take into account the individual needs of customers, and due to the efficiency of processing, to carry out early identification of risks and potential opportunities.

IN trade due to CRM, a more effective use of the cross-selling method (eng. cross-selling ) and upsell techniques.

Classifications of CRM systems

Classification by functionality

• Sales Management (SFA) Sales Force Automation)
• Management of customer service and call centers (systems for processing customer requests, fixing and further work with customer requests)

Classification by levels of information processing

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See what "Customer Relationship Management System" is in other dictionaries:

- (short for English Customer Relationship Management System, CRM system) a corporate information system designed to automate the company's CRM strategy, in particular, to increase sales, optimize marketing and ... ... Wikipedia

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GOST R 53633.3-2009: Information technology. Telecommunications management network. Extended Communication Organization Activity Chart (eTOM). Decomposition and descriptions of processes. Level 2 eTOM processes. Primary activity. Customer Relationship Management- Terminology GOST R 53633.3 2009: Information technology. Telecommunications management network. Extended Communication Organization Activity Chart (eTOM). Decomposition and descriptions of processes. Level 2 eTOM processes. Primary activity. Management… …

customer relationship management- The process of building relationships with customers using special systems, processes and procedures for interaction. Business strategy focused on the needs of the customer. English analogue of the term Customer Relationship Management (CRM). CRM system is... Technical Translator's Handbook

It is a system for managing resources (human, financial, technical, etc.) to achieve predetermined goals. Modern systems management in organizations consist of sets of management systems according to a certain attribute, for example, according to ... ... Wikipedia

system- 4.48 system combination of interacting elements organized to achieve one or more stated objectives Note 1 to entry: A system can be viewed as a product or the services it provides. Note 2 In practice… … Dictionary-reference book of terms of normative and technical documentation

business support system- 3.13 business support system (BSS): A system that supports eTOM processes from the Strategy, Infrastructure and Product area. Source … Dictionary-reference book of terms of normative and technical documentation

core business support system- 3.14 operations support system (OSS): A system that supports the eTOM processes from the Core Activities area. Source … Dictionary-reference book of terms of normative and technical documentation

To make it clear how CRM works in a particular company, I will give an example. Kirill runs a window installation company. Previously, there were few customers, and everything was simple: everyone needs to take an order, go for measurements, agree on a cost, receive payment, and install windows. But then there were not 3, but 33 clients. And it began ... They forgot to call one client back, they didn’t go to another for measurements, they didn’t send a cost estimate to the third, and they accepted payment from the fourth a month ago, but the windows were still not installed. Buyers began to leave for competitors, and the cost of new employees ceased to pay off. Kirill did not have time to control every step of the employees and realized that it was time to change something.

1. When a buyer leaves a request on the site, a transaction card appears in CRM, where the sales funnel stage: "First call". CRM sets the task for the manager: "Call the client back within 15 minutes." If the task is overdue, CRM will notify the manager.
2. The manager calls the client directly from CRM, records the results of the negotiations in the transaction card and transfers it to stage "Measurements". CPM automatically creates a task for the measurer: "Leave for measurements on the transaction [date, time]".
3. After the departure, the measurement specialist attaches a document with dimensions and technical specifications to the transaction card, transfers the transaction to stage "Agreement".
4. The responsible manager receives the task: "Calculate the cost and call the client within 2 hours." He fixes the calculations in CRM and calls.
5. The deal goes to stage "Payment", CRM automatically generates a document according to a template, where it inserts the name, address, service name, amount, payment details. The manager needs to send the document to the client, receive payment and transfer the transaction to the last stage - "Installation".
6. The installer immediately receives an automatic notification that he must install the transaction windows before a certain deadline.
7. The leader is monitoring online reports: how many deals are closed, how many calls each manager made, what is the amount and number of deals, what is the conversion of applications, from what sources the most clients come, etc.

So what does CRM do?

The program helped Kirill systematize data about clients and transactions, employees stopped forgetting about business and missing deadlines. The conversion of applications into sales has increased, customers have become more loyal, and profits have grown. Now Kirill does not have to be in the office for everyone to work as they should and he can devote more time to the company's strategy.

What problems does the SRM solve?

Managers forget to process applications?

CRM captures applications from the site, appoints responsible managers, sets tasks for them at each stage of the sale. If the task is overdue, the manager will instantly know about it. You will never lose a single client again.

customer oriented management business staff

An important task of any company, especially a large one, is the formation of a customer relationship management system. The creation of a certain algorithm for managing customer relations allows you to comprehensively manage your customer base, regardless of the specifics of the company. Accordingly, customer relationship management techniques consist of a general part (actions that are taken constantly) and a specific part (actions that are taken depending on the personality of the employee and / or client). Shavrovskaya M.N. Efficiency of methods of forming customer-oriented personnel. Bulletin of Omsk University. Economics.-2011.- №4. pp.225-229.

The general methodology takes into account the basic interests of the client in a particular society, and the refined methodology takes into account the personality of the client, as well as the features of business processes within the company in question.

There are a number of methods for improving the effectiveness of customer relationship management, the success of which depends on such criteria as the degree of bringing to the opportunity practical use; availability of mathematical apparatus; taking into account industry specifics and specifics of the company's activities; availability of basic principles of customer relationship management (differentiated approach, customer focus). Kryukova A.A. Algorithm for customer relationship management // Russian entrepreneurship. 2011. - No. 2 Issue. 2(178). - c. 92-98.

It is necessary to consider a number of the most well-known methods, among which the IDIC model of M. Rogers and D. Peppers, the software package of P. Molino and the set of cross-functional processes for managing the customer base of E. Payne are usually distinguished. They are undoubtedly prerequisites for the formation of a unified scheme of interaction with customers, the purpose of which is to increase the efficiency of the company as a whole. But each of these models is only a theoretical concept, which is rather advisory in nature and has no possibility of practical application.

For example, according to E. Payne's model, in order to build successful relationships with customers, a company needs to: "develop a customer-oriented strategy, solve the issue of creating value for the customer, choose the most appropriate channels of interaction with him, collect and use information about customers at the right time, and also evaluate the effect of the above actions " Payne E. Guide to CRM. Way to improve customer management. - Minsk: Grevtsov Publisher, 2007. - 384 p. The author only gives advice and guidance on solving the problem of customer base management. How and in what form a client-oriented strategy should be developed, how to evaluate the value brought by the client, how to distinguish between buyers is unknown. Companies are forced to look for answers to the questions themselves, which leads to a lack of consistency and, as a result, negative results. The complex of cross - functional processes of E. Payne is not applied in nature and does not include specific tools with which the problem of customer relationship management can be resolved.

The IDIC process by M. Rogers and D. Peppers is also a theoretical management concept based on the following recommendations: a company needs to "identify its customer, then differentiate it according to certain parameters and carry out standardized interaction with it" Peppers D, Rogers M. Relationship Management with clients. ? M.: Mann, Ivanov and Ferber, 2006. In this case, the specifics are completely absent, clear, understandable actions and mechanisms for the implementation of each stage by the creators of the IDIC process are not indicated, quantitative indicators are not used to more accurately describe the features of the process of interaction with customers.

As for the concept of P. Molino, the process of customer relationship management is: "creating the point of view of a single buyer and product, determining the balance between the consumption of the client and his contribution, attracting the right buyers through marketing and implementing the buyer's experience" Molino P. CRM technologies: express course. - M.: FAIR-PRESS, 2004. - 272 p. These recommendations are too general, which does not allow them to be applied in practice.

Based on these approaches, it is customary to single out several generally accepted recommendations, the implementation of which will lead to optimization of the customer relationship management algorithm:

Segmentation of the client base; assessment of the profitability of customer segments; assessment of customer satisfaction with the work of the company;

· optimal distribution of marketing expenses and selection of strategic alternatives for managing client segments. Blinov A.O., Rudakov O.S. Process approach in the management system modern organizations. Economics and Management: Problems, Solutions.-2014.- No. 1.С.56-62.

The implementation of these actions will ensure the required level of interaction with the client from the moment of attraction throughout life cycle communication with the client. These recommendations will provide feedback with the client, which serves as a kind of stabilizer for the changing external environment of the company. Karvitskaya G.V. customer interaction: theory and practice marketing activities. Bulletin of Ryazan state university them. S.A. Yesenin. 2013.- No. 1 (38). pp. 099-109.

Thus, the purpose of business process analysis specific organization from the point of view of its customer focus is to draw up practical recommendation clarifying general provisions taking into account the peculiarities of the influence of the internal and external environment.

The process approach is aimed at ensuring that the components of the company's activities in their totality form a system that would become faster, better, cheaper. Perhaps, the principles of cooperation with the client are inextricably linked with the principles of applying the process approach. The client sees bottlenecks in service and production, expressing his relationship with the demand for products or services. Mikheeva E.Z. Process and functional approaches to modern enterprise management. Topical issues modern science. 2008.-№1. pp.50-56.

Given the specifics restaurant activities, as well as the corresponding demand in St. Petersburg, the following criteria should be highlighted for evaluating the activities of organizations Catering:

Location and interior

The quality of food preparation

· quality of service;

a variety of menus;

The average score

Diversity (presence) of marketing programs. Samoilova A.N., Potapov A.V. Process approach in the system for evaluating the effectiveness of small business management. Modern tendencies in economics and management: a new look. 2010.- №3-2.С.175-179.

These criteria apply to any catering organization. Location and interior factors are important from the point of view of the external attractiveness of the institution, since all processes are usually hidden from the consumer and the consumer cannot be attracted otherwise than by a favorable location and modern design premises.

Once a consumer selects a particular establishment, he must be welcomed as a welcome guest, otherwise the customer will leave and never return. A lot of specialized literature in the field of restaurant business is devoted to service, so the basics of hospitality and service should be mastered by each employee.

In general, a bad impression of food will not brighten up even best service. For the purposes of this work, top-level establishments will not be taken into account, where many go rather for business negotiations, going out and attending events taking place in the restaurant.

It is also worth paying attention to pricing - prices should be reasonable, but at the same time aimed at the only possible goal - maximizing profits.

As a consequence, skillful pricing will be complemented by effective marketing programming. This is due to both attracting new customers and holding events to retain old ones. Kotova O.N., Ostapenko S.P. Marketing Strategies service companies in today's economic crisis. Bulletin of the Siberian State Aerospace University. Academician M.F. Reshetnev. 2013.- No. 1. S. 181-186.

In general, when compiling a list of criteria for each specific organization, it is necessary to follow the path of the client, being aware of what processes he encounters along the way.

Consideration of business processes and recommendations for their improvement should be made on the basis of precisely the specified data characterizing the level of customer orientation of the cafe, both from the standpoint of the external environment of the company, and internal environment. Zarubina V.R., Kubrakova M.F. The nature of personnel marketing in the management of a modern enterprise. Economy and politics. 2014.- No. 1 (2). pp. 93-99.

Relatively recently, in the economic sector, it was common manual labor. Over time, he was replaced mass production, in which the share of human participation has significantly decreased. Along with this, the shortage was eliminated, many products became available. As society develops, the needs of its members change. Today, in particular, buyers tend to buy things that are different from others. At the same time, many are willing to overpay for a unique product. Modern business impossible to imagine without clients. In fact, they act as the second key component of the success of the enterprise after the uniqueness of the offer. In this regard, the customer relationship management system is of particular importance. Let's consider it in more detail.

Relevance of the issue

To establish with consumers, the company needs to develop two main areas. First of all, you should organize your production so that it can be reoriented depending on the buyer of the product. Secondly, it is necessary to develop a system for exchanging information with the consumer and partners. During the period of competition, the quality of products is approximately the same for all manufacturers. In such circumstances, the rate of profit of the enterprise decreases. The only way to stay on the market is to develop an individual offer for each consumer.

Modern solution

Customer Relationship Management (CRM) is now widely used. The consumer is perceived in a broad sense. They are not only the direct end user of the product. The abbreviation for customer relationship management system in English sounds like This model is aimed at building sustainable business relations with the consumer. It acts as a business strategy for enterprises. The core of it is to meet the individual needs of the consumer.

Features of occurrence

The concept of a customer relationship management system (CRM-system) was introduced by specialists in the field of marketing. This model began to act as a technology focused on the consumer. Working with customer relationship management systems is aimed at increasing the profitability of the buyer, his profitability, increasing the period of his loyalty, and so on. It is based on advanced information technologies, with the help of which the enterprise collects data about its consumers. The company extracts the necessary information and applies it to the interests of the business by building mutually beneficial cooperation.

Specificity

At the technology level, the customer relationship management system is a set of programs that are used to carry out such important operations as:

1. Sale of services and goods.
2. Maintenance, warranty and service including.
3. Marketing.

In addition, the customer relationship management system allows you to explore the conclusions obtained by the management and managers of the enterprise are used when planning further activities.

Analysis of customer relationship management systems

How does this model work? Generally speaking, a customer relationship management system is a special program that tracks the history of interaction between an enterprise and consumers. The input data is all information about the buyer and his actions (gender, age, purpose of purchase, method of payment, income) and the purchased product. All this information is obtained from various sources. It can be emails, questionnaires, personal conversations. The output is data on how to adjust the company's activities to improve interaction with the subject. This information can be general and needs to be taken into account when developing or changing the concept, or it can be sent to a specific employee.

Model tasks

Currently, a significant improvement in models is stated, but the evolution of customer relationship management systems has not yet ended. Meanwhile, there are several tasks that can be solved by any program:

1. Collection of information. Information can be added automatically or specified manually by the employee.
2. Storage and processing of data. The received information is systematized and distributed among certain groups.
3. Sharing information with employees. The processed information should be in an understandable form. It is necessary for employees to analyze and develop appropriate concepts. For convenience, information is provided in graphs and tables. In some cases, the program itself issues some recommendations.

Practical use

An integrated system helps to ensure the coordination of the activities of different departments of the enterprise. The program provides all employees with a common platform to interact with consumers. The main purpose of the system in this case is to ensure the coordinated work of the departments of service, marketing, sales. Often they operate in isolation from each other. At the same time, their ideas about customers, as a rule, do not coincide. If we consider the importance of systems from the point of view of enterprise management, then the effect of their implementation is manifested in the transfer of the decision-making process to lower levels through automation. Accordingly, this helps to increase the speed of response to requests, accelerate the turnover of funds and reduce costs. The application of systems in practice increases the competitiveness of the company, increases profits.

Main users

CRM systems are especially relevant for small companies operating in highly competitive markets. In such situations, superiority is prioritized and high level management. Competitive struggle those companies that fully master CRM systems win. The program is in demand for economic entities with a network of small customers. By examining the preferences of buyers, it is possible to predict the demand for a particular product in a particular price segment. Accordingly, it is possible to plan the efficiency of bringing the product to the market. Management systems for service companies are in demand. Managers of such enterprises can control the wear and tear of the customer's equipment and the need for preventive maintenance and repair, frequent breakdowns and defects. Based on customer preferences service companies offer updated technology.

Conclusion

By using a customer relationship management system, an enterprise can gain significant value compared to other companies in its market segment. The program allows you to develop a specific offer for a specific buyer. At the same time, data on its needs are summarized in an automated mode. Management systems can be applied by any enterprise, regardless of the scope of its activities.

> Customer relationship management. Implementation of CRM systems

An advanced enterprise management system - for example, CRM - must meet several requirements at once.

The best CRM for business is the one that suits your company. We have compiled a concise and understandable checklist that allows you to quickly understand how the program meets the requirements of the enterprise.

A good project management system for an organization implies: efficiency, the use of less staff effort to perform the same range of tasks, as well as reducing the time to complete work while maintaining the desired result.

Effective project management of a company today is unthinkable without modern information technologies.

Professional personnel management requires systems approach and successive actions.

In the age of information technology development, it is almost impossible to imagine the work of a company without any automation system. The most commonly used tool for improving customer focus is the CRM system.

Today, CRM is a popular way to automate the work of a company of any size. Like any technology, CRM has its pros and cons, which are important to consider when choosing a program.

Simple CRM, when used correctly, can bring great benefits to both a start-up organization and a large holding.

Can CRM Really Sell? This question is asked by every company choosing an automation system. Of course, CRM will not be able to sell, because sales are not made by the system, but by people working in the sales department.

Increasing the efficiency of the company, speeding up business processes, simplifying work and reducing its time are not all the possibilities of the CRM system.

Today, developers offer a variety of CRM systems for small businesses, which differ in functionality, cost, and operating features.

Using CRM to maintain a customer base is the choice of many companies, but not all of them fully use the system's capabilities to improve the service.

What requirements should a functional CRM meet? How to choose the system that will simplify and speed up the work, help to attract customers and reduce the costs of the organization?

Today, companies are faced with a large selection of CRM, but not all systems are able to provide reliability, efficiency and efficiency. How to choose a CRM that will not only automate the work of the organization, but also help to attract more customers and save money?

Means of automating the sales process, customer service, ecommerce. What is important when choosing a CRM system. How to evaluate a CRM system and its reliability?

Cost-free strategies for implementing CRM systems. Establishing relationships with clients. Reducing costs and obtaining additional profit from implementation. CRM