XV Международная студенческая научная конференция Студенческий научный форум - 2023

« The customer is the most important visitor. He doesn't depend on us. We depend on him. He doesn't interrupt our work. He is the goal of our work. He's on the wrong side of our business. He is a part of it. We're not doing him a favor by serving him. He is doing us a favor by giving us the opportunity to do this, »

(Mahatma Gandhi)

At the moment, competition at all levels of the market is quite high. In order for a company to win the competition, it must not only attract new customers, but also retain existing ones.

To retain the client, it is necessary to take into account his interests, wishes and needs. This approach of doing business is called customer-oriented. But with a huge customer base, taking into account the interests of each client causes some difficulties.

The way out of this situation is the introduction of a CRM system in the company (Customer Relationship Management), which in translation into Russian sounds like "relationship management with clients".

At the moment, there is a huge variety of both domestic and foreign CRM systems.

The CRM system helps to automate the work of the enterprise with customers, create a customer base and use it for the efficiency of their business. The success of a company, regardless of its size, depends on the ability to better understand the needs of customers and market trends, as well as to realize the opportunities that arise at various stages of interaction with customers. Functions such as automation of business processes for customer relations, control of absolutely all transactions (it is important to track the most important and complex transactions here), constant collection of customer information and analysis of all stages of transaction implementation are the main functions of CRM systems of this class.

A CRM system is a way to manage customer relationships and optimize business processes. A key component of this approach is a CRM system - special software for organizing work with leads, tracking customer actions and automating communications.

The CRM system collects data about each client in one control panel. With this information, your team can track the buyer's path and make relevant offers at each stage. CRM helps to determine the interests and preferences of your customers. This allows you to provide a personalized supply and create relevant marketing campaigns.

There are a number of basic tasks that each CRM system should perform:

• Consolidation of customer data. The CRM system should collect the contacts of your leads and buyers, their demographic data and other information, providing easy access to it.

• Tracking interactions and activity. CRM systems allow you to track communication with customers in chats with managers, by phone, email and other channels.

• Measurement of productivity. A good CRM system allows you to receive reports with detailed data on the effectiveness of the company's interaction with customers.

• Automation of routine processes. Marketing and sales automation is the basis of any CRM system.

A CRM system can solve various tasks that companies face. Let's look at the main types of customer relationship management software.

A universal CRM system is rarely used. Usually, one software performs one task better than others. Depending on its capabilities, any CRM system falls into one of the following categories:

• Operational CRM systems. They help you to carry out the daily processes of your company and automate routine tasks.

• Analytical CRM systems. These are huge databases with detailed information about your customers and business processes.

• Collective CRM systems. They help to increase the efficiency of interactions between different departments of your company.

Now that we have familiarized ourselves with the tasks and functions of customer relationship marketing, it's time to find the best options for CRM systems to achieve different business goals.

Let's consider the CRM concept, it is based on the reverse market thinking: the future needs of the market determine goods and services, ways of their delivery to customers, the composition of fixed assets, requirements for suppliers of raw materials and materials, skills and qualifications of personnel, that is, the entire “configuration” of the business. Otherwise, “only what and how is in demand or will be in demand and what should be produced and sold.”

Literature:

Alexander H., Kracklauer D., Quinn M., Dirk S. Collaborative customer relationship management. Taking CRM to the next level // Springer-Verlag Berlin. Heidelberg. 2004. P. 100-250.

Agapov O., Spiridonov D. The basic principles of CRM. - M.: Graf Publishing House, 2010.

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