One of the main success factors for any company is the competent automation of all its business processes, which is impossible without information systems and technologies. And if earlier information systems, in particular CRM, allowed interacting with customers by tracking their orders and addresses, now this is communication through social networks, almost instant transfer of their data to an agent for processing, and etc. The purpose of this article is to analyze the production of an information CRM system for the effectiveness of an enterprise. The work measured the working time of sales managers in order to determine the effectiveness of its use when working with customers before and after the implementation of the CRM system, ways to improve the practical activities of the department by automating the customer relationship management functions of the enterprise are shown. As a result and as a direction for further research, the expected results are given for monitoring the work of employees and standardizing work with customers, optimizing and increasing the efficiency of use of working time of employees in the sales department.
The problem statement. In conditions of growing competition, when many manufacturers produce almost identical products, and customers are becoming more demanding, organizations need a clear strategic planning of their activities with a focus on the customer. It is important for the client not only to receive a certain product or service, but also the speed and quality of service, the ability to quickly resolve its problems.
Therefore, the effectiveness of the relationship with the client comes to the fore.
However, this requires a solution to the problem of processing and storing large
amounts of information with the ability to respond quickly to changes. One way to
solve this is the implementation of information technologies, such as CRM systems,
which can significantly expand the capabilities of enterprise management and
customer interaction. The difficulty lies in the fact that recently the number of customer
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needs has increased, and customers need a more personalized service, products and
services tailored to their needs [
Analysis of recent studies and publications. Both foreign and domestic
scientists were involved in the development of CRM systems in the activities of
enterprises. For example, V.M. Guzhva [
In the business environment, the need to automate business processes is becoming
commonplace. But for medium and small businesses, customer relationship
management is often organized without the introduction of automation. As a result, it is
impossible to track who has worked, what orders have been made, what calls and to
whom they have been made, therefore it has a negative impact on the work of the
company, it loses customers, money and the main irreparable resource - time. To our
point of view, in this situation, the right solution is to automate and standardize the
process of managing customer relationships, that is, to implement a CRM system [
The purpose of this article is to analyse the prerequisites for automation of business processes in the enterprise, substantiation of the necessity of introduction of the information CRM-system of accounting of clients, which will allow to increase efficiency of activity of the enterprise. 2
To achieve this goal, the scientific development of domestic and foreign scientists on the problems of automation of the activity of enterprises or individual business processes; data of the State Statistics Service of Ukraine; information on the market of information systems; reporting, regulatory documentation of the investigated enterprise; materials of periodicals; Internet resources was applied. In order to achieve the goal of the study, we used general scientific methods - methods of systematic and structural analysis of facts and results of research. In addition, factor analysis was used to determine the effectiveness of the enterprise, including before and after the implementation of CRM-system. 3
To study the implementation of the CRM-system and its impact on the efficiency of
the LLC “Holeaf Company” was chosen. The studied enterprise is a production and
trading company [
Consequences Duplication of work by different employees is possible due to the lack of centralized base of Iptoitsenitmiapl ocsliseibnltes to understand at what stages potential leads are located and why they are nCootsbtsecaomloitnogfcutismtoem;einrsaccurate data leads to incorrect forecasts for which the company is lTohseinsgaplersofmitsanager cannot influence the process improvement due to the lack of accurate data
The table shows that almost every problem leads to a loss of the potential profit that LLC “Holeaf Company” could gain by keeping the sales process under complete control. The whole process of accumulation and exchange of information in the sales department is as follows: potential customers and contact information is stored in Excel files on the local computers of managers; information about calls made as Excel files is collected from the manager daily / weekly; a separate file for primary telephone calls is maintained either by the manager or the secretary; every commercial offer or contract is formed manually on the basis of templates; the internal reconciliation of discounts, offers and contracts is conducted via email.
Such an organization of the workflow causes significant difficulties in cases when
a sales manager leaves the company or it becomes necessary to transfer the customer
base to another manager. After a preliminary analysis of the work of sales managers,
it was found that there is an uneven spending per client over the past years (Table 2).
1 875
3 911
0,479
3 440
3 955
0,870
3 185
4 210
0,756
Comparing the data with the number of customers, it was found that costs vary
disproportionately with the number of customers and sales. This fact gives reason to
analyze in more detail the effectiveness of the sales department, emphasizing the
personal contribution of each employee of the department to the total sales of the
enterprise. The analysis revealed a rather large discrepancy (almost in 2 times) in the
performance indicators of managers (Table 3). To clarify the reasons for this difference,
monitoring of the use of working time by sales managers was introduced. Within two
working weeks, with the help of a specially designed questionnaire, all the actions of
managers during working hours were recorded. As a result, a postoperative working
day map was obtained (Table 4).
16
1
2
6
9
3
This made it possible to establish that about 20% of the working time is spent on
communication with customers, and less than half of the working time is spent on the
main functions (sales) in general. Compiling daily reports that have been generated
automatically takes 15 minutes of time. Also, no work day planning system. But,
according to [
According to [
Thus, the consumer is seen as the core of the CRM concept, and the implementation
technology provides for the mutually agreed implementation of the following
functions [
At the end of the article, we consider the expected results and prospects for further research, which are possible with a further analysis of indicators after the introduction of a CRM system in the LLC “Holeaf Company”. First of all, not to lose potential customers, add 430 new contacts per month, 500 new calls to potential customers per month, which can increase the number of customers by 9% a year after the start of implementation. Secondly, to control the work of employees and standardize work with clients. At the same time, information about all incoming and outgoing contacts will be located in one storage, from where it can be obtained in real time. Thirdly, it will help the management of the enterprise to analyze the work and plan further more consciously due to the accumulated statistical base, since under the conditions of using the CRM system, all working information in a standardized form will be collected in one common base; optimize the work and increase the efficiency of the use of working time by employees of the sales department. 5
This publication is part of the research work carried out at the Alfred Nobel University jointly by the departments of entrepreneurship, trade and exchange activity and information technology, commissioned by the management of LLC “Holeaf Company”.