5Особенности взаимоотношений с клиентами на предприятиях и в сфере услуг
Коршунов Илья Игоревич
студент Университета «Синергия», kor.ilia@yandex.ru
В данной статье были рассмотрены ведущие тенденции развития рынка сферы услуг. Пандемия и связанные с ней ограничения резко изменили отрасль, заставив компании изменить свою бизнес-модель, используя новейшие информационные технологии. Создаются новейшие сервисы и ресурсы для ведения бизнеса. По мере увеличения количества пользователей увеличивается нагрузка на ресурс, а также ответственность его персонала за качество предоставляемого сервиса. Для поддержания высокого уровня клиентоориентированности существуют так называемые системы управления взаимоотношениями с клиентами (CRM-си-стемы). Особенности использования таких систем также описаны в статье.
Ключевые слова: CRM-системы, B2B, B2C, электронная коммерция, предприятия сферы услуг.
Introduction
Currently, the service sector market is undergoing rapid transformation. A few years ago, major analytical publications and leading experts reported on a fairly stable and gradual development of this area, then COVID-19 pandemic made its own adjustments. Under the conditions of quarantine and social distancing, companies were forced to reconsider both their business model and the technologies used. As a result of the pandemic, there is a need to quickly and efficiently manage your business using digital solutions. This trend has also led to a profound change in customer habits and, consequently, to a change in the business models of enterprises. Now more people are becoming virtual shoppers, and businesses need to adapt to this change.
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Methods
Attempts to automate non-standard business processes by implementing popular boxed tools often lead to problems and difficulties, since they are implemented without improvements and do not take into account the specifics of the business model of a particular enterprise. Based on this, it is extremely important to implement in the enterprise not just a boxed product for automation, but to perform a complete reengineering of business processes and create a new interaction model based on existing in the market of CRM systems on the market, but which takes into account the features and subtleties of the marketplace. "CRM system (customer relations management system) - is a software product, which designed to automate the management of customer relationships in order to increase efficiency and improve the quality of service by storing basic information on each lead and incoming application, the history of relationships with them, establishing and improving current business processes, with the ability to: conduct a subsequent analysis of the results" [2]. Most of these systems are based on client-server architecture. Data is stored and processed in a single relational database, and users have access to it via remote terminals. Most often, users use standard web browsers to access the system via the internet browsers.
Such systems bring a number of competitive advantages to the enterprise's activities: high speed of response to incoming requests/requests and timely resolution of incoming problems and incidents; increase in the efficiency of sales management, due to the fact that order processing and management can be fully automated using such a system; personalization, which allows you to recommend products that best suit your needs to a specific customer. For example, the ability to
set KPIs for employees to monitor and improve their performance, various marketing tools that allow you to collect and analyze all incoming information, as well as its subsequent use for building advertising campaigns.
The model proposed above will be based on customer relations using a CRM-system, where the key link will be the client, and the system will be an intermediate link that provides high-quality two-way interaction.
It is important to create and clearly define the rules of interaction between employees and customers (regulations should be specified separately for both partners whose products are posted on the site and for customers-buyers), as well as develop clear algorithms for working with the CRMsystem for each of the above groups. Such actions will lead the company to a fairly high level of automation, except that all necessary user actions will be regulated in relation to working with both the enterprise information system and the client base. Also extremely important steps will be the correct and complete migration of all data from previous systems and repositories, as well as training employees to work correctly with the new system, because simply implementing the system is not enough for the high -quality functioning of all work processes-it must be properly operated.
As noted above, this model includes a wide range of functions: various marketing tools, direct sales, aftersales service, technical support, and customer incident resolution. Among the many advantages of the CRM model, there are several main areas in which the model can improve the efficiency of doing business:
- Personalization of customer relations (The system allows you to store contact information about the client, the history of interaction with him, transaction data, conversation records and correspondence to control the quality of customer service provided by employees. Personal treatment of each client increases their loyalty and trust in the brand. Increasing the level of customer orientation, in turn, directly positively affects the number of sales.)
- Fast and efficient interaction (Questions, problems, and requests received from customers related to requesting the necessary information about order parameters, organizing delivery, payment, refunds, and handling claims can be automated thanks to the implementation of CRM. The system will also enable quick access to contact information based on a certain set criterion for calling or SMS / E-mail informing the target audience, for example, during promotions and sales.)
- Increase sales efficiency (Order processing and management can be fully automated using a CRM system. This approach will significantly reduce manual operations performed by managers and avoid mistakes related to the human factor. The program will take over both monitoring the client's management from the incoming request to the completed shipment, as well as simplify the associated document flow due to the built-in functions of automatic creation of accompanying documents.)
- Use of a wide range of analytical tools (Based on the information stored in the database, modern
algorithms of CRM systems analyze many different parameters, due to which it is possible to build clear and visual summaries, graphs and diagrams. This will make it much easier to assess the quality of work of a particular department, as well as give an understanding of the effectiveness of a particular process. This information will be extremely useful for understanding your strengths and weaknesses. Conclusions drawn from the financial statements provided may be the main basis for making adjustments to the company's operating activities.)
- Targeted marketing (CRM systems are great for managing marketing policy. The CRM marketing strategy is based on the ability to collect and analyze data about customers and leads. Unique information about the interaction with each client who contacted the company helps motivate them to make repeated purchases in the future, in particular, goods and services that meet their requirements and preferences. Personal discounts, coupons, as well as targeted discounts and cumulative bonus points can be used as such a" motivator " for repeat purchases.)
- Financial aspect (The information collected in such systems significantly simplifies the analysis of the execution time of a particular business process, and also helps to reduce costs incurred throughout the entire sales cycle. Conclusions drawn from such analytical information will help identify problematic processes and facilitate appropriate action. Another "driver" of profit is regular customers and repeat sales, etc.).
Conclusion
In the future, the use of CRM-systems will continue to develop. Technologies that were previously unavailable will become more accessible and effective in predicting risk assessment. The ability to adapt quickly and use current technologies will allow companies in plenary sessions to separate from the original problem and move to more optimal models of work. It seems that companies in the service sector will be able to successfully develop in the future, thanks to the use of reliable digital technologies.
The implementation of the described system reduces the processing time of the client's request, and also allows you to respond more quickly to customer incidents, which increases the NPS (Consumer Loyalty Index) points by providing fast and high-quality customer service.
Features of customer relations in enterprises and service industries
Korshunov I.I.
Student of The «Sinergy» University, kor.ilia@yandex.ru
In this article, the leading trends in the development of the service sector market were considered. The pandemic and its associated restrictions have dramatically changed the industry, making it necessary for companies to change their business modelby using the latest information technologies. The latest services and resources for doing business are created. As the number of users increases, the load on the resource increases, as well as the responsibility of its personnel for the quality of the service provided. In order to maintain a high level of customer orientation, there are so-called customer relationship management systems (CRM-systems). The features of using such systems are also described in the article.
Keywords: CRM systems, B2B, B2C,, E-commerce, enterprises and service industries.
References
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