Оценка прироста конкурентоспособности предприятия в результате внедрения CRM-системы

Abstract

Статья посвящена анализу проблем эффективности внедрения интегрированных автоматизированных систем управления взаимодействием с клиентами (CRM-систем). Предложена методика оценки эффективности внедрения CRM-системы, путем сопоставления прироста конкурентоспособности предприятия. Проведен расчет конкурентного преимущества, полученного предприятием.

Стаття присвячена проблемі аналізу ефективності впровадження інтегрованих автоматизованих систем управління взаємодією з клієнтами. Запропоновано методику оцінки ефективності впровадження CRM-системи шляхом співставлення приросту конкурентоспроможності підприємства. Проведено розрахунок конкурентної переваги, отриманої підприємством.

The article analyzes the problem of the effectiveness of implementation of integrated automated customer relationship management systems (CRM-systems). CRM-system allows to record all the processes that take place between the customers of the company and its employees, to manage these processes and collect information to enhance their effectiveness. The CRM-system facilitates coordination among various departments, providing them with a common platform to interact with customers, and gives each of them access to complete information about customers, which contributes to better meet their needs. The aim of our study was to develop methods for the analysis of the effectiveness of CRM-system implementation. As the key characteristics of the "effectiveness of the implementation" we have adopted a measured competitiveness. During the study were successfully solved following problems: the study of the nature and structure of integrated information management systems. It is described that CRM is a tool for understanding customers behavior used to improve retention and customer satisfaction, while reducing operating costs and increasing the efficiency of interaction with the client. The results are the proposed model of evaluating the economic efficiency of the CRM-system implementation and use. The evaluation of the proposed method will allow the company's management at the design stage of the system buiding to predict its future performance, as well as calculate the potential economic benefits derived from the implementation of the system. Future works are related to the development of methods for evaluating the effectiveness of the generalized introduction of the automated management of the enterprise systems of ERP-II and CRM classes.