Scientific journal NRU ITMO
Series "Economics and Environmental Management"
Registration certificate ЭЛ № ФС 77 – 55411 от 17.09.2013
registered by the Federal Inspectorate Service for Communication, Information Technologies and Communication Media

December 2019 (published: 18.12.2019)

Number 4(39)

Home > Issue > CRM-system as an innovative tool to improve the competitiveness of the organization

UDC 658.5

CRM-system as an innovative tool to improve the competitiveness of the organization

Klochkova A.V., Bebyakina A.A.

The article deals with modern CRM-systems (application software, customer relationship management system) as an innovative tool to improve the competitiveness of the organization. The main goal of business organizations in today's complex and dynamic socio-economic system: keep the desired market level competitiveness on the basis of understanding its own competitive advantages and competent work with existing and potential customers primarily on the basis of a systematic and comprehensive database of clients. At the forefront today should be put customer-oriented approach. To work with clients and directly with databases, the most relevant tool, fully corresponding to the modern need for innovation, is the CRM-system as a type of software. The article gives the concept of CRM-system, describes its functions, classification of existing CRM-systems. The paper presents an analysis of the use of CRM-systems by Russian organizations, based on a survey of entrepreneurs conducted by Habr. The most popular CRM-systems in Russia are listed. Describes the implementation and use of CRM-system "Bitrix24" by the commercial organization working in the field of educational services: English language school SkillSet. Revealed inconsistencies CRM-system "Bitrix24" tasks of the school SkillSet and justified the need to develop for this organization improved CRM-system based on the platform "Bitrix24". The problems that have already been eliminated due to the gradual introduction of an innovative CRM-system into the activities of the English language school SkillSet are considered. The need to adapt existing CRM-systems to the nature and specifics of the company's activities, its strategic goals and objectives becomes obvious. The article provides practical recommendations on the choice of CRM-system by the organization and its improvement based on the needs of the company.
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Keywords: competitiveness, innovations, CRM-systems, Bitrix24, educational services.

DOI 10.17586/2310-1172-2019-12-4-177-184

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