Customer relationship management systems (CRM). Customer relationship management. Implementation of CRM systems Customer information management crm system

A modern business can have the right to an effective existence only with a well-tuned management function. Along with a variety of ways to increase the profitability of the company, technologies called CRM are used. Translated from the English abbreviation - this is customer relationship management.

Any sales, as well as modern marketing, can be optimized and automated through the use of a whole range of various tools that are included in the CRM program. Each company has a personal approach, so there are many-sided preferences, the solution of which is carried out with this type of management organization.

Key Features of CRM

Any customer relationship management has certain distinctive features that translate into functions. But, in comparison with accounting applications, these systems do not interact with the law so much, so the scope of functionality of CRM applications is significantly different. Here are the possible functions that such control systems have:

1. Sales function. It provides for the management of all contacts, contact history, as well as active actions associated with a particular client.
2. Phone sales function. This includes distributing lead lists, registering incoming and outgoing calls, and taking orders with automatic dialing.
3. Prediction function. Includes analytics, analysis of a specific sales cycle, arbitrary reporting, as well as regional analysis with a further miscalculation of possible risks.
4. Marketing Function, which deals with issues related to the management of potential deals, the management of marketing campaigns and the special segmentation of the client base. You can easily manage the list of potential customers, with the creation of a complete database.
5. Time management function, which is scheduling and can be performed for different firms individually or as a group option.
6. Customer service function. It is aimed at supporting existing customers, in order to register requests that will help analyze the current state of the business in this market. Reporting is also carried out according to incoming applications and the possibility of programming message forwarding.
7. Data synchronization function with portable devices and mobile users. There is synchronization with all databases and servers within the company.
8. Control function for leadership positions which is to use existing reporting.
9. Integration function with external data and the Internet.
10. E-commerce control function, which includes the management of transactions through the global Internet.

The need to use CRM systems for your business in Moscow and partly in the Moscow region

First of all, I would like to present you with statistical data that will confirm the effectiveness of the use of such systems. After analyzing the market, your company will develop an individual plan for the implementation of customer relationship management. This will help in the future to increase sales up to 10% for one manager, as well as significantly reduce the need for creating discounts and increase financial returns by 1-4% per transaction.

The main advantages of implementing management systems:

• Reducing administrative costs for marketing and sales by automating routine processes.
• This is a business principle that focuses on after-sales service and expanding the customer base.
• Benefit for the overall profit of the enterprise in competitive markets.

Companies for which management systems will be especially effective:

• Providing a range of services with extremely fierce competition. An individual approach to them is considered the key to future success. Experts suggest that this is extremely necessary for such companies.
• Various small-scale wholesale firms that must qualitatively monitor the activities of competing companies. They need to accurately meet customer demands, as well as maintaining a wide range of products from a variety of manufacturers.
• Regional companies that sell through networks outlets. Such firms often use small wholesale bases, and their number of buyers is considered to be quite limited. They can't afford analysis marketing markets therefore especially need proper management of customer relationships.

Biometric systems

Asset Management

Well-known company ITERANET develops CRM in any languages, namely for platforms: IBM, Oracle, SAP, 1C, etc. This is one of the fundamental factors that many firms need to focus on. In order to realize the desired tasks in reality, it is necessary to take into account the above arguments. This will help improve performance efficiency. ITERANET provides telephony services and focuses exclusively on the B2B market, which consists of business projects of various levels of complexity. Here you will be helped to cope with the tasks of customer relationship management with high quality and in a timely manner. CRM is a client-centered corporate information system that allows you to optimize the company's relationship policy with customers based on automation and creation databases with information about customers and their orders. In the conditions of market competition, when you have to fight for a good client, automated systems customer relationship management allows not only to maintain and expand the clientele, but also to increase the level of its loyalty, which is a necessary condition for a high level of sales, and, consequently, profit. It is advisable to implement a CRM system in order to increase the level of customer satisfaction based on the accumulated and analyzed information about its purchasing behavior. CRM allows you to identify and take into account the individual needs of customers in the process of servicing them. And this, in turn, not only improves the quality of service, but also causes an increase in customer loyalty and interest in the company itself. Effective marketing without the use of CRM is extremely problematic. If you want the number of your customers to constantly increase, neutral customers become loyal, and loyal customers reach the level of business partners, attracting new customers, order the development of a customer relationship management system from us. ITERANET has been successfully operating in the corporate information systems market since 2003. We are ready to develop CRM for you based on Oracle, IBM and 1C platform solutions, taking into account all the features of your business. In addition to the development of CRM adapted to your company, we will provide you with consulting and work support. information system allowing for continuous improvement. At your request, we will design and implement: the front part of CRM with an autonomous, centralized or distributed information processing system - to provide customer service at points of sale; the operational part of CRM - for the authorization of each operation and the formation of operational reporting; data warehouses; analytical and consulting subsystem; distributed system for supporting trading operations. Analysis of the client base, which serves as the basis of the CRM functionality, will allow you to: formulate tasks for the marketing department; maximize the effectiveness of work with customers; build close partnerships. CRM will allow you to segment the market you are targeting, develop forecasts of client behavior, and find the best ways for the most profitable cooperation. These management information systems make it possible to increase the efficiency and coherence of the work of managers, help to make a number of business processes for concluding transactions standardized, and, therefore, facilitate control over them. The customer relationship management systems developed and implemented by ITERANET not only have a wide range of functions, but are also understandable and easy to use. CRM, designed specifically for your company, will bring relationships with your customers to the highest level.

> Customer relationship management. Implementation of CRM systems

An advanced enterprise management system - for example, CRM - must meet several requirements at once.

The best CRM for business is the one that suits your company. We have compiled a concise and understandable checklist that allows you to quickly understand how the program meets the requirements of the enterprise.

A good project management system for an organization implies: efficiency, the use of less staff effort to perform the same range of tasks, as well as reducing the time to complete work while maintaining the desired result.

Effective project management of a company today is unthinkable without modern information technologies.

Professional personnel management requires systems approach and successive actions.

In the age of information technology development, it is almost impossible to imagine the work of a company without any automation system. The most commonly used tool for improving customer focus is the CRM system.

Today, CRM is a popular way to automate the work of a company of any size. Like any technology, CRM has its pros and cons, which are important to consider when choosing a program.

Simple CRM, when used correctly, can bring great benefits to both a start-up organization and a large holding.

Can CRM Really Sell? This question is asked by every company choosing an automation system. Of course, CRM will not be able to sell, because sales are not made by the system, but by people working in the sales department.

Increasing the efficiency of the company, speeding up business processes, simplifying work and reducing its time are not all the possibilities of the CRM system.

Today, developers offer a variety of CRM systems for small businesses, which differ in functionality, cost, and operating features.

Using CRM to maintain a customer base is the choice of many companies, but not all of them fully use the system's capabilities to improve the service.

What requirements should a functional CRM meet? How to choose the system that will simplify and speed up the work, help to attract customers and reduce the costs of the organization?

Today, companies are faced with a large selection of CRM, but not all systems are able to provide reliability, efficiency and efficiency. How to choose a CRM that will not only automate the work of the organization, but also help to attract more customers and save money?

Means of automating the sales process, customer service, ecommerce. What is important when choosing a CRM system. How to evaluate a CRM system and its reliability?

Cost-free strategies for implementing CRM systems. Establishing relationships with clients. Reducing costs and obtaining additional profit from implementation. CRM

CRM (Customer Relationship Management) is NOT software and NOT technology. This is NOT even a set of products. CRM is a concept and business strategy aimed at building a sustainable business, the core of which is a "customer-centric" approach.

This strategy is based on the use of advanced management and information technologies, with the help of which the company collects information about its customers at all stages of its life cycle (attraction, retention, loyalty), extracts knowledge from it and uses this knowledge in the interests of its business by building mutually beneficial relationship with them.

The result of applying the strategy is to increase the company's competitiveness and increase profits, since properly built relationships based on a personal approach to each client allow attracting new customers and helping to retain old ones.

ERP systems appeared when product and business processes that ensure its production, that is, accounting, control and distribution were considered basic. This was the era of "back office" automation.

CRM systems have become needed in a highly competitive market where the focus is on customer. The main task of CRM systems is to increase the efficiency of business processes concentrated in the "front office", aimed at attraction and retention customers - in marketing, sales, service and maintenance, regardless of the channel through which the contact with the client occurs.

At the technology level, CRM is a set of applications connected by a single business logic and integrated into the company's corporate information environment (often as an add-on over ERP) based on a single database. Special software allows you to automate the relevant business processes in marketing, sales and service. As a result, the company can contact the "right" customer at the "right" time, with the most effective offer and through the most convenient channel of interaction for the customer.

In practice, an integrated CRM system ensures the coordination of the activities of various departments, providing them with a common platform for interacting with customers. From this point of view, the purpose of CRM is to correct the situation when marketing, sales and service departments operate independently of each other, and their vision of the customer often does not coincide, and actions are inconsistent.

From the point of view of business management, the effect of the introduction of CRM is manifested in the fact that the decision-making process is transferred to a lower level due to automation and unified. This increases the speed of response to requests, increases the speed of turnover of funds and reduces costs.

Finally, CRM includes the ideology and technology of creating stories the relationship between the client and the company, which allows you to plan your business more clearly and increase its sustainability.

Figures and facts:

• It costs five times more to acquire a new customer than to retain an existing one.
• Most Fortune 500 companies lose 50% of their customers every 5 years.
• A satisfied customer will tell an average of 5 friends about a successful purchase. Dissatisfied - at least 10.
• Most of the clients pay off only after a year of working with them (accordingly, if the client “left” before this period, then he incurred losses)
• Increasing the customer retention percentage by 5% increases the company's profit by 50-100%.
• About 50% of the company's existing clients are not profitable due to inefficient interaction with them.

• On average, the company contacts 4 times a year with an existing client and 6 times a year with a potential one.

• Suppliers of CRM class products promise to increase the profitability of enterprises by tens of percent, and the profitability of projects - from 200 to 800 percent in 2-3 years.

The basic concept of CRM (focus not on the product, but on the client + personalization) is rooted in the past.

A classic example: when there were no supermarkets, the bulk of goods were sold through many small shops. Local residents bought everything they needed there, without bothering to travel to the city for groceries. The owner of the store knew all his customers who lived in the neighborhood by face and name. Knew their needs, habits, tastes, financial condition, personal life facts, etc. He knew who, when and why would come. And everyone knew him. The business was built on the loyalty of these regular customers. Now this would be called personalization.

Then came the era of consumption. Supermarkets have grown. Bulk product. Bulk Buyer. Everything is quality. Everything is beautiful. Sold on every corner. But - faceless. Forgot about personalization. After all, it is impossible to assign a seller to each buyer. And want.

In an era of competition, the quality of goods is approximately the same everywhere. The rate of profit has fallen. The only way to survive in the competition to stand out from other sellers of goods and services is to offer a product to each client personally, taking into account his individual needs and characteristics.

And then it turned out that at the present level of development computer technology you can “return to the past” and provide personalization even in bulk sales. The store owner used to keep information about a hundred of his customers in his head. The database can store and process one hundred thousand. And to offer everyone exactly what he is used to and what he may want.

The Pyramid of Values ​​in the Age of CRM

Thus, now the accents have noticeably shifted. If earlier the client got an idea about the company based on its product, now he builds his attitude towards the company as a whole - as a partner with whom he interacts through various channels - from a phone call to the Internet and a personal visit. At the same time, consumer requests have become much more differentiated, and forms of interaction have become personalized (see Fig. 2).

In addition, the pyramid of values ​​has changed. A typical manufacturer's strategy in an industrial economy was aimed at customer satisfaction and was built on the basis of the following "pyramid" of motives (Fig. 3):

• Product Availability (Company has what I want)
• Value (Price meets my expectations)
• Convenience (The product is easy to get and use)
• Trust (I am confident that the product is reliable and of good quality)

In the era of the electronic, "new" economy, the highest goal is loyalty, and mutual- not only the client is loyal to the company, but the company is also loyal to the client). From the achieved level of satisfaction, a new pyramid is built (Fig. 4):

• Satisfaction (My needs and requests are provided)
• Consistency (Company acts based on my interests)
• Personalization (The company demonstrates that it knows and meets my personal wishes)
• Merging (Relationships are built on my terms and under my control)

Within the framework of the "second" pyramid, the task of CRM is to cover ALL channels and points of contact with customers and coordinate them, to have a single method and technique of communication. Each contact should work to attract a buyer! The customer wants to be served with the same quality regardless from the interaction channel and get a fast professional response! Information delivered to the client at his request should be accurate, complete and consistent. There should not be different answers to the same questions from different representatives of the company.

Thus, the understanding came that client base – this is the most important assets companies that need to carefully and efficiently to rule. "Growing" the client is seen as a necessary condition for successful work both current and prospective clients. It is interesting to note that price is far from being a decisive factor in instilling loyalty and making repeat purchases. For example, a study conducted by DELL showed that the motives that led to a repeat purchase through their online store were in the following order:

1. Quality of service.
2. Delivery of the order on time.
3. Possibility of delivery to any place
4. Ease of ordering
5. A wide range of products from the company
6. Access to complete information on all products
7. Convenient site navigation system

Thus, investments in technologies for working with existing customers directly affect their loyalty, and therefore, the efficiency and sustainability of the business. In terms of money, loyalty leads to the following results:

• The client becomes less sensitive to price, which means that a higher price (up-sell) can be set for a product (service) without the risk of losing turnover.
• The cost of selling products and services to existing customers is significantly lower. As a result, profitability can be higher even if the price is lower than that of a competitor.
• The client can be offered a number of additional services(products) (cross-sell), thereby increasing the company's turnover.

Thus, the concept of CRM is very multifaceted. Although some of its elements have been cultivated before (for example, the emphasis has long been placed on ensuring the highest quality of product and service), they are not sufficient by themselves. After all, even high-quality service is not necessarily personalized. We still work with the “average temperature in the hospital”. Let it be high.

The essence of the CRM concept is that the most desirable and profitable customer has the right to priority and exclusive service. In addition, the concept of CRM focuses the company on long-term relationships with the client. In particular, a client who regularly consumes a product or service over a long period of time, even if little by little, is usually more profitable for the company than a “stray” customer who has made a large, but random order. The first has the right to count on the best service and big discounts.

Finally, the essence of CRM is to learn from your client, have feedback and work the way the client wants. The bottom line is that now it’s not enough to say to the client: “We are here.” We must say: “We are here for you, and we work here for you and give you what is valuable to you, anticipating what you want.”

Goals, processes, structure

The functionality of CRM covers marketing, sales and service, which correspond to the stages of attracting a client, the very act of making a transaction (transaction) and after-sales service, that is, all those points of contact where an enterprise interacts with a client.

In the early 90s, when CRM had not yet taken shape as a single concept, nevertheless, there was already a set of building blocks, the development of which led to what we see today, namely:

• Various systems for collecting information about customers, partly including the beginnings of SFA (Sales Force Automation) - Automation of the activities of sales representatives.
• A number of marketing databases that provide analysis at the level of the product (its sales), but are poorly integrated with sources of other information.
• Systems for delivering information to the client (direct mail, etc.).
• Basic analytical tools used to analyze the behavior of a buyer in a discrete purchase, but without considering its life cycle.

Only in the 90s, all these systems were integrated into one whole within the framework of the CRM concept. For example, when conducting marketing campaigns, it is necessary to ensure the exchange of information used by the marketing department and the sales department in order for this process to be effective and optimal. In this case, automatic distribution of the list of potential customers between sales agents, or automatic assignment of tasks to employees of the sales department can be used.

Therefore, almost any CRM software has the appropriate modules (marketing, sales, support and service). However, there is no absolutely universal solution. Each software product has its own strengths and weaknesses and has the best functionality and performance, usually in one of these areas. Therefore, a company in which CRM is being implemented should highlight the priority areas of automation and start from them, gradually building up the entire system.

Accordingly, CRM should provide means of entering information into a single database (both by employees of the company and by the client himself, for example, through a WEB site when registering or purchasing), and the data should be centrally updated with each new contact.

The next level is data processing tools (ranking, clustering, aggregation, visualization, etc.). Finally, means of access to all information - both input and output by all departments of the company. At the same time, a sales agent may need, for example, a customer's purchase history and a forecast of his preferences - what can be offered to him next time, while a marketing department, for example, needs an analysis of target groups. That is, CRM allows a different form of information presentation for different purposes and different departments.

On fig. 5 shows a simplified structure of information processes within CRM.

It is important to note that with the growth of information detailing and its value from the point of view of analysis, its cost, complexity, formalizability and variability increase. For example, geo- and demographic characteristics are relatively stable, but have long been studied. Whereas the history of personal transactions, including financial ones, the history of contacts, preferences that allow building a client profile and predicting his behavior are obtained with difficulty, usually in an interactive mode, require accumulation time and are in constant dynamics.

So, there are 3 main goals for using CRM systems:

• Operational
(operational access to information in the course of contact with the client in the process of sales and service)
• Analytical
(joint analysis of data characterizing the activities of both the client and the company, obtaining new knowledge, conclusions, recommendations)
• collaboration
(the client is directly involved in the activities of the company and influences the processes of product development, production, service)

At the same time, the results of the analytical use of CRM go beyond the scope of CRM itself. For example, the analysis of time and costs for the sales cycle, at different stages and phases of sales allows you to optimize cost reduction. Identification of priority customers according to different criteria (income / costs) allows you to increase the profitability of the distribution channels. Identification of typical problems / requests, development of a typical response to them allows you to minimize the response time of the employee (which means, again, reduce costs - after all, the company pays for the phone!). Analysis of sales channels allows you to identify problematic departments and business processes, understand which channels you need to focus on, how to restructure the problem area (department), etc.

The table below systematizes the opinions of the interviewed experts about priority industries in terms of demand for CRM.

Table 6.4. In which industries is there the greatest demand for CRM-solutions.

Priority sectors

Banks and Insurance companies, telecom companies, retail companies

Finance, insurance, telecommunications, trade, distribution

In the banking sector, insurance companies, telecommunications, the high-tech industry (production and sale of computers and software, system integration), trading and distribution companies, large multinational corporations.

Sergey Chernov, Analyst of the Analytical Center of Parus Corporation

For trade enterprises, service maintenance of household appliances or cars, companies providing communication, tourism, transportation services, producing and supplying various kinds of automation systems

The banking sector, telecommunications, high-tech and pharmaceutical companies, potential users are almost all companies selling mass-produced products.

In wholesale/retail trade, telecommunications, banking and financial sector

Anatoly Levikov, head of CRM practice, department corporate systems management, IBS

Finance (banks and insurance organizations), as well as telecommunications. In the world, a great demand for CRM-systems is also observed from auto dealers, manufacturers of pharmaceutical products and computer equipment.

Marina Anshina, Head of Development and System Support Group TopS

Telecommunications

Boris Kharas, Senior Manager, PricewaterhouseCoopers

Telecommunications, financial services, trade and distribution

Telecommunication companies, banks, investment companies

Alexander Skorokhodov, executive director of the Banking Production Center.

Finance (banks and insurance organizations), telecommunications.

Insurance companies and banks

If on Western market Since the number of CRM systems is measured in hundreds, in Russia there is a rather narrow range of solutions, mainly large suppliers that have been offering their ERP systems for a long time. At the same time, the number of domestic CRM developers is increasing almost every month. Thus, the Russian buyer is already faced with the problem of choosing from two dozen systems. True, the solutions are radically different from each other, as they are aimed at different segments.

According to experts, SAP and Oracle have good chances in the field of complex integrated solutions, including CRM as one of the blocks - both of them declared CRM one of the main priorities for this year in business development. In addition, both companies have strong market positions. Serious activity in the field of CRM was deployed by hardware suppliers - Cisco, Avaya, focusing primarily on call-centers.

Solutions from Siebel, the world leader in CRM, have come to
Russia thanks to the efforts Russian companies, however
Siebel is not interested in Russia as a potential market. A fully localized version is only expected to hit the market within a few years. So far, the implementation of this product, which is already real in Russia, is associated with big language problems for the staff.

The solutions presented in Russia have very significant differences in methodology as well. Thus, Russian developers insist that their applications better take into account the differences in the local market, although they have less experience in working with a large number of clients.

At the moment, there are almost no specialized CRM packages of an industry nature in Russia - pharmaceuticals, banking and insurance sectors, tourism, etc. Although in the West such solutions are very popular, because if you buy a universal development, it still needs to be significantly improved, leading to specialized needs. And this is due to the extra costs of implementation, staff training, which is not desirable. And in any case, it leads to a loss of time, this is especially important for companies that work in industries where seasonal fluctuations are strongly affected (tourism, real estate agents, etc.).

How data was collected for this study. From open sources - the press, the Internet, personal conversations with experts - a list of all CRM providers, both Russian and foreign, was compiled. Only those who have a partner or representative office in Russia were selected. Together with domestic developers, about 20 companies were included in the list. The list was updated later.

Everyone was sent an email with a questionnaire and a deadline to fill it out. After that, the answers were clarified by phone and additional material was collected on this decision - according to customer reviews, information on the website, the press, and expert opinions. The information received was carefully analyzed and structured.

Note that the study below cannot be considered complete, new solutions appear every day and more and more companies announce the provision of a range of services for the implementation and maintenance of CRM solutions. In the process of conducting the study, we met with dozens of companies, many of which plan to actively enter this market.

Now we suggest that you take a closer look at the table and study it carefully (see at the end of the article). I responsibly declare that this is the most complete comparison of CRM systems presented in Russia.

I will comment on each point.

The first items are standard: the name of the company - the supplier of the solution or its representative in Russia, the full name of the product and the release date. Also note the release date. Some systems have been on the market for a long time, others, despite their youth, also have several hundred, and sometimes thousands of installations.

The number of copies sold by all companies is high, the Western ones account for thousands, for Russian manufacturers - hundreds. It is worth distinguishing between the number of customers and the number of sold licenses (copies), since one customer can buy several thousand titles at once.

We can say that all solutions have already proven their capabilities. Another thing is that not all of them have a Russian version and experience of implementation in Russia. Most foreign solutions have never been delivered to our country.

If you are faced with the question of choosing such a system, we advise you to clarify the experience of the company in general and CRM systems in particular.

No matter what they say about the advantages of a particular system, the price was, is and will be the main selection criterion for a long time to come. Most often, the price for one user place (license) is called. But to the final price, you still need to add the price for a server license, consulting, training, subtract volume discounts. Some companies are just bringing their products to the market and do not yet have a clear pricing strategy. Plus, it is difficult to calculate the final cost without having real experience in implementing systems of this class. The cost of a solution of one level can differ by a significant amount. In this article, we do not provide a price level, but it can be ordered separately (see at the end of the article).

In Europe and the US, ASP-based CRM solutions are now being distributed, that is, the ability to maintain the system on the side. This allows you to reduce costs, reduce the size of investments and, of course, remove the headache of solving almost all technical problems (security, reliability, electricity, round-the-clock availability, etc.).

As far as we know, none of the supplier companies in Russia yet offers such an opportunity. Although already many systems are ready to offer such services. As in many other areas, there is a question of financing and launching such a project, and most importantly, trust in ASP. After all, no one wants to lose the most precious thing a company has - customers, and in Russia they are not used to trusting each other. So it is hardly worth expecting the appearance of this service in the near future.

A special item are the technical requirements. This item of expenditure can cost no less than the CRM system itself. Since the requirements for technology are the highest - powerful servers, a large amount of disk space, good the local network and Internet channel.

It is important what additional software the chosen system requires - you will have to pay for database licenses and some OSes separately, and a lot, given the large number of copies, because ideally every employee should have a CRM system. Just access to other people's segments will be limited. It also matters that if you put a new one for yourself operating system or other software, then you will have to look for new additional staff. And it's hard to find now. It is almost impossible to find good programmers and system administrators in the regions, who are already dismantled. And in Moscow, the demand for these professions is constantly growing.

As a rule, CRM is installed by those companies that have already used ERP systems, and therefore, there is a certain database, software, and all this must be saved and transferred to a new system. It's more difficult here. Not all CRM-solutions are paired with ERP, which can negate all its advantages - both functional and price.

If a company has agreed to invest a lot of money in CRM, then it hopes not only to survive in the market, but also to develop successfully. Therefore, sooner or later it will need more users. It is possible that there is no money right away to provide all jobs with access to the system, but over time this will become necessary and investments will appear.

Modern systems allow most often to start work even from one workplace and bring it up to several thousand, or even tens of thousands. All companies mentioned it. The difference is that some systems already have real experience of implementation and operation on a similar scale, others note only the theoretical possibility of such scaling.

When a company employee is on a business trip or simply not at his workplace, he may still need information from the system. If you spent money on implementation and installation, then you need to use all the advantages of CRM and at a distance. Moreover, it is not so difficult, it can be accessed through a standard web browser on the Internet or using any mobile device(PDA). Its cost is an order of magnitude less than, for example, a laptop.

Let's say you go to a meeting with clients or partners in another city (country), and even on the go in a car or airport, you can get all the necessary data on the PDA. And when using the Web in a hotel, there may be problems with the keyboard and encoding (no Cyrillic).

This point deserves special study. Here are all the features of the system. The classification used is Western, so the name of the modules is left in English (decoding below). At the same time, within the system, functions can be distributed differently and even called differently. CRM is a young direction, and the terminology has not yet had time to fully form.

All modules are very closely interconnected, and you can easily switch from one to another, often without even noticing the transition (roughly, like hyperlinks on the Internet or like switching functions in a text editor). The classification is made more to systematize the capabilities of CRM systems.

To illustrate the possibilities, let's cite the opinion of one of the users of the EpicRus CRM system, Sergey Kanev, head of the Moscow representative office of BCC (system integration): "Each company that works with a client should have a tool for structuring this work. Since any client base is an intangible asset , Clientele offers an algorithm for working with the client.

In addition, it helps to accumulate information on the history of customer relationships, which is a strong support for sales. For example, if there is a successful sale to a client in St. Petersburg, then there is a possibility of a sale to a branch of the same client in Krasnodar. Since VSS managers work in St. Petersburg, Moscow and Krasnodar, now any manager can look at the sales history of a client in other cities and get more complete information.

The BCC company uses Clientele in two directions: both sales and service. In general, we can say that the CRM system is primarily an algorithm for working with a client and a tool for summarizing information.

Previously, each manager had information only for his region, with its regional specifics. Now he provides this information to other managers and in turn receives information on other regions. Many situations that previously required additional meetings are now resolved automatically."

It is usually useful to know the strengths and weaknesses, especially since the choice of a CRM system can radically change the way a company works: either to work successfully, or to lose time and hastily work off the money spent.

Unfortunately, it is impossible to assess the weaknesses of these systems. To do this, you need to at least try each of them and see how the already implemented systems work at several enterprises, especially considering that all foreign programs need to be localized, that is, translated, adjusted to Russian reporting, etc. This will take a lot of time and money. And time does not wait. In this regard, Russian developers have some advantages.

Talking about strengths is not easy for the same reasons. Therefore, we entrusted the story about the advantages to the companies themselves, and, for obvious reasons, did not ask about the weak ones.

Judging by the responses of Western experts, the implementation of a full-fledged CRM system takes a long period, depending on the system and what the company has been using, from several months to several years. In any case, the buyer will need technical and consulting support for a long time, plus staff training, detailed documentation.

As can be seen from the tables, most often all support is paid and probably makes up a significant part of the income for sellers. At the same time, the documentation (it is not known whether it is in Russian?) is included in the cost of the system. It is noteworthy that some note the presence of round-the-clock online support. For example, this service is offered by Sputnik Labs, this may be especially important for regional clients, where the time difference can reach 5-9 hours. The client receives an access password to the support site, where he can find the answer to his question in the intellectual knowledge base.

Not only highly qualified personnel will have to work with the system, but also ordinary "fighters" of the company: from the secretary (by the way, it is very important how this service is set up and its relationship with CRM) to warehouse managers. Therefore, it is necessary that the system be simple and in the staff's native language. It's sad, but Russian versions are often the latest, although our market is also very interesting and promising.

We have included this item so that each company can add something else that it considers necessary.

In the pivot table, we have collected all the CRM solution providers that are actively present on the domestic market. Although the solutions are very different and it is not always correct to put them in the same row. For example, domestic developers often position themselves as solution providers more for the sales department than for each employee of the company (although this is possible). So, for example, "ConSi" operates. There is no need to buy hundreds of copies - a few jobs in the sales department are enough for now.

Expensive western CRM-systems not only automate typical processes of working with clients, but also allow you to better customize the system to the needs of a particular client. Therefore, they require implementation and refinement, which significantly affects the price. But the "boxed" product Sales Expert ("Pro-Invest-IT"), which can be configured independently, costs only $ 1,570 for an unlimited number of installations (this is comparable to the price for two places in Western systems, most often their price fluctuates in around 500-800 dollars for workplace). Sales Expert is a tough but ready-made CRM solution that sets clear rules for working with clients. Perhaps the given functions will be enough for you.

Of the complex Russian solutions at the moment, only the product of the Parus company can be named. As Aleksey Kazarezov, commercial director of Parus, noted, this product was tested within the corporation for about a year, working with regional partners (dealers, business partners, regional branches, etc.) - for Parus they are also a kind of client ( consumers of his developments). For example, with the help of the new module, messages of three types were quickly collected (by e-mail): "error", "wish", "question (consultation)". Then they were sent for processing to the appropriate managers, who evaluated them and transferred them to production (messages like "error" and "wish") or answered the question.

Each appeal was analyzed and processed according to the relevant regulations; in general, this gave an increase in processing speed and error correction by 30%.

In addition, the module was tested in the field of specific work with clients: collecting information about a potential customer starting from the first contact; absolutely all available information about the client was entered into the database about the client - visits to the demo hall, questions by phone, visits of managers and much more. As a result, a serious data bank was accumulated containing a complete history of relationships with this client (both organizational and financial). Of course, replenishment of information and collection of requests contained in the module's database is possible not only using the keyboard (for example, during telephone or personal contacts), but also via e-mail and the Internet (as in the example with regional partners). At the same time, the client can monitor all stages of his request (depending on access rights or using special notifications by e-mail, pager, etc. - in accordance with a customizable schedule).

In the future, the customer database can provide a lot of useful information. For example, if a company that sells household appliances has in its database information about what kind of appliances the client has already purchased, then at the next purchase it can not only give an appropriate discount, but also choose a model that is optimally combined with the existing set. In this case, it will not be necessary to ask the client, in addition, it does not matter which sales manager led him earlier.

These functions are also available in Western systems, but there is still very little experience in implementing such CRM solutions, so we cannot yet fully reveal the possibilities hidden in foreign developments. Often there is confusion, what is delivered to the client - ERP or CRM? It is beneficial for the buyer and seller to say what CRM is, but real examples- units. By the way, interesting examples of the implementation of CRM in the West can be found in the latest book by Bill Gates "Business at the Speed ​​of Thought".

When reading pivot tables, the following explanations should be taken into account:

Contact Management - advanced record keeping for each contact, a separate profile for each client, maintaining contact histories, organizational charts and the ability to group clients into different groups, etc.

Account Management - maintaining information on counterparties (including clients, partners, agents, competitors). All information, including the history of relationships, planned/implemented transactions, contracts, financial/accounting data, etc.

Sales Management - maximum information and opportunities related directly to the sale - cycles, statistics, geolocation, report generation, sales history, etc. Looking at sales as a process with its division into stages and steps allows for forecasting and effective sales management.

Time Management is a module that helps coordinate the work of all departments in time - a calendar, a list of tasks, as well as various modules for interfacing with fax, e-mail, and other means of communication.

Customer Service - interactive customer support (Internet, virtual private networks, etc.), the ability for customers to get the necessary information themselves, planning work with customers, statistics on calls, generating reports, accounting for the time spent by specialists, the ability to estimate the cost of support, etc.

Field Force Automation - the possibility of group work with clients divided by regional, industry and other characteristics, joint work of geographically remote divisions.

Telemarketing/telesales - integration with a call-center, keeping statistics, recording standard questions and answers, and making full use of many other opportunities for communication with customers via e-mail, IP-telephony, etc.

Marketing - a statistics module, planning and maintaining various marketing campaigns, monitoring returns and calculating efficiency, modeling, auxiliary (training) material, consumer segmentation and more.

Lead Management - Management of relationships with potential customers: collecting initial information, distributing contacts between employees of sales departments, tracking the effectiveness of sources of primary contacts.

Partnership Relations Management (PRM) - relationship management with partners.

Knowledge Management - knowledge management, collection of all necessary reference information (maps, industry info, analytical materials, statistics) for the company's work, creation of separate news sections (for example, for managers who run the fuel and energy complex, processing industry), integration with Internet sources, powerful search tools.

e-Business is a module responsible for the CRM web part, which may include a company website, online store or B2B site, interaction with customers via the Internet, etc.

Business Intelligence - the availability of automatic capabilities for monitoring and escalating problems, taking preventive actions, generating individual reports and reports based on templates (as a rule, there are many ready-made forms), planning, modeling. – education, employment, contacts, everything related to people in the field of CRM.

Objectives, methodology and sources of research

This study is an initiative work of the Cominfo Consulting company, carried out jointly with the "Business Online" magazine.

The aim of the study is to analyze concepts CRM in terms of its relevance in Russia, analysis of the structure and prospects demand in Russia for products and solutions positioned as CRM (including motivation, implementation features, trends), as well as market analysis suggestions CRM solutions presented in Russia, including the collection and systematization of information about relevant products and their suppliers.

Thus, the main consumer of this study are companies that are interested in implementing CRM solutions and need systematic information on products and suppliers. In addition, the study is of interest to software developers and vendors, system integrators and consulting companies that are involved in the implementation of CRM.

Sources of information and research methodology

The collection of information during the study was carried out on the basis of:

• Analysis of publications from more than 100 open and closed sources, including professional publications, reports of foreign research and consulting companies, Web sites and other sources (a partial list of Internet resources is given in Appendix 2).
• Personal interviews with experts from consulting companies, system integrators and CRM solution providers (listed below).
• Questioning of representatives of enterprises - potential customers of CRM-solutions.
• Questioning of representatives of companies - manufacturers and suppliers of CRM solutions presented in Russia.

The respondents included about 200 enterprises in Moscow, the Moscow Region and the Central Region, as well as the Moscow offices of large holding structures with an extensive territorial structure throughout Russia. Separately, 70 companies in the telecommunications industry were surveyed - traditional and alternative fixed-line operators, mobile operators and departmental networks.

List of involved experts

1. Sanal Ushanov, Accenture Moscow Office Manager
2. Pavel Cherkashin, President of Sputnik Labs
3. Roman Samokhvalov, Oracle Business Development Manager
4. Sergey Chernov, Analyst of the Analytical Center of Parus Corporation
5. Sergey Aslanyan, director of the consulting department of Actis Systems
6. Alexander Yakunin, general manager Navision CIS
7. Anatoly Levikov, Head of CRM Practice, Department of Corporate Management Systems, IBS
8. Marina Anshina, Head of Development and System Support Group TopS
9. Boris Kharas, Senior Manager, PricewaterhouseCoopers
10. Maxim Filamofitsky, Technical Director RosBusinessConsulting
11. Alexander Skorokhodov, Executive Director of the "Banking Production Center"
12. Maxim Solovyov, Sales Manager at Avaya Communications.

Terms of the study

The study was conducted in May-July 2001. Since after the publication of excerpts from the study in the July issue of the journal Business-on-line, the authors began to receive Additional Information from suppliers and customers, it was decided to update the study once a month.

Introduction

Objectives, methodology and sources of research
1. Basic concepts of CRM.
1.1. Historical roots
1.2. Customer-centric approach
1.3. Life cycle client.
1.4. Pyramid of values ​​in the era of CRM.
1.5. How to move from concepts to technologies?

2. Functionality of CRM systems.
2.1. Goals, processes, structure.
2.2. main functional blocks.
2.2.1. MA - Marketing Automation (Marketing Automation).
2.2.2. SFA Sales Force Automation (Automation of activity of sales representatives).
2.2.3. CSS - Customer Service & Support (Automation of the support service and customer service).

3. Implementation of CRM: process, features, effect.
3.1. Stages of implementation: CRM step by step.
3.2. Foreign experience of implementation.
3.3. Features of national CRM.
3.4. Integral effect of application implementation.

4. Call-centers and Contact-centers as a key channel of interaction within CRM
4.1. Basic concept.
4.2. Call-center and Contact-center functionality.
4.3. Call center applications related to sales and marketing
4.4. Call center applications related to the service (user support)
4.5. Advantages of Call and Contact-centers within the concept of CRM.

5. Market of CRM-solutions abroad.
5.1. Overview of the main solutions.
5.2. Functionality of CRM solutions. Summary table for 67 companies.
5.3. Trends and prospects.
5.4. Solutions for Contact Centers. Summary table for 60 companies.

6. Market of CRM solutions in Russia.
6.1. The main factors influencing the development of the market.
6.2. Demand.
6.2.1. Market awareness of CRM
6.2.2. Structure and features of demand
6.2.3. Motivation of enterprises in the implementation of CRM.
6.3. Sentence.
6.3.1. Criteria for choosing a solution.
6.3.2. Consolidated catalog and analysis of 20 products, manufacturers and suppliers represented in Russia.

Conclusion and conclusions.

Annex 1. Glossary of terms.
Annex 2. Additional information resources on CRM on the Internet.
Manufacturers and suppliers.
information portals.
Research and consulting companies.
Professional organizations, publications, conferences.
Resources for call-centers.

Content

In the age of rapid computerization, you will not surprise anyone with the automation of business processes. Warehouse and accounting have become commonplace, but the interaction with customers in the old fashioned way is not taken into account in any way, and this would help to optimize the process of cooperation. For this, there are CRM systems - what it is is described below.

What is a CRM system

The concept came from the English language - Customer Relationship Management System - and literally means a customer relationship management system. Literal translation can not convey the entire description, so you should understand in more detail. It is impossible to define the value of a CRM system in one word, since it is not even a software product, but a business planning model, in the center of which is the client.

To implement this process, information is collected about each client of the company, and then used to build effective relationships with them. The business would not be effective if it did not prioritize profit, and the implementation of the CRM-system just brings dividends from working with clients. An individual program of cooperation with each customer helps to retain existing customers and expand the base by attracting new ones.

The CRM is part of the company's unified database and is a complex architecture. This helps to automate the processes of working with customers, as a result of which the company is able to offer the client certain products or services exactly at the time when they are needed. Such a concept, when the consumer is put in the foreground, and not the product, makes the company competitive in the market.

The CRM system architecture consists of the following modules:

• frontal part (provides service at points of sale);
• operational part;
• data store;
• analytical subsystem;
• distributed sales support system.

Free CRM system

The price of the systems varies greatly, but on the sites you can find free CRM systems, some of which are provided free of charge for permanent use, while others are only for the period of testing. Among the common ones are the following:

What is CRM for?

It is important for the company to ensure the coordinated work of all departments with clients. On the this stage It becomes clear why a CRM system is needed. Its implementation contributes to the organization of a joint approach to each customer, when in practice, for the most part, these departments work separately. The company only benefits from such mutually beneficial cooperation, since working in one bundle and in one direction not only increases the profit of the enterprise by reducing costs, but also helps to plan the company's future strategy.

Principles

The interaction of departments allows you to attract new customers and not lose old ones. This happens because each employee, referring to a single database, has the opportunity to see a detailed and complete picture of the buyer, on the basis of which a decision is made, which will be reflected in this database. All this is possible when the basic principles of CRM systems are followed:

• The existence of a common center where information is stored.
• The ability to interact with customers through all available communication channels: from telephone to social networks.
• Conducting a continuous analysis of the collected information to make a decision on the further work of the company.

Goals

If we talk about the goal of introducing CRM systems as a stage in the development of management, then customer satisfaction will come first, since the influx of new customers while maintaining existing ones helps the company to develop intensively by increasing the number of sales. This can be achieved by analyzing the relationship between the company and customers, maintaining a competent and balanced tariff policy and using the right trading tools.

Implementation of CRM

To begin with, you should carefully study the offers on the market, paying more attention to those products that are widely used. The introduction of CRM systems will require training of employees, and in order for this process to go as quickly as possible, it is worth choosing programs with a simple and understandable interface. In addition, entering information into the database should not be difficult and time-consuming, since there is a risk that company employees will refuse to work with it.

Before you finally purchase the selected CRM system, it is recommended to use the trial version, which in practice will help you understand how convenient it is to use the program. The more employees will be involved in the process, the more effective the testing will be. In the process, you can identify missing features that can be purchased from developers.

CRM for small business

Because small businesses don't have a lot of Money, then at the initial stage it is extremely important to designate the functionality necessary for work. The right decision would be to purchase a CRM system designed for sales. It is good if this program has a free period of use, since you can personally verify the need to use this product.

A small business CRM system should be simple and inexpensive. Priority should be given to those who have the opportunity to work via the Internet, to have interaction with services for sending letters, IP-telephony. You should not buy CRM systems that have a large number of functions that are unnecessary for doing business. Among the most popular are the following:

1. wire crm.
2. AmoCRM.
3. Megaplan.
4. Client base.

CRM system for business

The development of "cloud" technologies has contributed to the effective implementation of CRM for big business. Development can be carried out according to the characteristics of a single company. The system is used at all stages of economic activity, it helps to carefully analyze the entire process and properly organize the work of the company and its employees. With the help of CRM-systems, it is possible to record and plan not only sales, but also material resources enterprises. They make it possible to conduct a correct marketing policy based on data analysis.

Types of CRM systems

If you determine what CRM systems are, then depending on the functionality, the following types can be distinguished:

• sales management;
• marketing management;
• customer service and call center management.

Rating of CRM systems

What can influence the choice of CRM-system? First, the presence of certain functions that are present in the program. Secondly, it is the ease of use and the percentage of returns. The ability to use the product at any point, the successful organization of the work of the company's employees and the ability to plan business activities make the CRM system an indispensable assistant in doing business. There are a large number of solutions for small businesses, large enterprises and corporations on the market:

• AmoCRM. Designed for small and medium businesses. You can use it for free in test mode for the first two weeks. Used for customer service. It is possible with mobile application work anywhere online.
• Bitrix24. There is no possibility of test use. More suitable for large companies. With the help of a CRM system, you can not only segment customers, but also plan working hours and keep in touch with employees. Two options for using the system have been developed: through installation or online.
• Pipedrive. There is a free trial for the first month. The interface of the program is very convenient and suitable for any business. Focusing on small and medium businesses, the developers have done everything possible to exclude unnecessary functions from the CRM system, concentrating on sales. Operates through the "cloud" on the basis of services according to the SaaS model.
• Megaplan. A demo version is available in the first two weeks of work. Ideal for small and medium businesses. It helps to monitor the fulfillment of tasks assigned to the company's employees, maintain a client base and effectively plan business processes. It is installed on the company's server or works via the Internet.

Price

The full price of the CPM-system is calculated individually. In general terms, the price can be represented as a combination of several parameters - this is the cost of a license, implementation, training, and additional functions. The cost of introducing a product can be up to three times the cost of a license, but in most cases firms offer it at the level of 20-50%. Some include the cost of implementation in the cost of the license. Consulting services start at $25 per hour. Training of specialists and administrators depends on individual approaches.

The price of CRM-systems produced in Russia and foreign counterparts, excluding promotions (selectively):

How does a CRM system work?

The work of the CRM is simple, the only thing that needs to be done is the constant filling and updating of the database. To do this, you need to enter tasks here, display information about received calls and letters from customers. You need to complete as many tasks as you can, and try not to postpone tasks until a later time. You should constantly analyze in order to improve the work of the company.

CRM manager

The position of a specialist includes a number of activities, among which are the following:

• database management, keeping it up to date;
• interaction with clients and employees of the company;
• making a CRM decision;
• management of marketing projects, performance evaluation.

Client base

Application software automates the workflow. With it, you can control the execution of tasks by employees in the context of the entire company as a whole. The complex organizes customer relationship management: stores information about each contact, accepts applications, makes mailings. This version of the CRM system has the ability to work with documentation and create reports.

Marketing

At the first stages, CRM for sales was created. Since the sale of goods is tied to consumers, marketing has actively joined this. With its help, all knowledge about the behavior of buyers is built, thereby exploring the needs of current and future customers. In the end, after analyzing all previous purchases, their number and the manifestation of interest in them, a specific offer is developed for a potential client.

Video

Information technology and enterprise management Baronov Vladimir Vladimirovich

Customer Relationship Management (CRM) systems

Customer relationship management systems are designed to automate the collection and analysis of data on market entities (customers, partners, competitors, contact persons) and their relationship with the enterprise, interactive interaction with them, decision support to attract and retain the most profitable customers to obtain sustainable growth enterprise income. Such systems are based on an appropriate customer relationship management strategy CRM (Customer Relationship Management), based on the use of modern management and information technologies, with the help of which enterprises accumulate knowledge about customers in order to build mutually beneficial cooperation with them. The CRM strategy defines the interaction with customers in all organizational aspects, it concerns advertising, sales, delivery and after-sales service, product design and production, billing, etc. It is based on:

The presence of a single information repository of information about all cases of interaction with customers;

Synchronization of management of channels of interaction with clients through the application of appropriate regulatory organizational procedures;

Constant analysis of the collected information and making appropriate decisions (client ranking, formation of an individual approach, etc.).

Creating a CRM strategy depends on the following factors:

About 80% of the company's income is provided by 20% of its customers (Pareto principle);

When selling industrial goods, on average, it takes from 10 calls to new potential buyers to sell a unit of goods, and only 2-3 calls to existing customers;

Closing a deal with an existing customer is 5-10 times easier (and therefore cheaper) than with a new customer;

The average customer who is disillusioned with a supplier tells 10 friends about his misadventures;

An increase in the share of regular customers by 5% translates into an overall increase in sales by more than 25%.

From here, in fact, the following three main tasks follow, which the CRM strategy is aimed at solving:

Customer retention (reducing customer dropout based on the use of a preference model, identifying customer propensity for various sales channels, taking into account changes in customer behavior, determining the value of customers);

Customer acquisition (integrating customer data from all available sources, attracting new customers based on the use of a preference model, identifying customers who are most inclined to buy, learning how to communicate with customers correctly);

Ensuring profitability for customers (identifying groups of customers that bring the greatest profit, studying the propensities of the most valuable customers in terms of buying products, evaluating the optimal marketing costs).

The strategy is being implemented in the following two areas:

Improving business processes in sales, marketing and customer service;

Creation of a CRM information system - a special set of software and technologies that allows you to automate business processes in the field of sales, marketing and customer service.

The main functionality of most CRM systems is formalized in the form of the following independent components: sales force automation (SFA), marketing automation (Marketing Automation - MA), customer service automation (Customer Service & Support - CSS), analysis and reporting tools.

The sales automation component includes maintaining a calendar of events and work planning, managing contacts, working with clients based on interaction history, monitoring potential sales, managing the sales cycle, improving the accuracy of sales forecasts, automatic preparation commercial offers, provision of information on prices, provision of up-to-date information on the state of affairs, etc. The effect of the introduction of SFA is to increase profits, increase the accuracy of forecasts and the likelihood of a deal, reduce sales costs, and increase the productivity of sales staff.

The marketing automation component provides support for the organization (planning, development, execution and analysis) of marketing campaigns (both traditional and via the Internet), the creation and management (for example, automatic mailing) of marketing materials, the creation of lists of potential customers and their distribution among sales departments, tracking budgeting and forecasting the results of marketing companies, maintaining a repository of marketing information about products, prices and competitors. The effect of its implementation is targeted marketing, improved management and an increase in the number of marketing channels.

The customer service automation component provides monitoring of customer needs, the passage of applications and mobile sales, maintaining a knowledge base on customers, monitoring the execution of service agreements, managing customer requests using a priority system. The effect of its implementation is to reduce the costs of the support service, improve the service provided, increase customer satisfaction, and move the support service from the group of costly to the group of profitable divisions.

Thus, CRM allows you to keep track of the characteristics of customers, their preferences, behavior, history of relationships with the enterprise. Its application allows not only to study the desires of consumers, but to work with each client individually and with selected target groups, as well as to carry out analytical work with the market, while obtaining the maximum possible information about customers and their needs and building their own production strategy based on this data, advertising, sales, design, service, etc.

Modern classifications distinguish the following three types of CRM systems:

operational- provides quick access to information on a specific client in the process of interacting with him within the framework of traditional sales and after-sales business processes, its functionality covers marketing, sales and service, which correspond to the stages of attracting a client, completing a transaction and after-sales service, that is, all those points of contact where the interaction of the enterprise with the client is carried out;

analytical– provides synchronization of disparate data arrays and the search for statistical patterns in this data to develop the most effective strategy for marketing, sales, customer service, etc.;

collaboration- provides the client with the opportunity to directly participate in the process of design, production, delivery and maintenance of the product (collection of customer proposals in product design, customer access to product prototypes and the possibility of feedback, reverse pricing - when the client describes the requirements for the product and determines the price that he is ready to pay, and the manufacturer responds to these proposals).

Currently, there is a tendency to include the functionality of CRM components in ERP systems of various classes (from systems designed for large enterprises to systems aimed at medium and small companies). Such integration allows:

Ensure the sharing of customer data collected by different components;

Expand the scope of the enterprise resource management system, including customers, suppliers, partners, and as a result - reduce the company's costs for sales, supplies, marketing;

Orient the business processes of the enterprise to the most complete and prompt satisfaction of the needs of the client by including his orders in the production planning system;

To improve the channels of interaction between the client and the enterprise, making them as convenient as possible and providing the client with the possibility of personal service and self-service.

In conclusion, we will outline one of the main problems in creating and maintaining such a system of relationships - the problem of maintaining the integrity and security of information about customers. Measures taken to protect private information about the client increase the level of trust between the company and its clientele.

3. Elements of a risk management system Effective risk management in a company is necessary not to reassure shareholders or investors, but primarily to increase the likelihood of achieving the organization's goals. What elements ("bricks") does it consist of?