CRM-criteria for evaluating the effectiveness of working with clients and the ways of their determination
Customer relationship management systems (CRM systems) are the basis for effective work of a modern sales Department. However, the concept of efficiency of CRM systems is interpreted differently by software manufacturers and sales managers. The discrepancy in software usage estimates does not allow us to formulate a universal methodology and criteria for evaluating an important tool for a commercial company - a CRM system. As a result, large, medium and small companies can not give a definite answer to how effective the implementation of CRM systems in the business processes of interaction with the client is. Therefore, the author considers it important to develop a common approach, a common methodology and criteria for determining the effectiveness of the implementation and use of CRM systems. The article deals with modern problems of determining the economic efficiency of implementing and using CRM systems. Practical examples of using Bitrix24 CRM and obtaining reporting information on commercial transactions are given. Conclusions are drawn about the possibility of practical application of the proposed performance criteria and the possibility of determining them. General approaches to the formation of a methodology for determining the result of the implementation and use of CRM systems are proposed. Alternative performance criteria are proposed that can be applied if financial performance cannot be determined. Methods for determining alternative criteria for the effectiveness of CRM implementation and use are described. Methods of obtaining data by conducting statistical surveys of customers and sales managers are considered. Approaches for improving the work of the sales Department when using a CRM system are proposed.