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Article

Практики разработки стратегий CRM в российских компаниях

Российский журнал менеджмента. 2017. Т. 15. № 4. С. 491-510.

Projects on the introduction and development of customer relationship management (CRM) remain one of the most demanded in the practice of modern enterprises. In case of their successful implementation, companies manage to significantly increase the level of loyalty of their most valuable customers, as well as improve their market position and financial performance. At the same time, a well-known fact is a high share of unsuccessful implementations of this kind of projects in various industries, which is largely due to the inadequate elaboration of strategic aspects of CRM implementation. The article presents analysis of data obtained during the realization of dozens of consulting projects on the development of CRM strategies for Russian companies. In each project the study (in the form of interviews) was conducted among the decision makers on the issues of CRM. The obtained results allow assessing the general level of interest of Russian companies in the development of strategic aspects of CRM, as well as identifying existing problems in this area. In addition, they should draw the attention of Russian company executives to the need for detailed study of the strategic component of CRM and to increase the expert level of the staff responsible for its implementation