CRM and corporate standards. Comparison of functionality of "1C:CRM" versions

06.05.2020

The solution "1C: CRM STANDARD" is designed to automate the processes of managing sales, marketing and customer service in small businesses. This is the first mass-production product created on the new technological platform "1C:Enterprise 8.2", which has passed the certification "1C: Compatible!".

Name	Price
1C:Enterprise 8. CRM Standard - set for 5 users	25 000

Purpose of the program

"1C:Enterprise 8.CRM STANDARD" is a product developed on the basis of many years of experience in developing and CRM implementations-systems. A carefully selected, optimal set of functionalities designed to solve these problems is the basis of the "1C: CRM STANDARD" solution.

The solution allows you to use the CRM-system in the company independently, without additional implementation costs. The main features of this solution are:

the ability to automatically transfer customer data from "1C: Accounting", mail program and spreadsheets to the CRM system and quickly launch the CRM system into operation (from 30 minutes);
ergonomic and modern interface that allows employees of the company to quickly master and easily work in the program, regardless of their experience with a computer;
CRM functionality demanded by small companies, which is necessary for working with clients and automating internal management processes for a small company;
quick access to the necessary information about the client in a few "clicks";
preconfigured work scenarios and reports;
the ability to work in a CRM system via the Internet is relevant for traveling employees and a manager;
low demands on the resources of the computers used, which significantly reduces the cost of implementing a CRM system;
affordable solution cost.

"1C:CRM STANDARD" expands the line of solutions for customer relationship management 1C:CRM, occupying an intermediate position between versions Basic and PROF.

Functionality 1C: CRM Standard

Client base management. Collection of all customer data into a single company customer database, detailed characteristics of each customer and contact person, advanced customer analytics, the ability to quickly enter and access customer information.

Customer contact management, recording the history of contacts with customers, registering customer needs, prompt transfer of information between employees, planning contacts, meetings.

Working time management (time management). Planning and control of the execution of orders, coordination of work in time between employees, a system of reminders.

Sales management. Managing sales stages based on unified templates for conducting a sale to a client, creating standard sales templates unique goods for your company, the mechanism for operational management and analysis of the sales cycle is the "sales funnel".

Marketing management. Identification of customer segments; the ability to generate mailing lists of e-mails, conduct telephone calls, both by customer segments (with the help of "Masters"), and individually. The ability to conduct a campaign to find new customers - "cold calls" with loading the customer base from external files of various formats.

Facilitate routine operations, email integration, pre-configured reports, automatic invoicing and emailing, customer duplicate search, customer batch processing, filters.

Usability. Displaying information on "desktops", the ability to select the information blocks necessary for the work, hiding unnecessary or redundant information, pop-up information banners.

Integration with other systems. The system has the ability to interact with other applications and provides:

Two-way data exchange between programs "1C: Accounting 8" and "1C: Accounting 7.7"(uploading invoices for payment, contact information about the client; loading of all mutual settlements for the client: actual payments and shipments);
Loading address classifiers and other background information;
Loading data from external files of various formats (text, MS Excel, MS Outlook).

Analytical reports. Multi-factor analysis of contacts and sales, analysis of the state of work with clients, "sales funnel", reports on the performance discipline of employees, advanced analysis of the client base, etc.

Data protection. Differentiation of access rights to information for users, both at the object level, and restrictions on the ability to work in the program: via the Internet, only in the office, via the Internet and office.

Comparison of functionality of "1C:CRM" versions

The 1C:CRM solution line includes programs for various scales and areas of business activity:

"1C: CRM. Basic version"- version for use at one workplace without the possibility of expanding the number of workplaces. The solution is designed to automate the workplace of a manager, a sales and service manager, a marketer, as well as an individual or private entrepreneur. The solution can also be used for individual familiarization with the main features of CRM technology.
"1С:CRM STANDARD"- intended for those companies that have opportunities Basic version not enough, and opportunities "1С:CRM PROF" not required at this stage. The product allows you to create a single information base of the company with the ability to differentiate access to information by the main roles in the organization: the head and managers. The solution allows you to appreciate all the benefits of using CRM technology in a single information space for small businesses, as well as for individual divisions medium business with up to 5 users.
"1C: CRM PROF" - analytical CRM system with the ability to expand the number of user jobs depending on the needs of the organization. The solution is intended for medium-sized businesses, as well as for small businesses with a need joint work more than 5 users in a single information base. The solution allows you to automate all business processes of the company in accordance with the CRM concept, including purchasing, sales, marketing, service and quality departments, as well as manage business processes at all stages of interaction with customers and within the organization.
"1C:CRM CORP"- analytical CRM-system for companies big business. The solution implements a number of additional functions compared to the PROF version, taking into account the needs of large business companies: tools for managing the working time of groups of employees; advanced analytics on marketing activities; integration with means of telecommunications; integration with Internet technologies and other functionality. The solution is also designed to create a single information space of an organization or holding together with other configurations developed by on the platform 1C:Enterprise: "1C: Production Enterprise Management" , "Trade management" etc.

When choosing a solution for automating customer relationship processes, it is recommended to be guided by the number of seats and what tasks need to be automated.

Subsystem name		1C:CRM STANDARD
Functional
Client base
Contact management
Calendar & Reminders
Sales management
Marketing Management

Questionnaires and surveys
Knowledge base
Email client
Orders
Business Processes (BPM)
Sales funnel
Significant events
Advanced analytics for marketing companies
Dispatching incoming calls
Project management (including resources)
Internet cards
Integration with MS Outlook
Ability to integrate with CallCenter and call recording system*
Integration with MS Word
Integration with OpenOffice
Customizable desktop filters
Technical features
Ability to change and add new functionality (configuration)
Opportunity to expand the number of jobs
Distributed databases (replication)
Performance Management Tools
Ability to work through a web-client (via the Internet)
Ability to work through a thin client

* - you need to purchase additional hardware and software products.

Service, delivery and licensing features

The 1C:Enterprise 8.CRM Standard software product includes the 1C:Enterprise 8 platform, the 1C:Enterprise 8.CRM Standard configuration, a set of documentation, a registration card and a license agreement for the use of the software product at 5 workstations, in one point in time and hardware security keys to the platform "1C:Enterprise 8" and hardware security key configuration "1C:CRM Standard"

The software package includes the current release information technology support (ITS) and a coupon for free service through the ITS line for 6 months. For getting services the user needs to register the purchased software in the company "1C" and issue a free six-month subscription from the partner who sold the box using the coupon included in the software product delivery package.

ITS services include:

services of a line of consultations of firm "1C" by phone and e-mail;
monthly receipt of ITS disks containing software and configuration updates, practical and guidelines on working with programs, unique reference books on accounting, basic taxes and fees, and much more (the amount of information depends on the type of subscription);
receiving program and configuration updates on ITS disks

At the end of the free maintenance period, you must subscribe to ITS. ITS cost and the volume of services provided depend on the type of subscription chosen by the user.

CRM (Customer Relationship Management - Customer Relationship Management) is NOT a software product and NOT a 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 competitiveness of the company and increase profits, since properly built relationships based on personal approach to each client, allow you to attract new customers and help keep 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 client. 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 the 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.

Historical roots

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 current level of development of computer technology, you can “return to the past” and provide personalization even in mass 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 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:

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

Thus, investments in technologies for working with existing customers directly affect their loyalty, and hence 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 is entitled to rely on best service and big discounts.

Finally, the essence of CRM is to learn from your client, get 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 efficient 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, absolutely one-stop solution no. 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, the 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 information processes within the 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

Analytical

collaboration

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 industries

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, expert analyst Analytical Center Parus Corporation

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

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 high demand CRM systems are also observed by auto dealers, manufacturers of pharmacological 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

Overview of CRM solutions in Russia

If in the Western market the number of CRM systems is measured in hundreds, then 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.

On the this moment in Russia, there are almost no specialized CRM packages of an industry nature - 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 operate 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 he was going to additional material on this decision- according to customer reviews, information on the website, press, 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.

Company name	The product's name	Release date (product)	Number of copies sold, customers	ASP capability	Scalability (minimum, maximum amount users)	PDA Support
Oracle Corporation	Oracle E-Business Suite (including ERP, CRM and B2B)	May 2000	>1,000 clients in the world (including previous versions of CRM), version 11i - about 400	Yes (100% Internet architecture)	5-7000 (real implementation in Oracle), implementations up to 20000 users are planned	Yes, Palm Pilot
	InvensysCRM	Since 1990 current version (4 2) released in December 2000	In the world - more than 700 installations in Russia there are no installations yet ABB Components, ABB Robotics, Bang & Olufsen, EDS, GSX (GE Information Systems), Lanier, RMC, UNU, Barco and Venzon	Yes		Yes
Sputnik Labs	SalesLogix, manufactured by Interact Commerce Corp, www.saleslogix. com	First version - 1997, Current version - SalesLogix net (SalesLogix version 5 0) - January 2001	More than 3500 clients in 67 countries, the number of sold licenses is measured in hundreds of thousands, among the clients are British Airways, Deutsche Bank Dow Jones, Ericsson, Hewlett Packard the SalesLogix Support module is being implemented	Yes, through partners (Delinea Corporation, ScionASP)	There are no technical restrictions (there are configurations from 1 to 1000 users), the supply of licenses - from 10 users	Yes, Palm Pilot
000 "IBS"	Siebel System eBusiness 2000 MME	2000		Yes	Minimum - 1, maximum - unlimited	Yes, Palm Pilot Organizer
Electronic Automation integrated systems and communications	Intelligent CRM Suite (manufactured by Computer Associates www.ca.com)	October 2000		Yes	1 to 13500	Any device with Internet access, including WAP
	Clientele		More than 3000, including British American Tobacco Industries Nestle SA, American Express Times Mirror Magazines, Walt Disney Companies operating in Russia include Mary Key, Karl Storz and others.	-	The number of concurrent users can reach 500	-
IT	UCI (Unified Customer Interaction) - manufacturer of Altitude Software	Latest version 6 June 1, 2001	300 system installations in Europe (ABN AMRO Bank - Netherlands Mobitai Communications - Taiwan, NSB Railway Norway - Norway)	Not	3 - 200 (possibly more)	Yes
Actis Systems	SalesLogix.NET	Last release - March 2001	Over 3500 clients worldwide	Yes	The minimum is 1, the maximum is unlimited. To date, installations for several thousand users are known.	Yes, Palm OS and Windows CE compatible devices
	Customer support systems Customer contact management	2000-2001	MTU Intel (10 licenses), MKS (18 licenses), TopS (10 licenses)	Yes	3 - 20000	Yes - Palm Pilot
LANIT	Navision Financial Contact Manager module	1996		Not	1 - 300	-
Parus Corporation	Control business processes/ SAIL-Client	October 1999	5 implementations, including LUKoil	Yes	5 - 100	Not
Pro-Invest-IT	sales expert	It went on sale in the spring of 2000, version 1 4 was released in May 2001	More than 200 LUKoil, JSC "Hewlett-Packard", Promo ru, Rainbow Technologies, Publishing House "Economic newspaper" (AKDI "Economics and Life"), "Garant-Park1	Not	Not limited	Not
consi	ConCi- MARKETING CONCi- PRICE MONITORING	First version 1992 Last - autumn 2000	More than 50, including Kazan Helicopter Plant, Perm Printing Factory of Goznak, Irkutskkabel, Kostromakabel, etc.	Not	Within the scope of MS-Access	-
Internet company Bmicro	Client - Communicator	December 1999	50	Not	3 - 300	Not

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Oracle Corporation

Yes

Group of companies "Alfa Integrator - BAAN Eurasia"

Yes

Sputnik Labs

Yes

000 "IBS"

Yes

EpicRus (until November 2000 - Platinum Software)

Yes

Not

Yes

Not

Yes

Actis Systems

Yes

Dia

Yes

TopS LTD CRM solutions based on Remedy Inc. products.

Yes

No, but maybe
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Yes

No, but maybe
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Yes

No, but maybe
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Yes

No, but maybe
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Yes

LANIT

Yes

Not

Yes

Not

Parus Corporation

Yes

Yes (except CTI)

Yes

Yes (except CTI)

Yes

Dia

Yes

Yes (except CTI)

Pro-Invest-IT

Yes

Yes (hour-
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Yes

Not

Yes

consi

Internet company Bmikro

Yes

Not

Dia

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Yes

Company name	Strengths (according to the companies themselves)	Support, paid / free (documentation in Russian, technical support by phone, e-mail, additional training, books, etc.)	Interface language; support for other languages	Other
Oracle Corporation	Full support for CRM functionality (see above) assuming modularity, consistent customer interaction channels, Internet architecture (= low cost of ownership), integrated CRM+ERP solution (complete customer view and no huge integration costs), powerful business tools -analysis.	Free - documentation in in electronic format, for a fee - technical support by phone, e-mail, access to a Web site with technical information, training, implementation services	28 languages, Russian - in the process of translation	Financial stability of the supplier, the presence of an office in Moscow, huge investments in the product (1300 developers of the CRM system), a wide network of partners in Russia
Group of companies "Alfa Integrator - BAAN Eurasia"	A time-tested solution (more than 11 years on the market). Modular architecture, fast implementation cycle (3 months). Integration with ERP systems BAAN IV / V. Integration with systems ecommerce(BAAN E-Enterprise). Maintaining client data from the moment of its attraction (marketing promotions). Availability of a web-based user interface. Used within the software company itself. Focus on Microsoft technologies.	Free of charge - documentation in Russian for a fee - technical support (phone, e-mail, Web) training, consulting services	English, German, French, Dutch, Russian	Contains typical response templates for customer questions, supports dynamic lists of preferences Developed reporting system (internal and external) Tools for customizing existing and developing new applications.
Sputnik Labs	Sales leader in the Mid-Market segment, the best price / quality ratio for the Russian market, the most complete functionality among similar systems, coverage of all stages of the customer's life cycle, interaction with partners, the ability to fully work using the web, including interaction with partners. Quick implementation (1-3 months), openness (easy integration with other information systems, the ability to make custom settings, change the interface, add functionality on your own)	Standard - round-the-clock onlme support, hotline by phone, fax, e-mail, free update of releases within the current version, delivery of service packs Price - 20% of the software cost Additional - extended service programs, multi-level training	Standard software deliveries - with an interface in English and a number of European languages Support for Russian, the ability to create screen forms in Russian	A unique toolkit for automated processes with an intuitive graphical interface.
000 "IBS"	Single application for the work of all employees of the company (salespeople, support, marketing), scalability (the ability to upgrade to Enterprise availability industry solutions, support for Service Agreements (SLA) project management Workflow Managment, an intelligent system for routing requests, potential deals, etc., visual representation of the client's organizational structure TAS (Target Accounting Selling), Strategic Selling, easy customization for a specific customer records. Convenient interface.	Paid - technical support by phone, e-mail, training	English, Russian, Spanish, French, German	Standard templates for documents (Word, Excel, etc.) A large number of pre-configured reports Thin client Ability to remotely synchronize and work within a holding structure
Electronic Automated systems and communications	Highly scalable solution with the widest possible integration and automation Easy self-configuring access to the right information for both customers and staff Patented "artificial intelligence" system for automatic proactive responses to technical or business problems Consists of separate products, which allows you to choose only what is suitable to the buyer in terms of functionality and price.	The first year is free (included in the price), for a fee - additional training	English. Others - built-in localization capability
EpicRus (until November 2000 - Platinum Software)			Russian English
IT	The solution is based on the principle of a "thin client" Transfer of voice messages and sessions between agents Reliable operation even at peak loads Open architecture with the ability to support various hardware platforms Possibility of flexible customization for specific customer requirements.	Technical documentation - free of charge, other support - for a fee	Today - English, in the near future IT Co. plans to start localizing the system for domestic users	It is possible to receive a large number of business reports on interaction with the client, his requests and business activity. Integration mechanisms with billing systems, e-commerce systems and financial applications are offered, allowing you to get a visual idea of work with the customer at the level of the entire company.
Actis Systems	The possibility of flexible individual settings for each client, being an integrated package, the system is able to solve a very wide range of tasks easily integrated with various applications, has a low cost of ownership, a large number of installations around the world guarantees high quality and reliability of this system allows multi-level access to information - LAN , Web or Wireless is aimed at providing a quick payback (return on investment)	Warranty - 6 months - free of charge Technical support - 10% of the cost of licenses.	The main language of the product is English It is possible to quickly localize the product into almost any language
TopS LTD CRM solutions based on Remedy Inc. products.	Flexibility, scalability, reliability, multi-platform, great integration opportunities, openness, compliance with standards, speed of implementation (several months)	Documentation in Russian, annual support is included in the price of the system, training	English, Russian, French, German, any language can be supported
LANIT	Easy to learn and use for the user	Free - documentation in Russian Paid - technical support by phone, e-mail, training	Russian English
Parus Corporation	Decision Support Mechanisms hotline Parus1 corporation is recognized as one of the best in the country) Mechanisms that allow expanding and quickly adapting software to specific needs of the enterprise Built-in WorkFlow and DocFlow mechanism Seamless integration with ERP Full-featured WEB-interface	Free - documentation in Russian Paid - technical support by phone, e-mail, Internet, training	Russian	Built-in mechanism for delivering messages/notifications (mail, GSM, paging communication) Possibility of expanding the functionality by the company's own IT specialists
Pro-Invest-IT	Easy to use and install Low price Constant development of the program High speed work High efficiency of use for solving the problems of organization and management of sales and marketing	Free - all documentation, technical support	Russian Others - no.	Proven reference solution for companies that use direct sales to work with clients Best CRM system according to Business Software 2001
consi	Proven solution (many installations), low price, fast implementation speed (less than 3 months), collects all information about the client and his operations, is intended both for internal users (organization target marketing), and external users (receiving a report on the status of the account, personalized financial information) There are real clients who have been working for many years	Computer training system, multimedia, animated help, books with methods	Russian	Complete focus on users who own MS Office
Internet company Bmikro	Full adaptation to any kind of activity - an arbitrary number of data types (lists and directories) + up to 150 attributes per 1 entry, several built-in report generators	Free - documentation in Russian Paid - implementation + configuration	Russian	There is a special implementation questionnaire We can prepare a ready-made, customized database for a remote client and send it by e-mail

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 for all companies is large, for Western companies the account is in the 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 is 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 OS separately, and a lot, considering a 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. good programmers and system administrators in the regions it is almost impossible to find who is - they have already been sorted out. 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 translated into 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 an employee of the company is on a business trip or just not at the 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 successful sale to a client in St. Petersburg, that is, the possibility of selling 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.

To tell about strengths difficult 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 used 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 noted Commercial Director"Sails" Alexei Kazarezov, this product was "tested" for about a year within the corporation, in work with regional partners (dealers, business partners, regional offices etc.) - for Parus they are also a kind of clients (consumers of its 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 database is possible not only using the keyboard (for example, during telephone or personal contacts), but also through Email 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 give a lot 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 the seller to say what exactly CRM is, but there are only a few real examples. By the way, interesting examples 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.

Altitude Software (“IT”) - UCI

Navision (IBS and Lanit) - Navision Financials Contact Manager Module

Oracle - Oracle e-Business Suite

Parus – “Business process management. Sail-Client”.

“Pro-Invest” – Sales Expert

Remedy Inc. (“Tops”, IBS and “ Open Technologies”) - Remedy

Interact Commerce Corp. (“Sputnik Labs” and Actis) - SalesLogic

SAP - mySAP CRM

TerraLink – Terra CRM

Frontstep - Frontstep Channel Center

Epikrus - Clientele

ComputerAge - Relavis eBusinessStreams

Pivotal (Columbus IT Partner Russia) - Pivotal eRelationship 2000

“Bmikro” – “Client-Communicator”

Navision (Columbus IT Partner Russia) - AXAPTA

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

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

Terms of the study

The study was conducted in May-July 2001. Since the publication of excerpts from the study in the July issue of the journal "Business-on-line" to 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. Client lifecycle.
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. Overseas experience 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 decisions.
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.

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Clients and contacts

CRM version Standard as a management system is designed specifically to account for the customer base and contacts with them:

Gather all customer data
Combine them into an infobase
Get a characteristic for each contact and touch with a client
Track the effectiveness of work with each subject separately
Explore the proposed CRM system advanced process analytics
Make a decision – on which clients to spend more time, for which it is worth developing supportive activities, and which ones should be abandoned altogether.

Using the system CRM management Standard, you can plan the entire course of work with an individual:

Study the relationship history with the right person
Schedule appointments and information to provide to the client
Register his needs in the database
Share this information between your employees
Set up meeting notifications

All this, with a competent approach, will turn your new customers into loyal ones, and motivate regular customers to buy even more.

Time management in the company

The Standard version includes time management functions for individual employees and the company as a whole:

The management system allows you to plan assignments for employees
Will tell you the deadlines - conduct micro-control without wasting time
Using the internal architecture, it will coordinate the actions of employees and remind them of assignments

More control and automation

The Standard version makes it possible to create unified sales scripts for the client, which the employee must follow:

Create standard templates according to the instructions
Use operational management
Explore sales analytics
Implement improvements in the sales funnel

The control system automates and forms standard actions with minimal involvement of employees:

Has email client integration
Ability to create newsletters based on your customers
Settings allow you to segment your audience
Filter out duplicate entries and get an up-to-date contact database
Organize a phone call with reminders of discounts and other promotions of the company

1C:CRM Standard works with popular office telephony systems, integrates into SMS services - all work is done using regular methods.

Safety

The Standard version is built taking into account the importance of protecting information in business processes. It is possible to flexibly configure the access level for different employees:

There are user groups by data access rating
You can configure the system according to the level of access to objects - someone can view all sales analytics, someone can work with marketing tools, someone can only view directories and documents.

The optimal solution for small businesses. Functionality for frequently encountered tasks, flexible customization for the individual characteristics of the company - all this increases sales and company income. Keep your finger on the pulse of your business.