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CUSTOMER RELATIONSHIP MANAGEMENT BASED ON THE LATEST
INFORMATION AND COMMUNICATION TECHNOLOGIES
Okhunov Dilshod Mamatjonovich
Associate Professor of the Department of Information Security, Ferghana branch of
the Tashkent University of Information Technology named after Muhammad al-
Khorazmiy
mamatdilshod@rambler.ru
Abstract:
CRM systems are enterprise – wide information systems that are
designed to collect and analyze customer data, perform multi-factor classification of
objects, and build optimal models of interaction with partners and customers. The
article discusses the main reasons for the appearance of CRM systems, their main
functions and classification of tasks.
Keywords: internet, interactive marketing, CRM system, ERP systems, client,
information and communication technologies.
ZAMONAVIY AXBOROT-KOMMUNIKATSIYA TEXNOLOGIYALARI
ASOSIDA MIJOZLAR BILAN MUNOSABATLARNI BOSHQARISH
Oxunov Dilshod Mamatjonovich
Muhammad Al-Xorazmiy nomidagi Toshkent axborot texnologiyalari universiteti
Farg‘ona filiali “Axborot xavfsizligi” kafedrasi dotsenti
mamatdilshod@rambler.ru
Annotatsiya:
CRM tizimlari – bu mijozlar to‘g‘risida ma’lumotlarini to‘plash
va tahlil qilish, ob’ektlarning ko‘p faktorli tasnifini amalga oshirish, sheriklar va
mijozlar bilan o‘zaro munosabatlarning maqbul modellarini yaratish uchun
mo‘ljallangan korporativ axborot tizimlari xisoblanadi. Maqolada CRM tizimlarining
paydo bo‘lishining asosiy sabablari, ularning asosiy funksiyalari va vazifalarining
tasnifi muhokama qilinadi.
Kalit so‘zlar: internet, interaktiv marketing, CRM tizimi, ERP tizimlari, mijoz,
axborot-kommunikatsiya texnologiyalari.
УПРАВЛЕНИЕ
ВЗАИМООТНОШЕНИЯМИ С КЛИЕНТАМИ НА
ОСНОВЕ НОВЕЙШИХ ИНФОРМ
A
ЦОННО
-
КОММУНИК
A
ЦИОННЫХ
ТЕХНОЛОГИЙ
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Охунов Дилшод Маматжонович
Доцент кафедры «Информaционная безопастность» Ферганского филиала
Ташкентского университета информaционных технологий имени Мухаммада
ал-Хоразмий
mamatdilshod@rambler.ru
Аннотaция:
CRM
системы
–
это информационные системы в масштабе
предприятия, которые предназначены для сбора и анализа данных по клиентам,
проведения многофакторной классификации
объектов, построения оптимальных
моделей взаимодействия с партнерами и клиентами. В статье рассмотрены
основные причины появления
CRM-
систем, их основные функции и
классификация задач.
Ключевые слова:
интернет, интерактивный маркетинг, CRM-система,
ERP-
системы, клиент, информaционно-коммуникaционные технологии.
INTRODUCTION
Currently, dialogue with the consumer is one of the main conditions for the
successful operation of the company in the market. In particular, interactive marketing
is faced with the task of managing customer relationships based on the latest
information and communication technologies.
One of the key problems solved in customer relationship management is the
management that is associated with customer churn.
The customer relationship management system (CRM) is an integral part of the
marketing automation information system [1].
Nowadays, so-called ERP (Enterprise Resource Planning) - enterprise resource
planning systems are used to automate and optimize the internal activities of
companies. These systems are aimed at improving processes such as planning,
execution of plans, control and accounting. Thus, ERP systems are used in order to
achieve advantages over competitors by optimizing some business processes within the
enterprise.
The opposite system is the so-called customer relationship management system
(CRM), in which the company's customers are in the spotlight. These systems make it
possible, so to speak, to integrate customers into the enterprise. The company always
receives the most necessary information about its customers and their requirements [2].
Based on these data, the company builds a marketing program. Based on this, it follows
that CRM systems are an important part of automated marketing information systems.
LITERATURE REVIEW
The main reason for the appearance of CRM systems is [3].
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1. Perfect competition. Modern technologies have provided buyers with
inexpensive access to all parts of the market. Therefore, the main task of the company
is to retain existing customers.
2. Diversity of relationships. Communication between the client and the
company can occur in various ways (telephone, fax, website, e-mail, direct visit).
Customers also expect that all information received through these channels will be fully
taken into account by the company at their next contact.
3. The modern consumer pays more attention to the moments accompanying
purchases and services that require individual approaches.
4. Development of information and communication technologies. Without them,
the basic applications of the CRM system and the connections between these
applications would not exist.
CRM applications allow businesses to track the history of customer
relationships, coordinate multi-faceted relationships with regular customers, and
centrally manage sales and target marketing, including via the Internet. Of course,
CRM systems did not start from scratch. These systems are already well-known
applications, automation systems for distributors, sales and marketing information
systems that have partially improved customer relations. Using the functionality of
these applications, the CRM system offers new opportunities. The introduction of a
CRM system in your company will affect the work of almost every department of your
company, not just the sales department. It is through these systems that the company's
customers provide feedback to the company as a whole.
The main functions of CRM systems [4].
1. Collecting information. The system allows customers themselves or
employees of the company to enter information about their customers in a convenient
way into the database (for example, when buying goods in an online store or
registering). All available and necessary information about the relationship between
the client and the company is entered into the CRM system. A list of completed and
incomplete transactions (indicating the reasons for the refusal to make a transaction),
a set of transactions. In addition, personal information about the client is entered into
the system. At each interaction between the client and the company, regardless of
whether the client makes a personal visit to the company, by phone, e-mail, fax or via
the Internet, information about the nature and method of contact is recorded.
2. Storage and processing. The system allows you to store and rank the received
information according to the specified criteria. In addition, all information is stored in
the form of a corporate database, which is the company's standard. The CRM system
analyzes the information received to form personalized and specialized marketing
programs, after which this information can be exported.
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3. Export the information. The information stored in the system can be requested
by different departments and in different formats. For example, a CRM system can
determine which products are suitable for offering to a particular customer, or notify
regular customers about discounts. In addition, the company's employees can get
information about past contacts with the client's company. The system allows you to
display information about both individual customers and target groups.
Speaking about the use of data that the CRM system can generate, it should be
noted that this information can be used not only by the company's employees, but also
by the customers themselves. CRM systems allow customers who have applied to the
company for the first time to choose the products they need in real time. The
involvement of the client in the process of forming an order allows us to provide an
individual approach to each consumer. This aspect is so important that the creation of
CRM systems should be focused on both internal and consumer use.
Classification of tasks in CRM systems [5].
1. Operational use. This system is used by the company's employees to quickly
access information about a specific client when they have a direct relationship with
him.
2. Analytical use. The system uses various data related to both the client's own
activities and the company's activities for analysis. Identifies statistical patterns in this
data in order to develop the most effective marketing programs. The data generated by
such systems is requested by the marketing department and provided to customers
independently without the mediation of company employees.
3. Interactive interaction with customers. The CRM system enables customers
to influence the activities of the entire company, including product design and
development, production, delivery and service processes. Technologies are needed that
can lead to collaboration within internal processes. Customers often use the Internet to
access these systems.
MATERIALS AND METHODS
The algorithm for working with the customer base [6] includes the following key
blocks (Fig. 1).
1. Collecting additional information about customers. In addition to the available
information about the customer (mainly data collected during the initial contact - phone
number, address, contact person), additional information is collected through meetings
and telephone interviews. This information is divided into groups such as personal data
of the client, statistical and factual data, procurement logistics, customer satisfaction,
volume and level of specific knowledge about the client.
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2. Segmentation of the customer base according to certain criteria. Taking into
account the newly collected information, the segmentation of the company's customer
base is carried out to determine the preferred customer segments.
3. Calculate the indicators of value, loyalty and satisfaction for each customer
and the weighted average for the segment. Determining the value of the critical index.
A comprehensive assessment according to the specified criteria is carried out by the
sales manager assigned to the client to prepare materials for further development of the
customer base.
4. Analysis of the evaluation results. Comparison with optimal values,
identification of homogeneous groups of clients and interpretation of the results based
on the evaluation results. Identification of customer groups based on satisfaction, value
and loyalty indices.
5. Development of a marketing package for each group of clients. Taking into
account the available materials and information about customer segments, programs
are being developed aimed at increasing customer loyalty, satisfaction and value.
6. Monitoring the implementation of marketing programs by revaluation. After
the start of the marketing program, responsible employees from among managers and
heads of departments monitor the implementation of the developed recommendations
and, if necessary, correct implementation errors.
Picture 1. Flowchart of the algorithm for working with the client base
It should be noted that customer base management in particular and customer
relationship management in general are only part of the overall management system of
the organization. On the other hand, the method of organizational management based
on a system of balanced indicators has long been widely used abroad. These are the
1
Performed by author
Block 1. Collecting
customer information
Block 2. Segmentation
of the customer base
Block 3. Customer
evaluation
Block 4. Analysis of
evaluation results
Block 5. Development of a marketing program for working
with each customer segment in order to increase the level of
Block 6.
Implementation control
through reevaluation
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basic principles of this system that we use when developing our customer relationship
management model. In other words, it is a qualitative representation of indicators for
evaluating the customer base through quantitative evaluation. Such assessments make
it possible to quickly assess the effectiveness, customer satisfaction and the value of
changes in the company's work [7]. It becomes possible to link the results of such
assessments with the economic performance of the company.
RESULTS
We suggest using satisfaction, loyalty and value metrics to quantify the customer
base.
When developing customer loyalty and value indices, D.I. Barkan's views were
used as a basis for assessing customer commitment. At the same time, it is
recommended to calculate the index based on profit, not revenue.
The loyalty index reflects the overall dynamics of regular customers compared
to one-time ones. Taking into account the segmentation of customers by
professionalism and volume of purchases, it is possible to determine an individual
loyalty index for each segment and develop special marketing programs to stimulate
repeat purchases in each segment. Thus, the loyalty index will change as a result of
these programs.
Calculating the loyalty index for different time periods allows you to track trends
in the share of regular and casual customers for different segments of the customer
base. The loyalty index is calculated using the following formula:
𝐼𝐼
𝑙𝑙
=
�
𝑅𝑅
𝑐𝑐
1
𝑅𝑅
𝑐𝑐
0
� ∗ 𝛼𝛼
𝑛𝑛
+
�
𝑂𝑂
𝑐𝑐
1
𝑂𝑂
𝑐𝑐
0
� ∗ 𝛼𝛼
р
Where:
I
l
- loyalty index;
Rc
0
, Rc
1
- he number of regular (more than two purchases per year) customers
in the first and zero periods;
Oc
0
, Oc
1
- the number of one-time (two or less purchases per year) customers in
the first and zero period;
α
n
- is the constant clientele ratio (=1);
α
р
- is the coefficient of random clientele (=0.3);
Based on expert opinions, the coefficient values for regular and one-time
customers were determined as 1 and 0.3, respectively, although the values may vary
depending on specific details and therefore the index value is determined by the
company individually.
We suggest using a value index to measure the value of each customer. Customer
value means measurable characteristics that are useful to the company. Using the profit
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indicator in the numerator, it is possible to identify customer segments with high
volumes of purchases, which on average will bring the company more profit than low-
profit ones, which have a larger customer volume. The customer value index is
calculated using the following formula:
𝐼𝐼
𝑣𝑣
=
С
𝑝𝑝𝑝𝑝
𝑉𝑉
𝑝𝑝
∗ К
𝑝𝑝𝑝𝑝
∗ К
𝑝𝑝𝑝𝑝
Where:
I
v
– value index;
К
rp
- the coefficient of regularity of purchases (1 - at least once a quarter, 0.9 -
once a half-year, 0.8 - once a year or less);
К
pt
- coefficient of payment terms (1.1 - prepayment, 1.0 - release of products on
loan);
С
pr
- the amount of profit for the period, soums;
V
p
- the cost of one point of value, soums per unit of value.
DISCUSSIONS
Customer satisfaction consists of many components that are different for
different customers and businesses. To manage such a complex, you first need to
identify specific components and strive to maintain them at a level that meets the
expectations of existing customers of a particular company [8].
The quality of products and services determines customer satisfaction. Quality
refers to the unity of the properties and characteristics of a product or service based on
their ability to meet implied or stated needs. The nature of satisfaction or dissatisfaction
refers to the subjective perception of how the supplier of goods meets the expectations
or needs of a particular buyer. At the same time, the reflection of the quality of the
goods in the mind of the buyer may or may not be confirmed by reality.
Customer satisfaction ratings are most often carried out by managers, but it is
preferable if an employee who does not work directly with the client is engaged in
questioning the company's clients in order to reduce the degree of influence of personal
interests of managers on the evaluation results. At the same time, we get a more
objective assessment. To assess the level of customer satisfaction of an enterprise, a
special index can be proposed for use In order to assess the satisfaction of the
company's customers, we propose to conduct a customer survey and use the weight
(importance to the customer) of each proposed evaluation criterion and a special
indicator to assess customer satisfaction. The satisfaction index is calculated using the
following formula:
𝐼𝐼
𝑠𝑠
=
� 𝑂𝑂
𝑖𝑖
∗ 𝐵𝐵
𝑖𝑖
𝑛𝑛
𝑖𝑖=1
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Where:
I
s
– satisfaction index;
i – number of evaluation criteria;
n – total number of evaluation criteria;
O
i
– is the weight of the i-th criterion;
B
i
– evaluation of the criterion.
Such parameters as the price of the product and services, the quality of logistics
at the enterprise, the company's service, the availability of information, the competence
of managers, the quality of the product and services, the reliability of the company, the
level of service are selected as parameters that determine customer satisfaction. A total
of eight criteria were selected. Therefore, the maximum sum of the weights is 40. The
value of the weight parameter for each criterion is chosen by the client himself at the
interview. Each criterion can be evaluated by the client on a scale from 1 (very bad) to
5 (very good). Thus, taking into account the weighting factor, the maximum customer
satisfaction score for a company can be up to 200 points. The ratio of the number of
satisfaction index points received from a particular client to the maximum possible
value allows you to identify a zone of satisfaction - below 30% is a zone of loss of
customers, 30-80% is a zone of weak customer satisfaction; more than 80% is a zone
of customer satisfaction.
The CRM software module of the customer relationship management system as
an integral part of the marketing automated information system is written in the PHP
programming language and can be implemented on any operating system that supports
Apache software.
CONCLUSION
Being a CRM application for a marketing automated information system, the
Marketing CRM software product receives customers and processes them. Receiving
orders from customers, their payment and delivery to the destination is carried out in
real time.
The program has the following functions:
- Lead Management;
- Customer management;
- Order management;
- Payment management;
- Product management and others.
We propose a set of organizational changes at the enterprise required for the
successful implementation of the customer relationship management strategy in the
enterprise management system, including five main areas: the adoption of a customer
relationship management strategy, the introduction of an algorithm for working with
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the customer base and changing the business processes of the enterprise, making
changes to the organizational structure of enterprises for the successful implementation
of the algorithm with the customer base, corporate culture change, CRM system
implementation.
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