Industry specifics of implementations of CRM
As of 2020 the CRM system most often are implemented in trade and the financial sphere. Article is included into the overview of TAdviser of the CRM system in Russia.
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2020
Industry distribution of CRM projects
As of October, 2020 the TAdviser base contains data on 3679 implementation projects of CRM systems. Almost 90% of all these projects are the share of Russia.
Traditionally two key industries in which are most often used the CRM system are trade and finance. In TAdviser base 639 projects, the second - 518 projects fall to the share of the first. Distribution of other industries is shown on the chart below.
Meanwhile in 2020 the coronavirus pandemic had a serious impact on the market of CRM. According to experts, in the conditions of universal restrictions such solutions are necessary to all now.
 | Life was separated into two periods: to a pandemic and after it … To a pandemic I surely would tell that key consumers of CRM systems is retail, the financial sector and large-scale production. But the pandemic, from my point of view, introduced radical amendments: today the CRM system is necessary to all. Why it became suddenly necessary to those who did not have it? Because such company, in fact, lost the client. And that to reach him, it is actually necessary to get home to him because it works far off from home office now, - Yury Vostrikov, the commercial director of NORBIT company tells. |  |
2016-2017
Distribution of CRM projects by the industries
For the 12-year period of observations the TAdviser base was replenished more than 2.5 thousand CRM projects. Most often implementations happened in two industries – in trade (18%) and the sphere of financial services (16%).
The following two spheres relevant for CRM are information technologies and construction. On the first about 7% of projects, are the share of the second – about 5% of all CRM implementations.
In the last two years shares of CRM projects in the financial sphere and IT were reduced. Shares of trade and construction – remained approximately at the same level.
The largest projects
Large CRM projects of 2015-2016 *
| * - the Projects which were starting or gained serious development in 2015-2016 on which data on number of licenses, jobs or users are known to TAdviser | ' 'TAdviser 2017 |
| ** - the Approximate number of licenses, jobs or users | |
| ' '1 - according to TAdviser | |
| 2 - 600 internal users + 15000 - external |
2014-2015
Distribution of CRM projects by the industries
The base of CRM projects TAdviser as of September, 2015 contained over 1.9 thousand implementations. For the entire period of observations most actively of the CRM system were implemented into the financial services industries and trade – 353 and 331 project respectively. Also in Top-5 of the industries by the number of the implemented projects information technologies (152), construction (95) and mechanical engineering enter (87).
Industry statistics of implementations of CRM systems by years
If to look at statistics of implementations by years, then it is possible to notice that in 2012 - 2013 most often projects on control automation were implemented by customer relations in trade. In 2014 there was a financial services industry, the same trend is traced also in 2015.
Industry trends
The base of projects TAdviser is replenished at the expense of open information on implementations. However, even such data allow to judge industry trends rather precisely.
Survey results of market participants, carried out at the end of the first quarter 2015, in general match statistics of TAdviser. So in AT Consulting (AT Group) (AT Consulting) note that recently demand for CRM solutions is high in financial and telecommunication sectors, demand also considerably increases from large retailers and the industrial sector.
The Croc company selects CRM projects in financial institutions and retail. "So historically it developed that automated management of customer relations is especially relevant for these companies". In a telecom, according to representatives Croc demand also is, but is slightly lower.
According to Technoserv, on implementation of the systems of the class CRM banks are in the lead. "The enterprises of other industries also show interest, but it point, but not in scales of the whole industry. Among them – the company of the sphere of transport, retail, the industry", - say in the company.
In 1C-Rarus note demand for CRM in trade, in the companies rendering services and also among online stores, car dealers, and the enterprises which are engaged in sale of the difficult equipment. "Especially increase in demand for CRM solutions is noticeable in distribution and production. Distributors want to secure the sales channels and to make a supply chain transparent up to the end consumer. Manufacturing enterprises against the background of import substitution understood what is necessary and it is possible to sell more. However their sales patterns (to be exact 'is sold' in a current status) are generally not ready to new reality. Implementation of 1C:CRM helps production companies to solve a problem of 'upgrade' of sales", - consider in 1C-Rarus.
Peak demand among the companies which are engaged in sale of the equipment transportation, the real estate and marketing is seen in FreshOffice. The FTS company observes demand growth from construction, the industries and spheres of professional services. Corus Consulting selects logistics, the trade and production organizations and retail.
Jet Infosystems see demand of CRM systems in the banking sector and also at the companies which are engaged in retail business. The last are strongly involved in process of "dense" customer interaction and in retail process automation of loyalty and marketing gives the greatest effect in attraction new and deduction of old clients, consider in integrator.
Mikhail Burmagin, the chief of the department of implementation and support of Oracle Siebel CRM of department of applied financial systems of Jet Infosystems adds that at the banks focused on retail clients owing to the economic reasons risks of delays therefore now the functionality for collection agencies on work with arrears is also demanded increased.
The largest projects
According to data of TAdviser base, four largest CRM projects belong to the financial industry, and all to a chktyra are implemented based on the Oracle Siebel CRM system. 2 largest projects are implemented in Sberbank - it is CRM for work with retail clients and CRM for a corporate segment. In the first system as of October, 2015 about 52 thousand users (in the future their number will reach 140 thousand), in corporate CRM – 40 thousand work. The project in VTB 24 bank holding the third place of a ranking provided an opportunity for work in the CRM system for 26 thousand users. In the CRM system Summer of Bank (the 4th place in a ranking) 19 thousand employees work.
The first three largest projects are executed by Technoserv Consulting company. Implementation at Summer of Bank is implemented by AT Consulting company (AT Group) (AT Consulting).
Also among the largest projects it should be noted two implementations in the food industry. In Baltika the CRM system covered about 6.5 thousand employees of the company, in United Bakers – 1.6 thousand. Projects are executed by Monolit-Info company, a system – "The Monolith: CRM".
The largest CRM project in a public sector took the sixth place of a ranking - the automated system of the personified management of state property based on Microsoft Dynamics CRM is implemented in Rosimushchestvo. Executed the project which covered 3 thousand users GMCS companies.
The only CRM project of a ranking executed in the transport sphere was implemented in Aeroflot. A system based on Oracle Siebel is implemented by specialists Technoserv Consulting, the number of users which can work in CRM, reaches 2 thousand.
With the complete list of the largest CRM projects it is possible will examine below.
The largest implementations of CRM (on number of licenses/jobs) *
* on the basis of data on the projects placed in TAdviser base with indication of the number of licenses or the automated jobs (AJ)
1 - As of October, 2015 (by the end of the project 140 thousand users are expected)
TAdviser, 2015
2012-2013
According to own base of CRM projects TAdviser which for February, 2014 contains about 1.7 thousand implementations, for all history of observations most actively projects on control automation were implemented by customer relations in such industries as finance (286 projects), trade (271), IT (135), construction (91), mechanical engineering (91), a telecom (77) and others.
Historically most actively the CRM system implemented the companies of the sphere of finance: exactly here the most large-scale and expensive projects were implemented from the moment of formation of this market in Russia. However, at a boundary of 2012-2013 the palm for the first time passed to the companies of the sphere of trade that data of base confirm: if in 2012 in base about 62 CRM projects in finance and a telecom (the parity was established), then in the 2013th year 53 projects in the field of trade and 40 projects in the industry of finance are recorded.
Large CRM projects can last not one year, and here banks are still in the lead. So, more than 20 thousand users contain implementations of Oracle Siebel CRM in Sberbank of the Russian Federation and VTB 24. As show data of base TAdviser, especially large projects were implemented in 2012-2013 as well in distribution, a public sector, but finance and trade nevertheless are in the lead.
Among the trading companies implementations of Microsoft Dynamics CRM in Carcade Leasing company (600 users) and 1C:CRM CORP in United Elements Group (300 users) are especially selected. Any of CRM projects in trade did not take a barrier in 1 thousand users though for banks this quite routine case.
The first in numbers of licenses of implementation of CRM 2012-2013
1 - By data Technoserv Consulting for January, 2014, all 15 thousand licenses of a system are implemented already, and for the end of the project their (2015) about 100 thousand will be set.
2 - Number of users which will be reached for the end of the project.
TAdviser, 2014
On the basis of data on the projects placed in TAdviser base with indication of quantity of the automated jobs (AJ)
The TAdviser center also carried out the analysis of all CRM projects in trade, information on which is placed in base of the portal: in total them 272. Separately for 2013 the base contains 53 such projects. Among CRM integrators in trade large franchisees of 1C (1C-Rarus, the First BIT) and also BMicro and Manzana Group at the moment are in the lead (specializes in automation of programs of loyalty based on Manzana Loyalty).
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Charts display a share of system integrators in CRM projects in the trade industry for all history of observations and for 2013 separately. In the signature not shares of the company in %, but number of projects of the company in base for the period are specified.
Above told does not mean that banks are ready to be removed from a scene of CRM implementations: as note system integrators, the interests of financial institutions in this area are transformed. For example, as told TAdviser in Corus Consulting, it is connected with the fact that many players of the market of financial services who were earlier working only in a corporate segment decided to enter retail market. At the same time, though degree of a maturity of this market also increases every year, and growth rates according to the results of the first half of the year 2013 decreased, it continues to develop rather actively – especially in regions.
The aspiration to work at more marginal market also forces banks to move at retail. Work in retail is a speed, quality, availability and clearness of the provided services. And it means development of contact center, automation of work with arrears, automation of the front office – i.e. the maximum automation of CRM processes, speak in Korusa.
As for trade production companies, the splash in interest in this industry in CRM more than is explainable: from year to year here the competition so eCommerce-solutions, the CRM system, service Service Desk for work with addresses and requests of clients, contact centers, the systems of "single window" for employees and so forth more than are demanded escalates.
The CEO of Manzana Group Oleg Palenov, whose company most actively cooperates with clients from among representatives of retail, shopping centers; producers of products which are on sale through retail networks notes that implementation of CRM in such cases is necessary, but it is integrated to difficulties of unambiguous identification of the client (the shop does not show the passport unlike bank or the mobile company).
"Therefore it is necessary to provide the interest of clients due to implementation to programs of loyalty (bonus/discount cards, coupons and certificates) here; interesting and dynamic content on the website or on social networks; uses of mobile applications and providing additional services to the client through it; holding different polls and quizzes; partnership with other companies which can be interesting to the client. Modern technologies made the solution of this task available, and we observe the growing demand at these companies as implementation of CRM systems in such organizations gives them considerable economic effect", - Oleg Palenov told.
In Technoserv Consulting note interest in CRM systems in the growing sector of e-Commerce, at the enterprises of transport. In Compass call the most interested in CRM the small companies working in the field of wholesale and/or services in NORBIT - the industries of FSI, a car, media, in AT Consulting (AT Group) (AT Consulting) (AT Consulting) – FMCG.
Alexey Kudinov, the director of CRM solutions of 1C-Rarus company, considers that there are two vectors of increase in demand for CRM solutions in Russia at present. The first is an automation of the large companies with a large number of jobs and integration with the current IT infrastructure of the company is, as a rule, large expensive projects.
The second - increase in demand from small business for simple and available CRM solutions at the price with a possibility of rapid implementation and easy personnel training. The last is confirmed also by many other players: SaaS of CRM actively increase presence among the small companies.
The FreshOffice company rendering cloud CRM services explains it with the fact that in Russia active rates increase important economic layer: small and medium business, and these companies are rather young to implement courageous and innovation approaches and to build processes not kustarno, and is conscious and accurate."They are primary clients of FreshOffice CRM now, especially it is noticeable in the cloud version of FreshOffice", - representatives of the company told.
2011
According to own base TAdviser from more than 1 thousand CRM projects, the greatest number of CRM of implementations as of July, 2012 is implemented in the financial industry where banks, and in trade enter. About a third of all projects of implementations or 16.6% and 13.2% of all projects having in base is the share of them.
TAdviser, 2012
The complete version of the table is available here.
Further with a big separation information technologies, construction and the industry of construction materials, telecommunications, mechanical engineering and instrument making, advertizing and PR, show business, transport, the real estate, consulting enter the top ten of the industries on number of CRM of implementations.
Specifics of control automation such is that in the different industries of the Customer Relationship Management System absolutely different processes and spheres of activity can automate and also to be aimed by customer relations at achievement of absolutely different tasks. For example, creation of the loyalty program, and for Internet service provider – daily customer interaction and their service and also automation of work of call center can be the purpose of creation of CRM for the company retailer.
With respect thereto in the market the increasing popularity is purchased by so-called vertical or industry solutions, TAdviser Andrey Zamyslov, the Head of Department Microsoft Dynamics CRM & SharePoint told Navicon. The industry solution allows to test as fast as possible with the minimum costs a product on specific objectives of business.
Such approach, according to the expert, has a number of advantages: in industry solution the main roles and an operating procedure of future users are worked out, the best practices on building of the separate business processes characteristic of the industry are used and also accents for the most critical functionality necessary for future key users of a system are accurately placed.
However,Dmitry Demidov, the director of the department of CRM "NORBIT", says that except industry specifics implementation of CRM is seriously influenced also by sphere of activity of that company in which the project is performed. "We implemented CRM for call centers in such industries as media, finance, telecommunications, and everywhere requirements to optimization of a workplace of employees for reduction of average duration of calls were the main specifics", - he explained.
The BMicro company, however, considers that it is more profitable to system integrators to have two-three basic solutions and a possibility of economical setup, than several boxed industry solutions of CRM. "It is visible also on the example of the large organizations (> 100 users of CRM) which almost always order solution development almost from scratch. At the same time and in the small company the head has the right to order automation quite so as he constructed business unlike the competitors", - consider in BMicro.
In general for each of the industries it is possible to select a number of specific features of CRM projects:
So, according to Lev Jacobson, the deputy CEO Compass, for the enterprise which is engaged in rendering services, hardware maintenance the major moment appears implementation of a subsystem of CSS (customer service & support). In particular it is important to them to provide a possibility of receipt of requests from clients directly in base of the CRM system on the Internet, accounting of guaranty periods, terms of scheduled preventive maintenance to that similar. In turn, wholesale firm and, especially, retail this subsystem concerns little (if at all concerns). They often implement only a subsystem of SFA (sales force automation) and think of its integration with online stores.
Hypermarkets and supermarkets implement functionality of management of shares: the automatic notification of the necessary segment of buyers about a new action, accounting of different discount cards on buyers, efficiency analysis of actions. Also they need functions of the automatic notification about new products with automatic detection of the notified segment. The companies which are engaged in wholesale by products of mass consumption need functionality of remote access of the merchandisers in the central database from palms and mobile phones (for the order of products and, for example, refrigerating appliances). However, the trend of direct access in a DB of merchandisers of retail stores is planned now (similar to CSS).
Alexander Plotkin, the development director Monolit-Info, added that they from the sphere of FMCG treat characteristic industry features of CRM solutions for the large companies:
- big dimension of the customer base (tens of thousands of active partners), use of different sales channels (distributors, retail chain stores, direct sales, van-selling, telephone sales, etc.),
- large number of mobile employees,
- continual loop of work of users in system 24х7,
- direct integration with a large number of diverse information systems (distributors, service companies),
- wide use of EDI solutions.
"It is no secret that most the companies of the sector of FMCG consider the key task increase in efficiency of sales process. It cannot be reached without ensuring controllability and transparency of the complex geographically distributed service of the sales which are effectively working in real time of communications (as "from top to down" and "from below up"), ensuring simultaneous cascading and at the same time is more whole than localization at the level of regions and also a feedback about dynamics of their achievement, up to influence of each successfully taken order and a trade visit on the employee's bonus", - the expert explained. All this should be supported by the CRM system, and the majority of transactions should be available via the smartphone or the tablet.
The centralized CRM system covers the territory of the whole country (quite often — several countries), and at the same time acts as uniform storage of the statistical and analytical information on the market accumulated in a work progress. It is not less important that the CRM solution becomes the major (and often and the only thing) a reliable operational source of information for requirements planning in products of the company. It is important that such solution not only provided integration of all information and formation of the uniform reporting, but also provided existence of tools for flexible configuration of parameters at each territorial level.
The firms which are engaged in new product development (especially pozakazno) sometimes implement the collaborative CRM allowing customers to analyze a current status of the project and to make the offers, Lev Jacobson told TAdviser.
Dmitry Krasyukov, the deputy CEO of SAP CIS, noted that the banking sector very actively implements front-office solutions for implementation of end-to-end business process. CRM allows to implement "single window" and becomes the central rule for work of the bank staff interacting from clients via all existing channels. At the same time all classical banking systems pass into the background and serve only for data processing.
In the energy sector, according to Dmitry Krasyukov, there is a fight for the consumer. Players look at how with it to attract new clients therefore CRM tasks in this sector are connected with automation of billing transactions. The companies carefully collect and analyze data on consumption of the client and how they pay them that in turn leads to generation of large volume of data. What gives the chance more flexibly to develop individual rates for clients and the companies, depending on their consumption and other factors. Also very actively such direction as intelligent networks which are interesting to all players of the market, including consumers who can optimize the costs for the electric power develops.
For the metallurgical companies, also as well as for the chemical industry, CRM is an opportunity to provide to clients on the Internet the instrument of flexible formation of difficult orders and to plan sale. It becomes, first, to facilitate work of sales divisions, and secondly, to give to clients a self-service opportunity, the expert of SAP noted.
Andrey Zamyslov told about specifics of CRM projects in the pharmaceutical companies. For such companies the solutions containing a desktop of the medical representative, area manager, product manager, automation of the most running principles of a categorization of the customer base are usually proposed. Rules of calculation of category of doctors \druggists on the basis of the estimates collected by the medical representative in the course of an individual visit to the client mean, in particular.
Besides, in a case with the pharmaceutical companies the main business requirement, we show to the solution, speed of training and ergonomics of a system in use is. Future users should spend the minimum quantity of time for planning and introduction of the reporting, as a result, emphasis in the pharmaceutical solution is placed on simple, user-friendly and evident interfaces of the main forms (windows).
Alexey Zorin, the leading architect of business solutions of CRM "Sitronics", reminded that they remain underestimated vertical industry solutions for a public sector so far. The experts who are also polled by TAdviser said that there is a mass of "smaller" specifics. For example, many advertizing agencies need accounting of advertizing spaces (for outdoor advertizing) with diagrams of their employment. To tour agencies – the analysis of the directions of trips, and so on.
See Also
The Customer Relationship Management System in real estate agencies
The Customer Relationship Management System in advertizing agencies
CRM in housing and public utilities companies
Why Customer Relationship Management System to the owner of small B2B of the company?
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