Alexey Makeev, AT Consulting: most of large players is engaged only in upgrade and "tuning" of the CRM

Alexey Makeev: The market of CRM is extremely heterogeneous – as in Russia, and in general in the world. CRM is such comprehensive concept which finds the semantic filling in each specific project. I would separate it into three large segments.

The first segment is large implementations at big players, leaders of the industries. Here expensive CRM platforms, most often from the western vendors are, as a rule, used. Automation includes deep completion of a system under specifics of business processes of the specific customer. As a rule, in addition to especially CRM functions (maintaining the reference book of clients, the history of relationship with them and potential transactions), such implementations cover broader spectrum of business processes. For example, full automation of functions of the front office of network and/or contact center, process automation of planning and holding marketing campaigns, process automation of management of a customer loyalty.

Dozens of people are involved in large-scale projects, implementation can borrow of several months to a year and a half. Such projects in the market became a rarity in recent years: already have most of large players for whom this subject was relevant ground under the needs of the CRM system – now they are engaged only in upgrade and "tuning" of the systems. The speech about telecommunication and financial sectors. Retail and the industry are the industries in which large CRM projects are also demanded, but active implementation of CRM solutions began there only in the last 3-5 years so piece large projects still meet.

The second segment is small and average implementations of CRM solutions. They are characterized by the fact that deep customization under needs of customers emphasis on the maximum use of regular opportunities of the selected system which are in it out of the box is not carried out, placed. Such projects are usually done by small commands in several people who perform primary setup of the solution and execute the minimum completions, necessary for start. Duration of such projects – from several days to several weeks. In this segment active growth is observed – both the number of projects, and the number of CRM platforms from which it is possible to select grows. Along with the western products there are also solutions entered in the register of domestic software, and open source-платформы. Such CRM projects got into the various industries – law firms, travel agencies, different media, sports clubs and a great number of others.

Well and the third segment is cloud platforms, ready to use, in which setup under the needs can be performed by the user. The beginning of work with such systems perhaps right after registration on the website. These solutions are also very distributed among the small enterprises.

Summarizing, one may say, that in the market of CRM very big activity, but is connected it generally with average and small projects, the most part of large players already uses CRM in this or that type and is engaged in their development or upgrade.

Alexey Makeev: As the market which already developed and mature, the competition is rather high. Players try to find the niches, proposing the specialized solutions for automation of these or those processes. Existence of the practices, a ready system for the solution of a turnkey task – is one of key advantages.

Separately I want to note the growing competition between CRM platforms. Some platforms which were perceived only as solutions for small/medium business just few years ago gain steam and begin to apply for setting the tone in the CRM market. For example, rather large projects on the platform from Terrasoft, noticeable projects on some western open source-платформах appear. Large vendors also do not stand still and update the CRM lines.

Alexey Makeev: Already for a long time obvious is the fact that full support of mobile jobs – tablets and smartphones is necessary for a full-fledged work of CRM. As it is surprising, for the majority of the CRM platforms which are present at the market the mobility is still a weak point, there some restrictions and defects constantly emerge though vendors strenuously work on improvement.

Also much attention is paid to a possibility of flexible configuration by end users of all functionality – both the interface, and business logic. Visual instruments of setup of business process, engines of business rules, visual designers of the interface and reports – all this the modern CRM platform tries to provide to the user.

We on the projects actively enrich functionality of CRM with biometric elements. Such things as automatic recognition of clients by means of the webcam, the analysis of photos from passports, authorization of transactions by means of recognition of the person of the employee are very demanded. Close interaction with biometrics is a noticeable trend for large CRM projects.

All platforms develop functionality of integration with social media, modern digital channels of communications, learn not only to process the requests from clients coming on these channels but also to monitor activities, to reveal trends, to react proactively to problems of the clients.

Alexey Makeev: We work with a broad spectrum of CRM platforms and when choosing the platform always we proceed from specifics of activity of the customer, his requirements and business processes. It and platforms from large western players, such as Oracle, Microsoft, Amdocs, and platform entered in the register of domestic software – for example, Terrasoft or Naumen.

Alexey Makeev: We together with Rosbank executed and we continue to develop very large-scale project on implementation of CRM. The big project in Post Bank. As you know, it was created on the Summer of Bank platform, entering into VTB Group, and Russian Post. With formation of Post Bank there was a need to scale the available CRM solution taking into account a new business model. One more bright project is a process automation of management of a customer loyalty in Alphabet of Taste supermarket chain. It is interesting to those, how fast it is necessary to implement changes – business is very dynamic, the need for changes of business logic, rules of marketing actions arises practically on a daily basis, and the implemented CRM solution allows to manage these processes successfully.

Alexey Makeev: As I already spoke, new large-scale implementations are rather rarity. Large players have an upgrade of systems, implementation of some new funktsionalnost, counters. There is a certain number of new implementations, average by the size.

Alexey Makeev: Biometric technologies and their integration into CRM processes are in great demand. Analytical tools which allow to analyze history of the client are very demanded, to reveal behavioural patterns, to foresee behavior. Or to react to events in real time. Not only the serious CRM platform, but also powerful analytical tools is necessary for automation of such processes.

Alexey Makeev: Practice shows that a key factor is accurate vision of a project objective at a project team and presence of the interested sponsor of implementation. Without observance of these conditions even the project with guarantee will meet with a right choice of a technology platform and presence of experienced technical experts serious difficulties when implementing. Certainly, presence at a command of experience of the solution of similar tasks, understanding of the automated business processes and specifics of the industry also is a key factor for success.

Alexey Makeev: Often happens that the project on implementation of the CRM system covers business processes which at the company are not formalized, are executed on a knee or in general are new to the organization. It is important to remember that CRM is only the tool, and a key to success are correctly thought over business processes. Rather typical trap is the situation when in the middle of work it becomes clear that target processes or are not defined, or project participants understand them differently. The project begins to slip, to agree about uniform vision – time is necessary. At this moment the role of the expert or consultant with experience of the solution of similar tasks which will be able to bring together the different points of view, to tell how similar processes are built in other companies is very important, and will help to find an optimal solution. Also always the area of risk in an implementation project of CRM is an integration with the adjacent systems, possible completions of the adjacent systems.

It should be noted that success directly depends also on quality and availability of the available client information. Existence of the up-to-date and complete information about clients is a cornerstone for effective work of any CRM processes. If you have a problem with quality of client information (doubles, the distorted addresses and other contact information), it is important to think over solutions of this problem for obtaining the maximum effect of the subsequent implementation of CRM.

I think, in a segment of large CRM projects of big changes you should not wait – telecoms and banks already automated the CRM processes. At the same time interest from retail and the industry will grow. In the whole CRM all will get into bigger amount of the industries and the companies, from optional addition turning into the main instrument of business.

A set of CRM platforms will become more various. The players today occupying a niche of average projects will gain strength and will compete on equal terms to the largest vendors, such as Oracle, Microsoft or Salesforce.

It is also possible to expect further development of open source-платформ CRM, they will be able to compete for averages and large projects.