"Gazpromneft – Tyumen" automated customer relationship management

At the Tyumen enterprise of oil products supply of Gazprom Neft company - "Gazpromneft – Tyumen" the project of process automation of customer relationship management based on the solution "1C: Trade Management and customer relations (CRM)" on the 1C:Enterprise 8 platform is complete. The partner in automation selected ITSC company. As subcontractor the 1C-Rarus company is attracted.

The implementation project of the CRM system was implemented within the Program of unification of the enterprises of oil products supply and was continuation of the "Increase in Efficiency of Wholesale, Small Wholesale and Retail Sales" project within which the necessary methodological base and technical specifications on implementation of uniform account policy is developed.

The project is executed for the purpose of standardization and unification of sales processes of oil products and processes of customer relations. Pilot implementation was executed in department of wholesales of the company. The new information system had to solve the following problems: provide creation of long-term customer relations, increase efficiency of wholesales of oil products, manage internal business processes and information flows of the company.

In a project deliverable the single database of clients with the complete history of relationship and analytics on each client was created. There was a possibility of selection by different parameters of target groups of clients. Besides, losses and repeated information input, duplicative actions of account managers are excluded.

Basic processes of document flow on a contracted work are automated: unified register and archive of agreements, uniform reference book by partners. The reasonable system of motivation on the basis of the analysis of activity of managers by different not financial parameters is created.

Marketing opportunities for collecting and information analysis about clients and competitors are expanded. The geographically distributed CRM system allowing to consolidate information on activity of branches in the central office is created.

A system is replicated and put into operation at other enterprises of oil products supply of Gazprom Neft company: in Moscow, Omsk, Kemerovo, Barnaul, Krasnoyarsk, Novosibirsk, Chelyabinsk, Yekaterinburg, Yaroslavl, Noyabrsk, Kaluga, St. Petersburg. For creation of a geographically distributed system the mechanism of the distributed information bases is used.

According to Pushmin Anatoly Vladimirovich, the CEO "Gazpromneft – Tyumen", earlier employees spent a lot of time for accomplishment of routine transactions (filling of forms, duplication of information in the different systems) that often led to emergence of errors. The same Client can act and as the wholesale buyer and as retail. Now such Client is brought in base as one partner for all branches and, thanks to the created subordinated reference books, is allocated with different characteristics. Thus the confusion disappears, and all picture of relationship with the Client becomes transparent at each stage of interaction.

Besides, there was an opportunity to have an operational impact on the course of each transaction, to control and adjust actions of managers, to decrypt any indicator before the specific contact, responsible, the document.

Thanks to implementation of the CRM system there was an opportunity to react as fast as possible to customer appeals. Analytical reports which are under construction on the basis of complete and versatile customer information allowed to plan effectively activity of the Company, to build the most successful strategy of customer relations.