Import substitution CRM: tips and approaches to migration to Russian software from market experts

2023: Problems with the use of foreign CRM systems and their solutions

Over the past year and a half in the CRM systems market, many customers have faced the fact that the terms of use of foreign systems are nearing completion, or that in the future there will be a disconnection from these systems. Customers whose business has remained in a more successful position, despite all the changes (international companies that have not left the Russian market).

First of all, users of cloud versions of foreign CRM systems face difficulties. If the vendor had a fundamental opportunity to "land" the solution, then customers used it mainly. If not, they switched to domestic solutions.

The main problem is that developers of foreign products disconnect customers from Russia from support or, in general, from the system. This problem can only be solved by switching to domestic software, - says Mikhail Lapin, head of the department of inter-industry solutions at 1C Rarus.

Some companies continue to develop CRM systems based on the Microsoft Dynamics 365 platform, and even plan to increase functionality at least in the next 2-3 years. At the same time, for example, the development of functionality in the field of predictive analytics and predictive analysis of customer behavior and the formation of personalized offers occurs using free software.

Based on our practice, the statistics are as follows: companies with a small number of users and fairly "simple" CRM solutions switched to domestic software faster, while large corporate clients, who used mainly on-prem versions of Western software, still continue to develop their solutions, - notes Aurika Savchuk, Vice President of GMCS.

The lack of updates and technical support of the vendor remain risk factors and increase the cost of using the solution. Access to knowledge bases and new functions is limited or completely disabled, which prevents the ability to use these systems in the long term. The issue of payment for license renewal has not been resolved either. There is also a danger of suddenly blocking access to the system with the loss of all data.

Some still use ″ purchased perpetual ″ licenses, others renew them using well-known methods, but all this is not because it is convenient, but because it is very expensive and long to migrate a full-scale CRM system. And the choice of CRM systems comparable in functionality to Salesforce and Siebel is small in our market. But I believe that using a system so significant for business without updates, without technical support is a dead end. In any case, the only question is the timing of the decision to replace. As the number of reference migration cases increases, companies that are still thinking will find it easier to make such a decision, "comments Julius Goldberg, head of GlowByte.

To minimize the risks associated with the gradual obsolescence of foreign software and the high cost of its refinement and maintenance, companies began a gradual transition, along business loops or divisions, stretching the process for the next 2-3 years. The choice towards the Low-code CRM ELMA365 is also related to the need for flexible implementation in small parts that can be released in prod and used here and now without waiting for exhaustive data collection, for example, for promising integrations. Low-code makes it possible to start an import substitution project with a high level of unknown and at the same time start using MVP in a short time, "says Maria Ilyina, product owner ELMA365 CRM.

Among other things, the use of foreign CRM systems can create problems related to legislation, imposed sanctions and technical infrastructure.

Users of foreign CRM systems may encounter difficulties in adapting and translating the system into their native language, differences in the functionality and standards of the CRM system compared to local counterparts, problems with integration, insufficient support, as well as with possible blocking of accounts and data loss.

These problems can be solved by choosing a suitable CRM system taking into account the peculiarities and needs of the organization, conducting high-quality training and user support, as well as cooperation with reliable suppliers and partners working in the domestic market of the country, "says Sergey Galeev, head of the backend development department of IT company SimbirSoft.

According to Pavel Baklykov, commercial director of Mad Brains, the business has only a few options for overcoming the current situation: switch to Russian solutions, continue to use intermediaries to renew and buy licenses, or develop its own product.

We can say that the business has a huge platform with which nothing can be done. These problems can only be solved by a smooth transition to domestic developments, microservices, Low-code platforms. When switching from Western platforms to domestic ones, it is important to ensure a smooth and gradual process in order to minimize potential negative consequences for business, "said Vadim Kazantsev, Executive Director of ITFB Group.

But there is a positive moment in this situation: the experience and knowledge accumulated during the implementation of projects can be used in the future to implement domestic CRM systems.

In solving problems, it is important to take into account what capabilities the vendor provides. Some of them offer the option of transferring the solution to local use (on premium). Purchasing a license to use foreign CRM systems on your own server can be a solution to access problems, but it is more difficult to implement. In general, 90% of customers choose the transition to the use of domestic analogues of CRM systems. This choice may be more preferable for many companies, - summarizes Svetlana Ermakova, head of the CRM Department of Business Solutions of Softline Group of Companies.

2022: Tips and approaches to migration to Russian software from market experts

Domestic suppliers of customer relationship management (CRM) systems that have received competitive advantages from leaving the market of foreign competitors and growing demand from their large corporate clients, as well as system integrators who will have to support working foreign solutions and at the same time master Russian ones, willingly share their vision of possible import substitution strategies in this segment of the IT market.

Multiple paths are open to customers. The first − to continue to support existing systems, not forgetting about full-fledged backups of data and modifications, recalls Dmitry Smirnov, director of consulting at the CRM department of KORUS Consulting Group.

It is also worth solving the issue of technical support, which can be carried out by the integrator or independently, − is supplemented by Dmitry Pereponov, head of the Business Process Automation department at CROC.

At the same time, you need to understand that in this case you should not count on the addition of new functions developed by the vendor to ensure security or improve customer experience.

The second way, the choice of which, by the way, is encouraged by the state in the form of grant support, − this is import substitution, that is, the choice and implementation of the CRM system of the Russian vendor. Alexey Kolmay, director of the CRM direction of ELMA, named three criteria that such a system should meet: the speed of migration from an imported platform, the maximum preservation of its functionality after the "move," the cost of replacement.

The main thing − not to count on the presence on the market of a complete analogue of the solution used and be ready to pay for migration and significant completion of the selected platform for the business processes implemented in the company, − says Julius Goldberg, head of import substitution at GlowByte.

According to him, if in terms of oCRM, Russian-made systems with full functionality and scalable architecture can be counted on the fingers of one hand, then there are about 20 solutions in the field of analytical CRM of Russian development, and 5-6 of them − leaders with tested functionality, understandable strategy, stable team.

Dmitry Smirnov advises not to try to do everything at once. According to him, it is necessary to formulate the goals that the company wants to achieve through the introduction of domestic CRM, and draw up a roadmap for the transition to a new solution. It is important that this document is consistent with the updated business strategy of the company, which may impose new requirements on the functionality of the system.

A similar approach is practiced by the CROC. According to Dmitry Pereponov, his company does not offer customers the development of large systems that repeat the functionality of imported CRMs.

We focus on quickly implementing the key functionality that users need here and now, − he says. − Then, of course, we follow the analysis of priority needs and the implementation of functionality for those business needs that are current.

However, not all software products of Russian vendors presented on the market support customization and can be adapted to the tasks of large companies and corporations.

Of the performers, ELMA CRM wins the most: most customer companies that did not want to work out a detailed strategy simply chose a ready-made solution. This made ELMA the top CRM system in Russia, but this platform is more suitable for small and medium-sized businesses, - said Kirill Shchukin, Director of CRM T1 Consulting.

However, customers from among large companies have other opportunities to transfer the customer relationship management system from a foreign platform to a Russian one. So, they can assign the development of their own CRM to an internal team of programmers or hire an external contractor to solve this task. But the most efficient way, in terms of cost savings, is to take a ready-made modular system as a basis.

For most enterprise segment companies, the most suitable way is to work with the "designer," from which the CRM system of the desired configuration is assembled. This is confirmed by the growing number of corporate customers who are interested in T1 CRM. Our platform continues to increase functionality and has already passed successful load tests, - emphasizes Vladimir Vigura, director of the T1CRM product.

A clear example of a low-code design system is the ELMA365, on the basis of which today in Russia many implementation projects are being implemented to replace Salesforce, SAP sales cloud, Dynamics CRM and Oracle Siebel.

We have long understood that the vector for import substitution is extremely important in the Russian Federation. 4 years ago, we prepared our ELMA365 platform for sanctions risks from the point of view of system-wide software, - explains its success Alexei Kolmay.

A number of domestic suppliers are now supporting the migration of global supplier CRM systems to their platforms.

Many vendors, including our AMBER company, have developed preferential programs for switching to their platforms with a significant deferral of payment for licenses, − said Tatyana Malyavina, commercial director of Amber.

A special position is taken by IBS, which focuses on users of EPR/CRM SAP systems. In its alternative support program, it takes into account the needs of various categories of such customers: those who have decided to temporarily operate SAP solutions and plan to migrate to import-independent software, and those who are focused on the long-term operation of already implemented products, and those who are interested in developing new functionality based on SAP.

See also

• CRM (Russian market)
• CRM (Global Market)
• Trends in the Russian market CRM systems
• Overview of TAdviser: CRM systems in Russia