Skolkovo and TAdviser identified the leaders of the Russian CRM systems market

The Russian CRM systems market is actively developing. In this class of systems, more than 50 software products, some of which have reached a high level of maturity, many are at the stage of formation and search for their niche. In the industry niches and the segment of medium and small businesses there are boxed products. Big business dictates demand for flexibly customizable platforms.

This project attempts to assess the maturity of the CRM systems market both in terms of functional readiness and in terms of the relevance of the systems in relation to customer requests. Therefore, the study examined two points of view on the market - from the customers and from the developers.

The project was carried out by experts from the Skolkovo Foundation and the TAdviser analytical center.

According to the results of the study, a group of leaders was identified among universal CRM systems with wide functionality that most fully covers the processes regarding the proposed reference model: BPMSoft, ELMA, Bitrix24, Persona.CRM and Amber.

The project consisted of several stages: survey of developers (self-assessment of software), demonstration of software products (expert assessment of software) and in-depth interviews with customers (demand assessment).

The questionnaires were based on a specially developed reference model of the "best in class" CRM, which included 276 functional, technological and organizational criteria. This approach made it possible to see the breadth of the coverage of the functionality, the features of the technological platform, as well as to assess the organizational potential of the study participants.

The stage of in-depth interviews with end customers revealed the general problems of automating customer relationship management in various sectors of the economy, received answers about the current practice of using CRM systems, as well as about market development, priorities and preferences in choosing suppliers.

{{quote 'author = Aleksei Borisov, Director of Consulting, Research and Analytics of the Center for Expertise and Commercialization in the Information and Financial Technology Sector of the Skolkovo Foundation. | In general, all developers showed wide functionality in the standard delivery, as well as flexible options for settings for various needs of sales, marketing and client service. Most of the developers presented in the study build their solutions on the basis of Low-code platforms, providing customers with technology for quick improvement of functionality without involving the developer resource.}}

{{quote 'author = Nikolay Kamennov, deputy editor-in-chief of TAdviser. | The results of the study showed that when choosing a CRM system, customers carefully assess its functionality, scalability and the ability to integrate with other systems. For large companies, the choice of a system with deep customization and the ability to process large amounts of data is important.}}

The study materials can be downloaded from the link.