Priorities and complexities of CRM customers

2024: Customer priorities, issues and import substitution issues

Today, customers of CRM systems focus on key aspects when choosing a solution, such as system functionality that corresponds to business specifics and tasks, flexibility and customization, reliability and security of data. It also matters the expertise of the vendor team, the availability of technical support.

An important role is played by budget issues and independent administration of the system. Customers are interested in training opportunities and the availability of resources in the market to support CRM health. They often face a shortage of qualified professionals to maintain already installed systems.

When choosing contractors for business, the first place is their ability to quickly respond to changing requirements and ensure high quality of service on time, readiness for the introduction of new products and technologies, and wide experience with various technology stacks.

The development of the vendor's partner network is also important for customers, as it allows them to find competent integrators and experts.

No less important factors when choosing a system and a vendor are:

• finding domestic software in the register;
• implementation dates;
• licensing rules;
• integration with other systems, availability of APIs;
• CI/CD capability
• access rights and role security;
• The ability to host in the cloud or on your servers
• productivity;
• availability of ready-made connectors to other systems.

Customers today are also attentive to the technology stack. It should allow the system to develop quickly and flexibly, support the application of advanced machine learning and data analysis technologies. The necessary conditions are multi-platform - work on stationary and mobile devices, support for various hardware and software environments - and omnichannel, - comments Vladislav Ignatenko, Director of Business Development CRM of NORBIT (part of the LANIT group).

Each customer has their own architectural standards and process requirements that must be met. It is important that the platform does not include third-party components, access to which may be limited in the future.

Companies are faced with an important task - to ensure effective interaction with customers through different channels. To do this, robots and chatbots are being introduced that help automate processes and free employees from routine tasks. These tools can attract potential customers, process their requests and accompany them from the first stage of the appeal to the completion of the sale, adds Vadim Kazantsev, executive director of ITFB Group.

In terms of technology, the key requirements are the ability to process more and more client data, as well as how much the supplier takes into account customer needs and adapts the software roadmap to them. Separately, there is a question of supporting data platforms, both Western, which many customers continue to use and do not plan to replace yet, as open source and domestic solutions. In this regard, suppliers are actively working on expanding their portfolio of data connectors and reference projects, - said Anton Strelnikov, operating director of Marketing Management practice at GlowByte.

Companies that still use foreign solutions are actively looking for local alternatives, and are also considering creating their own products to take into account individual needs.

Customers want more than just a CRM customer relationship management CRM system that covers sales, post-sales, and service. They are looking for a complete tool for building end-to-end business processes - from the origin of a business idea to bringing the product to market. The focus is not only on basic functions, but also on mechanisms that allow expanding the functionality of the CRM system. Important selection criteria are also the speed of system implementation, the availability of the necessary extensions for integration with other systems, the ability to enrich data, support for omnichannel, vendor maturity and partner reliability, "says Aurika Savchuk, vice president of GMCS.

Companies are looking for products that will allow them to respond flexibly to market trends, provide a high rate of change and the ability to simultaneously carry out import substitution and CRM development. Top managers also pay attention to the vendor's experience in implementing such solutions - it is important that the product is tested in practice.

When switching to a Russian product, it is important for customers to maintain the usual level of functionality and usability set by imported products. Business pays attention to the scalability of CRM systems, easy updating of system functionality and adding new users. Customers welcome the automation of various applications and the use of modern technologies using artificial intelligence, for example, mailing lists, chatbots and voice assistants, and data analytics. No less important are the simplicity and clarity of the interface, the availability from mobile devices, and the wide possibilities of analytics.

All this will allow companies to avoid problems with excessive workload of employees, the speed of their work with customers, and the complication of the CRM system implementation process.

Instead of directly replacing Western one-in-one platforms, Russian companies are trying to increase the efficiency of their information systems, moving from a monolithic architecture to a microservice one, which allows them to flexibly respond to the tasks of specific divisions, carry out system changes in parallel, without creating long "queues" from business customers, "explains Alexey Ledenev, director of expertise of the CRM platform NOTA MODUS.

Now customers have become more careful about choosing a platform for a CRM system, and not purchasing one that is more popular. In my opinion, as well as some colleagues in the market, large business in Russia will "sit" on Western software until the last and look for workarounds of sanctions, since it does not believe in the quality, reliability and resiliency of domestic software. There is still no Russian SAP, Salesforce, Microsoft on the market, - comments Gleb Melnikov, technical director of RosBusinessSoft CRM.

Speaking about the typical problems that customers face when choosing and implementing CRM solutions, experts distinguish the following:

Need to integrate new product with existing systems and business processes

Often, customers have to independently refine integration with the help of full-time developers or contact experienced contractors.

Information Protection in Enterprise Systems

Modern CRM systems implement advanced data protection measures, including encryption, two-factor authentication, and conduct regular security audits. But cyber threats are becoming more sophisticated every year, threatening both from the outside and from the inside, so it is important to involve absolutely everyone in the data protection process.

Product Support, Upgrade, and Development

This problem can only be solved through a smooth transition to domestic developments, microservices and low-code platforms. When switching from Western platforms to domestic ones, it is extremely important to ensure a gradual process in order to minimize possible negative consequences for business.

Data silos and no end-to-end business processes

This problem is especially characteristic of smaller companies where automation is not built systemically enough, for example, at the Excel level. Here, customers need CRM solutions that provide transparency and information unity.

In addition, customers often work with outdated CRM systems that do not meet the current needs of a booming business. In such cases, there is a request for a qualitatively new, more modern product. It is also common to ask for tools to stage, track, and manage tasks. And often these needs go beyond the standard functionality of CRM and require more advanced business process management capabilities. And finally, the classic problem is the need to coordinate and synchronize the work of related departments, such as marketing and sales. Here the CRM system should become a link that ensures transparency and coherence of interaction, - says Svetlana Ermakova, Head of CRM/BPM at Softline Group of Companies.

All barriers can be overcome only with the close cooperation of all participants - business and IT companies. Continuous improvement of the interfaces and functionality of CRM systems based on customer feedback will help create more convenient and intuitive solutions, "summarizes Lyudmila Gladkikh, Head of Mobile Development at IT company SimbirSoft.

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