Information and Knowledge Management using ArcGIS ModelBuilder

Elena Serova
back-office work by taking advantage of ERP systems, CRM is aimed at improving sales, not
manufacturing. Such well-known developers of ERP software, like SAP AG, Microsoft, Baan and
other have long included the CRM-module in their software systems and tried to catch up with Siebel
(Oracle developer), which owns more than half the market of CRM-software.
The CRM-systems are divided into operational, analytical and collaborational (systems of
cooperation, interaction).
The main task of CRM is increasing the efficiency of business processes, aimed at attracting and
retaining customers, i.e. marketing, sales, service and maintenance.
4. An implementation strategy and the main trends in the CRM concept
development
Speaking about the implementation of customer-centric business strategy, it is necessary to focus
attention on the fact that CRM is not just a set of technology tools, software tools appear here only as
one component of this approach. In the first place, the implementation of the CRM concept is a
defined systematic approach to a company activity. To improve business performance by
implementing CRM-system, one must start with an analysis and possible subsequent re-engineering
of business processes.
According to analysts, the main causes of unsuccessful projects during the introduction of CRMsystems
are the lack of integration of communication channels, lack of re-engineering processes and
inability to provide customers with real benefits and rewards.
In general, CRM implementation strategy should be based on the following interrelated points:
Customer-oriented company policy should serve as a basis for the introduction and subsequent
adaptation of the system;
The level of technological support is defined by business goals;
Structure of IT resources and implementation stages are given detailed business tasks distributed
in time.
Expanded CRM-system may include a variety of modules, or use information from other applications
and databases available at the company. However, maximization of the value of each customer, is
achieved mainly through three elements of marketing strategy: organization of integrated marketing
communications channels, development of programs that stimulate demand and creation of products
that meet the needs of clients. Accordingly, the most important technological components of the
CRM-system are the following: the subsystem of interactive with customers, monitoring current
operations, as well as database products and analytical modules.
One of the main trends of the CRM concept development is the fact that the majority of CRM-products
are considered as an additional element in a company information infrastructure that realizes a
particular function, and integrated into it. It is worth emphasizing one more very important point: it is
impossible to consider CRM only as a project to introduce IT technology. Underestimating the role of
proper organization of business processes and changing organizations cultural environment will
inevitably lead to failures of implementation. The company must determine - what should be done to
make the business processes conform to the principles of CRM.
Another trend of CRM in terms of functionality is a shift in focus from operational to analytical software
and then to collaborational. There is a growing demand for the analytical capabilities of systems, such
as marketing analytics: the analysis of consumer profile, modeling customer behavior, planning
advertising campaigns, etc.
The main advantages that arise from a company that has chosen CRM as a core business strategy
are the following:
Increased sales. Average - 10% increase in annual sales per sales representative in the initial
three years after the implementation of the system. This is due to more efficient sales system that
allows sales representatives to spend more time on the client and carry it more efficiently and with
more effective monitoring system.
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