Importance The article considers the need to define a holistic, theoretically grounded concept of using CRM systems to build mutually beneficial relationships of organizations with their clients. Developing the mechanism of automation of consumer loyalty management through CRM system introduction should be mathematically justified and accompanied by the use of certain tools. Objectives The purpose of the study is to underpin the expediency of applying the relationship marketing concept in modern conditions and to develop methodological approach to assessment of customer relationship management systems. Methods We employ the expert evaluation method to solve the multiple-criteria task of using the support tools for consumer loyalty management with a hierarchical structure on the basis of the hierarchy analysis technique. Results We offer an algorithm to evaluate support tools for consumer loyalty management on the basis of revealed approaches and local criteria of CRM software. The paper demonstrates the need for CRM system introduction in the organization based efficiency calculation and comparative analysis of time consumed to service customers before and after CRM implementation. Conclusions The findings may be used as practical tools to create customer loyalty using IT-technologies.
Molino P. Tekhnologii CRM [CRM Technologies]. Moscow, Fair-Press Publ., 2004, 272 p.
Cherkashin P.A. Gotovy li vy k voine za klienta? Strategiya upravleniya vzaimootnosheniyami s klientami (CRM) [Are you ready to fight for the client? The Customer Relationship Management (CRM) strategy]. Moscow, INTUIT.ru Publ., 2010, 381 p.
Tetushkin V.A. [Analyzing customer loyalty programs as a tool to develop a marketing strategy of relations under crisis: Evidence from Magnit retail chain of CJSC Tander]. Ekonomicheskii analiz: teoriya i praktika = Economic Analysis: Theory and Practice, 2016, vol. 15, iss. 8, pp. 147–163. URL: Link (In Russ.)
Saati T. Prinyatie reshenii. Metod analiza ierarkhii [Hierarchy Analysis Method]. Moscow, Radio i svyaz' Publ., 1993, 320 p.
Ivanova I.A., Sysoeva E.A. [Analytic Hierarchy Process: Evaluation of Competitive Ability of Russian Lighting Equipment Manufacturers]. Ekonomicheskii analiz: teoriya i praktika = Economic Analysis: Theory and Practice, 2014, no. 26, pp. 47–53. URL: Link (In Russ.)
Mityagin M.V., Plaksin M.A. Nekotorye usovershenstvovaniya metoda analiza ierarkhii. V kn.: Matematika programmnykh sistem [Some improvements of the hierarchy analysis technique. In: Mathematics of software systems]. Perm, PSU Publ., 2001, pp. 56–66.