APPLICATION OF CRM-TECHNOLOGY TO AUTOMATE THE PROCESSES OF INTERACTION WITH CONSUMERS OF A SERVICE INSTITUTION

Abstract

The article examines the problem of the possibility and necessity of using CRM technology to automate service processes and interaction with consumers of a service institution. The main purpose of the study is to substantiate the need to use CRM technology to automate service processes and interact with consumers of a service institution in the context of digitalization of marketing. A monographic study of literature sources and approaches to solving this problem has shown that CRM technology emerged as a result of the development of automated enterprise management systems. However, in the future, this technology was reflected and developed for use not only by manufacturing enterprises, but also by enterprises and institutions of all spheres of activity. And the development of this technology itself is based on automating a wide range of functions and processes of service and interaction with the consumer of the service. The relevance of solving this scientific problem lies in the fact that the use of CRM technology by institutions of services will increase the effectiveness of marketing interactions with consumers of services. The study of the problem is carried out in the following logical sequence: the prerequisites for the creation of CRM technology are determined, its essence is studied, the functions of CRM technology are highlighted, the interaction processes that are subject to automation are grouped and classified. The methodological tools of the study were: a systematic approach, logical and structural analysis of process management, methods of analysis and synthesis, logical generalization, comparison, etc. the object of the study was the processes of using CRM technology in a service institution, and the subject was the automation of consumer interaction functions with a service institution based on the application of CRM technology. The article groups the prerequisites for the creation of CRM technology, examines the essence of CRM technology, highlights the functions of CRM technology, groups the processes that are subject to automation and models the interaction of the consumer with the service institution, the study confirms and theoretically proves that the use of CRM technology allows you to increase the effectiveness of marketing interactions between the institution and service consumers. The results of the study can be useful for marketers and managers of service institutions to ensure automation of service processes and interactions with service consumers.