The Usage of Information Technology in the Customer Relationship Management as an Example of "Spirit" Company

The work consists an exploration of the usage of information technology in customer relationship management on the example of the marketing automation system implementation for the "Spirit" company. The relevance of this work is explained by the fact that the use of customer relationship management systems leads to the direct or correlated increase of the company's profits. This paper discusses the characteristics of IT project during its life cycle, compares the different models of the IT project's life cycle, as well as proved the expediency of the use of information technology in the customer relationships management and made an overview of information systems for marketing automation. In addition, the functional model of CRM system for trading company was built. The selection of Marketo system in order to improve the effectiveness of the “Spirit” company was justified. As part of this system the migration of the current marketing processes of the company was carried out, and a potential customer lifecycle designed and set up. Also, an analysis of client relationship was done on the basis of developed lifecycle by the implemented system. The analysis suggests that the overall performance of the company in departments has increased as a result of implementation of the system.