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Process Modelling and Optimization of CRM System Implementation

Student: Daria Trynkina

Supervisor: Tatiana Yakushkina

Faculty: Graduate School of Business

Educational Programme: Business Informatics (Bachelor)

Year of Graduation: 2017

This research is devoted to process modelling and optimization of CRM system implementation. Nowadays the IT consulting market in Russia is expanding rapidly. However, due to the absence of methodologies and standards about this process in Russia and chaotic state of the process, more than 50% of CRM implementation projects fail or turn out incomplete. The aim of this study is to develop the method and universal recommendations for Russian IT consulting agencies for CRM system implementation process optimization. Main tasks that were solved throughout this research include literature review and case studies, analysis of key processes of implementation and targeting key problems that may occur, providing the real-life example of the CRM implementation project and developing the method and recommendations for the processes. The method is provided in this research as a step-by-step description, including such processes as: requirements discovery session, analysis of the current state of the company (AS-IS modelling), development of recommendations for business processes optimization (TO-BE modelling), choosing the model of implementation and the system from the market, creating the requirements specification document and the scheduling of the project, the implementation itself and technical support. The study includes such general recommendations as the support of top management and key employees, organizational change, phased functional implementation in case of increased difficulty of the project and etc. This study can be used as a base for the universal methodology for the implementation of CRM systems performed by consulting agencies in Russia. With the help of the method, described in this research, consulting organizations can significantly improve their effectiveness and clients’ satisfaction.

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