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Elaboration of Recommendations on CRM System Development in Company

Student: Varyukhina Svetlana

Supervisor: Galina Levochkina

Faculty: Graduate School of Business

Educational Programme: Business Informatics (Master)

Year of Graduation: 2018

The purpose of this work is to improve the marketing process by developing the CRM system of the tobacco company. To achieve this goal, tasks are established: to conduct analysis of theoretical research in the field of CRM, evaluate software quality and evaluate business processes, develop a procedure for determining CRM system development directions, apply the procedure for the CRM system of the tobacco company, evaluate the expected results and costs on the directions of system development. The paper examines the theoretical foundations of the CRM concept and technological tools. The list of potential areas for the development of the CRM-system has been created. The comparison of software quality models, a description and justification of the choice of methods for evaluating business processes are presented. The procedure for identification and prioritization of the development directions of the CRM-system has been developed, with the help of which the analysis of the external environment and the internal situation in the sphere of customer relationship management in the tobacco company was carried out. The directions of CRM-system development are determined. The estimation of expected technical and economic results and expenses of projects of development of CRM-system is given. The novelty of the work is to develop an approach to the development of a relationship management system in a tobacco company, which takes into account the characteristics of the tobacco company's marketing activities.

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