Assessment of the maturity level of the customer relationship management system

Abstract

The article proposes the authors’ method for assessing the maturity of the customer relationship management system of a company. The purpose of the article is a theoretical refinement of the concept of customer relationship management in terms of expanding the conceptual apparatus and defining the stages of the customer-centric transformation process. The achieve the indicated purpose, the following methods were used: systematisation of existing scientific views on the research topic; analysis and refinement of models for quantitative interpretation of customer and expert survey data; identifying trends in competitive market conditions in terms of customer centricity. The topic is relevant due to several factors: competition based on the aggregate value provided is one of the main ways to compete in the market in current circumstances; the conceptual apparatus used today to analyze customer centricity is neither uniform nor sufficient; established scientific vision of customer-centric transformation does not include the understanding of this process’ levels and stages. The authors of the article created a new thesaurus by proposing to introduce certain concepts of customer-centric transformation and maturity of the customer relationship management system. Maturity factors and levels were analyzed. For practical purposes, existing methods of measuring the maturity of a customer relationship management system are studied, practical recommendations aimed at increasing the level of maturity are prepared, and potential risks are identified. It is demonstrated that the maturity of the customer relationship management system is the level of systemic understanding and practical implementation of the principles of customer-centric transformation.

Keywords

• customer centricity
• maturity assessment
• digital transformation
• loyalty
• aggregate value
• crm systems
• relationship marketing
• omnichannel