AN INFORMATION TECHNOLOGY FOR THE SUPPORT FOR SOLVING THE ANALYSIS PROBLEM OF THE CUSTOMERS’ VALUE WITHIN THE ENTERPRISE CRM-STRATEGY IMPLEMENTATION

Authors

DOI:

https://doi.org/10.20998/2079-0023.2019.01.10

Keywords:

client, customer value, customer classification, CRM analysis, value analysis, sales funnel, RFM analysis

Abstract

This study considers a CRM-approach and methods for analyzing customer base. Mathematical and algorithmic support was developed for the analysis of customer value in a trading enterprise. Algorithmic support is presented using the IDEF0 notation. A software solution was developed to assess customer value in a commercial enterprise. A fragment of the data model for the software solution was developed using the IDEF1x notation. The parameters for estimating the value of customers in a commercial enterprise were calculated using the processed data obtained by applying the developed software solution. The developed software solution allows to segment the customer base according to different criteria and provide marketing recommendations to each groups of customers. Therefore, customers were divided into groups according to the calculated parameters. As a result of the analysis, each group of clients receives a marketing recommendations. After the application of recommendations an increase in the purchasing power of clients, belonging to the group to which the marketing recommendation has been provided, is expected. Another used method for analyzing the customer base in the developed software solution is the sales funnel, which displays the effectiveness of the marketing unit at each of the sales stages, thereby allowing to identify weak points in the sales department. Thus, unlike existing software solutions, the developed software allows not only to segment customers by their costs, but also to provide marketing recommendations in order to increase the enterprise’s profit. The generation of recommendations is based on the developed mathematical support. By using this mathematical support, the calculations are carried out. Customers are allocated into certain groups, each of which is provided with the relevant marketing recommendations, by using the results of the performed calculations. In addition, the developed software solution allows not only to design sales funnels, but also to analyze sales funnels.

Author Biographies

Dmytro Orlovskyi, National Technical University "Kharkiv Polytechnic Institute"

Candidate of Technical Sciences, Docent, National Technical University "Kharkiv Polytechnic Institute", Associate Professor of the Department of Software Engineering and Management Information Technologies; Kharkiv, Ukraine

Andrii Kopp, National Technical University "Kharkiv Polytechnic Institute"

National Technical University "Kharkiv Polytechnic Institute", Assistant of the Department of Software Engineering and Information Technologies of Management, Postgraduate Student; Kharkiv, Ukraine

Anastasiia Pyvovarova, National Technical University "Kharkiv Polytechnic Institute"

National Technical University "Kharkiv Polytechnic Institute", student; Kharkiv, Ukraine

References

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Published

2024-06-29

How to Cite

Orlovskyi, D., Kopp, A., & Pyvovarova, A. (2024). AN INFORMATION TECHNOLOGY FOR THE SUPPORT FOR SOLVING THE ANALYSIS PROBLEM OF THE CUSTOMERS’ VALUE WITHIN THE ENTERPRISE CRM-STRATEGY IMPLEMENTATION. Bulletin of National Technical University "KhPI". Series: System Analysis, Control and Information Technologies, (1), 53–62. https://doi.org/10.20998/2079-0023.2019.01.10

Issue

No. 1 (2019)

Section

INFORMATION TECHNOLOGY

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