Automation of industrial relations management using CRM-systems based on 1C Enterprise platform

The aim of the article.: to justify the CRM-system use for management of relations with B2B-clients and to develop recommendations for management automation of these relations for enterprises on the basis of "1С Enterprise" platform. The results of the analysis. The loyalty formation and management is the most important strategic component of the enterprise development. Growth rate of business development, rapid changes in consumer preferences mean that enterprises need to automate customer relationship management processes, because manual management in such conditions is primarily expensive, and inefficient, which is most important, and leads to erroneous results. In the article, the author reveals the relationship management essence with B2B clients. As the main tool for automating relationship management processes, also client experience, the author adduces the "system of customer relationship management" - CRM (Customer Relationship Management). In the article, the author highlights main features of the relationship with B2B clients: duration of decision-making; significant amount of decision makers; low emotional component in decision-making; high average purchase amount; low entering traffic; seller 's decisive role in the purchase process; high conversion at each stage of the "funnel system." The author also justifies need to manage relations with B2B enterprise clients, expressed in the following: 1) purchase amount management in money terms; 2) product range, purchased by the clients’ management; 3) customer loyalty management. In the article the author pays special attention to the economic side of relationship management, including forecasting based on CRM information. In this article, the author offers self- developed system with the aligned structure to configure CRM based on the software "1С Enterprise." As part of the issue of relationship management, and as a consequence of the loyalty of B2B clients, the author also proposes a developed scheme for the client base scoring, which is based on the main criterion "customer relationship stage." Thus, the author proposes to highlight the following stages: potential, new, permanent, risky and lost. In order to assign the customer to one of the categories, the author chose indicative criteria: sales availability, transactions number, purchases frequency and availability of planned events. The proposed recommendations for CRM-system creation involve automation of relations taking into account the received categories of clients namely. Conclusions and direction for further research. The author emphasizes that the execution and effective implementation of the proposed development should be based on the work synergy and involvement of all functional services (Marketing, Sales, Finance, HR, Service and Logistics) in the system application. An important advantage of development is its applicability in any industry, in any enterprise, regardless of the sizes, sales volume, etc. Author believes that this methodology will be applied by marketing professionals, sales managers, commercial services' heads, heads of companies. As a further development consideration, the author identifies the development of a detailed task for the marketing block in the CRM-system adjustment, namely the subsystem "Shares," which is supposed to be built according to the modular principle. Keywords: management, CRM system, loyalty, relationships, automation. DOI: 10.15276/mdt.4.1.2020.4 Pain E. (2007) Rukovodstvo po SRM: Put k sovershenstvovaniyu menedzhmenta klientov [CRM Guide: The Path to Better Customer Management]. Moscow. (in Russian) Stoun М., Mechtiger L., Woodcock N. 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