2023-09-22 17:06:27
22 September 2023 19:50 22 Sep 2023 19:50 | Share
Rostelecom will invest 1.5 billion in the development of the CRM Decomposition system, designed to manage customer relationships. The Russian CRM market has changed a lot following the departure of foreign vendors. Russian developers also have their own CRM solutions, but until recently they were aimed at small and medium-sized businesses and require improvement.
Rostelecom’s investments in its own CRM system
Rostelecom will invest 1.51 billion rubles in the development of the CRM Decomposition product (Business Management System). This follows from the roadmap “New system-wide software” prepared by Rostelecom, Kaspersky Lab, Internet holding VK and 1C and approved by the government commission on digital development. Rostelecom’s subsidiary, RTK-IT, is responsible for product development. By 2025, revenue from the product should amount to 174 million rubles.
The specified product is an import-independent solution in the field of customer relationship management (CRM), allowing to reduce direct and indirect operating costs and investment costs. The product implements the functionality necessary for the operation of the second B2C line (back office) for the processes of customer retention, settlement services and claims processing.
In 2021, Rostelecom began implementing this CRM system from its Ural branch. This made it possible to reduce the cost of connecting new services by 20%, and the share of services independently connected by subscribers also increased.
Customer management system “Decomposition” in Kandinsky neural network representation
When developing a CRM system, a component approach (microservice architecture) is used in order to, despite the multifunctionality of the system, minimize the connectivity of its components and ensure the ability to issue updates without downtime of a business-critical system. The CRM architecture consists of a microservice backend and a microfrontend. CRM B2C is integrated with many systems of the Rostelecom IT landscape: with ACP (automated settlement system), SUPL (loyalty program management system), ordering systems, equipment accounting systems, etc.
Plans for product development include launching interaction with technical and IT block systems (automatic alerts, routing), including receiving an object from external information systems. It is planned to implement new scripts for the processes of settlement and service maintenance and service management in the script manager. As a result, Rostelecom will switch to its own CRM solution without dependence on an external vendor. The company’s press service clarified that this product is not intended for external customers and is focused on digitalizing the company’s internal needs.
Russian CRM market: who left and who stayed
The events of 2022 became a big test for the Russian market of CRM solutions. A number of Western companies left it, including SAP, SalesForce, Terrasoft, Microsoft and Oracle (Siebel CRM). As Vladimir Vigura, director of the T1 CRM product, notes, until recently, seven or eight out of 10 new projects in this area were implemented with Western platforms.
At the same time, there are a considerable number of domestic solutions on the market: “1C:CRM”, “Bitrix24”, “Megaplan”, “Galaktika”, Elma65, “First Form”, Naumen, Amber CRM, etc. According to TopFranchise.ru, in 2023, the domestic market for CRM systems will amount to 25.5 billion rubles.
Revenue in the SaaS segment is growing 2 times faster than the entire IT market in Russia
CNews Analytics
The Vigura CRM market itself is divided into two segments: “boxed” solutions for small and medium-sized companies and Enterprise systems. “In the first case, businesses historically had many options available to them, and the providers of these solutions did not feel the departure of Western vendors, who were more focused on larger customers,” says the expert. “The situation is more complicated with the Enterprise solutions segment, which finds itself in a kind of vacuum in 2022.”
According to Tatyana Kirillova, head of the CRM department at Axenix, local solutions were not very widespread in the market, especially among large companies, and occupied mainly niche positions. “The current situation and the departure of the main foreign competitors give domestic CRM systems an incentive to develop,” says Kirillova. “The impossibility of new implementations of foreign CRM systems, as well as the lack of ability to support and develop existing solutions, forces companies to look for an alternative in the domestic market.”
The future of Russian CRM
Nikita Egorov, head of the CRM department at Navicon, notes several trends in the market. Firstly, domestic suppliers have a chance to reach large customers, and they direct the resulting investments into product development. Secondly, despite the presence of mature Russian CRMs, custom development is not disappearing anywhere.
“If we are dealing with a large customer and a complex infrastructure that has been developing over the years, a quick transition to a standard platform cannot exist – modifications will be required,” explains Egorov. “In addition, integration is needed – ensuring CRM connections with instant messengers, ERP and MDM systems (solution for managing reference data), planning modules, data storage, etc.”
There is also a growing understanding that a complete transition to CRM to open source software (free software) is impossible. “Such solutions have a fairly large backlog (a list of work tasks for the developer, arranged in order of importance), which makes development, bug fixes and product updates difficult,” adds Egorov.
Igor Korolev
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