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Рассказывает Natalia Samborskaya,
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2021 Study from a CRM Marketing Agency, Out of Cloud

In 2020 sales in Russian online stores and marketplaces increased by 47%, which amounts to 2.5 trillion roubles. In the upcoming years, Russian analysts expect continuous growth in the Russian e-commerce market: in 2021 by 34%, in 2022 – by 32%, in 2023 – by 30%, and in 2024 – by 28%.

The team of Out of Cloud has analyzed the responses of 200 Heads of CRM, Loyalty Programs Executives, and CMOs of many Russian companies from various business fields. 

Among the companies, 55% of respondents are representatives of large companies, 23% – of medium-sized enterprises, 20% – of small ones, and 7% are startups. The survey involved Panasonic, JBL, SberMarket, Yandex.Lavka, Tanuki, Perekrestok Vprok, Vita, Rosinter, TUI, and other major players in Russian business.

Out of Cloud conducted in-depth interviews with CRM marketing experts – top specialists from major companies such as Yandex, Sberbank, and X5 Retail Group.

Businesses are more likely to measure CRM results in terms of a base size rather than in revenue

CMOs set different KPIs and measure results in different ways depending on the business specifics, goals, and the size of the business itself. After processing the information, Out of Cloud specialists identified 9 key metrics of CRM marketing that companies in Russia use to assess its effectiveness.

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The most widely used metric for measuring the results of CRM communications is the size of the customer base, that is the growth of the company’s subscribers segment who place orders (48% of all respondents responded this way).

Along with the previous metric goes the size of the active customer base (also a priority for 48% of the respondents). Notably, the concept of activity varies from business to business: some measure it in relation to the frequency of orders, others define it in clicks or other target actions. 

One of the most low-priority metrics is the one related to the revenue from the most popular CRM channel. The paramount importance of turnover from email communications is recognized by only 25% of companies.

The most unpopular metric is the number of positive reviews from the customer base. This metric was noted as important by only 11% of respondents.

Regarding the size of the business and not the sector (B2B, B2C), the size of the active customer base is a priority for the large businesses (60%), for medium businesses it is the size of the customer base (61%), and for small ones it is the size of the base (57%).

CRM brings businesses up to 10% of net revenue

CRM communications account for 6 to 15% of the turnover in large and medium-sized businesses. At the same time, in 12% of large companies, CRM accounts for 31% of the turnover, the same 31% of the turnover share is a reality for the large majority of startups.

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Most respondents recognize a full return on CRM marketing costs, investments return up to 500%, less often this figure rises to 1000%. On average, companies that have separate departments for CRM and marketing have a higher ROI.

It is possible to estimate how much revenue the CRM strategy itself and different campaigns in particular have brought to the company by defining the incremental effect. To do this, one needs to compare the revenue generated by the two customer groups, one of them does receive brand communications and the other does not receive any of it.

The survey showed that the market is not familiar with this metric: 58% of respondents chose the “Not Sure” option when answering the corresponding question. As for the companies that do count incremental revenue, they tend to show great results. CRM marketing brings from 6 to 10% of additional revenue to medium-sized businesses, while large businesses most often register up to 5% of additional revenue.

«What one can expect when implementing CRM marketing? With the development of communication channels and the ability to make the right offers to the right segments, this is + 10% to the sales turnover», Mikhail Dadov Head of CRM and Loyalty Programs Department of M.Video Mikhail Dadov.

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CRM marketing in companies is most often included in general marketing tasks

74% of companies do not have Heads of CRM or CRM Executives. It means that CRM tasks are conducted under the marketing department forces.

The position of the Head of CRM, and therefore a separate CRM department, is most often seen in large B2C companies (67% of respondents, who hold a Head of CRM position, work for large B2C companies). In medium-sized and small businesses, the Head of CRM position is taken by CMOs  (71% and 69% of respondents, respectively).

Large companies that have a separate CRM department are willing to go further in this direction and upgrade it in-house in the future. At the same time, 1/4 of large companies resort to multi-client expertise of CRM agencies and plan to continue cooperation in the future.

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CRM marketing has not yet become widespread in the Russian market. But with the active growth of e-commerce in the coming years, it has every chance to turn from a competitive advantage of individual companies into a hygiene factor for businesses of various sizes and fields.

Above all, large B2C companies should start thinking about the implementation of CRM marketing, because A. attracting new customers is more expensive and more difficult than building relationships with the old ones, and B. competent use of CRM tools will help companies receive additional revenue.

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