In today’s highly competitive business environment, effective customer relationship management (CRM) is crucial for manufacturing companies to thrive. This article presents a case study of Rusal-Sayanskaya Foil, a leading Russian manufacturer of aluminum foil products, and examines their current CRM system. The objectives of this research are to analyze the company’s existing CRM practices, identify areas for improvement, and provide recommendations for enhancing customer relationships using digital technologies. Through a comprehensive analysis of the company’s product portfolio, competitive landscape, and customer management strategies, the study reveals significant gaps in Rusal-Sayanskaya Foil’s CRM approach. To address these issues, a multi-faceted program is proposed, featuring customer segmentation, targeted value propositions, and personalized marketing activities. The article also emphasizes the vital role of digital technologies, particularly website modernization, in enabling effective CRM implementation. By adopting the recommended measures, Rusal-Sayanskaya Foil can strengthen its market position, increase customer loyalty, and drive long-term growth. The findings of this study offer valuable insights for manufacturing firms seeking to optimize their CRM strategies in the digital age.
Keywords: Customer relationship management, manufacturing, aluminum foil, digital technologies, market competition.
Система управления взаимоотношениями с клиентами в производственной компании с использованием цифровых технологий
В современной высококонкурентной бизнес-среде эффективное управление взаимоотношениями с клиентами (CRM) имеет решающее значение для процветания производственных компаний. В этой статье на примере компании «Русал-Саянская фольга», ведущего российского производителя изделий из алюминиевой фольги, рассматривается их текущая CRM-система. Целями данного исследования являются анализ существующей практики CRM в компании, определение областей для улучшения и предоставление рекомендаций по улучшению взаимоотношений с клиентами с использованием цифровых технологий. Благодаря всестороннему анализу продуктового портфеля компании, конкурентной среды и стратегий управления клиентами, исследование выявило существенные пробелы в CRM-подходе Русал-Саянской фольги. Для решения этих проблем предлагается комплексная программа, включающая сегментацию клиентов, целевые ценностные предложения и персонализированные маркетинговые мероприятия. В статье также подчеркивается жизненно важная роль цифровых технологий, в частности модернизации веб-сайта, в обеспечении эффективного внедрения CRM. Применяя рекомендуемые меры, Русал-Саянская фольга может укрепить свои позиции на рынке, повысить лояльность клиентов и обеспечить долгосрочный рост. Результаты этого исследования дают ценную информацию производственным фирмам, стремящимся оптимизировать свои стратегии CRM в эпоху цифровых технологий.
Ключевые слова: Управление взаимоотношениями с клиентами, производство, алюминиевая фольга, цифровые технологии, рыночная конкуренция.
Introduction
In the modern business landscape, companies face intense competition and increasingly discerning customers. To succeed in such an environment, effective customer relationship management (CRM) has become a critical strategic imperative [1]. CRM encompasses the processes, strategies, and technologies that companies employ to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships, assisting in customer retention, and driving sales growth [2].
For manufacturing companies, CRM plays a vital role in understanding customer needs, preferences, and behaviors, enabling them to tailor their products and services accordingly [3]. By leveraging CRM tools and technologies, manufacturers can enhance customer satisfaction, loyalty, and ultimately, their competitive position in the market [4].
This article focuses on the case of Rusal-Sayanskaya Foil, a leading Russian manufacturer of aluminum foil products. As a subsidiary of RUSAL, one of the world’s largest aluminum producers, Rusal-Sayanskaya Foil operates in a highly competitive industry, where effective CRM is essential for success [5].
The objectives of this research are threefold:
1. To analyze the current state of Rusal-Sayanskaya Foil’s CRM system, identifying its strengths and weaknesses;
2. To examine the company’s product portfolio and competitive landscape to uncover opportunities for improvement;
3. To provide recommendations for enhancing Rusal-Sayanskaya Foil’s CRM practices using digital technologies.
Literature Review
Customer relationship management (CRM) is a comprehensive approach to managing a company’s interactions with current and potential customers. It involves using data analysis to study large amounts of information about customers’ history with a company to improve business relationships, focusing on customer retention and ultimately driving sales growth [6].
The main goals of CRM are to enhance customer satisfaction, increase customer loyalty, and maximize the customer lifetime value [7]. To achieve these goals, companies must undertake various tasks, such as collecting and analyzing customer data, segmenting customers based on their needs and preferences, developing targeted marketing strategies, and providing personalized customer service [8].
Manufacturing companies can employ various CRM tools to effectively manage customer relationships. These tools include customer databases, customer segmentation and targeting, customer service management, and loyalty programs [9].
In the context of manufacturing companies, CRM tools should be tailored to address industry-specific challenges, such as complex sales cycles, diverse customer requirements, and the need for technical support [10]. For example, manufacturers may use CRM software to track customer orders, manage warranty claims, and provide after-sales service [11].
Digital technologies have revolutionized the way companies approach CRM. By leveraging digital tools and platforms, companies can collect and analyze vast amounts of customer data, automate marketing and sales processes, and provide seamless customer experiences across multiple channels [12].
Some of the key digital technologies used in CRM systems include big data analytics, artificial intelligence and machine learning, social media, and mobile technologies [13, 14, 15, 16]. By incorporating these digital technologies into their CRM systems, manufacturing companies can gain a competitive edge, improve operational efficiency, and enhance customer satisfaction [17].
Methodology
This study employs a comprehensive methodology to analyze Rusal-Sayanskaya Foil’s CRM system and provide recommendations for improvement. The research approach combines qualitative and quantitative methods, including a review of company documents, an analysis of market research data, and expert interviews.
The article adopts a case study approach focused on Rusal-Sayanskaya Foil, allowing for an in-depth examination of the company’s CRM practices, product portfolio, and competitive landscape.
Data for this study was collected from multiple sources, including company documents, market research data, and semi-structured interviews with Rusal-Sayanskaya Foil’s management team, CRM specialists, and industry experts.
The data collected was analyzed using a multi-step analytical framework, which includes a SWOT analysis, customer segmentation, and benchmarking against industry best practices.
Findings
The analysis of market research data reveals several key trends in household foil consumption, such as growing demand for eco-friendly packaging solutions, increasing preference for convenience and ease of use, and rising interest in premium and specialized foil products. Rusal-Sayanskaya Foil’s product portfolio is well-positioned to capitalize on these trends, but the company could further expand its offerings to meet evolving customer needs.
The competitive landscape analysis indicates that Rusal-Sayanskaya Foil faces intense competition from both domestic and international players. The company’s main strengths include its strong brand reputation, extensive distribution network, and state-of-the-art production facilities. However, weaknesses such as limited customer segmentation and a lack of digital CRM tools could hinder its ability to effectively target and retain customers.
The evaluation of Rusal-Sayanskaya Foil’s current CRM system reveals several gaps and areas for improvement, such as limited customer data collection and analysis, lack of personalized marketing and communication strategies, insufficient use of digital channels for customer engagement, and inadequate integration of CRM with other business functions.
Discussion & Recommendations
Based on the findings of the analysis, a comprehensive CRM program is proposed to enhance Rusal-Sayanskaya Foil’s CRM system and market position. The program includes customer segmentation, targeted value propositions, personalized marketing and loyalty-building activities, and the integration of digital technologies, especially website modernization.
By implementing these recommendations, Rusal-Sayanskaya Foil can expect to increase market share by 5-10% within the next 2-3 years, improve customer retention rates by 15-20%, boost sales revenue by 10-15% through targeted marketing and upselling, and enhance brand reputation and customer loyalty, leading to long-term sustainable growth.
Conclusion
This article presents a comprehensive analysis of Rusal-Sayanskaya Foil’s CRM system and provides actionable recommendations for improvement. By adopting a customer-centric approach and leveraging digital technologies, the company can effectively address the gaps in its current CRM practices and strengthen its market position in the highly competitive aluminum foil industry.
The findings of this study highlight the critical importance of effective CRM for manufacturing companies in today’s digital age. As customer expectations continue to evolve and new technologies emerge, companies must continuously adapt their CRM strategies to stay ahead of the curve and build lasting relationships with their customers.
Future research could explore the long-term impact of digital CRM implementation on manufacturing companies’ performance, as well as best practices for integrating CRM with other business functions such as supply chain management and product development. Additionally, comparative studies of CRM practices across different manufacturing sectors could provide valuable insights into industry-specific challenges and opportunities.
Bibliography
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Информация об авторе:
Степанков Виктор Викторович— Магистр Стамбульского Университета Ticaret 34445, Стамбул улица Имрахор №88/2, Стамбул, Турция
Information about the author:
Stepankov Viktor Viktorovich — Master student of İstanbul Ticaret University. 34445, İmrahor Cd. No: 88/2, 34445 Beyoğlu/İstanbul, Istanbul, Turkey
Информация об научном руководителе:
Эбру Улуджан— Ассистент проф. Доктор Стамбульского Университета Ticaret, Факультет бизнес-администрирования, 34445, Стамбул, улица Имрахор №88/2, Стамбул, Турция
Information about the advisor:
Ebru Ulucan— Asist Prof. Dr. of İstanbul Ticaret University, Faculty of Business Administration, 34445, Istanbul, İmrahor Cd. No: 88/2, Istanbul, Turkey
