The role of customer relationship management in the formation of a system of marketing communications

Aim. The presented study analyzes customer relationship management and the role of consumers in the marketing communications system.

Tasks. The authors show the importance of customer relationship management systems for the promotion of goods and services produced by the organization and the formation of a complex of marketing communications; explore existing problems and approaches to managing relationships with consumers; identify the components of CRM systems; determine the role and forms of user participation in the formation of media content and models of its consumption.

Methods. The theoretical and methodological basis of the study includes works of Russian and foreign authors on the problem under consideration. General scientific methods of cognition are used to investigate major approaches to managing relationships with consumers, methods and tools of interaction with consumers, including through the creation of CRM systems.

Results. It is substantiated that the organization’s clients are an invaluable asset of the business, and the relationship with them needs to be managed. A CRM system makes it possible to track the history of customer relationships and implement loyalty programs, involving consumers in the product’s value chain through the formation and use of user content. The outflow of consumers from traditional media to social networks and search engines facilitates the convergence of consumers and producers. Users participate in the creation of media products by writing reviews, recommendations, blogs, taking part in online training seminars, and engaging in digital art.

Conclusions. Achieving long-term relationships with consumers, managing customer relationships, and using user content to promote goods and services contribute to improving the effectiveness of  the  organization’s  marketing  communications  system.  A  CRM  system  is  both a tool for automating the organization’s business processes and managing channels of interaction with consumers, and a customer orientation strategy. Information about geographical, demographic, behavioral and other characteristics of consumers contained in CRM systems helps to make the right marketing decisions.

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