Features of the Use of CRM Systems as a Tool for Personnel

Management in an Organization

Ekaterina Kameneva

, Asya Kotandzhyan

, Marina Selivanova

and Vasily Karaulov

Financial University, Moscow, Russia

Vyatka State University, Kirov, Russia

Keywords: CRM system, HR management, business processes, digital technologies, digitalization, hr risk, HR security.

Abstract: Following the country's economic entities along the path of digitalization is fundamental for the economic

system of any state. The organization of the activities of any economic entity involves the execution of a

certain number of business processes and continuous interaction with counterparties. Effective management

of the main processes of manufacturing enterprises, commercial organizations and even small business entities

that have a direct or indirect relationship with counterparties will provide CRM systems, which have become

widespread in the process of digitalization of the economy. The article substantiates the possibility of using

CRM systems in the activities of various types of organizations, not only for automating relationships with

counterparties, but also as a tool for hr management, reducing hr risks and threats; demonstrates the main

functionality in HR management and methods of implementing CRM tools, taking into account the designated

goals. To prepare this work, the methods of systems analysis, synthesis and generalization, as well as the

method of interpretation, were applied. The stages of implementation and the main components of the

proposed CRM system are advisory and generalized. Within the framework of the specifics of the activity of

a particular company, the package of tools can be changed and supplemented.

1 INTRODUCTION

The widespread dissemination of digital technologies

in all spheres of society has raised new problems for

the country's economy and opened up new

opportunities. Over the past ten years, in order to

maintain sales and other forms of interaction with

counterparties of various economic entities, CRM

systems have been actively introduced. They allow,

first of all, to systematize and automate work with

clients and customers, as well as to organize

competent work of employees and control the

implementation of important aspects of information

security.

Competent management of business processes of

an enterprise will increase the speed of

implementation of CRM systems and ensure their

painless adaptation, this effect will be achieved

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through the synergy of BPM and CRM systems.

(Elena Karanina, Asya Kotandzhyan, 2021)

Without highlighting the internal business

processes of companies, it is impossible to organize

the effective implementation of CRM systems and

assess their benefits. The application of the process

approach to the activities of various types of

enterprises will ensure stable and uninterrupted

operation of all structural units of an economic entity

in conditions of instability and variability of the

environment.

In addition to the well-planned implementation of

the main business processes of the organization in

modern realities (including in the context of a

coronavirus crisis), there is an acute issue of the

effectiveness of HR management, in particular,

reducing risks and threats to HR security of an

economic entity. The global changes that have taken

place in the economy and social sphere require

Kameneva, E., Kotandzhyan, A., Selivanova, M. and Karaulov, V.

Features of the Use of CRM Systems as a Tool for Personnel Management in an Organization.

DOI: 10.5220/0010683200003169

In Proceedings of the International Scientiﬁc-Practical Conference "Ensuring the Stability and Security of Socio-Economic Systems: Overcoming the Threats of the Crisis Space" (SES 2021),

pages 70-73

ISBN: 978-989-758-546-3

focusing on effective interaction between managers

and personnel, reducing the level of HR security risks

and managing staff turnover. The solution of these

issues will be facilitated by the introduction of CRM

systems that can ensure the digitalization of the two

most important areas in HR management - motivation

and control, and will increase the effectiveness of

interaction between managers and staff, which in turn

will reduce personnel threats and risks.

2 MATERIALS AND METHODS

Undoubtedly, one of the most important external

factors of influence on staff in a modern organization

is the ongoing processes associated with Industry 4.0.

According to many researchers, the gradual

digitalization of the economy and production will

greatly affect human resources and their position in

companies. (Alžbeta Kucharčíková, 2020). Thus, HR

management is currently impossible without taking

into account the specifics of Industry 4.0. And only

when technologies, technological progress and

innovations gradually move from external factors to

internal ones, companies begin to use them to

increase their overall efficiency and competitiveness,

it becomes possible to move to a new innovative way

of development and management of human resources.

Researchers are paying more and more attention

to examining the relationship between the

implementation and use of digital tools and the

effectiveness of personnel management. One of the

main problems is the unpreparedness of companies to

implement IT systems in personnel management. For

example, a study conducted in Slovakia in 2018

among 113 companies, the purpose of which was to

determine the presence or absence of specialized

software tools for personnel management, showed,

that only 16% of surveyed organizations use internal

systems developed and adapted to the needs of the

company, and 23% of companies do not use any at

all. Additional surveys within the framework of this

study showed that information support for the concept

of personnel management is still relatively low, only

20%, also some companies stated that the

technologies they use do not allow tracking the

metrics and indicators necessary for management.

(Alžbeta Kucharčíková, 2020). In our opinion, the

root of such problems lies in the ineffective

implementation of the stages of implementation of

information technologies in HR management, the

wrong emphasis on internal business processes and,

as a result, the wrong choice of specific software

products or services.

Research by scientists from around the world

confirms that modern information technologies are

one of the key factors in the successful development

of relationships with contractors and the

implementation of management functions; the lack of

necessary digital tools is a problem for many

companies. (Kamalian, D.A., & Ya'ghoubi, N., 2013).

Studies directly aimed at analyzing the use of

CRM systems in HR management prove the

effectiveness of such services in resolving issues

related to personnel. For example, the use of CRM

systems in the activities of a commercial bank can

improve the efficiency of the following personnel

issues:

 identification and elimination of existing

losses of working time;

 increasing labor productivity;

 control over the implementation of KPI;

 increasing the level of income;

 identifying training needs;

 implementation of a transparent motivation

system “for everyone” (Elena Bobrovskaya, Valeria

Artemyeva, 2019).

Few works presenting a CRM system as a

personnel management tool point out as the main

advantages:

 improving the quality of work with clients;

 differentiation of access rights;

 database analysis and management

decision making. (Svetlana Deulina, Irina

Romashova, Nadezhda Sineva, 2018).

A number of research works in the field of CRM

systems implementation in order to develop the

company, improve the quality of services and ensure

security offer the use of such services with built-in

artificial intelligence. For example, with the

introduction of an intelligent facial recognition

system to personalize data about a hotel customer.

This approach will increase customer loyalty and

enhance security measures. (Magomelo Munyaradzi,

Mavhemwa Prudence, Mukabeta Tarirayi, 2014).

Optimal solutions for small and micro-business

segments are represented by so-called cloud

technologies in the CRM market. They allow you to

quickly solve current problems and provide

employees with the opportunity to work remotely.

Since 2017, representatives of medium and large

businesses, including business entities of the financial

industry, have begun to use such services. Complex

solutions that allow automating not only external, but

also internal supporting processes: document flow,

project management, information exchange between

departments and employees, are increasingly in

demand for medium and small business segments.

Features of the Use of CRM Systems as a Tool for Personnel Management in an Organization

(Lyudmila Marabaeva, Elena Kuznetsova, Irina

Volgina, 2018).

CRM systems have ample opportunities to

improve business efficiency, including in making

management decisions to resolve personnel issues.

They integrate the company's marketing strategy,

sales and service into a single complex, technically

equipping it with the ability to use all communication

channels and databases. (V. Filimonova, 2020).

Thus, it is possible to correlate the functionality of

CRM systems and the management issues solved with

their help in the process of organizing the activities of

personnel in the form of Table 1.

Table 1: Functionality of CRM systems in HR

management.

HR management

facto

CRM systems capabilities

Control Accessibility of information, unity

of the control center for channels of

interaction with the client,

systematic analysis of the incoming

information flow, setting and

monitoring the performance of

tasks by employees; formulation of

marketing strategies and

management decisions based on the

information receive

Motivation Analysis and segmentation of the

existing customer base; fixing and

promoting transactions along the

sales funnel; determination of the

performance of each employee and

the entire enter

rise as a whole

Loyalty "Generalized working window" of

the employee, organizer functions,

the ability to receive feedback in

real time.

It can be concluded that the implementation of

CRM systems in the organization's activities will

provide the systematization of information necessary

to perform both managerial and ordinary "work"

functions. At the same time, for heads of enterprises,

the CRM system will increase the efficiency and

productivity of the work of all departments; to

exercise constant control over the work of managers;

improve the quality of interaction of managers with

suppliers and consumers; identify additional

temporary resources for solving other tasksAnd,

ultimately, all this allows the organization to timely

ensure the required level of competitiveness in the

context of the digitalization of the economy.

(Vladimir Sukhov, Alexander Kiselev, Alexander

Sazonov, 2019).

3 RESULTS AND DISCUSSION

The introduction of CRM systems as a HR

management tool for managers is justified by the

following functions:

Figure 1: CRM tools for managers.

Taken together, the presence of the above

capabilities allows managers to influence not only

external processes associated with interaction with

counterparties, but also perform management

functions aimed at internal processes, primarily the

organization of staff work.

In addition to the standard functions of personnel

management, modern companies are increasingly

faced with the need to respond to threats and risks to

personnel security, they can also be mitigated with the

help of a well-designed CRM system adapted to the

needs of a particular company.

The most common threats to HR security and the

capabilities of CRM services for their solution are

presented in Table 2.

Table 2: Functionality of CRM systems in reducing threats

to HR security.

Common threats to

HR securit

CRM systems capabilities

Dissemination of

confidential

information

Differentiation of access

rights; logging into the

system only from a work IP;

two facto

authentication

Failure to fulfill the

set plans / tasks

Analysis of the activities

produced; sales funnel;

trans

arent k

i s

stem

Risk of loss / transfer

of customer base, data

Creation of a statistical

database that does not depend

on transfers / layoffs of

employees

Inefficient use of

working time /

duplicate processes

The ability to integrate with

the internal systems of the

company / automation of

activities using ready-made

solutions.

SES 2021 - INTERNATIONAL SCIENTIFIC-PRACTICAL CONFERENCE "ENSURING THE STABILITY AND SECURITY OF

SOCIO - ECONOMIC SYSTEMS: OVERCOMING THE THREATS OF THE CRISIS SPACE"

The competent use of such services will allow

enterprises to solve a number of emerging problems

in HR management, therefore, before their

implementation and development, it is recommended

to study the organization's business processes in

detail and identify problem areas that require

additional management control. So, the main stages

of service implementation can be represented by a

sequence of steps indicated in Figure 2.

Figure 2: Stages of CRM system implementation.

4 CONCLUSIONS

Modern trends in the widespread dissemination and

use of digital technologies in the process of economic

activity have identified new aspects in personnel

management within the framework of the

organization of economic activity, including the acute

issue of ensuring HR security and reducing the

corresponding risks and threats. So, most of the most

common hr risks can be reduced or even eliminated

by implementing CRM systems. When choosing the

main modules of the technologies being

implemented, companies are recommended to be

guided by the principles of organizing a human

resource security system along with other areas

required for automation.

ACKNOWLEDGEMENTS

The article was prepared with the support of the grant

of the President of the Russian Federation NSh-

5187.2022.2 for state support of the leading scientific

schools of the Russian Federation within the

framework of the research topic «Development and

justification of the concept, an integrated model of

resilience diagnostics of risks and threats to the

security of regional ecosystems and the technology of

its application based on a digital twin».

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