IMPROVEMENT OF THE SYSTEM FOR MANAGEMENT OF ORGANIZATION'S COMMUNICATION WITH CONSUMERS BY AUTOMATING THE SERVICE PROVISION PROCESS IN THE CRM ENVIRONMENT

The project on the development of the concept of formalizing relations between service users and the state institution "Government Contact Center" is implemented. The developed concept is used for the development and integration of the CRM system module. Such research methods as basic statistical analysis, comparison, content analysis of secondary information, observation, and generalization have been used to solve the problematic tasks set in the research. It has been established that customer relationship management is a tool for achieving company loyalty through customer satisfaction with the level of services. Competent organization of the service automation process provides an opportunity to increase the efficiency of the employee and increase the client's loyalty to the actions of the institution or organization. It is found that, with the help of the concept of integrated marketing communications, the public can solve problems by contacting an institution or organization to resolve problematic issues. In order to carry out this activity, a working environment is needed through which communication between the institution and the client can be built. It is found that the CRM system provides an environment that would satisfy such requests. The software complex allows not only communication between the institution and the recipient of services but also systematization of all data. The main points regarding the value of using the CRM system in the work with users of the services of the state institution "Government Contact Center" are shown. The relationship between the knowledge base and the provision of services is shown. Based on the institution's CRM system, a mechanism for improving the knowledge base, which operates on the basis of the CRM system, is proposed, and it is shown how the institution's specialists can participate in its improvement. The stages of improving the knowledge base of the CRM system with the help of the new section "News Service of the Government Contact Center" and the role of the "Telegraph of News" section in it are described. The role and new responsibilities that arise as a result of the implementation of this concept for a group of employees are shown. It has been established that knowledge base consultants and experts play a decisive role in the launch of this concept of improving the knowledge base of the CRM system of the state institution "Government Contact Center".