METHOD OF ADAPTIVE CRM PROCESS OPTIMIZATION BASED ON SCORING AND STATUS AUTOMATION
Keywords:
CRM-система, бізнес-процес, скоринг, автоматизація статусів, управління лідами, REST API, підтримка прийняття рішень, адаптивна оптимізаціяAbstract
The article presents a method of adaptive CRM process optimization aimed at improving the efficiency of customer request and lead processing. The relevance of the study is determined by the fact that in many CRM systems, key decisions related to lead priority, status updates, and further actions are still made manually by managers. This may cause processing delays, inconsistent decision quality, loss of potential customers, and limited transparency of the business process. The objective of the paper is to develop a method that combines CRM process formalization, lead scoring assessment, and automated status transition based on predefined rules. In the study, the lead management process is represented as a sequence of states, evaluation criteria, and transitions between statuses. An integrated scoring model is proposed, taking into account data completeness, customer activity, time factor, and potential value of the request. The practical validation of the method was carried out through a CRM software prototype based on a client-server architecture, REST API, and an optimization module. The obtained results indicate that the use of scoring and status automation can reduce the time required for initial lead processing, decrease dependence on subjective decisions, and improve the transparency of CRM-oriented business processes.
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