GlowByte and Frank RG are launching a joint study in 2027 to analyze the efficiency of CRM systems. The project will cover the Russian banking sector, retail, and potentially financial marketplaces and banks in Kazakhstan.
The study aims to create a cross-industry benchmark using a unified methodology. Participants will compare metrics such as cross-sell rates, communication frequency, campaign launch speed, and the performance of CRM departments.
The partners will develop a universal map of CRM systems to serve as an industry standard for audits and development planning. This map will cover the entire customer lifecycle, from offer generation to post-contact analysis.
The research will evaluate technological solutions, including the level of import substitution and the impact of AI on CRM processes. Data will be gathered through quantitative benchmarking, expert interviews, and customer surveys.
The participant pool will be finalized by the end of 2026. Methodology alignment is scheduled for early 2027, with data collection and interviews taking place in the spring. Preliminary results will be discussed on May 27, 2027, with the final report due in late June 2027.