Implementation of ClarifyCRM System at OJSC VimpelCom and OJSC VimpelCom’s Regional Branches

Project Task

As its client base grew, VimpelCom was faced with the need to automate integrated management of customer contacts. VimpelCom’s Moscow call center alone was receiving more than 100 000 calls a day, and there were six such centers throughout Russia. Thus, every day, company employees handle an enormous amount of information that must be structured and used to make management decisions. In addition, in an effort to maintain high standards of handling customer enquiries, the company had to constantly track the speed and efficiency of the daily operations of each call center.

Chosen Solution

A CRM system provided by the American-Israeli company Amdocs.

Project Implementation

AT Consulting specialists were responsible for project management in all phases. Implementing the system in Moscow and the regions took a year and three months. The system was implemented in OJSC VimpelCom’s Moscow office in February 2003.  The required effectiveness rates were achieved after only two months. The decision was then made to duplicate the experiment in regional offices, and between March and September 2003, all standard business processes in six regional offices were integrated into the system.  

Results Achieved

The implemented was successfully integrated into OJSC VimpelCom’s main information systems associated with processing customer information, for example, with the existing billing system. All main customer service processes were optimized with the use of the ClarifyCRM system. As a result of implementing this project, all of OJSC VimpelCom’s regional branches work with the centralized ClarifyCRM base in Moscow, where information on all of the company’s customers is stored. The changes thus applied to 20 million customers and more than 1100 VimpelCom employees who are simultaneous users.   

The speed of response to customer enquiries was substantially increased by instantaneously providing the system operator with all necessary information on the customer making the enquiry. If there are any difficulties, a keyword system prompts the operator to carry on a dialog with the customer, which significantly reduces the time spent on servicing each call.  

The efficiency of dealing with customer complaints has also increased: the entire complaint handling process is recorded in the system to allow tracking and future optimization of time and labor spent on handling it.

Key Success Factors

According to project manager Sergei Shilov, success was above all due to the people involved in the project, on the side of the client, system provider, and contractor. “The project at VimpelCom was a success precisely because everyone involved in the process clearly understood right from the start what they were doing and why. The client’s specialists formed one of the best teams I have ever seen. The provider, Amdocs, also brought in a very experienced team from its Prague design center.”