Modern customer-oriented IT-technologies "CRM-systems": the essence and expediency of their introduction at enterprises
Journal Title: Економіка. Фінанси. Право - Year 2018, Vol 6, Issue
Abstract
In this work the research of the essence of information management systems for customer relationship management (CRM systems) has been carried out. It was found that CRM is a specific customer-oriented business model, a modern look at sales and after-sales service, and the CRM system is a client-oriented software product aimed at exploring the market and exploring the specific needs of customers, their systematization , accounting and automation. The article proposes a structural-logical scheme of application of information management systems for customer relationship management (CRM systems). The article outlines approaches to assessing the economic efficiency of implementing CRM systems, as well as criteria for the effectiveness of the implementation of information CRM systems. These key performance indicators for CRM systems are the return on investment index, the return on investment, the total cost of ownership of the system, the expediency indicator. It is proved in the article that these information systems can increase the efficiency of marketing of the firm, since they allow to achieve the highest degree of satisfaction and loyalty and level of customer retention. The advantages of the CRM system were established in the context of increasing the security of the firm's information base.
Authors and Affiliations
Ye. O. Pidhora, O. V. Latysheva, M. Yu. Miliavskyi
Keywords
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