THE USE OF CRM-SYSTEMS IN UKRAINIAN MARKET: FEATURES AND PROSPECTS
Journal Title: Проблеми системного підходу в економіці - Year 2017, Vol 2, Issue 58
Abstract
In the article CRM-systems as a tool for increasing the effectiveness of company's interaction with customers are described, the essence of CRM-systems and the role of their implementation in the enterprise are determined, the main functions and benefits of using CRM are defined. In addition, the modern market of CRM-systems is analyzed, the main suppliers and their weight in this segment are determined. On the example of the Ukrainian enterprise CG "INTALEV" the main aspects of the introduction of CRM in the activities of the enterprise are analyzed. The study of modern market of CRM-systems determined that recent years witnessed rapid growth of the segment of customer relationship management, which in 2016 reached 31.729 billion dollars in total. The volume of the market of CRM-systems is increasing steadily each year. It has been predicted that in 2017 the market volume will pass the mark of 36 billion dollars if this trend continues. The research of Ukrainian market of CRM-systems was fulfilled. As a result, major suppliers of customer relationship management software in the domestic level were determined. The main players are Terrasoft, SugarCRM, Salesforce. According to the results of analysis of CRM-systems introduction by GC "INTALEV", the main tendencies for the development of CRM-systems in Ukraine nowadays are as follows: reduction of capital costs for software and transition to cloud storages, mobile versions implementation, integration with social networking services and mailings. The conclusion was received that CRM-system is one of the most promising segments of the software market in marketing management. In Ukraine CRM is actively used by several companies and has established itself as an effective instrument for regulating relations with clients.
Authors and Affiliations
G. V. Mozgova, A. O. Morozov, O. D. Fomin
Keywords
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