CRM: a new formula for internal coordination

Introduction. Improving communication with clients and business partners is the main task that involves the use of CRM systems. Such systems contribute to effective business management through the use of information technology in modeling customer relationships. The use of CRM systems in companies is attracting more and more attention from economists and scientists, especially nowadays.

Goal. The purpose of the study is to assess current trends in the processes of implementing a CRM system to ensure intra-company coordination in the enterprise.

Materials and methods. The work used methods of theoretical analysis, modeling (in terms of constructing the necessary models of marketing strategies), the method of generalization and induction.

Results and discussions. Companies use CRM systems to meet their needs and goals and conduct market research to select a system that best suits those needs. The choice of a CRM system (its software, methodological tools, theoretical basis, etc.) contributes to the achievement of the company’s goals as a result of informatization of customer interaction processes.

Conclusion. To continue research in this area, it is necessary to determine the prospects and features of the use of CRM systems in various areas of business (depending on industries, company sizes and other factors) and identify the main opportunities that the company receives as a result of the implementation of this tool. In addition to determining the current status of individual transactions and assessing the performance of various sales channels, CRM systems identify market trends, analyze long-term sales trends, and provide the ability to identify factors that may influence decline.

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