CRITERIA FOR CHOOSING A CRM SYSTEM FOR ENTERPRISES

Abstract

The purpose of the article is to analyze and identify the key criteria for choosing a CRM system to ensure the optimal choice of a tool that meets the needs, capabilities and strategic goals of a particular business. Methodology of research. The goal set in the article was achieved by using the following research methods: logical generalization and scientific abstraction, structural analysis, analytical method. Findings. The effectiveness of CRM systems in the context of customer relationship management and their impact on business processes is investigated. When choosing a CRM system for an enterprise, it is important to consider a number of key criteria. First of all, you need to evaluate the functionality of the system to ensure that it meets your business needs. Consider the size of your organization, as some systems may be better suited for large companies, while others may be better suited for smaller ones. It is also important to evaluate the implementation experience and flexibility of the system's configuration to ensure that it meets the specific needs of your business. In addition, pay attention to the CRM's target definition, ease of use, and degree of operational readiness to ensure efficiency in your work. Equally important is the ability to integrate CRM with other applications, as well as the quality of service and support from the vendor. Taking these criteria into account, a well-considered choice of a CRM system can significantly increase the efficiency of your business. The evaluation criteria have been tested for a medium-sized e-commerce enterprise with a staff of 20 to 50 people when choosing from three popular CRM systems - Oracle Siebel CRM, Microsoft Dynamics CRM and SaAP CRM. Practical value. The results of the study have important practical implications for companies considering the implementation of a CRM system, as they provide an assessment of potential options and help make an informed choice aimed at improving performance and customer satisfaction. These results can also serve as a basis for further research in the area of CRM systems and their impact on business processes.