The implementation of CRM systems as a tool for modernizing enterprise operations and activities leads to adjustments in the formulation of long-term goals and objectives, i.e., business or corporate strategies. CRM introduces new opportunities for customer interaction, accelerates data processing, provides a comprehensive overview of employee performance, and enables the evaluation of process efficiency at various stages of activity. In this sense, the use of CRM systems becomes a significant factor in transforming the enterprise’s strategic vision and redefining benchmarks for redistributing efforts and resources in pursuit of its primary mission. This study explores the role of CRM systems as a key instrument in today’s customer-oriented business environment. It highlights the functional capabilities of CRM in collecting, storing, and analyzing customer data, as well as the influence of data analytics on strategic decision-making. The advantages of CRM implementation for optimizing business processes, fostering effective customer relationships, and building competitive advantages in the global marketplace are discussed. Importantly, CRM enables not only the automation of operational processes but also the systematic accumulation of information over extended periods, such as years or business cycles. This long-term data storage facilitates analytical research, allowing the identification of dependencies and critical factors influencing employee, departmental, and overall enterprise performance. Consequently, CRM serves as an essential source of information for refining enterprise development strategies. The study also reviews widely used CRM systems actively implemented in Ukraine and internationally, analyzing their functional capabilities, strengths, weaknesses, and implementation costs. Furthermore, recommendations are substantiated regarding the suitability of different types of CRM systems for enterprises depending on their size and turnover.
Author Biographies
Bohdan Stasiuk, National University of Water and Environmental Engineering, Rivne
Senior Lecturer
Olha Kotyk, National University of Water and Environmental Engineering, Rivne
Senior Lecturer
Mariia Svoboda, National University of Water and Environmental Engineering, Rivne
