DSpace

The article summarizes issues related to the key tasks of modern business owners, in particular, ensuring a competitive positioning on the market and sustainable development of enterprises in the conditions of the development of digital transformation of economic relations. The main goal of the work is to research and determine the points of contact between customer loyalty and satisfaction and business efficiency, to assess the state of application of CRM systems and their impact on business indicators of activity. The actuality of solving the established problem consists in the fact that the effective use of CRM systems should become one of the tools for ensuring the preconditions of competitive advantage of the business entity, strengthening the image by improving the management of relationships with existing and potential customers, attracting and retaining consumers, developing dialogue and gaining loyalty. This publication highlights the aspects of transformational changes, globalization of economic relations, and their impact on the formation of modern business relations with clients. An attempt was made to give a systematic presentation of the main advantages of using information technologies as a tool for the effective management of relationships with clients. It has been found that for the successful implementation of CRM, a necessary condition is the definition and specification of the company's goals in the short- and long-term perspective and the definition and development of a strategy that determines relations with customers. The study concludes that in modern business conditions, it is necessary for companies to use CRM systems, and managing the successful implementation of CRM requires a complex integrated, and balanced approach to technologies, processes, and personnel.

Кафедра маркетингу

Переглянути

Фільтри

Налаштування

Сортувати за

Результатів на сторінку

Результати пошуку