STRATEGIC ASPECTS OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN AN ORGANIZATION JEL: F23 УДК: 339.562
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https://orcid.org/0000-0002-8656-985X
Abstract
In a period of digitalization and global changes, when consumers place higher demands on a product orservice, the ability of an enterprise to quickly adapt to new conditions and provide quality service becomes a decisivefactor. In order to strengthen market positions in competition, modern companies are showing greater interest insolving the issue of effectively organizing a strategic customer relationship management system, both conceptuallyand methodologically, including using CRM system automation tools (Customer Relationship Management). Theadvantages of the company that contribute to the growth of sales and profits become more obvious: increasing theefficiency and effectiveness of communication within the company and in relationships with the buyer at all stagesof cooperation, prompt and high-quality service, provision of up-to-date information and prompt resolution ofemerging issues, analysis and using data to make informed management decisions and create personalized offers,increasing customer satisfaction and loyalty.The article is devoted to the study of the strategic aspects of relationship management from a conceptualand methodological perspective in order to develop practical recommendations for improving the process ofimplementation and adaptation of a strategic CRM system to the needs of the company and its clients. The authorsanalyzed applied solutions for implementing a CRM system in Russian and foreign practice, assessed the customerrelationship management system using the example of a company that produces a wide range of goods, and proposedan algorithm for implementing a CRM system taking into account the strategic goals of the company, on the onehand, cross-cultural characteristics, technical capabilities and current needs of clients, including foreign ones, onthe other hand. Obtaining the practical and scientific significance of the study was facilitated by the authors» useof methods of deduction, induction, systemic and comparative analysis, business modeling and analysis of thescientific and practical experience of domestic and foreign experts in the field of strategic management, strategicmarketing and organization of customer relationships.
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