CRM system as a tool for improving business efficiency

The aim of the article. The purpose of the article is to investigate the relevance of the CRM system, how CRM systems increase business efficiency, to consider the implementation of CRM technologies on the example of companies, to justify the effectiveness of their use. Analyses results. Based on the results of the analysis of the enterprise, conclusions were drawn and recommendations were made regarding the use and selection of the CRM system for conducting business at the enterprise, in order to increase profits and facilitate accounting and any other reporting within the framework of the current legislation of Ukraine. The proposed recommendations can serve as a basis for selecting a CRM system for conducting business at a specific enterprise. The work carried out a detailed analysis of the main elements that affect the effectiveness of the functioning of CRM systems. The strategic advantages of CRM, their main functions and capabilities were considered, as well as it was modeled and confirmed by the results of calculations, how their implementation will affect various areas of business of the economic entity. Conclusions and directions for further research. Modern business is constantly changing and faces the challenges of doing business. As the market becomes increasingly competitive, customers have higher expectations for service quality and individual solutions. Thus, enterprises of any size and field of activity should have customer relationship management (CRM) systems in their arsenal.CRM systems enable businesses to improve interactions with customers, track their needs and preferences, provide personalized services, and increase customer satisfaction. Using such systems can also help increase sales, optimize marketing efforts, and reduce waste.Due to today's economic conditions, a large number of enterprises are switching to an online format and are forced to turn to CRM systems for the automation of most processes. Since the market is constantly changing, the number of CRM systems is also constantly growing, and it is becoming more and more difficult to choose the one that suits a particular business.