Bibliographic description of the article for the citation:
Денис Ткаченко. Features of implementation of CRM system in company’s activity: problems, risks and secrets of success//Science online: International Scientific e-zine - 2017. - №12. - https://nauka-online.com/en/publications/ekonomika/2017/12/osoblivosti-vprovadzhennya-crm-sistemi-v-diyalnist-kompaniyi-problemi-riziki-ta-sekreti-uspihu/
In this paper, research was carried out in the current conditions of globalization of the economy, increasing competition, increasing the requirements of buyers to the quality of products and service offered in the market, reducing the effectiveness of traditional marketing tools, as well as the emergence of new technologies for interaction with customers, the basis of the strategy of successful existence and further development of enterprises On the market, effective management of customer relationships becomes effective.
Scientists believe that a new customer costs six times more expensive than achieving re-sale to an existing buyer. In addition, researchers A. Raykheld and M. Sasser proved that increasing the level of customer content by 5% increases profit by 25-85%. That is why every company strives to satisfy the needs and requirements of each client as fully as possible. This can allow the company to gain new opportunities for the sale of goods and services and become a key factor in sustainable development and the source of the company's long-term competitive advantage in the market. This customer orientation is CRM (Customers Relationships Management), a fundamental concept of customer relationship management.
The results of the research of the international consulting company McKinsey show that in 68% of cases the reason for the withdrawal of customers is indifferent attitude from the seller, and only 14% - dissatisfaction with the product. Correct the situation is a CRM system, which is designed to effectively manage customer relationships. The companies found that by implementing an effective CRM program they can increase sales and create customer loyalty.
Insight Technology Group claims that every sales representative in companies successfully implemented CRM programs, sales increased by an average of 51%, customer satisfaction increased by 20%, sales and service costs decreased by 21%, sales cycle times decreased by third, the margin increased by more than 2% ().