CRM SYSTEMS AS A TOOL FOR OPTIMIZING PROCESSES IN SMALL BUSINESS

Abstract

The purpose of this study is to analyze the functionality of CRM systems when implementing them in the work of small businesses, to review their role in improving the customer experience and the efficiency of automating key processes such as sending emails, creating reports, or marketing analysis. The subject of the study is the types of CRM systems available on the market, depending on their application and location, as well as studying their impact on workflows to increase sales and ensure business competitiveness. The study examines in detail cloud and local CRM systems and compares them according to several criteria that are important for making a decision on implementing them in the work of small businesses. Particular attention is paid to the issue of scalability and integration of the CRM system with other systems that the business has used or plans to use in its work. The study focuses on identifying the main criteria that influence the choice of a CRM system with the optimal ratio of price and efficiency of optimized work.The object of the study is CRM systems that meet the needs of small businesses and meet the financial capabilities of enterprises. The definition of criteria for selecting customer relationship management systems within the framework of the study provides a holistic view of what should be paid attention to when implementing a CRM system to obtain the expected results and bring the quality of service to a new level. The implementation of CRM systems in business processes contributes to improving communication with customers, sales efficiency and marketing research to increase the competitiveness of the enterprise in the market. The analysis of existing solutions in automation of work processes opens up new opportunities for the development of enterprises, providing them with the necessary software that best meets the needs of the business.