Approaches to evaluating the efficiency of CRM systems

In today's world, CRM systems are an integral part of business. They have gained great popularity in recent years. The relevance of the application and evaluation of the effectiveness of CRM systems is considered, which is entirely determined by the modern needs of the company's business management based on such systems. It was determined that the evaluation of the effectiveness of CRM systems helps to evaluate the effectiveness of the use of the system and to make the necessary adjustments. The analysis of literary sources from the research of many scientists on the problems of evaluating the effectiveness of CRM systems was carried out. The feasibility of evaluating the effectiveness of CRM systems for the company is caused by the need for a comprehensive evaluation of the system's effectiveness from the point of view of its ability to improve customer service; increase customer loyalty; generate more sales; return on investment. The purpose of this work is to review the existing approaches to assessing the effectiveness of CRM systems. The need to apply the basic approaches to evaluate the effectiveness of CRM systems, which are studied in the work, is determined by the introduction of processes of automation, marketing, work with clients and data analysis. Each of them is used depending on the specific business needs of the company, its goals and has advantages and disadvantages. The authors present the features of methods for evaluating the effectiveness of CRM systems. It was determined that the analysis of indicators of client activity is one of the most powerful marketing tools for evaluating the effectiveness of CRM systems. It allows companies to adapt their products and services to the specific needs of customers and increase sales efficiency. Equally important and one of the most common approaches is the analysis of marketing effectiveness. It is useful for determining the effectiveness of marketing strategies and advertising companies used in the CRM system. The evaluation of the effectiveness of the CRM system using the analysis of the level of customer satisfaction is described in detail. It is determined that the marketing research of consumer satisfaction for the company is based on several main performance indicators: CSAT, NPS, CES. Performance analysis is presented, which allows you to evaluate the effectiveness of the CRM system by comparing the performance of personnel before and after using the system. The analysis of technical support and resources is considered - relevant and necessary for any company that works with technology. It is useful for determining the effectiveness of the use of technical support and resources needed to work with the CRM system.