Prospects of using CRM systems in Ukraine under modern conditions

CRM, or Customer Relationship Management, is a set of tools and strategies that businesses use to manage their relationships with existing and potential customers. It has become an integral part of business operations for many organizations since its introduction in the early 1990s. With recent technological advancements, CRM systems have seen a significant transformation over time. This article has explored how these changes have occurred, explored the features offered by today's CRM systems, and identified some of the key challenges along the way. The growth of competition, the development of the goods and services market has led to changes in approaches to customer service, as well as to the need to involve the latest IT solutions in the customer service process. In addition, after the beginning of the Russian-Ukrainian war, the issue of changing the vector to domestic providers of CRM systems became relevant. Today, CRM systems have also begun to change as a result of the use of artificial intelligence (AI) and machine learning (ML). The increasing availability of data, the need to automate repetitive operations, and the need to offer personalized experiences at scale are the trends driving this movement. Personalization and predictive analytics help identify potential growth opportunities, improve the efficiency of tasks such as sales forecasting or lead scoring through automation that reduces human error, and provide valuable insights into customer behavior and preferences that can be used to personalize the customer experience, which leads to increased customer loyalty. Customer relationship management systems are necessary for Ukrainian enterprises to be competitive. CRM solutions simplify sales processes, facilitate better teamwork and offer a deep understanding of customer behavior.