CRM – BUSINESS STRATEGY OF THE BUSINESS STRUCTURE MANAGEMENT SYSTEM

The article considers the business strategy of customer relationship management (CRM) and justifies the need for its implementation in the management system of the business structure. The scientific novelty and practical significance of the work lies in the development of a mechanism for building a business strategy of a CRM business structure management system, which allows anyone involved in making managerial decisions in the field of relationships to understand, analyze, evaluate business critical problems, as well as use business opportunities when working with clients. The standard indicators of the client perspective have been clarified, allowing to evaluate the effectiveness of CRM and measure its impact on the level of profitability and profitability of the client of the business structure.