RESEARCH OF PECULIARITY AND USE OF INFORMATION SYSTEMS IN CUSTOMER RELATIONSHIP MANAGEMENT EXPERIENCE

Abstract

The need for systems customer relationship management (CRM) introduced the fundamental trends in global business, increased competition, declining customer loyalty, ubiquitous Internet. In order for the company to know about their customers more necessary to gather information from all departments of each contact with the customer. This allows you to develop a customized strategy to work with each customer and build with them long-term mutually beneficial relationship. Numerous studies show that increasing the share of regular customers 5% expressed a general increase in sales of more than 25%. Thus, it appears that the interaction with existing customers is more profitable than attracting new ones. Today the business model, customer-focused, topical for most companies, which have set the following strategic goals as reducing the outflow of old and acquire new customers, increase profits derived from existing customers. This modern information technologies enable companies to implement this business model, which allows you to draw a picture of customer needs and provide a valuable service through various channels of interaction. Customer service systems are created for conducting pre-sale operations, and to settle after a corrupt relationship with the customer to quickly and effectively address the problems associated with ordering, delivery and after-sales service. Providing timely customer support and service detailed scenarios of solving customer problems, a company can reduce costs, increase customer satisfaction and a sense of loyalty to his chosen provider, and thus increase their income. The introduction of e-CRM systems means business complex transition to a new development policy focused on customers as will ensure improvement of service quality, reduce labor costs for maintenance and release staff from routine work. CRM-system automates the process of communication with the client and his handling of appeals, which positively affects the implementation of customer-oriented strategy. Ukrainian market requires a special approach to business management. At present customers are offered one of the best decisions that positively affect the organization, enterprise and business.