USE OF CRM – SYSTEM IN UKRAINE IN CONDITIONS OF UNCERTAINTY

Abstract

In each period of life and activity of a person or business, certain conditions arise in which it is not known how to behave, how to direct the activity of the enterprise in order to endure and survive. Thus, in the 21st century - at the time of information and telecommunication technologies and digitization of all spheres of life and activity, the war became the biggest shock after the pandemic. Again, businesses and all Ukrainians have to learn how to survive, plan and act in conditions of uncertainty. The purpose of the article is to study the application of CRM systems in Ukraine in the conditions of uncertainties that befell the country during the war and to determine the impact of automation of business processes on business performance. In the study of the problem, methods were used: generalization, explanation, description, methods of absolute and comparative advantages, grouping, abstraction, analysis. The article examines the use of domestic CRM systems in Ukraine in conditions of uncertainty; the functionality of the most used CRM systems in Ukraine during the war is considered and the basic methods of determining the effectiveness of the CRM system are identified, on the basis of which a final conclusion can be drawn regarding the effectiveness of its application. This article describes CRM systems as a tool for increasing the efficiency of the company's interaction with customers, defines the essence of CRM systems and the role of their implementation in the company, and the main functions of CRM. The advantages and disadvantages of domestic CRM systems, which became popular in the second year of the war, when the Russian software product became banned in Ukraine, are also given. It has been proven that the implementation of CRM systems is needed by companies specializing in the sale of goods or services and directly interacting with a large number of customers. So, with the help of the CRM system, the company collects information about its customers and uses it in the interests of its business by building mutually beneficial relationships. Thus, the CRM system from a software product turns into a business strategy for building sustainable business relations of the company. Therefore, Ukrainian enterprises need to research innovative developments of CRM systems and promptly implement them.