THE MODEL OF CHOOSING A CRM SYSTEM IN THE MANAGEMENT OF BUSINESS ROCESSES OF SMALL BUSINESSES

Abstract

The article presents a model for choosing a CRM system for small and medium-sized enterprises (SMEs), which allows for effective business processes of interaction with clients. The authors came to the conclusion that in modern conditions, digitalization of SME activities is becoming one of the pressing issues.Active digitalization of business accelerates the process of transition of the economy to digital. The digital economy is based on information and communication technologies (ICT). Information technologies in the modern economy are used for the purpose of fast, high-quality and effective computer processing of information resources, their transmission over any distance in the shortest possible time. The authors argue that government support for business digitalization cannot and should not be the only stimulating factor for SMEs. In addition to external conditions, there are also internal motivating factors - these are the capabilities of the business environment. The authors of the article substantiate the idea that CRM systems allow optimizing the process of financial and economic interaction between a company and a buyer. Using the hierarchy analysis method, the key parameters for choosing a CRM system were determined. The final indicator of the CRM system selection allows choosing the optimal CRM system for the enterprise from alternative ones. The indicator is calculated based on the second-level indicators: the functionality of the CRM system, the program interface, the tariff scale.Each of these indicators is disclosed through the indicators of the 3rd level. The weights of the indicators of all levels were determined by experts through a pairwise comparison of the elements of each level on a nine-point scale. The criteria and their weight values proposed by the authors will allow SME sector entities to choose the optimal program depending on the requests and capabilities of the enterprise.