Selection of CRM Systems Using Objective Criteria for the Needs of Small Companies

This research examines customer relationship management (CRM) systems using multi-criteria decisionmaking (MCDM) methods, with the intention of selecting the most suitable solution for small companies.The main goal of this research is to make a decision when choosing a CRM system by applying an objective approach.For this purpose, objective criteria were used, and an objective evaluation of the observed CRM systems was conducted.By using the MEREC (MEthod based on the Removal Effects of Criteria) method, the importance of the criteria was determined, while the CORASO (COmpromise Ranking from Alternative SOlutions) method was applied to rank the CRM systems.These methods were combined using a methodology into a hybrid approach.The results of this approach indicate that CRM systems with a higher degree of integration and automation achieved a higher rank, while systems with limited functionalities and longer implementation times received a lower ranking.This analysis confirms the importance of CRM systems in optimizing business processes, improving customer satisfaction, and enhancing marketing activities in companies.The results of the research can assist small companies in making decisions when selecting a CRM system.The contribution of this research is to provide efficient decision-making in the selection of a CRM system, thereby strengthening the companies' operations and improving their performance.