IMPLEMENTATION OF AN UPDATED CRM SYSTEM IN THE ACTIVITIES OF A CONSTRUCTION ORGANISATION

In the current unstable political and economic conditions in Ukraine, many construction organisations are experiencing a degree of inconsistency between internal departments, which creates communication difficulties. External communication with clients and business partners is also crucial for the effectiveness of the company. A CRM programme can improve the efficiency of these interactions, meeting the needs of both customers and employees and accelerating the achievement of strategic business goals. The aim of this work is to improve modern methods of implementing CRM systems, to determine their essence and to define their role in the operation of construction and production companies. The use of a modern digital system makes it possible to improve internal and external communication between the company's departments, improve co-operation with partners and potential customers, improve operational records, provide detailed customer analysis, promote strategic planning based on historical activity data, and much more. Together, these improvements strengthen the company's competitive position in the modern Ukrainian construction market. Methodology. This research focused on the development of a strategic action plan to improve the activities of a construction and manufacturing company during its transition to BAS. The main objective of this programme is to automate processes related to interactions with customers at different levels and orientations, and to improve internal communication between departments. The results of the research enabled the creation of a detailed strategic plan for the company's transition to an updated digital programme. Following a thorough preliminary analysis of economic viability, a systematic and staged transition to BAS was meticulously orchestrated. This transition encompasses analytical, accounting, and tax records, while concurrently enabling the parallel operation of the existing software. Significant emphasis was placed on enhancing synchronization and optimising the efficiency of the sales department's operations. Practical іmplications. The updated digital program's augmented capabilities facilitated the development and implementation of pivotal tasks for transitioning activities to BAS across various company departments. This ensured the streamlining of all business processes and enhanced the organisational structure of the construction enterprise. Particular emphasis was placed on configuring synchronization and improving the effectiveness of the sales department. Value/Originality. The use of modern management methods, including digital programmes with advanced technological capabilities, together with adjustments to the company's market policy, effective use of marketing tools and optimisation of all internal business processes, will improve partnerships and bring the company's operations to a fundamentally new level. The proposed changes to the internal business processes of the commercial department will enable sales automation, reduce time, improve the quality of customer service and increase the productivity of internal managers.