CRM Systems for Various Customer Needs by Optimizing Their Functionality

Research background: The rapid development of information technology (IT) is constantly changing customer preferences and work processes. This presents a significant challenge for CRM (Customer Relationship Management) systems, which must adapt by incorporating advanced automation and instant solutions. Purpose of the article: The aim of this article is to explore selected technology metrics such as artificial intelligence (AI), chatbots, IoT (Internet of Things), low-code programming, and mind maps and specify their impact on the performance of CRM systems. The goal is to create a hierarchy of these metrics to optimize CRM functionality. Methods: The method solution is based on a literature review, the identification of current problem (controversy) in CRM implementation, determination of the necessary metrics, and the application of AHP (Analytic Hierarchy Process) method. An evaluation matrix and critical analysis are used to rank the selected metrics. Findings & Value added: The analysis reveals that AI (crossbar #1) has the biggest impact on CRM development, followed by low-code programming (crossbar #2) and mind maps (crossbar #3). Surprisingly, chatbots (crossbar #5) ranked lower despite their perceived importance in interacting with customers. This suggests a potential rethinking of chatbot integration within CRM systems. This study provides a comparative analysis of CRM systems, offering new insights and practical recommendations for enhancing customer communication and support. By understanding the hierarchical impact of various information technologies, businesses can better tailor their CRM strategies to meet diverse customer needs.