Application of Information Technologies in Enterprise Crisis Management

The article examines the theoretical aspects and practical foundations of using information systems, particularly CRM systems, during crisis management in enterprises. It is noted that information technologies and information systems should be employed in the crisis management of enterprises, which enhances the efficiency of management and decision-making. The essence of the information system is disclosed, the definitions by scholars regarding its essence are analyzed, and the main systemic components are highlighted. It is noted that the efficiency of the system directly depends on information provision. The main characteristics of intelligent systems are defined: the presence of communicative abilities; the capacity to solve complex problems in dynamic conditions and situations of uncertainty; adaptability; and the ability to transform and self-learn. The main in-demand information systems that are in the top 10 in Ukraine are named. The main aspects of CRM technologies are considered. The essence of CRM (Customer Relationship Management) is defined as a set of applications linked by a common business logic and integrated into the company’s business information environment based on a single database. The main goals of the system are also listed, and its primary tasks are defined. The advantages of CRM systems in crisis management of an enterprise are identified, recommendations are presented, and attention is focused on the conditions for selecting a system for enterprises. Among the advantages highlighted are: rationalization of the distribution of the enterprise’s labor resources; time savings in fulfilling customer requests; control of the sales department’s operations; monitoring order fulfillment and employee activities; continuous accounting and analysis of order flow; the ability to plan and forecast revenues; the existence of a unified database of customers and contractors; and increased customer loyalty. It is proved that in order to choose a CRM system for implementation in the activities of an enterprise, it is necessary to analyze the factors that shape its efficiency. For this purpose, a systematization of the factors influencing the efficiency of CRM systems has been conducted. Seven main influencing factors have been identified as follows: sales analysis, segmentation, source analysis, visualization, distribution by offices, and personalization. Each of the identified influencing factors has been considered.