CRM SYSTEMS AS A TOOL FOR EFFECTIVE INTERACTION WITH CONSUMERS IN THE CONDITIONS OF COMPETITIVE CHANGES IN TARGET MARKETS

The article substantiates the need to use CRM systems as a tool for effective interaction with consumers in the context of competitive changes in target markets. The need to choose a CRM system by domestic companies for effective business development and increasing consumer loyalty is argued. The advantages and disadvantages of implementing CRM systems at enterprises are substantiated. The phasing of using CRM systems at domestic enterprises is proposed. The types of CRM systems that are proposed for implementation at enterprises are characterized. The need to use CRM systems that meet the goals and objectives of enterprise development, use the latest information technologies in order to achieve effective interaction with consumers and take into account competitive changes in target markets is substantiated.