Problems of implementing crm systems in small and medium businesses

Abstract

Small and medium-sized enterprises (SMEs) play an important role in the economy of any country. The dynamics of their development are influenced by various factors, including the level of business informatization, particularly the implementation of CRM systems. The relevance lies in the fact that in conditions of fierce competition, CRM systems help SMEs manage customer relations more effectively, which contributes to increasing their loyalty and attracting new customers. The optimization of business processes using CRM allows you to reduce costs and increase productivity, which is also an important factor in competitiveness. The work aims to identify the problems of SMEs in implementing CRM systems. In order to identify the problems of SMEs in implementing CRM systems, a content and comparative analysis of scientific publications was conducted. Thus, the attitude of employees to the new system is one of the most important factors in successful implementation. Without their involvement and motivation, even the best system will be ineffective. Each company has its characteristics, so there is no universal solution for everyone. The choice of a CRM system and its implementation strategy should be adapted to the company's specific needs. Significant changes can cause resistance, so it is better to implement the system gradually, starting with small modules and gradually expanding its functionality.