ANALYSIS OF PROBLEMS OF IMPLEMENTING A CRM SYSTEM IN A COMPANY

• Main Author: Olga GOREMICHINA
• Format: Article
• Language: English
• Published: Academy of Sciences of Moldova 2018-07-01
• Series: Akademos: Revista de Ştiinţă, Inovare, Cultură şi Artă
• Subjects: customer relationship management; crm system; crm software
• Online Access: http://akademos.asm.md/files/67-73.pdf

The paper deals with various problems of implementing Customer Relationship Management (CRM) approach and systems, which became the strategic base for many companies and an important factor for their success. The main reasons for CRM implementation failure in all areas of company activity: strategic planning and management, organizational structure, operating activities and personnel are identified and grouped. The key points that should be considered when choosing CRM software are highlighted, they include: functionality, simplicity and convenience of work, flexibility of settings, integration capabilities, reports and statistics, the ability to add features, technical support. The analysis of CRM market in the Republic of Moldova is performed. It is shown that the most popular CRM software in the Republic of Moldova are Bitrix24 and amoCRM. The volume of CRM software in Republic of Moldova in 2016 can be estimated at a rate of 35-40 million lei. The analysis and recommendations developed are aimed at increasing the effectiveness of the CRM system implementation.