Strategic Imperatives and Technological Paradigms for Creating Modern CRM Systems: From Process Reengineering to Intelligent Automation

The article undertakes an extended, interdisciplinary analysis of the strategic, methodological, and technological prerequisites for the formation of modern customer relationship management (CRM) systems. The purpose of the study is the development and theoretical substantiation of an integrated conceptual model for designing custom CRM systems, which integrates strategic analysis of business processes, contemporary approaches of software engineering, and key technological drivers of digital platform development. The methodological foundation of the research is a systematic literature review, including the analysis of academic sources from the Scopus and Web of Science databases, as well as industry analytical reports of leading research agencies. The results obtained demonstrate that the economic effectiveness of CRM implementation, manifested in an increase in sales volumes by 15–30% and in a rise in customer retention indicators by 25–40%, is determined primarily not by a set of isolated technological functionalities, but by the synergistic effect between business process reengineering (BPR), Agile development methodologies, microservice architecture, and intelligent technologies based on the use of artificial intelligence (AI) and machine learning (ML) methods. The study concludes by confirming the proposed hypothesis that the key determinant of successful CRM implementation is the degree of preliminary optimization and formalization of business processes, as well as the application of an iterative, end-user-oriented approach to software solution development. The research conducted may be of substantial interest both to the academic community in the field of information systems and to managers and IT specialists directly involved in managing business digital transformation processes.