Randomized trial assesses CRM system impact on enterprise effectiveness, suggesting improved management strategies.
The article substantiates theoretical and methodological approaches to assessing the effectiveness of CRM system implementation in enterprise management under conditions of digital transformation. The role of CRM systems as a tool for customer relationship management, business process automation, and service quality improvement is defined. Approaches to evaluating CRM management based on economic, organizational, marketing, and process indicators are considered. A system of quantitative indicators is proposed, including return on investment, customer conversion, level of business process automation, staff productivity, payback period, and an integrated efficiency coefficient. SWOT analysis, GAP analysis, KPI analysis, BI analytics, CRM Maturity Model, and Customer Journey Map are recommended as analytical tools for evaluating CRM management.
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Filippov et al. (2026) studied this question.
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