Defining a selection procedure of CRM systems for the information-analytical support to the marketing activities at an enterprise

Diana Raiko (), Yuliia Shypulina, Liudmyla Potrashkova, Nataliia Illiashenko, Viktoriia Bozhkova, Zoia Konokhova, Mariіa Miroshnуk, Szabolcs Nagy, Sergii Illiashenko and Assem Abdunurova
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Diana Raiko: National Technical University «Kharkіv Polytechnic Institute»
Yuliia Shypulina: National Technical University «Kharkіv Polytechnic Institute
Liudmyla Potrashkova: Simon Kuznets Kharkiv National University of Economics
Nataliia Illiashenko: Sumy State Pedagogical University named after A. S. Makarenko
Viktoriia Bozhkova: Sumy State Pedagogical University named after A. S. Makarenko
Zoia Konokhova: National Technical University «Kharkіv Polytechnic Institute»
Mariіa Miroshnуk: National Technical University «Kharkіv Polytechnic Institute»
Sergii Illiashenko: University of Economics and Humanities; National Technical University «Kharkіv Polytechnic Institute»
Assem Abdunurova: Kazakh-German University

Eastern-European Journal of Enterprise Technologies, 2024, vol. 1, issue 13 (127), 41-58

Abstract: The object of this study is digital marketing at an enterprise. The investigated problem is the lack of a sufficient level of systematic consideration of the task to use information communication systems and technologies in the marketing activities of enterprises. Availability of such a system would increase the company's potential in creating mutual value for the seller and the client when implementing relationship marketing technologies. It is shown that the information and analytical support of the enterprise's marketing activity can be presented as a tool of the enterprise's activity, functioning as an element of the enterprise's management system. Among the general criteria for choosing a CRM system, it is proposed to consider convenience and ease of use, flexibility of system settings for special business needs, price, simplicity. Such consideration of CRM systems and their capabilities provide economic effects that affect the profitability of the enterprise and prevent the impact of negative factors on the development of the company. The proposed procedure for choosing an adequate CRM system was verified on the example of a dental clinic, which made it possible to draw a conclusion about the feasibility of implementing a CRM system in the business under study. It is based on received estimates of short-term and long-term economic effects of the system's application. Calculated data are provided for support, which showed that the productivity of the administrator's work increased by 73.3 %, and the average duration of patient care by the doctor, taking into account the time of registration, decreased by 25 %. This is due to the fact that the system makes it possible to perform a quick search on the general electronic database, and the time saved at this stage can be spent on performing additional work

Keywords: digital marketing; Internet marketing; information and analytical support of relationship marketing; CRM system (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:baq:jetart:v:1:y:2024:i:13:p:41-58

DOI: 10.15587/1729-4061.2024.298301

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