Сучасні підходи до логістичного обслуговування клієнтів на основі використання CRM-системи

The article proves the importance of using the CRM system in the company's activities. The essence of the CRM system is revealed not only as a software product but also as a business strategy aimed at using advanced management and information technologies. In the development of the CRM system, three main trends are presented: minimization of capital expenditures on information technologies, development of mobile versions of the site and integration with data sources. The magnitude of the economic effect that can be obtained by implementing the CRM system in the company's activities is outlined.

Taking into account, the focus of the research on the direction of the sale of spare parts and maintenance of motor vehicles, the functions that require mandatory automation in this industry are presented. At the same time, the functionality and advantages of implementing the CRM system are given. After conducting a detailed market analysis of CRM systems for the sale of spare parts and the operation of service stations, three were selected as recommended for installation at KPP CENTR LLC, which best correspond to the specifics and scale of the company's business: WORKFLOW SYSTEMS, STOCRM, WIRECRM. In order to choose the optimal software product, a specific evaluation system was used. It is based on the calculation of an integral indicator, considering expert evaluation and the importance of each criterion. Taking into account the specifics of this industry, the following evaluation criteria were chosen: program functionality; cost of the program; support; installation features; work experience in the market of CRM systems for auto parts and service stations; the cost of updating the program; program maintenance cost; integration with third-party business applications for accounting, telephony, marketing.

Based on the results of the analysis, an assessment of project risks was given. The most likely and dangerous risks for the project are revealed, in particular: resistance to changes, inflation, lack of expected results from the implementation of the CRM system, and difficulty in mastering the software by the organization's personnel. The conclusions regarding the perspective of the CRM system implementation are substantiated.