CRM SYSTEMS AS A TOOL FOR INCREASING THE EFFICIENCY OF BUSINESS ACTIVITIES IN UKRAINE

Abstract

The article examines the peculiarities of using CRM systems as a tool for increasing the efficiency of en-trepreneurial activity in Ukraine under conditions of economic digitalization, growing competition and martial law. It is determined that CRM systems ensure business process automation, optimization of customer interaction, improvement of service quality, and enhancement of managerial decision-making efficiency. The current trends in the development of the CRM solutions market in Ukraine are analyzed, and it is established that the full-scale war became a catalyst for the transition of businesses from russian software products to Ukrainian and international systems. It is proved that domestic CRM platforms are characterized by flexible settings, adaptation to the needs of Ukrainian businesses, availability of a Ukrainian-language interface, and integration with local digital services. The article characterizes the main functions of CRM systems, including customer database management, sales automation, analytics, integration with communication channels, and reporting. It is established that the use of CRM solutions contributes to increasing labor productivity, improving coordination between departments, boosting sales volumes, and enhancing the customer-oriented approach of enterprises. The study investigates the peculiarities of CRM system implementation by enterprises of different sizes. It is determined that large companies mainly implement ERP systems with integrated CRM modules, while small and medium-sized businesses prefer affordable cloud-based solutions with basic or advanced functionality. It is substantiated that the effectiveness of CRM system implementation depends on the correct selection of a software product in accordance with the strategic goals of the enterprise, the specifics of its activities, and the needs for business process automation. It is concluded that CRM systems are an important element of the digital transformation of Ukrainian business and one of the key factors in increasing enterprise competitiveness.