Analysis of information systems of customer relationship management systems for wholesale and retail trade enterprises

Abstract

CRM (customer relationship management systems) are defined by the principle that the center of the entire business philosophy should be aimed at the customer, and the company's strategic directions should be focused on improving marketing, sales and customer service. In today's world, there is a significant variety of CRM systems, and the market in this area is rapidly expanding, in particular, in the segment of CRM for wholesale and retail trade. Each enterprise actively considers the possibilities of optimization and improvement of interaction with customers, which leads to the need to develop a unified corporate model of the CRM system, specially adapted for the needs of wholesale and retail trade. The work analyzed existing solutions — models used in CRM systems, types of CRM systems, and existing solutions for wholesale and retail trade enterprises. Evaluation criteria for CRM systems were developed and a comparative analysis was conducted in accordance with these criteria. Based on the considered solutions, a top-level functional model of a unified corporate CRM system for wholesale and retail trade was created.