ASSESSMENT OF THE CUSTOMER RELATIONSHIP MANAGEMENT SOFTWARE MARKET BASED ON A FUNCTIONAL APPROACH

Abstract

With the ever-increasing importance of effective customer relationship management for businesses, the problem of choosing the right software arises. With the variety of software solutions, it becomes difficult to determine the best option that would meet the specific needs of the enterprise. The rapid development of this sector, coupled with the variety of software products, makes it difficult to find the right solution that meets business needs and allows for effective customer relationship management. A lack of understanding of the customer relationship management software market has led to a failure to utilize its potential. Lack of consensus on the optimal strategies for using CRM systems and limited research in this area require an active search for solutions to optimize customer relationship management. The purpose of the article is to study and analyze the market for customer relationship management software based on a functional approach to identify a promising direction for the development of this sector. The article highlights the capabilities of CRM systems and the basic tasks they solve. An analysis of revenue dynamics in the global market for customer relationship management software is carried out. The forecasted values of revenue in the global customer relationship management software market for 2024-2026 are determined. The key players in the global customer relationship management software market are identified.