Comparison of CRM Systems Dedicated to SMEs in Terms of the Omnichannel Concept

Abstract

The new form of multi-channel sales—omnichannel—entails the need for companies to adapt to provide the best possible customer experience. Dedicated CRM systems are solutions that enterprises use to manage customer relationships. They should evolve from classic solutions, currently existing, towards customer relationship management systems that meet the requirements of omnichannel—i.e. Omnichannel Customer Relationship Management (OCRM) systems. Due to the large number of solutions, only CRM systems dedicated to small and medium enterprises (SME) is studied in this chapter. This chapter aims to develop best possible configuration of CRM system dedicated to omnichannel and, in the next step, to compare existing CRM systems for SME with the best possible one. State-of-the art solutions in modern forms of distribution suggest that there is a research gap in ranking of key factors for CRM systems that use the omnichannel approach. The originality of this article is based on: undertaking a very niche topic—SME-dedicated CRM systems enabling the implementation of the omnichannel concept; a pioneering solution to the problem based on an innovative research tool—the Grey Incidence Analysis (GIA) method from the Grey System Theory (GST) family.