Abstract
The competitive markets and volatile economies that shape the modern world warn that it is essential for businesses to study customers, their behavior, and their opinions when developing both short-term and long-term strategies. It is a more pressing issue than ever. New modern trends, such as social platforms, present companies with new customer relationship management (CRM) challenges, the neglect of which can have irreversible consequences for future operations. Fortunately, data is now available to everyone and everywhere, so much so that companies are even overwhelmed with it, and all this enables companies to evaluate the effectiveness of their CRM strategy at every step and the impact on financial indicators through a variety of technologies. Depending on the area of business activity, there may be many indicators and ratios that are specific to only that type of activity, but there are a few that are applicable to almost all areas and are very important to keep in mind. Without taking into account the progress of the latter, it is pointless to plan further processes in the direction of CRM.
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