Determining the impact of the CRM system on the financial indicators of the enterprise using econometric methods

Abstract

CRM systems help to improve customer relationship management, provide an opportunity for more accurate sales forecasting, optimization of marketing campaigns and increase in overall customer satisfaction. The purpose of the paper is to determine the impact of the CRM system on the financial indicatots of the enterprise. The study is based on the methods of econometric modeling, system analysis, financial analysis, works of domestic and foreign scientists, materials from periodicals, and data from the financial statements of the enterprise. A correlation analysis was conducted between the selected independent indicators to determine the degree of their relationship. Based on this, it was determined which factors have the highest correlation with each other, which made it possible to focus on the most important aspects of financial management. A regression multivariate model of the relationship between such factors as inventory, accounts receivable, sales costs, other operating expenses, and the resultant indicator - net working capital (NWC) - is built. The significance of the model as a whole and the significance of the regression coefficients are determined. It is predicted that the net working capital of the enterprise in 2023 will be less than in 2022, which is due to factors such as a high level of accounts receivable, sales costs and other operating expenses. After the integration of the CRM system, the company implemented a number of measures aimed at improving the management of these factors. In particular, the company introduced automation of receivables management processes, optimized sales and other operating expenses. As a result of these measures, the company's NWC increased at the end of 2023. This is confirmed by both the econometric model and the actual results.