CRM system as a tool for digital business transformation

This article is devoted to the study of Customer Relationship Management (CRM) systems in the context of economic transformation characterized by the rapid development of digital technologies and changing market conditions. The authors examine the key business challenges addressed through CRM, its functions and capabilities, and present the evolution of CRM systems, covering the transition from static databases to digital multifunctional platforms integrated with artificial intelligence, big data, and cloud technologies. A typology of Customer Relationship Management is provided. The advantages of its application in company operations are identified, such as increased customer loyalty, personalized offerings, sales growth, and reduced request processing time, as well as its disadvantages, including high implementation costs and the risk of data breaches. In conclusion, the strategic importance of CRM systems for ensuring competitiveness and sustainable business development is emphasized.