Identification of effects and risks in projects of improving relationship with customers based on the implementation of a CRM system

The article examines the features of identifying effects and risks in the development of projects to improve relationships with clients. The effects associated with the implementation of a CRM system in enterprises are classified. An approach is formulated to identify risks, the magnitude of which decreases in the process of implementing projects to improve relationships with clients. The main areas that allow to ensure the growth of the effects of the introduction of CRM system in the enterprise are presented.