339.132.024
The article discusses the problems of using CRM marketing as a factor in ensuring the competitiveness of an organization. CRM marketing is a popular and highly effective tool for implementing a company's marketing strategy. The high value of this tool lies in its relative cost-effectiveness in comparison with traditional methods of attracting new consumers. Active digital transformations of the economic system involve increasing the effectiveness of digital communication tools, including CRM marketing. The purpose of the work: to substantiate the use of CRM marketing as a factor in ensuring the competitiveness of the organization. Research methods: analysis and synthesis, critical understanding of scientific publications in the field under consideration, as well as the practices of organizations that have implemented CRM marketing technologies. The structure of the study includes a step-by-step disclosure of the following issues: identification of the main factors of competitiveness of modern organizations using the example of grocery retail; characteristics of the most popular CRM marketing tools in terms of their impact on the competitiveness of the organization. Research results: the main advantages of CRM campaigns in comparison with campaigns to attract new customers are identified; competitiveness parameters that are influenced by the CRM system are highlighted. The economic and competitive effects of using CRM marketing are substantiated using the example of successful cases in the field of CRM strategy development and implementation. The relationship between the use of CRM marketing tools and the positive dynamics of indicators such as revenue per customer and the ROI of the referral program has been revealed. The complex of effects that can be obtained as a result of the use of CRM marketing allows us to talk about a possible increase in the competitiveness of organizations.
media inflation, mobile application, referral program, digital client profile, chatbot, CRM marketing, CRM system
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