Viktoriia Makerska, PhD student of the Department of Marketing, Sumy State University, Sumy, Ukraine

ORCID ID: 0000-0001-6628-8623
e-mail: v.makerska@kmm.sumdu.edu.ua

Problems of CRM Systems Implementing in Small and Medium-Sized Businesses

Abstract. Introduction. In the context of globalization and constant changes, small and medium-sized businesses play an increasingly important role in shaping the economy. They not only provide jobs and stimulate competition but are also an important element of the social stability of local communities. However, to success fully compete in the global market, SMEs need modern management tools, particularly CRM systems. Implementing such systems allows the company to improve customer relationships, improve the quality of service, and, as a result, increase the profit of the enterprise. However, there are certain obstacles to implementing CRM systems in small businesses. 

Purpose. This study aims to systematize problems in implementing CRM systems and highlight those specific to small and medium businesses. The objectives of the article are to identify modern problems of enterprises in implementing CRM systems, systematize and classify them, and isolate the characteristics of small and medium-sized businesses. 

Results. Therefore, the systematization of the main problems that arise when implementing CRM systems in enterprises becomes relevant. The work systematized the problems of CRM implementation by groups regarding personnel (resistance to change, insufficient qualifications, lack of motivation), resources (financial costs, time costs, technical resources), business processes (non-optimized processes and insufficient thoughtfulness of integration), enterprise structure (distributed structure, weak coordination between departments), management (lack of leadership, insufficient communication), strategy (undefined goals, lack of strategic plan), technologies (technical problems, compatibility with other systems). 

Conclusions. Small businesses are characterized by some related to resources, business processes, personnel, and enterprise structure, in particular, resource limitations, simpler business processes, and an insufficient number of personnel; and for medium-sized businesses – competition for resources, more complex business processes, distributed structures. The results of this study may be useful for company owners and scientists who study CRM systems and their impact on the enterprise’s economic activity.

Keywords: decentralization;  united territorial communities; financial capacity; own revenues; subsidies.

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