MECHANISM OF SELECTION AND IMPLEMENTATION OF THE INFORMATION SYSTEM OF MANAGEMENT OF RELATIONSHIPS WITH CLIENTS AT THE ENTERPRISE IN MODERN MARKET CONDITIONS

Introduction. In today's complex economic environment, information technology is becoming increasingly important in business activities to increase competitiveness. Particular attention is paid to the effectiveness of information technology. In many cases, the efficiency of enterprises is achieved through the use of modern, relevant information technologies. Therefore, the introduction of IT in enterprises in competitive markets is crucial, as it helps to increase the profitability of modern enterprises. Information technologies have significantly changed business processes, opened up new opportunities for enterprise activities, allowed enterprises to maintain competitiveness, increase operational productivity, control efficiency, significantly speed up work processes, reduce costs and improve coordination of various activities, increase labor productivity. Purpose. The purpose is to substantiate, deepen the theoretical provisions and develop practical recommendations for the introduction of information systems for managing relationships with customers in the enterprise in modern market conditions. Materials and methods. The materials of the research are the works of domestic and foreign scientists-economists, special economic literature, normative and legislative acts of Ukraine, materials of scientific conferences, periodicals, resources of the Internet. In the process of research, the following scientific methods were used: comparison, theoretical generalization and grouping, logical generalization of the results. Results. The article discloses the definition of a CRM system, discusses the main purpose of implementing CRM systems in enterprises and provides the main capabilities of these systems. The main types of CRM-systems are considered, their characteristics are given and the main objectives of the systems are analyzed. The influence of martial law on the choice of systems is demonstrated. The popular CRM systems used in the country during 2022 and 2023 are shown. Discussion. Further research is proposed to focus more on the economic evaluation of efficiency from the introduction of an information system for managing customer relationships.