Theoretical-Conceptual Aspects of Customer-Oriented Business Organization

Abstract

This paper analyzes the strategic role of Customer Relationship Management (CRM) systems in enhancing business performance. The aim is to show how CRM supports customer loyalty, automates processes, and improves decision-making. Using qualitative analysis and segmentation models such as ABC and XYZ, the study outlines CRM as both a technological solution and a business strategy. CRM centralizes customer data, integrates sales and marketing activities, and ensures consistent communication. Key features—such as contact management, task automation, and reporting—improve workflow and offer better control to managers. The findings show that even small businesses benefit from CRM by increasing efficiency, personalizing interactions, and boosting retention. CRM systems also support segmentation and prioritization of clients, which directly impacts profitability. In conclusion, CRM is more than a tool—it is a strategic asset that helps companies remain competitive in customer-centric markets. UDC: [658.818:005.21]:004.7; JEL: M14, M21, M31