Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-07-159-2
DOI: https://dx.doi.org/10.15863/TAS.2026.07.159.2
Language: Russian
Citation: Otto, O.E., & Gafurova, M. (2026). Economic efficiency of CRM systems implementation. ISJ Theoretical & Applied Science, 07 (159), 15-20. Soi: https://s-o-i.org/1.1/TAS-07-159-2 Doi: https://dx.doi.org/10.15863/TAS.2026.07.159.2 |
Pages: 15-20
Published: 30.07.2026
Abstract: The purpose of the article is to assess the economic efficiency of implementing CRM systems using the example of the international company Samsung and the national supermarket chain Korzinka. The methodological basis consists of comparative analysis, systematization, generalization and case analysis, supplemented by a system of quantitative and qualitative indicators (ROI, CAC, CLV, Customer Retention Rate, Conversion Rate). According to the results of the study, the global CRM systems market will grow to $163.16 billion. By 2030, with an average annual growth rate of 14.6%, CRM remains the largest segment of the global enterprise software market. The case analysis showed that the Korzinka network's comparable sales increased by 9.3% (to 9.4 trillion soums), the revenue of the Korzinka Go online service increased by 188%, and the active audience of the loyalty program reached 1.8 million people; Samsung's implementation of personalized digital solutions is accompanied by an increase in the average receipt by 35% and retention of 68% of clients for more than five years. The scientific novelty of the work is to compare the economic effect of CRM for companies of various scales — a multinational corporation and a national retailer — in the context of the digital transformation of the Uzbek economy. The practical significance of the results lies in the possibility of using the presented indicator system when selecting and evaluating the effectiveness of CRM solutions by domestic enterprises.
Key words: CRM system, economic efficiency, digital transformation, customer loyalty, performance indicators, case analysis, digital economy.
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