Abstract:

This paper focuses on CRM (Customer Relationship Management) as one of the most important information systems in small businesses. Small business has a significant potential for CRM purchases. The reason is the implementation of an appropriate innovation to increase resilience to the crisis and unstable situations in global markets. The question of this paper is about the recommended hierarchy of evaluation criteria for selecting the optimal CRM for marketers. The solution method is based on Saaty's method to determine weights for selected evaluation criteria. The recommended hierarchy has four levels ranking from criteria such as brand mentions and campaign responses with top-weight to email templates, multi-channel touchpoints, and forecasting with bottom weight.