METHOD OF VERBAL ANALYSIS OF SOLUTIONS FOR THE SOFTWARE SELECTION FOR CUSTOMER RELATIONSHIP MANAGEMENT
E.S. Egorova, N.A. Popova
The relevance of the article is due to the existing difficulty in making decisions in the process of choosing software products that automate business processes of enterprises, including customer relationship management. Therefore, for a diverse analysis of systems, it is proposed to use a two-stage methodology for a formalized assessment of the functionality of software and systems. At the first stage, the results of a multivariate analysis of customer relationship management software are presented. During the criteria-based assessment, the functional and instrumental characteristics necessary for products of this type were selected. The results of the analysis showed that using this approach it is quite difficult to make a decision on the choice of a product, since all systems have approximately the same sets of functional capabilities. At the second stage of the study, in the process of determining the optimal system, it is proposed to use the method of verbal analysis of solutions to find the best alternative. As a result of a formal analysis of systems using the developed software application, a potential leader was identified among the systems under consideration, however, further research involving an expert and comparing all pairs of systems according to their strengths and weaknesses made it possible to distinguish another alternative among customer relationship management systems. The method of verbal decision analysis based on the opinion of experts in the field of design allows you to choose the most effective tool in a specific industry area, and the developed software application allows you to optimize the work of analysts.
Keywords: verbal decision analysis method, software, customer relationship management, CRM system, formal analysis of a set of initial alternatives, scale of normalized ordered differences.