Comparative analysis the efficiency of CRM for companies
The paper deals with the problem of functioning evaluation of complex structured objects. It is proposed to use a nonparametric Data Envelopment Analysismethod. Quantitative performance indicators for complex objects are formulated, these indicators not being expressed in monetary units. The solution of the fractional linear programming problem is solved, which determines the practical efficiency frontier on the basis of the selected limited set of object input and output variables. The proposed technique is used to assess the effectiveness of the implementation of customer relationship management (CRM) systems at a number of companies. The analysis of the location of the estimated objects in space of the input and output parameters on the practical efficiency frontier was carried out. As a result, it became possible to identify priority areas for optimizing company's resources on a limited budget.