The evolution of CRM Systems: From record-keeping tool to a central element of strategic sales and customer experience management

This article examines the transformation of customer relationship management (CRM) systems from simple digital directories to comprehensive platforms for strategic management. The purpose of the study is to analyze the stages of CRM evolution, identify the technological and methodological factors that drove the shift in their use paradigm, and assess their current role as a central element of business architecture. The methodology includes a historical-genetic analysis of technology development, systematization of functional capabilities at different stages of maturity, and review of implementation cases in international corporations. The results demonstrate that modern CRM platforms integrate big data analytics and process automation, serving as a foundation for decision-making in sales, marketing, and service. The practical significance of the study lies in developing a model for assessing the maturity of a company’s CRM strategy and providing recommendations for transitioning from operational record-keeping to data-driven, customer experience–oriented management.