The Scientific and Methodological Provision of the Formation of a Consumer Relationship Management System in the Digital Space

Abstract

One of the modern challenges of the organization of marketing activities is the rapid development of digital technologies and information systems as effective tools for promoting products and e-commerce. Therefore, enterprises pay considerable attention to the technological component of business digitalization based on the modernization of IT infrastructure, the introduction of cloud software, and the formation of digital channels using information technology. The key vector of digital transformation should be aimed at increasing the requirements for the level of logistics services, the emergence of new criteria for the quality of logistics services, that is, the formation of a customer-oriented approach to customer relationship management. In view of this, the purpose of this study is to develop scientific and methodological provision of the formation of a system for managing relationships with consumers, taking into account the challenges of the digital environment. To achieve the set goal of the study, the methods of analysis, synthesis, comparison, classification, expert questioning, statistical analysis, structural and logical generalization were used. In the article, the system of management of relationships with consumers is considered as an interrelated set of objects and subjects of management through the implementation of the entire list of functions of management of consumer service processes on the basis of the use of mechanisms of information, organizational and logistical support. The level of use of information and communication technologies in the organization of consumer service processes at Ukrainian enterprises is analyzed. A structural and functional scheme of formation of a system for managing relationships with consumers has been built. The expediency of applying a system approach to the digital transformation of the consumer relationship management system based on the use of information tools and digital channels is substantiated; formation of a qualitatively new culture of marketing communications and omnichannel information environment.