Organizational and Economic Mechanism of Customer Relationship Management under the Era of Digital Transformations

Abstract

In recent years, there has been a radical transformation of the marketing concept in the direction of an individual approach to the client. At the same time, it must be emphasized that these issues are becoming especially relevant in the digital era, which significantly affects the concept of the logistics management of companies, tools for the formation of marketing strategies, sales policy, and digital channels. In view of this, the purpose of this paper is the theoretical justification and development of scientific and methodological provisions for improving the organizational and economic mechanism of customer relationship management under the era of digital transformations. To achieve the aim of the research, the following scientific methods were used: analysis, synthesis, comparison, classification, expert survey, statistical analysis, and structural and logical generalization. The article specifies the content of the concepts “customer service”, “logistics service”, “loyalty”, “customer interaction”, “customer experience”, and “customer relationship management”. Modern problems of the formation and development of the customer relationship management system and the implementation of information and communication technologies in European countries have been identified. The key barriers restraining the digital transformation of the customer relationship management system have been identified and are conventionally classified into 7 groups: political, financial and economic, market, marketing, organizational, personnel, and informational. It is proven that the elimination of these barriers requires the development of an organizational and economic mechanism for managing relationships with consumers, which should be based on qualitatively new principles, methods and approaches in the conditions of digitalization. The expediency of applying a comprehensive approach to the digital transformation of the customer relationship management system is substantiated.