Клиентоориентированный подход к управлению предприятием в условиях цифровой трансформации бизнеса

Abstract

Customer focus in the enterprise management system is an important condition for its functioning and a key success factor in a competitive environment. The problem of customer focus from the point of view of the process approach remains insufficiently studied. There are explored the approaches to the customer focus of an enterprise by using the method of content analysis. The basic postulates of the concept of customer relationship management are considered, which is aimed at optimizing the current and future consumer value for the company and ensuring a long-term competitive advantage through the optimal provision of value to the customer. The strategic role of CRM in company management is studied, which combines the potential of intelligent technologies and relationship marketing strategies to maintain profitable, long-term relationships with customers. The functions of CRM - systems in ensuring the enterprise’s customer orientation are highlighted. It has been proven that the development and widespread use of digital technologies can provide the necessary personalization to ensure a customer-oriented enterprise. It is noted that the digital transformation of business affects the intensive development of the company, providing maximum customer value and customer focus. In the context of omnichannel consumer behavior the companies need to be more flexible than before in order to meet consumer expectations and ensure a satisfying consumer experience. The general components of developing the enterprise’s customer orientation concept in the context of digital business transformation are presented. A model of a client-oriented enterprise based on business processes is proposed, which reflects the main important processes of creating the client capital aimed at effective interaction with customer in touchpoints.