Трансформація клієнтського сервісу як складова логістичного менеджменту підприємств в умовах цифрової економіки
Transformation of Customer Service as a Component of Logistics Management of Enterprises in the Digital Economy

Summary/Abstract: At the present stage of transformational transformations, the problems of managing the relationship with consumers of enterprises of different types of economic activity are extremely important. And especially these issues are relevant in the context of the rapid development of the digital economy. In view of this, the purpose of this study is to substantiate the feasibility of applying a comprehensive approach to the transformation of customer service in the system of logistics management of enterprises in the context of digitalization. The article performs a statistical analysis of indicators that characterize the level of use of information and communication technologies in the organization of logistics activities at Ukrainian enterprises. The key barriers that hinder the digital transformation of customer service have been identified, which are conditionally classified into 4 groups: market, marketing, information, organizational. The expediency of applying a comprehensive approach to the transformation of customer service in the system of logistics management of enterprises using information systems and digital technologies is substantiated. The issue of the need to develop and implement a digital strategy for managing partnerships with consumers, the implementation of which will provide a synergistic effect, including economic, social and environmental. Intensity of information systems and digital technologies, digitalization in the organization of logistics processes, increasing e-commerce, personalization of logistics services, accelerating the integration of new users to the Internet require the search for fundamentally new approaches to transforming customer service in logistics management. As a result of the research it is established that in modern business conditions it is expedient to develop and implement a digital strategy of partnership management with consumers based on the evolutionary paradigm of institutional theory and information economy, the concept of interaction marketing, network theories and stakeholders: - use of information tools and digital channels (types of CRM-systems, electronic platforms, software products, different versions of digital channels); - formation of a qualitatively new culture of marketing communications (integration of CRM-systems into the IT-architecture of companies; integration of digital channels of marketing communication into a single system); - analysis of the situation and development of the general concept of digital transformation; - directions of improving the quality of customer service (formation of customer-oriented thinking; reorientation to the customer in the development of products and services; comprehensive modernization of business processes; digitalization, machine learning and robotics to increase the speed and efficiency of logistics processes; optimization of organizational structure; models of customer behavior, creating a digital customer profile, which is managed in the Customer Data Platform; - creation of a "smart" chatbot based on artificial intelligence; retargeting optimization); - formation of omnichannel environment (integration of all digital channels, retail outlets and backoffice into a single information space, ie the use of omnichannel as a key tool of customer-oriented model of partnerships with consumers).

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