FEATURES OF FORMING A CUSTOMER-ORIENTED ENTREPRENEURIAL MODEL IN THE CONTEXT OF DIGITAL TRANSFORMATION

Анотація

Abstract. A theoretical and methodological vision of the formation of a customer-oriented business model (CBM) is developed. It is substantiated that the digitalization of business processes leads to a change in traditional approaches to the organization of entrepreneurial activity and promotes the transition from a product-based to a customer-centric management paradigm. A conceptual approach to the structuring of CBM as a multi-component system combining digital technologies (DT), customer data, business processes, personalization tools, communication channels and mechanisms for forming customer value is proposed. It is proven that an important condition for the development of customer-oriented entrepreneurship is the integration of CRM systems, big data technologies, artificial intelligence and omnichannel platforms for interaction with consumers. It is substantiated that digital tools provide not only the automation of communication processes, but also the formation of an individualized customer experience, increasing the level of loyalty and strengthening the competitive advantages of the enterprise. An approach to determining the maturity levels of CBM is developed. It has been proven that the formation of a CBM is an important prerequisite for the long-term development, sustainability and adaptability of enterprises. Keywords: customer orientation, entrepreneurship, digital transformation, digitalization, CRM system, customer experience, personalization, digital technologies, business model, digital economy.

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