THEORETICAL AND METHODOLOGICAL PRINCIPLES OF MANAGING ENTERPRISE BUSINESS PROCESSES IN THE CONTEXT OF DIGITAL TRANSFORMATION OF CUSTOMER RELATIONSHIPS

Анотація

The study examines the theoretical and methodological foundations of business process management in enterprises under conditions of digital economic transformation. Traditional functional management models are losing their ability to ensure the required level of flexibility, responsiveness, and customer orientation, which necessitates the application of the process approach to the formation of a modern business architecture. The research analyzes the evolution of management concepts – from classical mechanistic approaches to BPM, Lean, Agile, and Smart BPM – and their influence on shaping process-oriented managerial logic. Key theoretical prerequisites for the development of the process approach are identified, and tools for modeling, optimization, and digital integration of business processes are systematized. Particular attention is devoted to the procedures of business process identification, the role of process owners, and the mechanisms of regulated monitoring and control. The results of the study demonstrate that the process approach ensures systemic coherence, transparency, and adaptability of management, providing a foundation for building a flexible business architecture and enhancing the enterprise’s competitiveness. It is concluded that process integration, feedback, and continuous improvement serve as key conditions for forming an effective organizational model in the digital economy. Since digital transformation involves not only the optimization of internal processes but also the creation of added value for customers, it is essential to extend the process approach to the sphere of customer experience management. The combination of internal process coherence with customer orientation enables enterprises to remain flexible, innovative, and resilient in the digital environment.

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