Krasnodar, Krasnodar, Russian Federation
The article is devoted to the study of the issue of improving the process of interaction with customers and the development of organizational, economic and managerial solutions for the development of retail services of trading networks based on the development and implementation of modern digital solutions for managing loyalty systems. The work conducts research in the field of improving customer interaction processes, namely maintaining the customer base and attracting new customers, provides an overview of loyalty programs in Russia and digital solutions for automating customer loyalty management systems. The promising areas of customer loyalty management identified during the review were confirmed by data from open sources. The relevance of the topic is due to the proposal to manage a loyalty system based on the digitalization of this business process. The authors examined the problem of increasing the customer focus of retail chains, which is popular in the current economic conditions, based on the introduction of a customer loyalty system. An accessible way to solve the problem was identified, which consists in the development and implementation of an information system for loyalty management. The functional composition of the information system being developed to ensure the effective implementation of the business process is indicated, and a list of organizational and economic measures for the successful implementation of the system is provided.
retail chains, customer loyalty system, customer focus, management, information system, CRM system, management decision, efficiency improvement, implementation
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