Digital assistants in managing customer relationships in modern companies

Abstract

The paper aims to determine the impact of digital transformation on the functionality of CRM solutions as digital assistants to managers, as well as the role of CRM systems in business processes of modern business entities. The concept of “CRM (Customer Relationships Management)” implies a business strategy based on using business rules and processes that are designed to engage consumers in a dialogue in order to obtain mutual benefits in trusting and transparent business environment. The authors developed the scheme “How to interest the customer”, in which an attempt is made to determine the distinctive features of the business process of customer service in companies that use CRM systems. The results obtained in this scientific study can be useful for developers of CRM systems who want to fully meet the needs of customers.