Modifications of digital technologies by client-oriented service of logistics activities in the management system of the enterprise

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Modifications of digital technologies by client-oriented service of logistics activities in the management system of the enterprise

Oleksii Hutsaliuk, Iuliia Bondar, Natalia Remzina, Rafal lizut

Abstract

The study examines the peculiarities of the use of information systems and digital technologies, digitization of the organization of logistics processes, increasing the volume of e-commerce, personalization of logistics services, as well as management of relationships with consumers of enterprises of various types of economic activity. These questions are especially relevant in the conditions of rapid development of the digital economy. The expediency of a comprehensive approach to the transformation of customer service in enterprise logistics management systems in digital conditions has been demonstrated. A statistical analysis of the indicators characterizing the level of use of information and communication technologies in the organization of the logistics activities of the enterprise was carried out. The main barriers to the digital transformation of customer service are formulated, conditionally grouped into marketing, information and organizational barriers. It was

determined that in order to eliminate the barriers listed above, it is advisable to implement effective tools for the transformation of customer service, one of which is the information system for managing relations with consumers (CRM, Customer Relationship Management). The expediency of using the information system and digital technologies for the complex transformation of customer service in the logistics management system of t he enterprise has been determined. It has been proven that in modern business conditions, it is profitable to formulate and implement digital strategies that manage partnerships with consumers, networks and stakeholders, in accordance with the institutional theory and evolutionary paradigm of the information economy, the concept and theory of interactive marketing. The issue of the need to develop and implement a digital strategy that manages partnership relations with consumers, the implementation of which will promote synergy, including economic, social and environmental, is outlined.

Keywords: enterprise, logistics activity, customer service, information and communication technologies, CRM-system, digital economy.

Анотація

Олексій ГУЦАЛЮК, Юлія БОНДАР, Наталія РЕМЗІНА, Рафал ЛІЗУТ

ВИДОЗМІНИ ЦИФРОВИХ ТЕХНОЛОГІЙ КЛІЄНТООРІЄНТОВАНОГО СЕРВІСУ ЛОГІСТИЧНОЇ ДІЯЛЬНОСТІ В СИСТЕМІ МЕНЕДЖМЕНТУ ПІДПРИЄМСТВА

У дослідженні розглянуто особливості використання інформаційних систем та цифрових технологій, цифровізація організації логістичних процесів, збільшення обсягів електронної комерції, персоналізація логістичних послуг, а також управління взаємовідносинами зі споживачами підприємств різних видів економічної діяльності. Ці питання особливо актуальні в умовах стрімкого розвитку цифрової економіки.

Продемонстровано доцільність комплексного підходу до трансформації обслуговування клієнтів у системах управління логістикою підприємства в цифрових умовах. Проведено статистичний аналіз показників, що характеризують рівень використання інформаційно-комунікаційних технологій в організації логістичної діяльності підприємства.

Сформульовано основні бар'єри цифрової трансформації обслуговування клієнтів, умовно згруповані на маркетингові, інформаційні та організаційні. Визначено, що для усунення вище перелічених бар'єрів доцільно впроваджувати дієвий інструментарій трансформації клієнтського сервісу, одним із яких є інформаційна система управління взаємовідносинами зі споживачами (CRM, Customer Relationship Management).

Визначено доцільність використання інформаційної системи та цифрових технологій для комплексної трансформації обслуговування клієнтів в системі управління логістикою підприємства. Доведено, що в сучасних умовах ведення бізнесу вигідно формулювати та впроваджувати цифрові стратегії, які керують партнерством із споживачами, мережами та зацікавленими сторонами, відповідно до інституційної теорії та еволюційної парадигми інформаційної економіки, концепції, теорії інтерактивного маркетингу.

Окреслено питання необхідності розробки та впровадження цифрової стратегії, яка керує партнерськими відносинами зі споживачами, реалізація якої сприятиме синергії, включаючи економічну, соціальну та екологічну.

Ключові слова: підприємство, логістична діяльність, клієнтський сервіс, інформаційно-комунікаційні технології, CRM-система, цифрова економіка.

Introduction

Over the last ten years, the paradigm of logistics management of enterprises has changed towards a system of managing relationships with consumers. This is due to the rapid development of the digital economy, the use of a client-oriented approach, the transition to the concept of relationship marketing, which is based on the implementation of a partnership model, the support and strengthening of cooperation with various groups of stakeholders, consumer loyalty and satisfaction with the quality of logistics and customer service.

This is confirmed by the research results of various international consulting agencies and analytical centers. Together with experts from the British Institute of Economic Research, Oxford Economics, PwC demonstrated that investments in digital transformation mainly help to improve the quality of customer service (40 % of respondents). IT managers of 100 large companies in the financial, telecommunications, oil and gas, and other sectors of economic activity named the main goal of digitalization primarily to increase customer satisfaction (58 % of respondents).

According to a report compiled by IDG Communications, Inc. based on information from 700 senior executives, digitalization is a means of improving customer service (46 percent of respondents). According to a survey of 528 managers and experts in the strategic management of digital transformation conducted by the consulting company Altimeter-Prophet, the main efforts are aimed at improving the system of contact with consumers (54 % of experts). According to Simpler Media, 79 % of 325 CIOs consider DCX (Digital Customer Experience) to be an extremely important tool for their business.

According to Gartner estimates, most companies today compete mainly on the indicator "Quality of logistics customer service". According to a survey conducted by Accenture Digital, approximately 89 % of companies consider customer service to be a key competitive advantage. Experts have calculated that keeping an existing client costs 2 times less than attracting a new one.

According to Forbes, 84 % of companies that work to improve customer service and logistics services see an increase in profits. According to experts, a customer-oriented business is 60 % more profitable than other businesses.

The conclusions of Ukrainian scientists show that for every 5 % increase in the number of consumers loyal to the company, the profit increases from 25 % to 85 %, depending on the type of economic activity (Hutsaliuk et al., 2015). According to some other colleagues, with the growth of loyalty, the propensity of consumers to perceive the behavior of competitors decreases

(Vasylychev, 2017; Hutsaliuk et al., 2022; Melnychenko et al., 2013).

According to calculations by the European Society of Marketing Research Professionals, one loyal customer is 11 times more profitable than 11 random customers. At the same time, it has been proven that attracting a new customer is eight times more expensive than encouraging an existing one to make a repeat purchase. At the same time, it is worth noting that more than 80 % of company managers are confident that their customer service is at a high level. But only 18 % of customers agree with this statement.

In view of this, the problems of transformation of customer service as a key component of logistics management of enterprises in the context of the digital environment remain relevant and require further research.

Analysis of recent research and publications

The issue of using the possibilities of the Internet in the activities of enterprises is covered in a number of works by Ukrainian and foreign theoreticians and practitioners, among whom are S. Melnychenko, K. Sheenkova etc. (Melnychenko et al., 2013).

The theoretical and practical foundations of the development of electronic business and electronic commerce as its component are considered in the works of scientists D. Vasylychev (Vasylychev, 2017), K.Velichko, L. Nosach, O. Pechenka and others (Velichko et al., 2017). The issue of the implementation of certain types of Internet technologies was examined in the studies of N. Savytska (Savytska, 2014), O. Shchedrina, M. Agutin (Shchedrina et al., 2019) and others. The study of the features of the CRM system and its differences from other information systems H. Sandiuk, Yu. Lushpiienko, N. Trushkina, I. Tkachenko, E. Kurganskaya (Sandiuk et al., 2019).

I. Klimova studied the issue of logistics management and the analysis of the components of logistics management, as well as the analysis of the essence and components of logistics strategies at enterprises. From her point of view, this is the implementation of the main logistics processes, that is, the coordination of activities with the operational calendar plan for the supply of raw materials; activities with a physical distribution plan during production; economic activity with a marketing plan during product sales, demand forecasting, service, operational calendar planning, processing customer orders, warehouse and transport work (Klimova, 2016).

The basis of the company's customer orientation is a deep understanding of the consumer's interests, since the defining emphasis is on focusing on his needs and methods of satisfying them. Thus, K. Cochran characterizes customer orientation as one of the main values of a business that strives for survival and prosperity (Cochran, 2009), and according to B. Ryzhkovskyi, customer orientation is a tool for managing relationships with the client aimed at obtaining stable profits in the long term (Ryzhkovskyi, 2005).

I. Patlakh sees customer orientation as a tool that allows the company to get loyal customers and is aimed at obtaining sustainable profits in the long term (Patlakh, 2011). Applied aspects of the application of digital technologies in the activities of enterprises (including for improving the system of managing relationships with consumers) and substantiation of scientific and methodological approaches to evaluating the effect of their implementation N. Trushkina, H. Dzwigol, O. Serhieieva, Yu. (Trushkina, 2020).

However, the issue of the use of Internet technologies in various spheres of society's functioning is currently the most researched, which is determined by the rapid pace of development of electronic business in the global environment.

The rapid pace of development of the digital economy, the growing level of its penetration into all spheres of social life require further research in order to study its most modern trends in the context of managing relationships with consumers and implementing them into the practical activities of enterprises.

The purpose of our article is to justify the feasibility of applying a comprehensive approach to the transformation of customer service in the logistics management system of enterprises in the conditions of the digital economy.

Formulation of the main material

The Ubiquitous Internet is a network that connects people, processes, information and goods. The more likely it is, the more objects are associated with it. The emergence of the World Wide Web was made possible by a combination of technological changes such as the Internet, increased mobility, the advent of cloud computing, and the growing role of big data.

A statistical analysis was carried out and it was established that the problems of using digital (information and communication) technologies for the transformation of the management system of relationships with consumers are relevant at Ukrainian enterprises in the last decade (Table 1). Thus, according to the State Statistics Service of Ukraine, the number of enterprises that had access to the Internet increased by 10.6 % in 2019-2021. The number of enterprises that used the Internet to obtain information about goods and services increased by %, and to send or receive messages by e-mail - by 11.2 % (Fig. 1).

Fig. 1 - Directions for using the Internet in the enterprise management system (thousands) Source: compiled on the basis of statistical and informational materials of the State Statistics Service of Ukraine, 2020, 2021, 2022

During the researched period, the number of enterprises that used the website to organize their logistics activities increased by 10 %. This happened due to the increase in the number of enterprises in which the website provided the following opportunities: forming an order for goods online - by 16 %; personalized information content of the website for regular customers - by

15.7 %; customer service - by 13.8%; monitoring the status of placed orders - by 13.7 %; supply of products online - by 11.8 % (Table 1).

Table 1Website capabilities when using the Internet at enterprises (thousands)