Репозитарій ОНУ імені І.І.Мечникова

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CRM strategy in management in the conditions of digital transformation
(Одеський національний університет ім. І. І. Мечникова, 2023) Xie QianQian
Issues and problems of the functioning of the digital economy are among the topical and discussed by society. In the context of the intensification of digitalization processes and the use of the capabilities of artificial intelligence (AI) in the everyday life of service consumers and various user groups, the problems of interaction between the managing and managed subsystems are becoming increasingly important, since they directly affect not only all the behavioral characteristics of a person in the digital economic order, but also in an existing social one. The control problem is the key one at all times, since it concerns the interaction of the control and controlled subsystems to achieve the desired result. Particulars and features of this interaction have changed in the process of evolution of management science. Today, when the goal of building a digital economic structure (including the so-called digital economy) and, accordingly, a “digital” society, is set as guidelines for the socio-economic development of society, this problem becomes not only debatable, but also key, and here the importance acquires an understanding and awareness of the processes that await the bulk of the members of this type of society.