ІНТЕЛЕКТУАЛЬНА ТРАНСФОРМАЦІЯ CRM-СИСТЕМ ЯК СТРАТЕГІЧНИЙ ІМПЕРАТИВ МАРКЕТИНГОВОГО МЕНЕДЖМЕНТУ
Анотація
Стаття присвячена дослідженню стратегічних основ впровадження гіперперсоналізації в CRM-системи як інструменту маркетингового менеджменту. Актуальність теми зумовлена фундаментальною трансформацією споживчих моделей, в межах якої традиційна сегментація втрачає ефективність, поступаючись запиту на індивідуалізований досвід клієнтів у реальному часі. Методологічний апарат дослідження грунтується на системному вивченню технологічної архітектури маркетингу, методах поведінкового аналізу, стратегічного картографування клієнтського шляху. У ході дослідження розроблено концептуальну модель трансформації споживчих патернів. Сформовано технологічний стек гіперперсоналізації AI-HUB. Запропоновані підходи мають прикладне значення, позаяк сприяють оптимізації бізнес-процесів та мінімізації технічних бар’єрів при конвергенції інтелектуальних CRM-систем, що є визначальною детермінантою конкурентних переваг компанії в умовах глобальної цифровізації.
Посилання
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Jain, G., Paul, J., & Shrivastava, A. (2021). Hyper-personalization, co-creation, digital clienteling and transformation. Journal of Business Research, vol. 124, рр. 12-23. DOI: https://doi.org/10.1016/j.jbusres.2020.11.034
Konakalla, K. (2024). Integrating ChatGPT with Salesforce for real-time market insights on accounts. International Journal of Scientific Research in Engineering and Management, vol. 8, no 10, рр. 1-5. DOI: https://doi.org/10.55041/ijsrem37483
Maddodi, S., & Nandha Kumar, K. G. (2020). Artificial intelligence and hyper-personalization for improving customer experience. Dogo Rangsang Research Journal, vol. 10, no 6, рр. 29-35. DOI: https://doi.org/10.46528/DRSRJ.2020.V10I06N05.02
Naim, I., Rajuddin, W. O. N., & Ansyori, A. (2024). Customer relationship management in the digital era to enhance customer experience through technology. Transforma Jurnal Manajemen, vol. 2, no 2, рр. 77-85. DOI: https://doi.org/10.56457/tjm.v2i2.131
Vu, C. B., et al. (2026). Navigating trust and the personalization-privacy paradox in AI-driven e-commerce: A consumer pathway framework. Journal of Retailing and Consumer Services, vol. 93, art. no. 104938. DOI: https://doi.org/10.1016/j.jretconser.2026.104938
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Seppala, T., Mucha, T., & Mattila, J. (2023). Beyond AI, blockchain systems, and digital platforms: Digitalization unlocks mass hyper-personalization and mass servitization [SSRN Scholarly Paper]. SSRN Electronic Journal. DOI: https://doi.org/10.2139/ssrn.4433149
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Vemuganti, R. (2022). Privacy, hyper-personalization, and autonomy harms [SSRN Scholarly Paper]. SSRN Electronic Journal. DOI: https://doi.org/10.2139/ssrn.4072059
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