Omnichannel Approach to Customer Service in the Digital Economy

Relevance. The current conditions for the development of the customer service system in companies of various business profiles are characterized by the influence of many factors: from uncertainty and increased risks against the background of the consequences of the coronavirus pandemic and sanctions pressure to the digital transformation of business processes. At the same time, generations of potential consumers are changing, which contributes to the transformation of approaches to customer service and their requirements for the quality of products, services and services.

In this regard, the relevance of finding new customer service channels, expanding the sphere of promotion of products and services to potential consumers, as well as mastering new methods and technologies of client services is growing. The implementation of these areas is possible on the basis of the development and implementation of an omnichannel service system for a potential and formed client base.

The purpose of the study is to identify modern trends and potential for the development of an omnichannel approach to customer service in the context of the digital transformation of the Russian economy.

Objectives: highlight the factors of changing the paradigm of customer service; determine the directions of transformation of customer service services; identify the prerequisites for using the omnichannel approach to the implementation of client services and the potential for its development in the modern conditions of the digital economy.

Methodology. In the course of the study, general scientific methods were used: scientific abstraction, analysis and synthesis, generalization and extrapolation.

Results. The study made it possible to form and highlight the following scientific results: the essence and content of the omnichannel approach to customer service was determined; the classification of channels and customer service services in the aggregate of the omnichannel approach was given, promising directions of omnichannel service systems in the digital economy were identified.

Conclusions. The digital transformation of business processes affects the customer service system, primarily in terms of the choice of specific channels and services, as well as an integrated approach to their implementation. Customer focus as a basic trend in the development of modern business contributes to improving the efficiency of the customer service system based on omnichannel services.

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