Digital transformation of the customer interaction system in the business model of the organization based on the omnichannel approach

Abstract

Maintaining a competitive position in the market in the context of digitalization becomes difficult or impossible without creating new sources of competitive advantage. The digitalization of the economy and business requires a corresponding change in the business model of the organization. One of the most urgent areas of enhancement in the structure of the business model is the system of interaction with the client. Its timely transformation provides an integrated system approach to service and customer interaction based on an omnichannel approach using a balanced and multifunctional system of digital and traditional communication channels. The article proposes the author’s approach to transforming the system of interaction with a client (through the “omnichannel prism”) in the context of the digitalization of the economy and business, defines the requirements for a business model and developed a system of indicators for assessing its efficiency.