THE PROCESS OF DIGITAL TRANSFORMATION AS A CHALLENGE FOR COMPANIES

Abstract

In order to improve the efficiency of business management, companies are increasingly using modern technologies. The necessity of using them forces changes in the environment, among which the first one comes these that determine the durability and profitability of customer relationships. The key objective of the article is to identify the place and importance of digitization in the process of creating customer relationships and identify the key barriers for digital transformation. As a thesis, it is assumed that the primary barrier for the advancement of digital transformation is the competency barrier. On the basis of literature studies and cited research reports, this thesis has been confirmed.