Customer management in B2B markets in the context of digitalization
The article is devoted to the problem of improving customer management in B2B markets in the context of digitalization. By analyzing the literature on the issues under study, the authors identified the main factors contributing to the transition from managing key customers to managing all the compan...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2023-09-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/4606 |
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| _version_ | 1832541577289924608 |
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| author | M. V. Orlova V. V. Orlov |
| author_facet | M. V. Orlova V. V. Orlov |
| author_sort | M. V. Orlova |
| collection | DOAJ |
| description | The article is devoted to the problem of improving customer management in B2B markets in the context of digitalization. By analyzing the literature on the issues under study, the authors identified the main factors contributing to the transition from managing key customers to managing all the company’s customers in order to identify prospective customers, their development and strengthening relationships. Customer management based on the initial segmentation of customers, and then interaction with them in accordance with their position lead to a significant improvement in productivity. The analysis of foreign studies, as well as the survey conducted within the framework of this study, made it possible to justify the need to use modern strategies for managing key clients and marketing managing. The article identifies and systematizes the factors contributing to the effective implementation of strategies for managing key clients and marketing in the practical activities of modern companies, and also a questionnaire has been developed. The analysis of the research, in turn, revealed promising areas in the management of all the company’s clients, such as the gradual introduction of digital marketing methods, the use of technological advances (artificial intelligence and cloud computing), the provision of more personalized experience, the creation of scalable strategies, the development and implementation of domestic digital platforms for managing all the company’s clients. |
| format | Article |
| id | doaj-art-d50e12a583a24004a6dede11a8cf84d6 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2023-09-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-d50e12a583a24004a6dede11a8cf84d62025-02-04T08:28:17ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152023-09-0107414910.26425/1816-4277-2023-7-41-492831Customer management in B2B markets in the context of digitalizationM. V. Orlova0V. V. Orlov1Scientific and Educational Center “Higher School of Brand Management”, Russian Presidential Academy of National Economy and Public AdministrationScientific and Educational Center “Higher School of Brand Management”, Russian Presidential Academy of National Economy and Public AdministrationThe article is devoted to the problem of improving customer management in B2B markets in the context of digitalization. By analyzing the literature on the issues under study, the authors identified the main factors contributing to the transition from managing key customers to managing all the company’s customers in order to identify prospective customers, their development and strengthening relationships. Customer management based on the initial segmentation of customers, and then interaction with them in accordance with their position lead to a significant improvement in productivity. The analysis of foreign studies, as well as the survey conducted within the framework of this study, made it possible to justify the need to use modern strategies for managing key clients and marketing managing. The article identifies and systematizes the factors contributing to the effective implementation of strategies for managing key clients and marketing in the practical activities of modern companies, and also a questionnaire has been developed. The analysis of the research, in turn, revealed promising areas in the management of all the company’s clients, such as the gradual introduction of digital marketing methods, the use of technological advances (artificial intelligence and cloud computing), the provision of more personalized experience, the creation of scalable strategies, the development and implementation of domestic digital platforms for managing all the company’s clients.https://vestnik.guu.ru/jour/article/view/4606b2b marketskey account managementaccountsrelationshipsabm programscustomer orientation |
| spellingShingle | M. V. Orlova V. V. Orlov Customer management in B2B markets in the context of digitalization Вестник университета b2b markets key account management accounts relationships abm programs customer orientation |
| title | Customer management in B2B markets in the context of digitalization |
| title_full | Customer management in B2B markets in the context of digitalization |
| title_fullStr | Customer management in B2B markets in the context of digitalization |
| title_full_unstemmed | Customer management in B2B markets in the context of digitalization |
| title_short | Customer management in B2B markets in the context of digitalization |
| title_sort | customer management in b2b markets in the context of digitalization |
| topic | b2b markets key account management accounts relationships abm programs customer orientation |
| url | https://vestnik.guu.ru/jour/article/view/4606 |
| work_keys_str_mv | AT mvorlova customermanagementinb2bmarketsinthecontextofdigitalization AT vvorlov customermanagementinb2bmarketsinthecontextofdigitalization |