Research of the Consumer Relationship Management System in the Context of Digitalization

An important aspect of the development of the digital services market is its own approach to building communications with consumers. It is important to take into account the individual needs and expectations of each customer. This can be done through a personalized approach to service, providing individual recommendations on digital support, etc. This study was conducted in order to describe the research process of marketing relationship management with consumers and test it in line with the development of traditional and modern forms and methods in managing the interaction of market participants in the context of digitalization. The scientific methods by which marketing information of a primary nature was formed are polling, CSI, and SPSS data processing. The research includes an algorithm for the development of a system of relationships with consumers, which is tested by the authors on the example of the digital services market in Kazakhstan. In this case, the multipolar view of interaction with the client is embodied on the basis of marketing research in order to identify the degree of satisfaction with the company's communication activities in the context of digitalization, as well as to identify the degree of loyalty and evaluation of the organization in the internal marketing system. The weaknesses of the service and communication process with customers are identified, which directly affects the formation and development of relationships with consumers and practical measures are proposed.