Особливості та значення клієнтського капіталу в організаційно-економічному управлінні підприємством
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Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
Видавництво «Молодий вчений», Одеса
Abstract
UKR: Стаття присвячена вивченню теоретичних та практичних особливостей клієнтського капіталу та його впливу на організаційно-економічне управління підприємством. Досліджено поняття «клієнтський капітал» його значення та роль в економічній науці. Підприємство на протязі усього свого життєвого циклу приділяє максимальну увагу клієнтському капіталу, вивчаючи основні його складові для підвищення ефективності роботи підприємства в цілому. Механізм функціонування клієнтського капіталу дуже тісно пов'язаний з достатнім обсягом інформації накопиченій у клієнтській базі, яка складає одне з провідних місць загальної CRM-системи підприємства. Клієнтська база має бути структурованою, простою в оновлені даних (під чим розуміють додавання, видалення та зміну даних), висока швидкість вивантаження даних з бази на відповідний запит, незалежність даних, безпека даних у базі, адекватність відображення даних для відповідної предметної області, простий інтерфейс користування тощо. Економічна наука ще вивчає та накопичує знання про технології управління клієнтським капіталом, а отже дана область є дуже актуальною.
ENG: The article is devoted to the study of theoretical and practical features of client capital and its influence on the organizational and economic management of the enterprise. The concept of "customer capital" and its meaning and role in economic science have been studied. Throughout its life cycle, the enterprise pays maximum attention to the client's capital, studying its main components to improve the efficiency of the enterprise as a whole. The mechanism of functioning of client capital is very closely related to the sufficient amount of information accumulated in the client base, which is one of the leading places in the general CRM system of the enterprise. The client database must be structured, easy to update data (which means adding, deleting and changing data), high speed of data upload from the database to the corresponding request, data independence, data security in the database, adequacy of data display for the relevant subject area, simple interface use, etc. Economic science is still studying and accumulating knowledge about client capital management technologies, and therefore this area is very relevant. Also, customer capital plays an important role in the formation and creation of added value by the enterprise. Customer capital in relation to the share in the created added value stands out among other components of a stable positive-interested attitude towards the enterprise and its products, and it also helps the enterprise to gain additional advantages in the market. Customers can show a positive attitude in the following forms: an increase in the share of sales due to an increase in the share of regular customers; purchase of goods and services from the most "favorite" enterprise; the established customer base of regular customers is not greatly affected by the promises and appeals of competitors. The mechanism of the functioning of client capital is very widely intertwined with the general structure of the functioning of the enterprise and affects almost every branch of enterprise management, since any share of client capital is always present in any structural division of the enterprise, and therefore this component is constantly engaged in and improved. The philosophy of operation of modern enterprises is closely related to client capital, as this is the central place around which the enterprise's activities take place. Customers make up the backbone of the company's orders, and therefore all the company's activities take place around them.
ENG: The article is devoted to the study of theoretical and practical features of client capital and its influence on the organizational and economic management of the enterprise. The concept of "customer capital" and its meaning and role in economic science have been studied. Throughout its life cycle, the enterprise pays maximum attention to the client's capital, studying its main components to improve the efficiency of the enterprise as a whole. The mechanism of functioning of client capital is very closely related to the sufficient amount of information accumulated in the client base, which is one of the leading places in the general CRM system of the enterprise. The client database must be structured, easy to update data (which means adding, deleting and changing data), high speed of data upload from the database to the corresponding request, data independence, data security in the database, adequacy of data display for the relevant subject area, simple interface use, etc. Economic science is still studying and accumulating knowledge about client capital management technologies, and therefore this area is very relevant. Also, customer capital plays an important role in the formation and creation of added value by the enterprise. Customer capital in relation to the share in the created added value stands out among other components of a stable positive-interested attitude towards the enterprise and its products, and it also helps the enterprise to gain additional advantages in the market. Customers can show a positive attitude in the following forms: an increase in the share of sales due to an increase in the share of regular customers; purchase of goods and services from the most "favorite" enterprise; the established customer base of regular customers is not greatly affected by the promises and appeals of competitors. The mechanism of the functioning of client capital is very widely intertwined with the general structure of the functioning of the enterprise and affects almost every branch of enterprise management, since any share of client capital is always present in any structural division of the enterprise, and therefore this component is constantly engaged in and improved. The philosophy of operation of modern enterprises is closely related to client capital, as this is the central place around which the enterprise's activities take place. Customers make up the backbone of the company's orders, and therefore all the company's activities take place around them.
Description
Т. Гулик: ORCID 0000-0003-0411-7743
Keywords
клієнтський капітал, CRM-система, клієнтська база, клієнтський досвід, клієнтоорієнтованість, client capital, CRM-system, client base, client experience, client orientation, КЕП
Citation
Гулик Т. В., Бодня Д. А. Особливості та значення клієнтського капіталу в організаційно-економічному управлінні підприємством. Молодий вчений. 2024. № 5 (129). С. 123–127. DOI: https://doi.org/10.32839/2304-5809/2024-5-129-23.