Staff client centricity amidst digital business transformation
Kotlyarevskaya I.V.1, Matushkina O.E.1
1 Федеральное государственное автономное образовательное учреждение высшего образования «Уральский федеральный университет имени первого Президента России Б.Н. Ельцина»
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Journal paper
Journal of Economics, Entrepreneurship and Law (РИНЦ, ВАК)
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Volume 14, Number 4 (April 2024)
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=65667595
Abstract:
The relationship between external and internal customer centricity is analyzed. It is proved that the staff client centricity directly depends on the degree of the employee's satisfaction with their work, which, in turn, is determined by the quality of interpersonal communication and the level of creative approach to the duties performed. The multilateral influence of digital technology on the employee\'s desire and ability to study the client and meet his needs is analyzed. The possibility of obtaining an objective assessment of the employees' work through the application of business digitalization tools to develop adequate motivation systems is analyzed.
The application of digital technology for the formation of employee-client, employee-employee and manager-employee chains leads to the need to adjust all elements of the marketing mix. In this study, additions to such a tool as market segmentation have been developed. The relationship between the level of business digitalization and the staff turnover rate is proved.
This article may be of interest to marketers engaged in scientific research in the field of internal and external customer orientation, as well as company managers to improve the effectiveness of intra-organizational marketing.
Keywords: staff client centricity, digitalization, labor intellectualization, spiritual values, staff turnover rate
JEL-classification: J24, M51, M54
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