Digital Transformation of Customer Relationship Management Systems in Logistics Systems : A Conceptual Model

Abstract

In the context of the digital transformation of the economy, customer relationship management systems play a key role in improving business process efficiency and enhancing the competitive advantages of enterprises. Their application is especially important in logistics systems, where effective customer relationship management directly affects service quality, order processing speed, and customer satisfaction. The purpose of the article is to examine the trends in the digital transformation of customer relationship management systems in logistics systems and to substantiate a conceptual model of their integration into the digital business ecosystem of an enterprise. The methodological framework is based on general scientific and specific research methods, including analysis and synthesis, system analysis, generalization, comparative analysis, and the use of statistical and analytical data from international organizations and research agencies. The study identifies current trends in the global customer relationship management market and determines key areas of their application in logistics companies. It is shown that the implementation of such systems enhances customer data management, supports personalized communication, optimizes order processing, and improves logistics service quality. The role of digital technologies, including artificial intelligence, big data analytics, cloud services, and digital platforms, is substantiated. The scientific novelty lies in the development of a conceptual model integrating digital transformation drivers, technologies, customer relationship management systems, logistics processes, and business outcomes. The proposed model has practical value for designing digital transformation strategies in logistics enterprises.