CLASSIFICATION CHARACTERISTICS OF CUSTOMER-ORIENTED MANAGEMENT STRATEGIES OF ENTERPRISES.

DOI: 10.31673/2415-8089.2025.011016

Abstract

In the context of dynamic market development, digitalization, and increasing
competition, customer orientation plays a decisive role in shaping a company's sustainable
competitive advantage. Effective management of customer orientation requires not only the
implementation of modern technologies but also a strategic approach to customer relationship
management. A clear classification of customer-oriented strategies is essential to help businesses
select the most optimal interaction models, enhance customer loyalty, and maintain long-term
competitiveness.
The purpose of this study is to systematize and analyze the classification features of customeroriented management strategies in enterprises, assess their impact on competitiveness, and explore
possible ways to improve these strategies in the modern business environment.
The study examines various approaches to classifying customer-oriented strategies and identifies
key differentiating criteria, including the level of interaction personalization, the degree of
innovation, digitalization, and integration into overall corporate strategy. Additionally, it analyzes
the critical factors influencing the effectiveness of these strategies, such as adaptability to changing
consumer needs, the use of artificial intelligence, and automated customer relationship
management systems.
The main findings of this research emphasize the necessity of a flexible approach to developing
customer-oriented strategies that consider the unique characteristics of the target audience. The
active use of digital technologies, personalized marketing, and innovative customer relationship
management approaches is essential. Future research in this field should focus on developing
adaptive strategies that enhance customer satisfaction and strengthen the long-term competitive
positions of enterprises.
Keywords: customer orientation, management strategy, personalization, digitalization, competitive
advantage.

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FINANCIAL AND CREDIT ACTIVITY: Problems of Theory and Practice (Scopus)
https://fkd.net.ua/index.php/fkd/article/view/4141