FORMATION OF A CHANGE MANAGEMENT MECHANISM IN THE SYSTEM OF ENTERPRISE CONSUMER CAPITAL MANAGEMENT

Abstract

The article substantiates theoretical and applied provisions of change management in the system of enterprise consumer capital management. Consumer capital is defined as a system of relationships with customers, the parameters of which are formed within business processes and can be purposefully influenced through managerial decisions. It is determined that transformation of business processes acts as the key factor affecting customer engagement, loyalty, interaction intensity and economic performance of relationships. Particular attention is paid to the role of change management as an integrative tool that ensures coordination between internal capabilities of the enterprise and dynamic changes in the external environment. It is established that effective management of consumer capital requires a systematic impact on the processes of attracting, servicing and retaining customers, which ensures targeted transformation of interaction parameters and improves the quality of customer relationships. A mechanism of change management in the system of consumer capital management is developed based on the relationship between business processes, interaction parameters and management tools. Its structure includes subject and object of management, goals, methods, tools and an evaluation system, which ensures consistency and effectiveness of managerial decisions. Organizational, economic and informational methods of change implementation are substantiated as key instruments of managerial influence. The use of digital and analytical tools for monitoring consumer behavior and processing customer data is defined as a basis for improving decision-making and increasing responsiveness of enterprises to market transformations. A system of indicators for evaluating consumer capital is proposed, which provides feedback, supports continuous improvement of management processes and ensures alignment of managerial actions with achieved results. The application of the proposed mechanism ensures adaptability of the enterprise to external changes, increases efficiency of customer relationships, strengthens competitive positions and supports sustainable long-term development.


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