Abstract
Introduction. The active use of digital technologies in the transport and logistics industry is transforming customer expectations, as well as changing their approach to running business. This requires a detailed study of the practical aspects of building and developing business relationships, which will make it possible to offer recommendations aimed at improving the effectiveness of partnership management.
Materials and methods. In the course of the research, methods of analysis and synthesis, interviewing, as well as the panel method were used. The respondents were employees of transport and logistics companies with many years of successful experience in building relationships with clients in the field of transport logistics.
Results. An analysis of the practical aspects of the functioning of enterprises in the field of marine logistics allowed identifying the most popular digital tools: Microsoft Office software package, chatbots, CRM system, template application forms on the website, quizzes, quiz landing pages, personal account. Differences in the use of digital tools have been identified. Small businesses prefer Microsoft Office software, while larger ones prefer a range of tools, including a CRM system. The problem of holding the client's attention at the stage of primary interaction due to the digitalization of the search process for a profit.
Discussion. It has been established that in the context of the digital transformation of the transport and logistics sector, the key to high efficiency in developing relations with service buyers is the use of the concept of customer centricity. In this regard, in order to increase the productivity of interaction with the client at the stage of his involvement, the principle of balanced adaptability of the dialogue is proposed, which will increase the likelihood of concluding a contract.
To solve the problem of information lack, it is proposed to use IP telephony as an additional tool, which will allow to create and adjust the digital portrait of the client. It is proposed to improve the competence model of the manager's position by expanding the list of soft skills aimed at solving the problem of collecting information for the subsequent adaptation of the services offered to clients. It is recommended to use a modified sales funnel model that takes into account the specifics of the transport and logistics sector and contains the most effective ones for attracting customers.
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