Methodology for assessing the performance of management strategy for retention of customers of companies

Abstract

Introduction. Currently, the impact of global geopolitical challenges on world markets, sanctions policy, structural transformation of the Russian economy, digitalization and informatization of company business processes and, as a consequence, changes in consumer behavior patterns in the coronavirus and post-coronavirus periods, are radically changing the strategic management ecosystem as a whole and require rethinking traditional, primarily focused on resource potential, goods and discrete transactions, theoretical and methodological approaches for assessing the performance of the management strategy for retention clients of companies. The need to adapt companies and consumers to new realities has led to the development of existing methodological tools for assessing their interaction in order to implement successfully management strategies of retention of clients of the company. The purpose of the study is to develop a methodology for assessing the management strategy performance for retention of companies clients based on a theoretical review of the domestic and foreign researchers approaches to the definition of the “management strategy” concept and identifying the key advantages and disadvantages of models for assessing the intangible assets underlying it.

Materials and methods.In the development of theoretical and methodological provisions for implementation of management strategy of retention clients of companies, general scientific methods were used: systematization and generalization of data, bibliometric, monographic, historical-retrospective, logical-structural, cause-and-effect analysis and synthesis, search and structuring of secondary information.  

Results.The authors identified six key approaches to defining the definition of “management strategy”; the definition was supplemented from the position of a value-oriented approach with an emphasis on the customer retention procedure. The key models for assessing intangible assets are determined, highlighting their advantages and disadvantages. Methodological approach to assessing the performance of management strategy for retention clients of companies has been proposed, which is based on the concept of the customer life-time value (CLV).

Discussions. The results of the study can be used both in the process of implementation of management strategies of companies and in order to increase the efficiency of interaction between companies and clients.