DIGITAL TECHNOLOGIES AS A CATALYST FOR THE INTEGRATION OF MARKETING AND LOGISTICS IN THE FINANCIAL SECTOR
Abstract
The dynamic development of digital technologies, the rapid diffusion of artificial intelligence solutions, and the transformation of consumer behaviour are fundamentally reshaping the operating environment of financial institutions. Increasing competition from fintech companies, the growing expectations of customers regarding personalization, speed, transparency, and seamless omnichannel interaction require financial institutions to reconsider traditional approaches to organising business processes. In particular, the growing importance of customer experience management and real-time service delivery emphasizes the need for deeper alignment between marketing, operational, and service components of institutional activities. At the same time, the fragmented architecture of corporate information systems, the separation of CRM, ERP, and analytical platforms, and the decentralised management of customer data significantly limit analytical capabilities. Such fragmentation complicates the formation of a holistic view of customer journeys and flows, reduces the accuracy of demand forecasting, weakens coordination between front-office and back-office functions, and ultimately constrains the strategic flexibility of financial institutions. In this context, the integration of corporate information systems acquires strategic significance. System integration enables the consolidation of customer data, synchronisation of marketing campaigns with operational capacity, optimisation of service processes, and implementation of advanced analytics and artificial intelligence tools for predictive modelling and decision support. It also creates the technological foundation for effective omnichannel interaction, ensuring consistency of customer experience across digital and physical touchpoints. The purpose of the study is to substantiate the role of corporate information system integration in enhancing the efficiency of customer flow management in financial institutions under conditions of digital transformation, with particular emphasis on omnichannel development, data-driven decision-making, and the application of advanced analytical technologies.
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