CUSTOMER-ORIENTED BUSINESS MODELS IN THE ENERGY MARKET OF UKRAINE

Abstract

As a result of the Ukrainian natural gas and electricity markets’ reform, the consumer received the right to independently choose the supplier of energy resources. Supplier companies have entered a fierce competition and faced the need to develop and implement new business models of sales that are not typical for the market. Since the liberalization of markets took place not so long ago, there is a need to find out how these models are built, in which direction they will develop. The purpose of the article is to generalize the content of new business models implemented by supplier companies on the Ukrainian energy market, as well as to determine the factors that influence the formation of business models in the conditions of energy market’s new configuration. Research methods: comparative analysis of competitive strategies of suppliers (to reveal the content of business models); logical modeling (to determine the prospects for further use of client-oriented business models). It has been proved that the main direction of updating business models is client orientation, which is based on the principles of partnership and participation, mutual integration of business processes. Basic business models are highlighted. Among them: 1) engagement model (the supplier integrates its service into the client's business processes); 2) the client consulting model (providing the client with advisory services on energy consumption and energy efficiency issues); 3) network model (the supplier company creates an agent network, attracting interested persons to independent or under the supplier's brand of energy resource sales). Customer orientation involves the active digitization of all business models: the creation of convenient online services for the purchase of energy resources, communications with customers, and consulting. The expansion of client-oriented business models will take place as the market is further "opened" and the nature of competition changes from price to non-price. The results of the research make it possible to improve the customer services of supplier companies and can be used to expand the customer base and increase consumer loyalty.