Innovative aspects of customer relationship management in an ecosystem marketing environment

Introduction. In the context of rapid digital transformation and increasing market competition, there is a growing need to find innovative tools for managing customer relationships and enhancing their loyalty. Ecosystem-based companies that offer integrated product and service packages demonstrate high audience retention rates and strong competitiveness. Examining the specifics of ecosystem marketing makes it possible to develop effective customer relationship management tools and a robust foundation for cultivating customer loyalty. Goal. The study aims to highlight the key aspects of innovative customer relationship management based on the ecosystem approach and to propose mechanisms for building their loyalty as a long-term competitive advantage. Materials and methods. The study draws on an analysis of literary sources and empirical data on the activities of leading ecosystem companies, employing methods of systems and comparative analysis, synthesis, induction and deduction, as well as tabular and graphical data representation and an expert approach. Results and discussion. Strategic recommendations have been formulated to develop ecosystem marketing and overcome the challenges of fragmentation, insufficient personalization, and weak partner integration. Special attention is given to the role of educational programs and subscription models, which act as catalysts for increasing customer loyalty and satisfaction. The results obtained will help optimize marketing processes, enhance the effectiveness of implementing innovative tools, and strengthen the company’s position in target markets. Conclusion. The research showed that innovative methods and tools of ecosystem marketing involve not only technological but also organizational transformations. Ecosystem business models, based on close cooperation with partners and in-depth analysis of the customer experience, create sustainable competitive advantages. Looking ahead to the further development of ecosystems in various industries, it is advisable to expand partner networks and strengthen the educational support of customers, which will enhance the positive impact of the ecosystem approach on business loyalty and efficiency

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