BUSINESS PROCESS MANAGEMENT OF CUSTOMER SUPPORT: CHANGE STRATEGY AND DIGITAL TRANSFORMATION

Abstract

The article explores the management of the customer support business process in the context of digital transformation and increasing environmental uncertainty. It is argued that the strategy of change within digital transformation represents a targeted system of managerial decisions aimed at aligning process parameters with new digital requirements and ensuring adaptability. A methodological approach to scenario‑based modeling is proposed, employing BPMN notation extended with analytical metadata (degree of digitalization, level of AI integration, process throughput, and stability). This enables quantitative assessment of transformation efficiency and forecasting of the impact of digital technologies on customer support performance.

The article examines the management of the customer support business process under conditions of digital transformation and increasing environmental uncertainty. It is substantiated that the change strategy within digital transformation represents a purposeful system of managerial decisions aimed at aligning the parameters of the customer support process with new digital requirements and ensuring its adaptability. It is proven that the implementation of the change strategy is achieved through scenario-based simulation modeling, which enables the formalization of alternative process scenarios, evaluation of their effectiveness, and justification of optimal managerial decisions.

The scenario-based approach allows consideration of the dynamics of digital change, variability of influencing factors, and uncertainty of the business environment. Within the study, BPMN-based parameters (cycle time, workload, process stability, degree of digitalization, and AI integration level) are applied to provide a quantitative assessment of digital transformation scenarios (S1–S3). An empirical study of a small B2C e-commerce enterprise confirms that the transition from a baseline scenario to an AI-oriented scenario results in reduced cycle time, increased throughput, decreased staff workload, and improved service quality.

A matrix-based approach is proposed to ensure a systematic evaluation of the level of digital transformation and the alignment of the business process with the enterprise’s strategic priorities. The findings indicate that adaptation of the customer support process is a continuous activity requiring the integration of strategic change management, digital technologies, and analytical modeling tools. The results provide a scientific and practical basis for managerial decision-making regarding digital innovation and contribute to enhancing the competitiveness of enterprises in the e-commerce sector.