Digitalization of Customer Interaction Processes at Enterprises in the Republic of Moldova

Abstract

This study examines the role of digital transformation tools in improving business processes and customer interaction within enterprises in the Republic of Moldova in the context of Industry 4.0. The findings demonstrate that modern organizations increasingly rely on digital solutions such as self-service checkouts, social media platforms, messaging applications, chatbots, CRM systems, and SMS marketing. These technologies contribute to the automation and optimization of internal operations, enhance the efficiency of сustomer data management, and improve the overall quality of service delivery. The study concludes that in the era of Industry 4.0, no organization can remain competitive without the implementation of digital tools that enhance visibility, operational efficiency, and customer experience. Continuous adaptation to technological trends is essential for ensuring long-term sustainability and competitiveness in a rapidly evolving digital environment. CZU: 004:658.89(478); JEL: O31, O39, M37, M3