Customer Loyalty Management in the Context of Digital Transformation of Business

In conditions of business digital transformation, possibilities of equal comparison between manufacturers and quick customer switching in the digital environment, the formation of customer loyalty has become more complicated. In the meantime, new information and communication channels (social networks and platforms) and new ways of building relationships with the consumer (personalization, co-creation, consumerism, crowdsourcing, crowdfunding) are developing. Under the conditions of multiplatform communications in the digital environment it is necessary to manage the integrated structure of digital marketing communications on a trustworthy basis. The integrated structure of digital marketing communications is considered as an interacting set of touch points between the organization and its consumers, which follows the principles of integrity, elements compatibility, polyfunctionality, development, lability, and variability. The subject of digital transformation has moved beyond the automation and now deals with the issues of changing the managers' mentality towards the creation of breakthrough business models and new formats of loyalty building.