Сегодня: четыре мегатренда клиентоцентричности

Гл. 2. С. 71–142.

Selskiy A., Snegirev A., Колбин Е. И., Chernogortseva S.

The second chapter of the monograph analyzes the current megatrends of customer centricity, shaped by digital technologies and transforming the approaches of companies and government bodies to customer and citizen engagement. Based on semantic big data analysis (using the iFORA system) and expert interviews, the authors identify four key megatrends.

The first megatrend, proactive engagement and personalization, describes the shift from reactive service to anticipating customer needs through AI, multimodal systems, and generative AI, enabling hyper-personalized real-time offers. The second megatrend, co-creation of value, reveals practices of involving customers in product development through platform ecosystems and co-creation tools, including fully functional self-service. The third megatrend, intra-corporate integration, emphasizes the need to transform corporate culture, eliminate cross-functional barriers, and develop human-centricity to ensure coordinated work of all departments around the customer. The fourth megatrend, external consolidation of the value chain, examines omnichannel integration, supplier collaboration, and data security platformization as conditions for creating a seamless customer experience.

A dedicated section addresses customer centricity in the public sector, where similar trends manifest as proactive public services, citizen co-creation, inter-agency integration, and consolidation of the service delivery chain. The case study of Cloud.ru illustrates the practical implementation of a customer-centric strategy in the IT sector, including customer research, their involvement in product development, and corporate culture transformation.

Keywords: государственные услуги, персонализация, public services, personalization, value co-creation, совместное создание стоимости, омниканальность, artificial intelligence, искусственный интеллект, проактивное взаимодействие, customer centricity megatrends, proactive engagement, intra-corporate integration, external value chain consolidation, omnichannel, hyper-personalization, мегатренды клиентоцентричности, кокреация, внутрикорпоративная интеграция, внешняя консолидация цепочки создания стоимости, гиперперсонализация

In book

Цифровая клиентоцентричность. Как современные технологии помогают компаниям и государству сделать шаг навстречу потребителям

Колбин Е. И., Кубанцева Е. В., Selskiy A., Snegirev A., Староверова И. И., Chernogortseva S. М.: ИСИЭЗ ВШЭ, 2026.