Information technologies for customer experience management in automotive retail

S.A. Ivakhnenko; A.A. Rylov

doi:10.18127/j19997493-202605-06

Information technologies for customer experience management in automotive retail

S.A. Ivakhnenko¹, A.A. Rylov²

research article UDC 339.37:004.8:629.33 Pages: 40-46 doi.org/10.18127/j19997493-202605-06

^1,2 Financial University under the Government of the Russian Federation (Moscow, Russia)

Keywords: Automotive retail digitalization customer experience CRM artificial intelligence predictive analytics

Abstract

Automotive retail is shifting to data-driven customer experience management. Customers increasingly begin their journey online, so dealership networks must integrate digital communication, CRM data, sales and after-sales service into one information environment. The study examines the role of information technologies, artificial intelligence and predictive analytics in automotive retail and proposes a unified AI-oriented customer support platform. It reviews key digital tools, including CRM systems, predictive analytics, intelligent segmentation, digital assistants and omnichannel models. The article shows that the greatest effect is achieved when marketing, sales and service data are integrated into a single platform. Special attention is paid to adapting digital solutions to the regional diversity of the Russian market. The results can be used to improve lead conversion and after-sales loyalty.

Received: 14.09.2026
Approved after review: 25.09.2026
Accepted: 01.10.2026

How to cite

Ивахненко С.А., Рылов А.А. Информационные технологии управления клиентским опытом в автомобильном ритейле // Динамика сложных систем - XXI век. 2026. Т. 20. № 5. С. 40−46. DOI: https://doi.org/10.18127/j19997493-202605-06

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[1] Kraus S., Durst S., Ferreira J.J. et al. Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management. 2022. V. 63. DOI: 10.1016/j.ijinfomgt.2021.102466

[2] Tueanrat Y., Papagiannidis S., Alamanos E. Going on a journey: A review of the customer journey literature. Journal of Business Research. 2021. V. 125. P. 336–353. DOI: 10.1016/j.jbusres.2020.12.028

[3] Pokamestov I.E., Nikitin N.A. Sovremenny`e texnologii iskusstvennogo intellekta kak instrument transformacii cepochek sozdaniya stoimosti rossijskix kommercheskix bankov. Finansy`: teoriya i praktika. 2024. T. 28. № 4. S. 122–135. DOI: 10.26794/2587-5671-2024-28-4-122-135 (in Russian).

[4] Kry`lova L.V. Cifrovy`e texnologii v sisteme finansovy`x mexanizmov mezhdunarodny`x raschetov s uchastiem Rossii. E`konomika. Nalogi. Pravo. 2024. T. 17. № 6. S. 25–33. DOI: 10.26794/1999-849X-2024-17-6-25-33 (in Russian).

[5] Mal`cev V.V., Yudanov A.Yu. Teoriya firmy` i fenomen inkapsulyacii znaniya. Voprosy` e`konomiki. 2024. № 1. S. 115–136. DOI: 10.32609/0042-8736-2024-1-115-136 (in Russian).

[6] Parma R.V. Ambivalentny`e e`ffekty` obshhestvennogo uchastiya v prostranstve cifrovy`x kommunikacij: diskursivnoe pole sovremenny`x issledovanij. Obshhestvenny`e nauki i sovremennost`. 2023. № 4. S. 96–108. (in Russian).

[7] Komarova N.M., Golubev S.S., Pashhenko D.S., Shherbakov A.G. Instrumenty` iskusstvennogo intellekta v programmax cifrovoj transformacii promy`shlenny`x predpriyatij. Mir novoj e`konomiki. 2024. T. 18. № 3. S. 6–16. DOI: 10.26794/2220-6469-2024-18-3-6-16 (in Russian).

[8] Savin S.V., Murzin A.D. Rol` iskusstvennogo intellekta v sozdanii novy`x biznes-modelej v cifrovoj e`konomike: ot cifrovizacii do polnost`yu avtomatizirovanny`x reshenij. Mir novoj e`konomiki. 2024. T. 18. № 4. S. 6–17. DOI: 10.26794/2220-6469-2024-18-4-6-17 (in Russian).

[9] Huang M.-H., Rust R.T. A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science. 2021. V. 49. P. 30–50. DOI: 10.1007/s11747-020-00749-9

[10] Stepnov I.M., Telegina M.Yu. Integriruyushhaya rol` cifrovoj zrelosti personala v modeli sbalansirovannoj cifrovoj transformacii. Upravlencheskie nauki. 2024. T. 14. № 4. S. 35–52. DOI: 10.26794/2304-022X-2024-14-4-35-52 (in Russian).

[11] Dyudikova E.I. Metavselennaya: ot fenomena social`noj gruppy` kriptoe`ntuziastov k bazisu novogo miroustrojstva. Obshhestvenny`e nauki i sovremennost`. 2024. № 6. S. 7–24. DOI: 10.31857/S0869049924060016 (in Russian).

[12] Krinichanskij K.V., Ponamorenko V.E. E`volyuciya doktriny` dolg-kapital v svete cifrovizacii finansovy`x instrumentov. Voprosy` e`konomiki. 2024. № 5. S. 55–73. DOI: 10.32609/0042-8736-2024-5-55-73 (in Russian).

[13] Shapovalov A.A., Suvorova A.V. E`volyuciya biznes-processov v rossijskom avtoritejle. E`konomika, predprinimatel`stvo i pravo. 2024. T. 14. № 6. S. 3117–3134. DOI: 10.18334/epp.14.6.121033 (in Russian).

Abstract

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