DEVELOPMENT, MANAGEMENT AND USE OF CUSTOMER-RELATED DATABASES

This article examines the issues of forming, managing and strategically using customer-related databases in the effective organization of modern business processes. The relevance of the research is determined by the need to increase the competitiveness of enterprises by systematizing large amounts of data (Big Data) in the digital economy. The article analyzes the principles of developing the structural architecture of the database, mechanisms for ensuring data quality and security, and methods for using analytical models in customer segmentation. It also highlights the economic efficiency of database management systems (DBMS) in optimizing customer relationships. The conclusions obtained serve to improve customer-oriented strategies in enterprises.