Digital Crm Solutions in Customer Relationship Management: International Experience and Prospects for Application in Uzbekistan

The article examines international experience in implementing digital CRM solutions in enterprises and the possibilities of adapting this experience to the context of Uzbekistan. The role of CRM systems in improving customer service quality, personalizing services, strengthening customer loyalty, and ensuring business competitiveness in the digital economy is substantiated. Based on a comparative analysis of practices in the United States, Japan, and European Union countries, the main approaches to customer relationship management are identified, including the use of artificial intelligence, big data, loyalty programs, omnichannel communications, and sustainable development principles. Particular attention is paid to the challenges of CRM implementation in Uzbekistan, including insufficient digital literacy, limited IT infrastructure among small and medium-sized enterprises, fragmented customer data, and a shortage of analytical competencies. As a result of the study, a step-by-step model for adapting international experience to national conditions is proposed, and key indicators for evaluating CRM effectiveness are identified.