Customer Experience Management: Digital Transformation in Fast- Moving Consumer Goods (FMCG) Industry of Bangladesh

Abstract

The purpose of this research is to analyse how the advent of digital technology has altered CEM practises in Bangladesh's fast-moving consumer goods (FMCG) industry. The success of businesses across industries, including those in the procurement industry, is increasingly dependent on how well they embrace digital transformation. Despite the advantages it could bring, digitization in procurement is being slowed down by some factors. This article summarises research into two major barriers that stand in the way of using digital solutions in procurement. Current challenges include a lack of a defined execution strategy and strategic structure, as well as insufficient digital proficiency among procurement specialists. This research emphasises the value of providing procurement professionals with opportunities to retrain and upskill, especially in the areas of analytics, digital technologies, problem-solving, communication, and social skills. This statement highlights the need for training programmes that equip procurement professionals with the knowledge and abilities they need to effectively incorporate digitalization into their daily work. Digitalization in procurement processes is hindered by a lack of a thorough implementation strategy and strategic approach. The private sector in Bangladesh recognises the potential benefits of digitalization in procurement. The foregoing difficulties must be overcome if the benefits are to be maximised. To effectively upskill and reskill procurement professionals, training programmes are crucial in enhancing their digital competencies and expertise. To successfully integrate digital technologies into procurement processes, it is also important to have a well-defined implementation plan and methodology. To shed light on the solution, this study uses a qualitative methodology. To keep up with their customers' ever-evolving expectations, e-commerce companies have adjusted their methods of customer experience management. To achieve this goal, various changes implemented like improved customer service and customised messaging as well as security measures.