Digital transformation of the customer interaction system in the business model of the organization based on the omnichannel approach

Maintaining a competitive position in the market context of digitalization becomes difficult or impossible without creating new sources advantage. The economy and business requires corresponding change model organization. One most urgent areas enhancement structure is system interaction with client. Its timely transformation provides an integrated approach to service customer based on omnichannel using balanced multifunctional digital traditional communication channels. article proposes author’s transforming client (through “omnichannel prism”) business, defines requirements for developed indicators assessing its efficiency.