CHANGES IN MARKETING PROCESSES BY IMPACT OF DIGITAL TRANSFORMATION WITH A FOCUS ON CUSTOMER EXPERIENCE

Sa？etak Expectations from users in digital age are getting bigger. Users change their habits, habits become more complex, and organizations need to follow them successfully. User recognition for organizations means a challenge because organizations introduce innovations to their business to overcome market competition and to become first choice of users. Customer centricity is one of the focus of digital transformation. Digital transformation changes the sphere of business operations by taking into account communication and collaboration with customers and incorporates them into all business processes. Business processes are the subject of innovation and, in the context of digital transformation, their modification, complete market adaptation and user needs is expected. Subject of the article analysis deals with changes that occur in marketing processes to improve user experience. The research was based on analysis of literature review that emphasizes digital transformation and user experience. Objective of the article is to explore the role and the concept of customer focus in the context of digital transformation of marketing processes