DIGITAL TRANSFORMATION IN KAZAKHSTAN: CUSTOMER EXPERIENCE MANAGEMENT

The article explores the development of digital transformation based on experience management in the Republic of Kazakhstan. Its objective is to examine the correlation between an organization’ digital transformation and experience management, identify systemic issues, and confirm the role of experience management in enhancing digital transformation effectiveness. The study focuses on business entities within Kazakhstan, represented by small, medium and large enterprises in the IT sector. To facilitate digital transformation based on experience management, a clear definition of experience management and the transformation target, i.e., the organization, is essential. The study posits that effective transformation management should encompass experience management principles, covering both employee and customer experiences, since both of these factors are interrelated and can greatly affect the overall effectiveness of the company. It highlights the significance of an integrated approach to digital transformation, considering technological and organizational aspects, alongside the necessity of a coherent vision and strategy align with the mission and values of the institution. Based on the research findings, the article proposes recommendations for organizations to engage employees and customers in the digital transformation process, prioritizing their needs for successful transformation.