THE ROLE OF CRM SYSTEMS AND DIGITAL TECHNOLOGIES IN OPTIMIZING ORDER MANAGEMENT AND ENHANCING OPERATIONAL EFFICIENCY IN THE PACKAGING INDUSTRY

This article examines the importance of Customer Relationship Management (CRM) systems and digital technologies for the packaging industry. It explores their role in automating order management, demand forecasting, and improving operational efficiency. The integration of CRM with Enterprise Resource Planning (ERP), Manufacturing Execution System (MES), and Warehouse Management System (WMS) systems is analyzed, along with the impact of Logistics 4.0 technologies such as Internet of Things (IoT), big data, and artificial intelligence (AI) on logistics and customer service. Examples of successful implementations are discussed, highlighting their contribution to cost reduction, faster order processing, and improved customer satisfaction.