DIGITAL TRANSFORMATION OF SALES IN THE TELECOM SECTOR DEVELOPMENT AND IMPLEMENTATION OF CRM SYSTEMS USING FREEDOM MOBILE AS AN EXAMPLE DATA VISUALIZATION USING VOSVIEWER

This research examines the digital transformation of sales in the telecommunications sector through the development and implementation of CRM systems, using Freedom Mobile as a case study. The study highlights the strategic importance of customer relationship management in increasing sales efficiency, improving customer experience, and supporting sustainable business growth in a competitive digital environment. Special emphasis is placed on the application of VOSviewerfor data visualization, which allows for the identification of key scientific trends, research clusters, and interconnections in the field of digital transformation and CRM. The findings demonstrate the practical significance of CRM adoption for telecom companies, showing how technological innovation fosters customer-oriented strategies and strengthens competitive advantages.