employee
student
The article is devoted to the study of a critical component of modern CRM strategies risk management. The authors analyze the key types of risks in customer relations: information, operational and reputational. Modern methods of their modeling are considered, including customer scoring, lifetime value analysis (LTV) and predictive analytics based on machine learning. A comparative analysis of these methods is carried out according to key criteria, such as forecast accuracy, proactivity and cost of implementation. The paper also proposes a set of strategies to minimize potential losses, including strengthening information security measures, automating business processes, and creating rapid incident response systems. The paper concludes that proactive risk management is transforming from an auxiliary function into a key competitive advantage that ensures business resilience.
information risks, customer scoring, risk segmentation, risk management, CRM system, customer retention
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