CUSTOMER LOYALTY PROGRAM AS A TOOL AFTER-SALES SERVICE IN E-COMMERCE
During the pandemic, contactless customer service is important, and eCommerce is gaining momentum. The client can purchase a wide range of products and services, order services at any time of the day, year-round, in almost any region of the world. Today, the most important components of a successful trading company in the markets is the ability to timely convey information about a product or service to the consumer and the formation of a reliable and loyal customer base. In modern conditions, there is a re-evaluation of all activities related to direct contact with the consumer. This has led to several changes in the development of services in Russia and the world, related to the transition to contactless service. For the development of this type of business, it is important to study issues related to the complex and constant work on building a customer base. After all, regular customers are the key basis for the stability, and ultimately the success of the entire financial system of this type of business.