Formation of an intelligent customer support system as a component of intelligent logistics service ecosystem

The study analyzes the evolution of customer support systems in the logistics sector, which reflects the transition from traditional, reactive call centers to modern, integrated intelligent ecosystems. The work is based on a systems, process, and ecosystem approach, using methods of critical literature review, historical-logical, and comparative analysis to identify patterns in the development of service models. It is determined that the intellectualization of customer support is connected with the formation of a virtual business environment that integrates artificial intelligence, Big Data, and automation technologies. A conceptual model of an intelligent customer support system of logistics services (ICSSLS) is proposed as a multi-level structure that combines informational, analytical, operational, cognitive, and collaborative levels. It is emphasized that the ICSSLS fundamentally differs from traditional systems due to deep integration with other digital company services (CRM, ERP, TMS, WMS, etc.), the presence of self-learning mechanisms, and the ability to provide bidirectional feedback for optimizing logistics processes. To evaluate the effectiveness of the ICSSLS, a set of metrics is proposed, including CSAT, CSI, NPS, SLA, CES, and IQS, as well as the level of automation. A practical analysis of the experience of leading international companies (Amazon, DHL and UPS) confirmed that the integration of such systems is a key factor in increasing transparency, effectiveness, and competitiveness. The research also includes an analysis of the Ukrainian logistics services market (on the example of the companies Nova Poshta, Delivery, Zammler and Ukrposhta), indicating significant progress in digitalization, while also noting a lag in the level of implementation of AI analytics and service personalization compared to global benchmarks. Overall, the research results prove that the ICSSLS is a strategic direction for the development of modern logistics companies. Its implementation not only optimizes operational processes but also creates long-term advantages, strengthening customer loyalty and the company's market position.