АНАЛИЗА И УНАПРЕЂЕЊЕ ПРОЦЕСА УПРАВЉАЊА DCX ПРОЈЕКТИМА ПРИМЕНОМ АГИЛНОГ ПРИСТУПА, ANALYSIS AND IMPROVEMENT OF DCX PROJECT MANAGEMENT PROCESSES THROUGH THE APPLICATION OF THE AGILE APPROACH

<jats:p>Тhe paper explores the management processes of Digital Customer Experience (DCX) projects in the context of modern business. The analysis identifies key challenges in managing DCX projects within a selected company. The paper provides recommendations for the implementation of the Scrum framework and the role of an Agile Team Coach (АТС) as support for transformation and the development of an agile culture.</jats:p>