The Сustomer Experience Management as a Strategy For Business Development

Against the background of rising consumer expectations and increased competition, competence in customer experience management becomes a factor in the survival of modern companies. To achieve sustainable customer commitment, companies have to master the skills of effective interaction with customers...

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Autor principal:	Sytnik Natalia I.
Formato:	article
Lenguaje:	EN RU UK
Publicado:	Research Centre of Industrial Problems of Development of NAS of Ukraine 2021
Materias:	customer orientedness customer experience customer service customer experience management customer experience management strategy loyalty brand experience Business HF5001-6182
Acceso en línea:	https://doaj.org/article/b573a4a126a44b42b4dd6aa38e8d40bd
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spelling	oai:doaj.org-article:b573a4a126a44b42b4dd6aa38e8d40bd2021-11-04T10:07:28ZThe Сustomer Experience Management as a Strategy For Business Development10.32983/2222-4459-2021-9-216-2242222-44592311-116Xhttps://doaj.org/article/b573a4a126a44b42b4dd6aa38e8d40bd2021-09-01T00:00:00Zhttps://www.business-inform.net/export_pdf/business-inform-2021-9_0-pages-216_224.pdfhttps://doaj.org/toc/2222-4459https://doaj.org/toc/2311-116XAgainst the background of rising consumer expectations and increased competition, competence in customer experience management becomes a factor in the survival of modern companies. To achieve sustainable customer commitment, companies have to master the skills of effective interaction with customers and learn how to manage customer experience. This makes a study, concerned with developing a strategy for managing customer experience, relevant. The purpose of the article is to study the strategic aspects of customer experience management, in particular in identifying the sequence of stages of strategy development, defining their essence, instrumentarium, and conditions for implementation in the company’s business processes. The development of a customer experience management strategy is aimed at improving the efficiency of the customer experience value chain, which begins with communications at contact points and results in additional income from the growth of the company’s brand capital. The analytical, organizational, managerial, and control-evaluation measures are distinguished in the structure of the client experience management process. The author suggests a general scheme of development of customer experience management strategy in the form of step-by-step cyclical process consisting of eight consecutive stages: formation of service vision; structuring contact points; defining the needs to improve customer experience; development of an action plan; defining budget and resources; distribution of roles and areas of responsibility of subdivisions; creation of a new brand experience of customers and evaluation of results of its implementation. The tools for collecting and analyzing customer experience and customer service are systematized, specific management measures for their improvement are proposed.Sytnik Natalia I.Research Centre of Industrial Problems of Development of NAS of Ukrainearticlecustomer orientednesscustomer experiencecustomer servicecustomer experience managementcustomer experience management strategyloyaltybrand experienceBusinessHF5001-6182ENRUUKBìznes Inform, Vol 9, Iss 524, Pp 216-224 (2021)
institution	DOAJ
collection	DOAJ
language	EN RU UK
topic	customer orientedness customer experience customer service customer experience management customer experience management strategy loyalty brand experience Business HF5001-6182
spellingShingle	customer orientedness customer experience customer service customer experience management customer experience management strategy loyalty brand experience Business HF5001-6182 Sytnik Natalia I. The Сustomer Experience Management as a Strategy For Business Development
description	Against the background of rising consumer expectations and increased competition, competence in customer experience management becomes a factor in the survival of modern companies. To achieve sustainable customer commitment, companies have to master the skills of effective interaction with customers and learn how to manage customer experience. This makes a study, concerned with developing a strategy for managing customer experience, relevant. The purpose of the article is to study the strategic aspects of customer experience management, in particular in identifying the sequence of stages of strategy development, defining their essence, instrumentarium, and conditions for implementation in the company’s business processes. The development of a customer experience management strategy is aimed at improving the efficiency of the customer experience value chain, which begins with communications at contact points and results in additional income from the growth of the company’s brand capital. The analytical, organizational, managerial, and control-evaluation measures are distinguished in the structure of the client experience management process. The author suggests a general scheme of development of customer experience management strategy in the form of step-by-step cyclical process consisting of eight consecutive stages: formation of service vision; structuring contact points; defining the needs to improve customer experience; development of an action plan; defining budget and resources; distribution of roles and areas of responsibility of subdivisions; creation of a new brand experience of customers and evaluation of results of its implementation. The tools for collecting and analyzing customer experience and customer service are systematized, specific management measures for their improvement are proposed.
format	article
author	Sytnik Natalia I.
author_facet	Sytnik Natalia I.
author_sort	Sytnik Natalia I.
title	The Сustomer Experience Management as a Strategy For Business Development
title_short	The Сustomer Experience Management as a Strategy For Business Development
title_full	The Сustomer Experience Management as a Strategy For Business Development
title_fullStr	The Сustomer Experience Management as a Strategy For Business Development
title_full_unstemmed	The Сustomer Experience Management as a Strategy For Business Development
title_sort	сustomer experience management as a strategy for business development
publisher	Research Centre of Industrial Problems of Development of NAS of Ukraine
publishDate	2021
url	https://doaj.org/article/b573a4a126a44b42b4dd6aa38e8d40bd
work_keys_str_mv	AT sytniknataliai thesustomerexperiencemanagementasastrategyforbusinessdevelopment AT sytniknataliai sustomerexperiencemanagementasastrategyforbusinessdevelopment
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The Сustomer Experience Management as a Strategy For Business Development

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