DIGITAL TECHNOLOGIES IN CUSTOMER EXPERIENCE MANAGEMENT AS A TOOL FOR INCREASING CUSTOMER LOYALTY

UDC 658.5
DOI: 10.36871/2618-9976.2022.11-2.005

Authors

Anna A. Chirkina
St. Petersburg National Research University ITMO, Saint Petersburg, Russia
Lyubov P. Sazhneva
St. Petersburg National Research University ITMO, Saint Petersburg, Russia

Abstract

The article reveals the concepts of "customer orientation", "customer experience", "digital client profile", reveals the impact of digitalization on changing the tools of interaction with customers at each stage to improve the efficiency of customer experience management, establishes the possibility of using omnichannel, which underlies the creation of a digital client profile that contributes to the competitiveness of the enterprise.

Keywords

Customer experience, Customer experience management, Digitalization, Tools, Omnichannel, Customer orientation, Digital client profile