Value Orientation for Marketing Customer Experience Management in Companies in a Digital Transformation

Abstract

AbstractThis publication substantiates aspects of marketing management of the client experience in modern companies that are analogue, multi- and omnichannel companies, as well as digital platforms characteristic of the conditions of digital transformations in economic systems. The prerequisites for the study are based on the evolution of transformations in marketing tools for the formation and transformation of customer experience, as well as on the evolution of transformations of the economic systems themselves, associated with the transition of companies in various industries and spheres of economic activity to digital forms of functioning. The study aims to develop recommendations on the need to transform marketing tools for managing customer experience in modern digital companies and platforms of the economic system. The research methods were classification, systematisation, generalisation, critical and factor analysis. These methods allowed the authors to substantiate the requirements and recommendations for managing customer experience in a digital environment. The result of the study was a list of parameters and recommendations aimed at improving the performance of modern companies using an effective mechanism for managing customer experience. The novelty of the study is represented by the scientific validity of a set of measures for managing client experience in modern digital companies. The main practical significance of the study is determined by the possibility of extrapolating the presented set of measures for managing the client’s experience into the activities of modern digital companies in various industries and spheres of economic activity. The theoretical significance of the study is to systematise, classify and generalise the factors and parameters of modern digital economic activity in order to form an effective toolkit of measures for the formation and management of client experience in companies.KeywordsDigital transformationDigital platformsCustomer Journey MapDigital marketing