Customer Service Strategy as a Tool of Improving the Company's Financial Performance

Competition growth induces companies to review their customer service. The success of organizations in the competition is achieved through effective work with consumers. To a large extent, it depends on the system of analysing the work of the customer service improving. The relevance of the problem on the one hand, and its lack of theoretical basys on the other, allow us to formulate the goal of the research, which consists in the formation of a client service strategy as the basis for increasing the company's financial performance. Theoretical grounds of the research: domestic and foreign studies in the field of management, marketing, mathematical modelling and implementation of BI technologies. To achieve it, we considered methods of working with clients based on the evaluation of loyalty and a study was conducted to obtain the Net Promoter Score index. In addition to the NPS index, supplementary data were obtained using Business Intelligence. Due to this, the influence of loyalty on the financial performance of the company was estimated, a strategy of improving the customer service for increasing profits was formed and results of its implementation were evaluated. The novelty of the results and the theoretical significance of the research consist in expanding the scope of NPS index by projecting the indicator on the company’s financial performance thanks to using of modern technologies in the field of BI. The results of the research contribute to Partner Marketing theory, including Consumer Behavior theory and management of a loyalty. Also, the research expands the theoretical understanding of a Big Data using in marketing activities. Research materials can be useful for marketers, analysts and managers, who engaged in market situation analyzing, for strategic management and improvement of business processes.