Strategy of Digital Customer Engagement Management

This study attempted to contribute to the knowledge base by exploring both digital CRM and digital CEM models. Later on, the comparative analysis of digital customer experience components and its application to the physicians' experience in pharmaceutical market. The central goal of this study was to investigate the digital CEM practices in Russia and develop recommendations for Sanofi. The qualitative research approach helped to identify pain points and expectations of Russian physicians in order to design digital customer journeys. As a part of the study, such instruments of data analysis as RFE segmentation and content analysis of focus groups were applied. The results of the following study may be of interest for the employees of pharmaceutical companies and scholars in the relevant field. The developed models of the digital customer journeys for physicians will serve as a guide for the marketers and provide them with a consistent framework for developing digital engagement strategy.