Development of a Customer Experience Management Startegy for New Product Promotion

Student: Zinina Liubov

Educational Programme: Marketing (Master)

Year of Graduation: 2019

The purpose of this work is to develop a customer experience management program for a product in a new category of laundry detergent. The relevance is based on the growing need in the direct communication with the client to maintain brand loyalty. The novelty of the research is in the approach to the target segment in the “bulky” FMCG sector: as clients with whom it is possible to develop relationships, taking into account the interests of the brand and the particular needs of customers. This approach can be compared with the client service of a small business, when the clients and the seller know each other. The effectiveness of the program was confirmed by calculating the ROMI and CLV indicators and comparing it with the cost of attracting and retaining the client.

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