Customer Experience Management: Case of Company

This work is aimed at studying and testing the tools of customer experience management, which is the new concept of communication and interaction with consumers, based on in-depth analysis of customer experience and identifying ways to improve it. The paper examines the main theoretical aspects of the CEM concept, the main types of customer experience management tools and key performance indicators. Development trends in modern realities are highlighted. The development strategy including marketing activities of Verissag LLC, the furniture manufacturer in the Volga Region, were analyzed in the empirical part of the study. Using the tools of strategic and marketing analysis the strengths and weaknesses of cusrrent customer experience of the company were define. Tools of customer experience management were selected. Based on the collected data, a map of customer experience was compiled, which defines the main stages of the customer journey, touchpoints and barriers. The last one is the negative CX that needs to be corrected for further improvement of customer experience and increasisng customer satisfaction. Using the customer experience management tool, a list of recommendations were made to improve the quality of the organization’s consumer experience. The practical significance of this study is to apply the theoretical aspects of the concept of customer experience management to the current situation in the organization and the realities of the Russian market.