Customer Experience-Based Development of Online Communication Channel

The paper presents a phased process of development of the Dom.ru site, as a central element of omnichannel marketing, based on the study of customer experience. The research program of this work consists of four main stages, the first of which is the data collection through the online survey, metrics collection from analytical platforms and analyzing interviews conducted by the company. The second stage of the study is the client portrait and site key metrics description of the site domru.ru. At the third stage, based on the processed data, CJM was built and hypotheses were identified to improve consumer experience on the site and site metrics. The last step of the study included testing hypotheses and generating recommendations for scaling changes to the site. As a result of the work, the effectiveness of the study was calculated, including the ROMI calculation and the web-development cost spent on the preparation, release and evaluation of hypotheses.