Customer Experience Management on the Example of the Wine Boutique "Dodici Wine" (Pavlovo)

In the framework of shifting from the customer orientation to the customer-centricity and of growing competition for the customer loyalty the importance of providing a high-quality consumer experience in order to attract a new audience and retain the existing one was realized by players in the market of wine trading companies. The aim of this paper it to design the customer journey map that models consumer experience acquisition of a client of the wine boutique "Dodici Wine" (Pavlovo) and to come up with marketing recommendations for improving communication based on the identified barriers to purchase. Practical implication of this paper consists in the further usage of the designed customer journey map which visualize the customer experience formation during the interaction with the wine boutique in all touch points by the existing business in order to get new insights concerning its customer and his features and of recommendations to adjust the communication approach to enhance the obtained customer experience and to design high leveled one, that will lead to the strengthening of the difference from the existing competitors and market position.