Development of Clients Communities' and Customer Experience Management: the Case of "KinoPoisk"

Actual issues that are raised as part of the work: through which content to convey the company's values ​​in a particular client community, how to provide omnichannel through social networks, and how to personalize the proposal using big data analysis. The main goal of the final qualification work is to develop a set of recommendations for managing consumer experience of different segments of the audience in the client communities of online services, using the KinoPoisk HD online cinema as an example. The theoretical part of the work was based on various concepts and theories set forth in publications of domestic and foreign authors involved in managing consumer experience, forming and developing customer communities. The methodological basis of the work was the tools of marketing research (questionnaires, expert interviews), analogies, classifications, as well as tabular and graphical techniques for visualizing statistical data. The list of recommendations proposed in the work can serve as an impetus for increasing the level of loyalty of existing customers and expanding the viewing audience of the KinoPoisk HD online cinema.