Development of Customer Experience Management Approach for Festival of Creativity in Marketing Communications "Silver Mercury"

The 21st century of brand promotion became almost a top priority, so companies moved from marketing concept to customer satisfaction and customer relationship management (CRM) to gain a competitive advantage. The purpose of my work is to create a map of points of contact for «Silver Mercury» and to formulate further recommendations based on it. The following objectives have been set to achieve the purpose: • To study theoretical approaches to managing client experience; • To analyse the concept of contact points; • To analyse the market on which «Silver Mercury» operates; • To develop a research for «Silver Mercury» and its further study; • To formulate recommendations based on my research for further promotion of «Silver Mercury». In terms of results, it is worth mentioning the Russian advertising market. The advertising market is not well researched industry in academic sources, especially the market of advertising services, and advertising and creative agencies. Most of the research is done by ACAR and Sostav.ru. Even though their research makes it impossible to determine the exact size of the market. In general, «Silver Mercury» is moving on the correct way of promoting and positioning itself on the market. It was noted by me that for further development of the CEM it is worth analyzing and developing customer journey, as this work is only the first steps to understanding how the market of advertising and advertising agencies are managed by the customer experience. Three hypotheses were analyzed, one and a half of which were confirmed and played a further role in the formation of results and the evaluation of points of contact. So the first hypothesis about the correlation of customer dissatisfaction with telephony and the presence of student trainees in the department proved that in the future should influence the company’s decision which departments should assign trainees to. The second hypothesis about the incompatibility of the projects with the nominations was not confirmed, but the company would still like to minimize the problem. The third hypothesis was formulated and tested at the request of the PR Department. which was only half confirmed. The small results of the two advertising campaigns did not affect the financial state of «Silver Mercury», although this research will help in the possible allocation of the budget in PR.