Abstract
This publication substantiates aspects of marketing management of the client experience in modern companies that are analogue, multi- and omnichannel companies, as well as digital platforms characteristic of the conditions of digital transformations in economic systems. The prerequisites for the study are based on the evolution of transformations in marketing tools for the formation and transformation of customer experience, as well as on the evolution of transformations of the economic systems themselves, associated with the transition of companies in various industries and spheres of economic activity to digital forms of functioning. The study aims to develop recommendations on the need to transform marketing tools for managing customer experience in modern digital companies and platforms of the economic system. The research methods were classification, systematisation, generalisation, critical and factor analysis. These methods allowed the authors to substantiate the requirements and recommendations for managing customer experience in a digital environment. The result of the study was a list of parameters and recommendations aimed at improving the performance of modern companies using an effective mechanism for managing customer experience. The novelty of the study is represented by the scientific validity of a set of measures for managing client experience in modern digital companies. The main practical significance of the study is determined by the possibility of extrapolating the presented set of measures for managing the client’s experience into the activities of modern digital companies in various industries and spheres of economic activity. The theoretical significance of the study is to systematise, classify and generalise the factors and parameters of modern digital economic activity in order to form an effective toolkit of measures for the formation and management of client experience in companies.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Dunakhe, K., Panse, C.: Int. J. Innov. Sci. (2021). https://doi.org/10.1108/IJIS-11-2020-0263
Farhat, K., Aslam, W., Mokhtar, S.S.M.: J. Internet Commer. (2021). https://doi.org/10.1080/15332861.2021.1905474
Krishen, A.S., Dwivedi, Y.K., Bindu, N., Kumar, K.S.: J. Bus. Res. 131, 183–195 (2021)
Gartner Top Strategic Technology Trends for 2021. Analytical Report. Burke, B. (ed.). Gartner Inc. (2020)
Tech Trends 2021. Analytical Report. Buchholz, S., Bechtel, M., Briggs, B. (eds.). Deloitte Development LLC (2021)
El-Darwiche, B., Herzog, M., Singh, M., Maalouf, R.: Understanding Digital Content and Services Ecosystems. Analytical Report. PwC (2019)
Li, C., Fengxia, Z.: J. Mark. Manag. 37, 1191–1218 (2020). https://doi.org/10.1080/0267257X.2021.1900895
Ayawickramarathna, W., Mulye, R., Rahman, K., Fry, T.: J. Cons. Aff. (2021). https://doi.org/10.1111/joca.12364
Woods, R., Doherty, O., Stephens, S.: Ind. High. Educ. 09504222211009180 (2021). https://doi.org/10.1177/09504222211009180
Hu, L.: J. Internet Commun. (2021). https://doi.org/10.1080/15332861.2021.1907170
Malyy, M., Tekic, Z., Podladchikova, T.: Tech. Forec. Soc. Change 169, 120794 (2021)
Wei, J., Lu, J., Chen, W., Xu, Z.: J. Theor. App. Elec. Comm. Res. 16(3), 445–465 (2021). https://doi.org/10.3390/jtaer16030028
Dolega, L., Rowe, F., Branagan, E.: J. Retail. Cons. Serv. 60, 102501 (2021). https://doi.org/10.1016/j.jretconser.2021.102501
Hanninen, M., Smedlund, A.: J. Manag. Stud. (2021). https://doi.org/10.1111/joms.12701
Mabarsi, A.R., Njotoprajitno, R.S., Hadianto, B., Wiraatmaja, J.: J. Asian Fin. Econ. Bus. 8(4), 475–482 (2021). https://doi.org/10.13106/jafeb.2021.vol8.no4.0475
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Syaglova, Y.V., Bozhenko, E.S., Larkina, N.G., Polyakova, E.Y., Stefanova, I.V. (2022). Value Orientation for Marketing Customer Experience Management in Companies in a Digital Transformation. In: Trifonov, P.V., Charaeva, M.V. (eds) Strategies and Trends in Organizational and Project Management. DITEM 2021. Lecture Notes in Networks and Systems, vol 380. Springer, Cham. https://doi.org/10.1007/978-3-030-94245-8_57
Download citation
DOI: https://doi.org/10.1007/978-3-030-94245-8_57
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-94244-1
Online ISBN: 978-3-030-94245-8
eBook Packages: EngineeringEngineering (R0)