The impact of customer experience on the financial performance of enterprises in the service sector

Abstract

The most significant and actively researched point in marketing and finance is the interaction of the client with the brand / company, which is one of the priority tasks when planning the cost of marketing activities. Traditional analysis, as the usual form of investment valuation, according to which all indicators are measured through the prism of income at the time of purchase and sale are irrational and almost impossible. Understanding the customer experience and its path is critical for businesses, as customers now interact with businesses through many points of contact across different channels, and customer experiences are primarily social in nature. These changes require companies to create a comfortable and well-thought-out ecosystem, which will be formed on the basis of data. Collection, processing, drawing conclusions based on them lies in the plane of Customer Journey Analytics, which is able to transformj qualitative marketing data into quantitative financial. Because Customer Journey Analytics is at an intermediate stage and uses data to understand the reasons for certain customer behavior, while the Customer Journey Map is lower and illustrates the path a customer must take to perform a beneficial action, and business metrics are higher stage and bridge between business and customer experience derived from analytics. Therefore, the formation of competencies in the analysis of client experience will improve the mechanism of evaluation of financial investments and help to form comprehensively sound strategies for enterprise development.

Keywords

• customer journey map
• customer journey analytics
• postal and logistics operators
• modeling customer experience