MARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATION

Abstract

The article shows the variety of existing marketing methods to measure and evaluate the consumer experience. The necessity of creation of a comprehensive Customer Experience Management System on the basis of empirical data in order to create a platform for building long-term relationships with customers is proved.

Keywords

• customer experience management
• moments of truth
• consumer experience individualization
• branded customer experience
• neuromarketing
• customer experience measurement
• customer experience evaluation