SERVICE MARKETING: DESIGN EXPERIENCE AS A TOOL FOR INCREASING THE QUALITY OF INTERACTION WITH CLIENTS OF SERVICE COMPANIES

Customer cycle management is essential for differentiation and growth. Firms cannot create customer experiences, but they can track, design, and manage a range of incentives that affect customer experiences. Providing customers with a unique and memorable experience increases the customer value of the service. The value of understanding customer experience lies not only in what services a company offers, but also in how it delivers services to its customers. While adopting a customer-centric approach has expanded the understanding of marketing functions, the focus is still often on production and communication, that is, the service provider rather than the customer. The authors identified the main problem of studying consumer experience through points of contact, it lies in the isolated nature in most cases of the purchase process from all stages of communication that are formed in the course of accumulating customer experience. The article notes the purpose of analyzing scenarios of customer interaction with the company and its services, from the side of the buyer (building a "consumer's route"). The prerequisites and directions of research of the experience of consumers of services are described. An overview of the main methods for studying the various incentives that influence customer experience and customer responses to these incentives is given. Design experiences are presented as an effective way of capturing anticipated customer responses and the corresponding incentives to achieve them along the entire customer journey, allowing to present the big picture, to determine more effective ways of interaction between the customer and the service provider at different levels.

customer interaction cycle, design experience, customer experience, points of contact, consumer research

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