guuvestВестник университетаVestnik Universiteta1816-42772686-8415State University of Managementguuvest-641Research ArticleЭКОНОМИКА: ПРОБЛЕМЫ, РЕШЕНИЯ И ПЕРСПЕКТИВЫECONOMICS: PROBLEMS, SOLUTIONS AND PROSPECTSМАРКЕТИНГОВЫЕ ПОДХОДЫ К ИЗМЕРЕНИЮ И ОЦЕНКЕ ПОТРЕБИТЕЛЬСКОГО ОПЫТАMARKETING APPROACHES TO CUSTOMER EXPERIENCE MEASUREMENT AND EVALUATIONСержантовА. А.SerzhantovA.serzhantov.anatoly@gmail.comОрловаМ. В.OrlovaM.rubinkaira35@mail.ruФГБОУ ВО «ГУУ»Russian Federation201730032017038792Copyright © Сержантов А.А., Орлова М.В., 20172017Сержантов А.А., Орлова М.В.Serzhantov A., Orlova M.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.guu.ru/jour/article/view/641

В статье показано разнообразие существующих маркетинговых методов измерения и оценки потребительского опыта. Обоснована необходимость создания комплексной системы управления потребительским опытом на основе эмпирических данных с целью создания платформы для построения долгосрочных отношений с потребителями.

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.

управление потребительским опытоммоменты истиныиндивидуализация потребительского опытабрендированный клиентский опытнейромаркетингизмерение потребительского опытаоценка потребительского опытаCustomer Experience Managementmoments of truthconsumer experience individualizationbranded customer experienceneuromarketingcustomer experience measurementcustomer experience evaluationReferencesAlfaro, E. Customer experience. A multidimensional vision of experience marketing [Electronic resource] / E. Alfaro. - Mode of access : http://www.thecustomerexperience.es/en/online.html (accessed date : 09.02.2017).Alfaro, E. Customer experience. A multidimensional vision of experience marketing [Electronic resource] / E. Alfaro. - Mode of access : http://www.thecustomerexperience.es/en/online.html (accessed date : 09.02.2017).Bard, W. Evaluation of Top Enterprise CRM Software vendors Across 177 Criteria [Electronic resource] / W. Bard. - Mode of access : http:/www.forrester.com/ (accessed date : 09.02.2017).Bard, W. Evaluation of Top Enterprise CRM Software vendors Across 177 Criteria [Electronic resource] / W. Bard. - Mode of access : http:/www.forrester.com/ (accessed date : 09.02.2017).Beaujean, M. How Europe's banks can profit from loyal customers [Electronic resource] / M. Beaujean. - Mode of access : http://www.mckinsey.com/~/media/mckinsey %20offices/portugal/pdfs/how_europes_banks_can_ profit_from_loyal_customers.ashx (accessed date : 09.02.2017).Beaujean, M. How Europe's banks can profit from loyal customers [Electronic resource] / M. Beaujean. - Mode of access : http://www.mckinsey.com/~/media/mckinsey %20offices/portugal/pdfs/how_europes_banks_can_ profit_from_loyal_customers.ashx (accessed date : 09.02.2017).Carlzon, J. Moments of Truth / J.Carlzon. - New York : HarperBusiness, 1987. - 160 p. - ISBN 978-006091580.Carlzon, J. Moments of Truth / J.Carlzon. - New York : HarperBusiness, 1987. - 160 p. - ISBN 978-006091580.Customer Experience Index [Electronic resource]. - Mode of access : https://www.forrester.com/Customer-Experience-Index-(CX-Index) (accessed date : 07.02.2017).Customer Experience Index [Electronic resource]. - Mode of access : https://www.forrester.com/Customer-Experience-Index-(CX-Index) (accessed date : 07.02.2017).Schmitt, B. H. Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers / B. H. Schmitt. - New York : Wiley, 2003. - 256 p. - ISBN 978-0471237747.Schmitt, B. H. Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers / B. H. Schmitt. - New York : Wiley, 2003. - 256 p. - ISBN 978-0471237747.Temkin, B. The ROI of customer experience [Electronic resource] / B. Temkin. - Mode of access : http://temkingroup.com/research-reports/roi-of-customer-experience-2016/ (accessed date : 09.02.2017).Temkin, B. The ROI of customer experience [Electronic resource] / B. Temkin. - Mode of access : http://temkingroup.com/research-reports/roi-of-customer-experience-2016/ (accessed date : 09.02.2017).The Value of Experience: How the C-suite values customer experience in the digital age [Electronic resource]. - Mode of access : https://www.btireland.com/wp-content/uploads/2015/11/Genesys_Executive_Summary_-_GLOBAL_FINAL.pdf (accessed date : 09.02.2017).The Value of Experience: How the C-suite values customer experience in the digital age [Electronic resource]. - Mode of access : https://www.btireland.com/wp-content/uploads/2015/11/Genesys_Executive_Summary_-_GLOBAL_FINAL.pdf (accessed date : 09.02.2017).Zaltman, G. How Customers think: Essential Insights into the Mind of the Market / G. Zaltman // Brighton : Harvard Business Publishing, 2003. - 323 p. - ISBN 978-1578518265.Zaltman, G. How Customers think: Essential Insights into the Mind of the Market / G. Zaltman // Brighton : Harvard Business Publishing, 2003. - 323 p. - ISBN 978-1578518265.

The authors declare that there are no conflicts of interest present.