CUSTOMER EXPERIENCE MANAGEMENT AT ENTERPRISES IN THE SERVICE INDUSTRY

In today's fierce competition, companies have to fight for customers. The goal of any enterprise, including the service sector, should be maximum satisfaction of consumer needs. It is the orientation of the enterprise to the needs of the individual client, his behavior that will help the company to increase the demand for certain services and, as a result, to obtain the maximum profit. Researching the client's needs and behavior is a complex process. One of the important, relatively new directions of customer research, which provides a service company with competitive advantages, is the study of customer experience. This will help in the formation and management of the customer experience, which will allow the company to strengthen customer loyalty, optimize sales, become and remain competitive in its field of activity. The purpose of the publication is to highlight the process of customer experience management at enterprises in the service sector. Customer experience is a comprehensive assessment by the customer of the process of interaction with the company through various channels before, during and after receiving the service. Customer Experience Management is a system that businesses use to track, control, and respond to all interactions with customers. Customer experience management begins with the perception process (contact, attention, interpretation and acceptance). The next stage is receiving the service — customers decide to order the service, customer retention and the formation of their loyalty begins. Support is the stage when customer support services come into play, which must regularly collect customer feedback and respond to it, make necessary changes, and make every effort to ensure a quick and minimal effort to resolve the customer's wishes and complaints. As a result of interaction with the company and the experience gained, a certain attitude is formed in the client. Attitude includes certain elements: affective, cognitive, behavioral and suggestive. The process of managing the customer experience at enterprises in the service sector is complicated due to the presence of features that are specific to services and that must be taken into account in marketing activities.