Customer experience management in the marketing concept 4.0

Abstract

The article presents a description of the concept of management of CEM client experience, conducts its comparative characteristic with CRM technology. The author analyzes trends and prospects in the development of CEM solutions market, examines issues associated with their application in foreign organizations' activities, and presents data from Adobe research regarding the outcomes of their application by various companies. Marketing directors' objectives include using marketing technologies and distributing marketing budgets, and internal barriers to the development of CEM in organizations are discussed. The author's guidance is reflected in the analysis of the results of the research conducted. The study examined the opinions of experts from Belarusian organizations about the potential of CRM and CEM technologies, the prospects of personalizing customer experience, and the major challenges and problems in the field of Belarusian marketing. The author analyses the role of technologies, their prospects in the category of organizations classified as leaders and notes the greater orientation of leading companies on the use of digital marketing technologies, Recognizing their leading role in addressing the challenges of customer acquisition and retention.