Increasing the Financial Performance of B2C Companies by Implementing Existing Customer Capital Reserves

The article considers the impact of changes in the field of information technology on the financial performance of B2C organizations of various sizes. The relevance and practical significance of the study is due to the growth of information accessibility for consumers, as well as the emergence of a large number of new marketing tools that bring opportunities and threats. The aim of the article is to identify, systematize and evaluate the mistakes that B2C organizations make during the formation of customer capital, as well as when interacting with it. The purpose of the article is to analyze the impact of the following factors: the growth of information accessibility; the increasing influence of “word of mouth” and the company’s business reputation; the development of IT as well as software and hardware systems for Big data analysis. The article uses: theoretical, empirical, general logical, special research methods and content analysis. The issue of identifying inefficient spending on marketing activities through the use of the most relevant metrics and KPIs is touched upon. The author concludes that increasing the financial performance of an organization through more efficient use of client capital is possible with the help of: a) savings in the marketing budget by changing approaches to attracting and retaining individual segments of consumers; b) gaining a competitive advantage in the market through rational cooperation with competing enterprises; c) increasing the profitability of sales through the introduction of a system for collecting information about consumers, as well as its interpretation. During the course of this work, the need to maintain the business reputation of the organization by creating a system for encouraging customers to leave positive feedback about the company or reviews of the company’s products on online platforms was identified. The importance of a system of rewarding customers for their active promotion (recommendations) of the company’s products to their acquaintances was also considered.