Mechanism for managing customer experience of service consumers based on the integration of digital marketing tools

In the current economic conditions, the trend of increasing importance of interaction with customers is most clearly manifested in service markets, where the intangibility of the result, the simultaneity of production and consumption of many types of services, the variability of their quality over time, and the direct participation of the customer in the process of providing a service as a value determine the special role and necessity of conducting customer experience research. The article develops theoretical and methodological principles for managing the service experience in the context of the digital transformation of service enterprises’ marketing activities. It is substantiated that customer experience in the service market has a fundamentally different nature compared to the product market, since it is formed not only as a result of evaluating the purchased result, but in the process of direct and indirect interaction of the customer with the service enterprise, its personnel, digital platforms, and other participants in the service ecosystem. The key differences in how customer experience forms in product and service markets are systematized. The author proposes a mechanism for managing customer experience through managerial integration across the customer journey, CRM systems, an omnichannel approach, marketing automation, Big Data, AI tools, and personalization. The practical value of the proposed mechanism lies in its versatility and its adaptability to enterprises providing various types of services. It has been shown that customer experience management in the service market should be built on synchronizing three levels of interaction between a service enterprise and a customer: functional, process, and emotional. The scientific novelty of the proposed approach lies in integrating service enterprises’ digital marketing tools into a single customer experience management system. The study proposes a multi-level system for assessing key indicators of service-provision effectiveness. Further research is needed to develop an economic and mathematical model for predicting customer experience by integrating CRM data, digital traces, information from social networks, AI tools, and indicators characterizing customer lifetime value. Keywords: customer experience, customer experience management, services marketing, digital marketing, customer journey, CRM, omnichannel approach, personalization, AI, service ecosystem, customer focus.