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Liburkina L. M.

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Customer Experience Management Concept and Its Implementation In Orthodontics (Brand “Insignia”)
Malynka O. Y., Formus O. M., Ustenko A. O.

Malynka, Oksana Ya., Formus, Ostap M., and Ustenko, Andrіi O. (2019) “Customer Experience Management Concept and Its Implementation In Orthodontics (Brand “Insignia”).” Business Inform 7:345–350.
https://doi.org/10.32983/2222-4459-2019-7-345-350

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138

Abstract:
The purpose of the article is to review the classical concept of customer experience management, to build the theoretical model of the customer experience management process and to demonstrate in practice, on the example of the brand "Insignia", its implementation in the field of health care – in orthodontic treatment, in particular. We found out that customer experience management is a part of contact marketing that is the system of measures aimed at building close relationships with consumers and strengthening their brand loyalty. Using contact marketing, one can increase the impact of marketing programs on individual consumers and expand the circle of customers who are influenced. In fact, the concept of customer experience management (CEM) implies the process of strategic management of all impressions of a product or company. In business, one can create customer experience and impressions in the way you want at five different levels using the appropriate levers. The author's definition of customer experience management is given. It is the process of planning and organizing the formation of the impression, studying its impact on the customer, supporting and correcting the impression over time. The theoretical model of the process of customer experience management is proposed. It is built on the basis of the systemic approach and consists of the following main subsystems: “X” is target subsystem, “Y” is providing subsystem, “XY” is regulatory subsystem, and “Z” is managing subsystem. Each of these subsystems can be described with its own technical and economic indicators (TEI 1, TEI 2, TEI 3, TEI 4), which are integrated into synthetic criteria of customer experience management (TEI 5). It is demonstrated that in orthodontics, while treating with the Insignia brand bracket system, in particular, the implementation of customer experience management concept allows to increase the inflow of patients through establishing trustworthy relationships, involving secondary associations and maximum satisfaction from the result of treatment. Here, marketing of impressions starts working already at the early stage, because a patient can see the future result of orthodontic treatment before fixing the Insignia bracket system as well as observe the results in time lapse and compare them “Before” and “After.”

Keywords: marketing of impressions, customer experience management concept, theoretical model of the customer experience management process, orthodontics, Insignia.

Fig.: 2. Bibl.: 8.

Malynka Oksana Ya. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Entrepreneurship and Marketing, Ivano-Frankivsk National Technical University of Oil and Gas (15 Karpatska Str., Ivano-Frankіvsk, 76019, Ukraine)
Email: [email protected]
Formus Ostap M. – Clinic «Kulyk Medicine» (23 Belvederska Str., Ivano-Frankivsk, 76000, Ukraine)
Email: [email protected]
Ustenko Andrіi O. – Doctor of Sciences (Economics), Professor, Professor, Department of Entrepreneurship and Marketing, Ivano-Frankivsk National Technical University of Oil and Gas (15 Karpatska Str., Ivano-Frankіvsk, 76019, Ukraine)
Email: [email protected]

List of references in article

Gobe, M. Emotional Branding. New York: Allworth Press, 2001.
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Brand Management: Harvard Business Review. US: A Harvard Business Review Paperback, 1999.
“Search Customer Experience“. https://searchcustomerexperience.techtarget.com
“Materialy saitu“ [Site materials]. https://profes.com.pl
Ustenko, A. O., and Malynka, O. Ya. Upravlinnia intehratyvnoiu sotsialno-ekonomichnoiu systemoiu pidpryiemstva (informatsiino-analitychnyi aspekt) [Management of the integrative socio-economic system of the enterprise (information-analytical aspect)]. Ivano-Frankivsk: Foliant, 2013.
Ustenko, A. O., and Malynka, O. Ya. “Kontseptualna model protsesu upravlinnia pry realizatsii stratehii“ [Conceptual model of management process in strategy implementation]. Teoriia i praktyka stratehichnoho upravlinnia rozvytkom rehionalnykh suspilnykh system. Ivano-Frankivsk, 2007. 23-24.
Malynka, O. Ya., and Formus, O. M. “Marketynh vrazhen ta yoho zastosuvannia v ortodontii“ [Impressions marketing and its application in orthodontics]. Naukovo-doslidni rozrobky: suchasni vymohy, otsinka efektyvnosti, komertsializatsiia : materialy kruhloho stolu. Yaremche, 2019. 26-30.

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