Customer Experience Management Concept and Its Implementation In Orthodontics (Brand “Insignia”)

• Main Authors: Malynka Oksana Ya., Formus Ostap M., Ustenko Andrіi O.
• Format: Article
• Language: English
• Published: Research Centre of Industrial Problems of Development of NAS of Ukraine 2019-07-01
• Series: Bìznes Inform
• Subjects: marketing of impressions; customer experience management concept; theoretical model of the customer experience management process; orthodontics; Insignia
• Online Access: http://www.business-inform.net/export_pdf/business-inform-2019-7_0-pages-345_350.pdf
• ISSN: 2222-4459; 2311-116X

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.”