ANALYTICAL TOOLS OF CUSTOMER LOYALTY MANAGEMENT OF ELECTRICAL COMPANIES IN UKRAINE

Abstract

The aim of the research is to evaluate the analytical tools for managing customer loyalty of domestic electrical companies. The features of organisation of personalised marketing in the activities of industrial enterprises of the electrical industry in terms of solving the issues of customer loyalty management are identified. The main tools for assessing the level of customer loyalty, analysing data on customer behaviour, working with reviews for their further use in order to formulate personalised commercial offers are presented. The electrical industry of Ukraine has great potential for the development of loyalty management and personalised marketing. Among the main stages of building personalised marketing in the activities of industrial enterprises in the electrical industry are: collecting information about the requirements and expectations of customers regarding the products and services provided by el ectrical enterprises; creating a customer profile; analysing data on the identified key trends, habits, problems and needs of customers; identifying key success factors of domestic electrical companies that affect the level of customer satisfaction; monitoring and adapting the marketing and service strategy to the market conditions. At the same time, the article focuses on the expediency of applying innovative technologies and active involvement of personnel of electrical companies in the process of creating a positive customer experience. In case that the marketing tools described in this article are successfully implemented, electrical enterprises will be able to significantly increase their competitiveness, retain and attract new customers, and ensure the stable development of both the electrical industry of Ukraine in general and national manufacturers of electrical equipment in particular.