Methodology and toolkit for managing customer experience in their interaction with a financial credit organization

The results of the methodological analysis and tools for optimizing customer experience management are presented as a relevant factor in achieving and developing the competitiveness of banks. The aim of the scientific research is to introduce an innovative approach to ensuring consumer loyalty in the conditions of intense competition on the market of banking values. Factors of implementation and utilization of the customer journey analysis method have been identified, elements shaping and determining the appropriate level of the customer banking experience have been analyzed. Key functions of customer experience management in the banking sector have been identified, main metrics of evaluation are presented, and an algorithm for managing customer experience is proposed.