Consumer experience in the development of digital economy businesses

The publication describes the practice and results of research on the use of digital technologies in business based on consumer experience. The role of innovative, scientific, technological and intellectual potential in the development of business digitalization and digital transformation. The article considers the peculiarity of the existence of various digital opportunities for individual industries in relation to the study and application of consumer experience. The article describes the distinctive features of the transformation of elements and, in general, the structure of business models of enterprises that seek to form solutions that are convenient for the buyer, transferring the practices of other industries into their business, forming a new consumer experience. The authors come to the conclusion that modern services will be more effective if they use special technologies and tools that not only strengthen the consumer’s position in his desire to improve the quality of meeting his needs, but also develop a unique resource of the modern economy - consumer experience. The article describes how the digital transformation of business processes changes the way end users interact with a brand or manufacturer, how an arsenal of instrumental and organizational methods of external communication creates a true and stable signal to the target audience of the consumer. Attention is focused on the transformation of the modern “digital consumer” in his desire to improve the quality of his needs, as well as the relevance of studying, applying, designing an understanding of the consumer’s need for its expanded perception through many “human” factors, including emotions, behavioral practices, context, etc. Developing digital technologies offer simple solutions for the implementation of professional functions, which until recently were quite time-consuming and resource-intensive. The analog method of collecting information in the context of the globalization of the information space often becomes ineffective. Innovative solutions for businesses with the achievement of high-quality results of their development and the presence of successful examples of digital transformation in the application of consumer experience are very relevant and promising, not only from the point of view of obtaining competitive advantages for manufacturers of goods and services, but also benefits for the end consumer.