Essence, characteristics and legal regulation of customer experience management in the digital environment

The article examines customer experience as an object of marketing management in the digital environment. A comprehensive customer experience management process is presented. Modern tools for managing customer experience in the digital environment are considered. An analysis of the regulatory framework for customer experience management was carried out. The main objects of regulation in the digital environment are highlighted. It is concluded that it is necessary to improve legislation regarding the protection of personal data and regulation of interaction between companies and consumers.