QUALITATIVE RESEARCH OF THE CUSTOMER EXPERIENCE AS A UNIVERSAL TOOL FOR INTERNAL COMMUNICATIONS OF THE SERVICE COMPANY

This article presents an analysis of the main approaches to qualitative researches of the client experience of employees. It was noted that customer needs should be the basis of the work of the project team in developing new or processing existing services and products. A deep understanding of the client, the ability to put oneself in his place, becomes the universal language of communication between representatives of various functions within the company. At present, quantitative methods are usually used to research customer behaviour, which provide limited information on the possible causes of failures in dealing with consumers. Therefore, the attention of researchers is increasingly attracted by the qualitative methods of customer researches. The purpose of this study was to conduct an analysis of foreign and domestic technologies of qualitative research of customer experience of employees, as well as the development and application of this approach to assess the customer focus of the service company staff. A methodology for evaluating customer experience, called “Personas”, is proposed. The technique consists in conducting in-depth interviews with employees using a special questionnaire, the results of which are used for personnel typology (the choice of the Person).The possibility of using Personas to improve learning is shown on the example of the Corporate University of Sberbank. According to the results of the survey, 40 employees were identified in three types (persons) of students, differing in the objectives of training, knowledge of service tools, level of knowledge and motivation, preferred activities. Taking into account these peculiarities, a special modification of the training program was selected for each type. This approach can be recommended for assessing the customer focus of service organizations.

qualitative researches, customer relationship, customer satisfaction, staff assessment methods, customer focus, customer experience, development of new products and services, Sberbank, personas, personnel training.

Vetitnev A. M., Voloshchuk P. V. Qualitative research of the customer experience as a universal tool for internal communications of the service company // Business. Education. Law. 2019. No. 1 (46). Pp. 46–51. DOI: 10.25683/VOLBI.2019.46.156.