Subject. The article considers the consumer-organization interaction through various information channels. Analysis of this process using artificial intelligence models enables to identify problem points in the interaction and improve the quality of service by combining quantitative and qualitative analysis methods. Objectives. The study aims at creating a methodology for building a customer path map in the presence of multi-channel interaction with the consumer, based on the use of both classical methods of customer experience analysis and digital methods, including artificial intelligence technologies. Methods. We presented a complete analysis of previously developed methods for mapping the client's path, highlighting both common points and unique features of each method, provided a new definition of client path maps, considering advantages and disadvantages of previously formed definitions, and a method of mapping that combines classical and digital approaches. Results. We developed a methodology for building customer path maps for comprehensive analysis of customer experience, offered an approach to automating the monitoring of customer experience and organizing the continuity in updating the customer path map, developed methods of analyzing data on user interaction with the system, offered an approach to integrate various channels of interaction, such as a mobile application, mail, and telephone calls to create a unified picture of customer experience. Conclusions. The study shows the incompleteness of existing approaches. The developed method is implemented in the system for customer experience analysis in the housing and communal services industry, which emphasizes its practical significance and relevance.
Keywords: customer experience, customer path maps, customer interaction, business process modernization, points of contact
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