Development of customer experience in the marketing and commerce system of enterprises

The article shows the significance and role of customer experience management in the development of effective interactions with different contingents of consumers, and groups of persons interested in the results of the enterprises' activities. The possibilities and actual problems of the progress of marketing systems of interaction with consumers based on the principles of sustainable development and continuous improvement of customer experience and business models of companies have been studied. The effectiveness of the conceptual basis of CX-management in optimizing subsystems and parameters of interaction of enterprises with consumers, increasing the efficiency of their marketing and commercial activities is proven. The peculiarities of taking into account in applied modeling the specifics of different time horizons of planning the development of enterprises and special conditions of crises have been elaborated. Attention is focused on strategic aspects and promising directions for improving the effectiveness of optimizing the client experience in the marketing and commerce of Ukrainian enterprises. The significance and problematic aspects of ensuring systematicity at the stages of diagnosing problems and developing constructive solutions for improving the client experience, and developing brands with long-term preservation of the integrity of their concepts, including during times of crisis, are demonstrated. Scientific and practical recommendations and algorithms for diagnostic identification and constructive processing of current business problems in customer experience management, increasing the efficiency of interactions with consumers have been developed and substantiated. Features and complexities of the development of omnichannel and other modern formats of interaction with consumers are shown, positive cases of anti-crisis mobilization of companies' efforts for "Creative Destruction" of outdated business processes, as well as increasing the competitiveness and economic performance of enterprises with a high level of manageability and adaptability of value creation chains for consumers The prospects and advantages of using new principles and approaches to the development of interactions between enterprises and consumers for the progress of subsystems of brand management and corporate culture of companies have been identified