Управленец

2218-5003

2686-7923

10.29141/2218-5003-2024-15-2-7

QMULBN

https://upravlenets.usue.ru/ru/-2024/1575

Влияние сервиса поддержки клиентов на ценность бренда и эффективность маркетинговой воронки компании

Impact of customer service on brand value and efficiency of a company’s marketing funnel

Сыропятов

Владимир Валерьевич

Сыропятов

Владимир Валерьевич

Syropyatov

Vladimir V.

c4ward@ya.ruАренков

Игорь Анатольевич

Аренков

Игорь Анатольевич

Arenkov

Igor A.

i.arenkov@yandex.ru

Saint Petersburg University (Saint Petersburg, Russia)Санкт-Петербургский государственный университет (г. Санкт-Петербург, РФ)

07052024

152961072109202330012024

CC BY-NC 4.0

Сервис поддержки клиентов является значимым фактором в создании ценности бренда, однако связь между ним и поведением клиентов, а также показателями эффективности маркетинговой воронки компании, остается малоизученной. Статья посвящена исследованию наличия и направленности такой взаимосвязи. Методологической базой выступают концептуальные положения теории маркетинга об управлении клиентским опытом и совместном создании ценности бренда компании. В работе применены методы статистического анализа с использованием AB-тестирования. Информационной базой послужили внутренние данные финтех-компании Нигерии о поведении клиентов, в том числе сведения службы поддержки клиентов. Результаты AB-тестирования 1 964 клиентов показали коэффициент конверсии 14,2 % в тестовой группе, где была внедрена специальная линия поддержки. Это на 3,96 % в абсолютном или 38,7 % в относительном выражении выше, чем в контрольной группе с коэффициентом конверсии 10,2 %. Эксперимент продемонстрировал высокую статистическую значимость различий в 97,7 % между группами, подтверждая эффективность специальной линии поддержки как инструмента повышения конверсии клиентов. Совокупность теоретических и практических изысканий подтверждает гипотезу, что сервис поддержки клиентов является со-создателем ценности бренда, и это влияние можно использовать для повышения эффективности маркетинговой воронки компании. В качестве направления дальнейших исследований видится применение предлагаемой методики к клиентам компаний, функционирующих в других странах и сферах деятельности.

Customer service is a significant factor in creating brand value, however it is still poorly understood how it relates to customer behaviour and efficiency of a company’s marketing funnel. The paper attempts to examine this relationship within the Fintech industry. Methodologically, the study rests on the postulates of marketing theory on customer experience management and a company’s brand value co-creation. Among the research methods is primary data statistical processing through the A/B testing. Empirical data come from a Nigerian fintech company’s internal reports on customer behaviour and cover information collected by customer support. The A/B testing on a sample of 1,964 customers showed a 14.2% conversion in the test group provided with a tailored customer service, which is 3.96 percentage points in absolute terms, or 38.7% in relative terms, higher than in the control group with a conversion of 10.2%. Our experiment demonstrated a statistically significant difference (97.7%) between the groups, thus demonstrating the effectiveness of the targeted customer service in improving customer conversion metrics. The theoretical and practical findings confirm the hypothesis that customer service is a co-creator of brand value, and this impact can be utilized to enhance the efficiency of the company’s marketing funnel. The authors plan further research into the applicability of the methodology to customers in other countries and sectors.

ценность бренда;совместное создание ценности;финтех-индустрия;маркетинговая воронка;сервис поддержки клиентов;путь клиента;Нигерия.

brand value;value co-creation;Fintech;marketing funnel;customer service;customer journey;Nigeria.

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