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Issue № 80. June 2020

Using Communications Content Analysis in Online Consultant to Improve Customer Experience

Irina E. Kalabikhina, Aleksey A. Chesnokov

Irina E. Kalabikhina — DSc (Economics), Professor, Head of the Department of Population, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russian Federation.
ORCID ID: 0000-0002-3958-6630

Aleksey A. Chesnokov — Assistant of the Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russian Federation.
ORCID ID: 0000-0002-9672-4219

The publication presents the results of digital communications analysis, the collection of marketing data and subsequent structuring of the identified problems of communication with a client. The relevance is justified by the fact that marketers are faced with the problem of evaluating effectiveness and the optimal choice of communication channels with consumers, including collecting primary information and as a source of secondary information for subsequent analysis. The purpose of the study is to develop a methodology to improve customer experience based on content analysis of dialogs between company employees and website visitors in an online consultant (chat). The work emphasizes the importance of customer experience as the key to a true development strategy. The study was conducted using the method of content analysis, with the help of which real dialogs in an online consultant were studied. A survey of company website visitors was used to verify the structure of questions that improve the customer experience. The paper formulates enlarged groups and subgroups of problematic plots in dialogs with company clients; examples of words and phrases used in each group are presented, as well as the examples of dialogs with clients on all these groups, which can also be used for practical purposes. The authors developed and tested a practical methodology for improving customer experience and improving similar marketing tools using a specific trading company as an example. A method of using signs was also developed to assess the emotional background of client messages and to classify problematic issues. The prospects for applying practically the existing results of this study and continuing research in this direction are outlined.


Customer experience, content analysis, marketing, online consultant, chat, retail.

DOI: 10.24411/2070-1381-2020-10068

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