Modified customer experience model: omnichannel approach and impact on financial results of organization activities

Growth of financial activity, stable functioning and sustainable development of economic systems are largely ensured by the formation of strong and competitive business structures that timely adapt their strategic approaches to management in accordance with the conditions of the environment. Maintaining competitive positions in the market in conditions of digitalization becomes difficult or impossible without creating new sources of competitive advantages. Digitalization of the economy and business requires a corresponding change in the business model of the organization. One of the most contemporary issues of improvement in the structure of the business model is the system of interaction with the client. Its timely transformation ensures an integrated system approach to service and interaction with the client based on the omnichannel approach. This approach means including into the business processes of organizing a comprehensive system of digital and analog communication channels that provide multi-channel communication of business with the client, which form a single history of contacts and client experience in the company. From this position, the number of mastered, implemented digital technologies and communication channels in the system of interaction with the client can serve as an indicator of the company’s digital activity. There is proposed an author's approach to transforming the system of interaction with the client (through the omnichannel prism) in the business model of the organization in the context of the digitalization of the economy and business, defines the requirements for the business model and developed a system of indicators for assessing its effectiveness. An algorithm for introducing a digital business model into the activities of a trading enterprise is developed.