About the issue
Publications
Partners
June 2021 (published: 19.05.2021)
Number 2(45)
Home > Issue > The algorithm of interaction with the consumer in the beauty industry based
on the digital footprint in the framework of improving the quality management system
Medvedeva O.E. , Tsyvareva O.P.
The article proposes an algorithm for interaction with a consumer in service organizations (in the beauty industry), in order to improve the company's quality management system. The relevance of the study is explained by the presence of a large negative consumer experience among clients of the beauty industry. Companies need to improve their quality management system, service and implementation of the principle of "customer focus". Developed customer relationships are critical to a company's value in terms of achieving key objectives such as increased productivity, market share and impact. The novelty of this topic lies in the joint use of the digital footprint algorithm, digital marketing tools and basic elements of interaction with customers. The purpose of the study is to propose and test the algorithm "Personalization of the offer for new customers" so that companies increase the level of customer satisfaction, which, in turn, will lead to an improvement in the QMS. Research methods include a survey, studying various sources of information, as well as conducting an experiment to implement the developed algorithm into the activities of a beauty salon and comparing the performance indicators of the company's quality management system "before" and "after" implementation. The result of the research is the developed algorithm “Personalization of offers for new customers”. The use of this algorithm will improve the company's quality management system, exclude the possibility of negative experiences and customers, and bring quality and customer focus to a new level. In further studies, it is planned to consider the need for the introduction of cognitive technologies within the framework of the quality management system. We assume that the use of technologies that interact with human intelligence and contribute to its intellectual development can fruitfully affect the efficiency of the QMS of companies.
Read the full article
Keywords: quality management system, marketing, digital technologies, digital footprint, beauty industry, consumer orientation.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
UDC 005.6
The algorithm of interaction with the consumer in the beauty industry based
on the digital footprint in the framework of improving the quality management system
The article proposes an algorithm for interaction with a consumer in service organizations (in the beauty industry), in order to improve the company's quality management system. The relevance of the study is explained by the presence of a large negative consumer experience among clients of the beauty industry. Companies need to improve their quality management system, service and implementation of the principle of "customer focus". Developed customer relationships are critical to a company's value in terms of achieving key objectives such as increased productivity, market share and impact. The novelty of this topic lies in the joint use of the digital footprint algorithm, digital marketing tools and basic elements of interaction with customers. The purpose of the study is to propose and test the algorithm "Personalization of the offer for new customers" so that companies increase the level of customer satisfaction, which, in turn, will lead to an improvement in the QMS. Research methods include a survey, studying various sources of information, as well as conducting an experiment to implement the developed algorithm into the activities of a beauty salon and comparing the performance indicators of the company's quality management system "before" and "after" implementation. The result of the research is the developed algorithm “Personalization of offers for new customers”. The use of this algorithm will improve the company's quality management system, exclude the possibility of negative experiences and customers, and bring quality and customer focus to a new level. In further studies, it is planned to consider the need for the introduction of cognitive technologies within the framework of the quality management system. We assume that the use of technologies that interact with human intelligence and contribute to its intellectual development can fruitfully affect the efficiency of the QMS of companies.
Read the full article
Keywords: quality management system, marketing, digital technologies, digital footprint, beauty industry, consumer orientation.
DOI 10.17586/2310-1172-2021-14-2-62-72