INTEGRATION OF CUSTOMER EXPERIENCE MANAGEMENT INTO THE COMPANY'S STRATEGIC CONTROLLING SYSTEM

Smirnov Kerim Ilich

The relevance of the study is driven by the transition to a customer-centric economy, where the quality of the customer experience becomes a key factor of competitive advantage and long-term financial stability. The aim of the article is to develop a theoretical and methodological framework for integrating Customer Experience Management (CXM) tools into the strategic controlling system. The object of the research is the strategic controlling system, and the subject is the process and mechanisms for integrating customer experience metrics and data into it. The scientific novelty lies in the development of an integration model that links operational CXM data with strategic maps and controlling indicators, enabling strategic management based on customer value.

Keywords:strategic controlling, customer experience management (CEM, CXM), customer-centricity, Balanced Scorecard (BSC), customer experience metrics, strategic management, integration model