In the conditions of high competition and economic instability, the industry of congress and exhibition events requires the implementation of customer-oriented strategies aimed at forming individual customer experience and stable connections with target audiences. The article reveals modern approaches to personalization of services, integration of digital technologies, management of customer data and implementation of CRM systems. Particular attention is paid to the analysis of methods of increasing loyalty, interaction in omnichannel environments and work with negative experience. Practical cases and tools are presented that allow to adapt offers to the changing needs of participants and strengthen the competitive positions of event organizers. Based on the generalization of current data and trends, recommendations are formulated for creating effective models of customer experience management within the event industry.
Sergey S. Azarenkov (Mon,) studied this question.