title: ÐÑÐ¾ÐµÐºÑ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ "Ð Ð¾ÑÑÐµÐ»ÐµÐºÐ¾Ð¼"
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Project to increase customer loyalty of "Rostelecom"
Creators: name: Ð¤Ð°Ð´ÐµÐµÐ², ÐÐ»ÐµÐºÑÐ°Ð½Ð´Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÑ
ÐºÐ»Ð¸ÐµÐ½ÑÑ
Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸
Ð³ÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ñ
loyalty
clients
mobile marketing
loyalty programs
gamification

description: Ð Ð°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÐ¸ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¼ Ð±Ð¸Ð·Ð½ÐµÑÐµ Ð¸ Ð²ÑÐ±Ð¾Ñ Ð¸Ð½Ð½Ð¾Ð²Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸, ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ Ð¸ Ð´Ð¾Ð»Ð³Ð¾ ÑÐ´ÐµÑÐ¶Ð¸Ð²Ð°ÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð². ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ ÑÐ°Ð±Ð¾ÑÑ: â¢ ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð¾Ð±Ð·Ð¾Ñ Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿Ð¾Ð½ÑÑÐ¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð²; â¢ ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð¿Ð¾Ð¿ÑÐ»ÑÑÐ½ÑÐµ ÑÐ¿Ð¾ÑÐ¾Ð±Ñ Ð¸ Ð¼ÐµÑÐ¾Ð´Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð²; â¢ ÐÑÐ±ÑÐ°ÑÑ Ð½Ð°Ð¸Ð»ÑÑÑÑÑ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«Ð Ð¾ÑÑÐµÐ»ÐµÐºÐ¾Ð¼Â»; â¢ Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ Ð¿Ð»Ð°Ð½ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ; â¢ ÐÑÐ¾Ð²ÐµÑÑÐ¸ Ð¿ÑÐ¾Ð³Ð½Ð¾Ð· ÑÑÑÐµÐºÑÐ° Ð¾Ñ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²Ð¾Ð´Ð¸Ð»Ð°ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ Ð¿ÑÐ¾ÐµÐºÑÐ° Â«ÐÐ¸Ð´ Ð¿Ð¾ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÂ», ÐºÐ¾ÑÐ¾ÑÑÐ¹ ÑÑÐ°Ð» Ð¿Ð¾Ð´Ð³Ð¾ÑÐ¾Ð²Ð¸ÑÐµÐ»ÑÐ½ÑÐ¼ ÑÑÐ°Ð¿Ð¾Ð¼ Ð¿ÐµÑÐµÐ´ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸ÐµÐ¹ Ð¿ÑÐ¾ÐµÐºÑÐ° Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ. ÐÐ»Ñ Ð²ÑÐ±Ð¾ÑÐ° Ð¿Ð¾Ð´ÑÐ¾Ð´ÑÑÐµÐ¹ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ Ð±ÑÐ»Ð¸ Ð¾ÑÐ¾Ð±ÑÐ°Ð½Ñ ÐºÐ»ÑÑÐµÐ²ÑÐµ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ð¸ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ Ð¼ÐµÑÐ¾Ð´Ð° Ð°Ð±ÑÑÑÐ°Ð³Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ ÑÐ°ÑÑÑÐ¸ÑÐ°Ð½Ð° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½Ð°Ñ Ð¾ÑÐµÐ½ÐºÐ° Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÐºÐ¾ÑÐ¾ÑÐ¾Ð¹ Ð¸ Ð¿ÑÐ¸Ð½Ð¸Ð¼Ð°Ð»Ð¾ÑÑ ÑÐµÑÐµÐ½Ð¸Ðµ. ÐÐ¾ÑÐ»Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ Ð¿Ð¾Ð¿ÑÐ»ÑÑÐ½ÑÑ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² ÑÐ°Ð±Ð¾ÑÑ Ñ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð², Ð±ÑÐ»Ð¾ ÑÐµÑÐµÐ½Ð¾, ÑÑÐ¾ Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ñ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ°Ð¼Ð¸ Ð³ÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¸ â ÑÑÐ¾ ÑÐ°Ð¼ÑÐ¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½ÑÐ¹, ÑÐ´Ð¾Ð±Ð½ÑÐ¹ Ð¸ ÑÐ¼ÐµÑÑÐ½ÑÐ¹ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸.
description: The work is devoted to the analysis of the importance of customer loyalty in modern business and the selection of an innovative loyalty program that can effectively and for a long time retain customers. Problems that were solved during the work: â¢ Review and analyze the concept of customer loyalty; â¢ Analyze popular ways and methods of increasing customer loyalty; â¢ Choose the best program for Rostelecom; â¢ Develop a program implementation plan; â¢ Predict the effect of implementation. The work was carried out on the basis of the âGuide to St. Petersburgâ project, which became a preparatory stage before the implementation of the implementation project. To select a suitable program, key indicators were selected using the abstraction method and a comprehensive assessment was calculated on the basis of which the decision was made. After analyzing the most popular methods of working with customer loyalty, it was decided that mobile marketing with gamification elements is the most effective, convenient and appropriate for the company.