CONSUMER PROFILING: PROBLEM ASPECTS OF ECONOMIC EFFICIENCY

The article examines the peculiarities and problematic aspects of determining the economic effectiveness of psychological support for work with the consumer. A model for evaluating the economic efficiency of consumer profiling is proposed. The relationship between the tasks of profiling and the economic effects of its application has been studied. It has been proven that all expected economic effects of profiling apply two aspects of communication with the consumer: duration and effectiveness of communication. Reducing the average time to interact with a customer can be important for companies that use a piecework payment system. The increase in the effectiveness of communication with the consumer is determined by the increase in the probability of him buying the product (or service) as a result of minimizing the risks of irrational or manipulative behavior. The structure of economic results is determined, which is a consequence of using such a behavior profiling tool as LAB-rofile. The general approaches and components of the evaluation of the effectiveness of the application of this technology and the economic aspects of its training for the personnel of enterprises involved in communication processes with consumers are outlined. It was determined that the components of the economic efficiency of profiling are saving time on searching for appropriate mental models and increasing the effectiveness of communication. Factors determining the effectiveness of profiling are the duration and quality of education of the person who uses profiling. The use of profiling in working with consumers can be characterized not only by quantitative indicators of economic efficiency, but also by qualitative indicators that characterize positive changes in the structure of the consumer's consciousness. These changes do not lead to the consumer making economic decisions, but they increase his readiness to make such decisions in a strategic perspective. Among the effects that characterize qualitative changes during the application of profiling, one should include the improvement of mutual understanding, an increase in the level of comfort in communication, an increase in the level of satisfaction with communication and, as a result, an increase in consumer loyalty to the company as a whole.