Issue: № 6, 2026
Doi: https://doi.org/10.37634/efp.2026.6.5e
The paper substantiates methodological approaches to optimizing the customer journey in financial institutions based on the integrative interaction of marketing and logistics as part of an integrated operational and marketing strategy. The focus is placed on transforming Customer Journey Mapping (CJM) from a descriptive analytical tool into a comprehensive management model for customer flows under conditions of digital transformation. This model accounts for the development of omnichannel service networks, the automation of back-office logistics operations, and the application of predictive analytics tools aimed at ensuring sustainable marketing–logistics alignment. The rapid diffusion of digital innovations, along with fundamental changes in consumer behavioral patterns within the financial sector, necessitates a systematic reconsideration of the architecture of interaction between marketing and logistics functions. The increasing significance of customer experience (CX), combined with the critical role of time parameters in service delivery, highlights the need for deep integration of communication, operational, and service components in the activities of financial institutions. At the same time, the functional fragmentation of marketing strategies and logistics processes reduces institutions’ ability to design seamless customer journeys, resulting in the loss of synergistic effects in customer flow management and declining service efficiency. In this context, Customer Journey Mapping (CJM) is considered a strategic managerial instrument for coordinating marketing touchpoints with logistical support throughout service cycles, enabling better synchronization of front-office and back-office processes, improving service responsiveness, and enhancing customer value creation in a highly competitive digital environment.
Keywords : marketing-logistics integration, financial sector, Customer Journey Map, customer journey, service flow, business process optimization, digitalization of financial services
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