顾客体验管理的概念、实施框架与策略

Customer Experience Management:Conception,Frame and Strategy

顾客体验管理是战略性地管理顾客对产品或公司全面体验的过程,它是一种注重顾客参与的、动态的、系统性的顾客关系管理模式。建立以顾客体验的需求识别、影响因素分析、创造与完善以及绩效评价为核心内容的顾客体验管理框架,可以确保企业在对顾客体验需求进行准确把握的基础上,为处于生命周期不同阶段的顾客创造和传递符合其需要和价值层次的特定体验。在实施顾客体验管理过程中,企业需要关注体验式文化的建立、员工的招募和培训、体验式产品的设计、体验式营销环境的建立等多个环节。

Customer experience management is a process for managing customers＇ total experience on product and company. This new kind of conception is related to a dynamic and systematic customer relationship management pattern which emphasizes the participation of customers. Customer experience management frame can be set up followed on identification of customer experience needs, analysis of experience design elements, creation of experience, and measurement of experience performance. Based on the management frame, company can find out customer experience needs exactly, and also it can design particular experience for customer special requirements. Finally, during the implementation of customer experience management, the establishment of experiential culture, the hiring and training of employees, the design of experiential products, and 4 the construction of experiential marketing environment all should be paid attention.