Case analysis and Enlightenment of the hottest cus

Case analysis and Enlightenment of customer experience management

according to the definition of Bernd h. Schmitt in the book "customer experience management", customer experience management (CEM) is "the process of strategically managing customers' comprehensive experience of products or companies". It takes improving customers' overall experience as the starting point, pays attention to every contact with customers, and integrates various stages such as pre-sales, sales and after-sales through coordination, All kinds of customer contact points, or contact channels, purposefully and seamlessly transmit target information to customers, create a positive feeling that matches the brand commitment, so as to achieve benign interaction, and then create differentiated customer experience, realize customer loyalty, strengthen perceived value, so as to increase enterprise income and asset value

customer experience is the foundation and customer satisfaction is the target. By effectively grasping and managing the customer experience, we can improve customer satisfaction and loyalty to the company, and ultimately enhance the value of the company. Based on the successful case of diet coke in Shanghai Hongqiao Airport, this paper analyzes the importance of customer experience management and its important relationship with customer satisfaction

analysis on the case of diet coke in Shanghai Hongqiao Airport

entering the waiting hall of Shanghai Hongqiao Airport for more than 30 years, passengers can easily get the customer satisfaction questionnaire everywhere. In order to facilitate the placement of the questionnaire, the management authorities also specially designed the counter rack. Moreover, compared with the capital airport's previous roaring in the media to investigate customer satisfaction, the Hongqiao Airport's satisfaction questionnaire has been placed in a prominent place for more than a month. The management clearly intends to treat this as a long-term strategy

passengers who often board at Hongqiao Airport will notice that overnight, the airport will replace the soft drink diet coke provided to waiting passengers with a variant of lemon flavored diet coke. Decision makers may think that as long as it is diet coke, there should be no difference. This neglect of customer experience may not be a problem for Chinese people, but it may be a very bad feeling for international business travelers. Ordinary diet coke consumers are a huge group, while lemon diet coke is only a small subset of them. If it is not a completely different group, replacing the service content at will, like the randomness of our airport services, shows that customers are not the central concept of business. The loyalty of international consumers (including more and more domestic consumers) to brand products is completely unknown in the minds of managers here. Dr. Wu Tao of Gallup once wrote that because of his preference for brands, Northwest Airlines does not provide Coca Cola but Pepsi, so he has always refused to take the airline. Even the products of the same company can't be replaced at will. When Coca Cola introduced new flavor products to replace the traditional Coca Cola, strong protests in the world forced the enterprise to withdraw its decision. The VIP lounge of Hongqiao Airport can't replace service products so casually. It certainly won't save money, nor will it launch the "wechat housekeeper" service in 2017. About any other resources, there is no reason to say that this is a "single win" decision, not to mention a win-win

we don't know whether Hongqiao Airport's continuous customer satisfaction survey will eventually find such problems. The core of the problem is that airport managers have no attention and sensitivity to the experience needs of customers (mainly high-end customers here, but almost the same for general customers). There is no corresponding process and improvement mechanism for customer feedback. Customer satisfaction is not a situational survey, but a strategy

relationship between customer experience and customer satisfaction

what is the relationship between customer experience management and customer satisfaction strategy? We can discuss these two concepts from the perspectives of "product/customer focus", "process/result focus" and "surprise/expected"

1. Customer satisfaction focuses on products

customer satisfaction traditionally focuses on making customers feel satisfied after purchase (consumption), and satisfaction is obtained after customers compare the functional quality of products (or consumer services) with their expectations. If the functional quality of products is higher than expectations, customers will be satisfied; Otherwise, you are not satisfied. Customer satisfaction surveys usually consider what customers want, what they want from the product, and what the function of the product is from the perspective of product function? Or how the on-time delivery of services is integrated with orders, etc. The customer satisfaction model focuses on measuring the comprehensive satisfaction of customers after purchase (consumption). In the actual evaluation, the questionnaire design and survey are also carried out around products, and the final improvement may be only products

2. Customer experience focuses on customers. After integrating the content of customer experience, people will start more from the perspective of customers (rather than from the products and services that the company can provide at present), and on the basis of truly understanding the higher-level needs of customers, focus on what kind of feelings and emotional connections the products (or services) will bring to customers, And how the product or service will help customers and other people experience, which is a comprehensive consideration of customers' various experiences

taking the automotive industry as an example, with the rapid development of science and technology, many cars have tended to be homogeneous in performance. At the same time, customers' considerations in recreation, lifestyle and status are becoming increasingly important when buying cars, but these deep-seated factors in customer psychology rarely appear in the current satisfaction questionnaire, so customer satisfaction theory needs to be more "transferred backward", Constantly add experience related content. In fact, V. Zeithaml and others proposed several measurement dimensions of service quality as early as 1990, including reliability, responsiveness, accuracy, year-on-year performance and tangibility. Our research shows that there may be as many as ten dimensions that can be used to describe the emotional experience that customers can perceive. These experiences affect customers' overall internal evaluation of the enterprise

3. The relationship between customer satisfaction and customer experience

customer satisfaction measurement itself cannot be all inclusive, or fundamentally solve the ultimate purpose of the enterprise. It should be closely combined with customer experience management and other management methods

customer satisfaction is usually related to the feeling of pleasure or disappointment formed by customers' perception of an enterprise's products or services compared with their expectations. There is a distinction between customer satisfaction and dissatisfaction. The quantification of customer satisfaction is the so-called customer satisfaction. The customer satisfaction strategy formulated according to the results of customer satisfaction evaluation should take customer needs (including potential needs) as the starting point, and take customer satisfaction as the goal in the process of product development, product function and price setting, after-sales service and the whole customer contact interaction, set improvement goals by classification, adjust enterprise operation links, and continuously improve customer satisfaction

customer experience management requires a comprehensive consideration of various experience factors in the process of customers' purchase and consumption. These factors go beyond the products, packaging, after-sales service, etc. that are concerned in many customer satisfaction surveys, but more from the perspective of customers, consider deeper factors that lead to customer satisfaction, including how to design to make customers have a good feeling and experience of the enterprise and its brand. Customer experience management comprehensively analyzes and effectively controls the factors that affect customer satisfaction in the whole process of purchase and consumption, so as to ensure that customers get a good experience at all contact points and increase the value created by customers for the enterprise. Only in this way can the customer-centered concept be truly embodied

from the above cases and theoretical analysis, we can clearly see that customer experience management requires comprehensive consideration of various experience factors in the process of customers' purchase and consumption. These factors go beyond the products, packaging, after-sales service, etc. that are concerned in many customer satisfaction surveys, but more from the perspective of customers, consider the deeper factors that lead to customer satisfaction, Including how to design to make customers feel good about the enterprise and its brand. By effectively grasping and managing the customer experience, we can improve the customer satisfaction and loyalty to the company, and ultimately enhance the value of the company. Therefore, in today's fierce market competition, enterprises must pay attention to the problem of customer experience and customer satisfaction if they want to obtain competitive advantage. They must implement the idea of CRM into the enterprise application strategy, pay attention to the role and impact of customer experience on the future profits and benefits of enterprises in each interaction process, and optimize the customer experience to ensure the normal operation of cross channel and cross marketing

as the CEO of an enterprise, we should consider how to make the best use of customer experience to realize customer relationship management, properly integrate the implementation of business and technical strategies into the customer group, and emphasize the combination of customer processing mode and customer experience. Moreover, we should pay attention to the optimization of customer experience, because the optimization of customer experience can ensure that such cross channel and marketing media customer experience can strengthen the basic value proposition of the organization and realize different businesses. To become a true CEO, compared with the potential increase in net worth, organizations must decide to invest appropriately in the customer experience, and ensure that they have the technical ability to optimize the customer experience and balance the relationship between it and the business. From the external analysis of the enterprise, this can improve the profit and final income of the enterprise; Analyzing from the inside of the enterprise, it helps to balance the external value drivers and the realization of internal value, improve the customer experience and create corporate value around the multi-channel strategy of customers. (end)