The Study On Customer Experience Management And Its Application

With higher income, more time for leisure, new technologies and numerous choices of consumption, customers nowadays cannot be easily satisfied by the functional interests brought from homogeneous products and services. Instead, what they value most is the customer experience that can meet their psychological, emotional and spiritual needs. The industry of tourism & entertainment constitutes the most part of experience economy, and theme parks become the typification of experience economy. After several years, the Tang Paradise, a Tang Dynasty-oriented theme park, has become the most influential theme park in Northwest China. However, a number of shortcomings in creating customer experience considerably affect its profitability and sustainable development. Currently, scholars home and abroad in this field mainly focus on the study of experiential marketing and many specific types of customer experience, and pay little attention to the supporting function of organization and management in creating customer experience. After all, experiential marketing alone cannot guarantee high quality customer experience.From a perspective of integrate management, the thesis regard experiential marketing as a part of the experience-oriented management, and attempts to build a framework of customer experience management (CEM) to make a systematical approach for creating customer experience. And then, we apply the framework of CEM to Tang Paradise to create high quality customer experience, aiming at achieving higher level of customer satisfaction and customer loyalty, which will enhance profitability and reputation. The method of induction, case study and questionnaire-survey are adopted in this thesis.First, the thesis reviewed relevant references on customer experience, including the study on the meaning of experience, experiential marketing theories, service experience, brand experience, experience in cyberspace and tourism experience. Second, based on discussing the meaning, characteristics and significance of CEM, the thesis established the pyramid-like framework of CEM, which consists of experiential theme, experiential marketing strategies and experience-oriented organization. A case study of Disney World was also given to support the framework. Third, after making a survey on the customer experience of Tang Paradise and data analysis, the thesis pointed out its five shortcomings on creating customer experience. Finally, the thesis offered a CEM plan for Tang Paradise, including experiential themepositioning------"feeling the glamour of Tang Paradise", carrying out six kinds ofexperiential marketing strategies and building a experience-oriented organization.