Study On Luxury Customer Experience Management Of LB Plaza

At present,LB Plaza has to face three facts—fast growth of the number of customers, the requirement of high level of custmoer service and the fierece situations of market competition.LB Plaza has accumulated some experience when they were implementing the customer relationship management(CRM).However,in the new situation,the implementation of the strategies of CRM must be integrated with customer experience.The increase of customer value,customer satisfaction and loyalty enhancement must be put in the first place so as to improve the operational efficiency and enhance the core competencies of LB Plaza.This thesis presents the initial model of luxury customer experience management of LB Plaza.In accordance with the author's working experience in LB Plaza,this thesis did some research on the strategies of luxury customer experience management and proposed a specific and feasible strategy for customer experience management(CEM) in shopping plaza with luxury brands.Based on the theory of CEM and its development history,the author analysed luxury customer experience management and set forth an initial model and specific strategyies for LB Plaza.Through the four stages of customer experience management—experience design,experience implementation,expectation management and experience evaluation,this thesis put forwards a total solution of customer experience management,and made it emotional,interacting and systematic.It will provide LB Plaza with new ideas and reference value in the development and improvement of CEM.This thesis consists of four parts.Chapter one describes the research background,the purpose and significance of the research,the research ideas,the basic framework and some innovation.While in Chapter two.it gives a review of customer experience management theories,and the theory of luxury goods,so it can provide a theoretical basis and direction for the following research.Chapter three explains the whole model of luxury customer experience management strategies in LB Plaza and the whole process of experience design, experience implementation,expectation management and experience evaluation.Finally,in the last chapter,the author draws a conclusion of the thesis and describes the foreground of the research.