Studies About CEM Implementation

This thesis discussed the methods and problems during implementing the CEM (Customer Experience Management),According to customer management,marketing and consumer behavior theories. Under the experience economy,enterprise have to face the problems of CEM, but there are few studies about how to implement CEM in China at present. We should have a practical way to help enterprises to implement CEM. This thesis discussed CEM from the concept, the development tendency, the value, the difference with the customer satisfaction.and then proposed main frame of the CEM(the percipience of the customer experience world, the development strategy of the CEM, the design of the customer brand experience, the establishment of the customer experience contact and related feedback system).At last,the five components of the main frame were analyzed from the perspective of strategy, model, methodology, the process and the content details.