Customer Relationship Management Based On Customer Experience

With the world economy becoming more and more competitive, the market is filled with more and more homogeneous products and services. Meanwhile, Companies need to find products and services that have core advantages in fierce competition. Customer relationship management as a modern enterprise management theory has been getting lots of progress. In the time of experience economy, beyond the products and services competition, the experience of competition and experiential marketing has been gotten more and more attention. The companies are trying to provide customers with better products and services, and the creation of a lively and extremely satisfied experience feeling to attract, dig and retain more valuable customers. Meanwhile, the aim is at enhancing customer satisfaction and brand loyalty, and enhancing the companies' profitability capability and level of profits.Experiential marketing and customer relationship management have similar theoretical foundation and purpose. Therefore, the research perspective of this article ibcuses on how experiential marketing can be applied in CRM, how to build customer experience-based CRM model, and how to enhance the performance of CRM. First, on the basis of previous studies, we analyze the current application of CRM and problems that exist at home and abroad, proposing the assumptions of experiential marketing involvement possibility and the potential advantages of successful intervention. The next, we build customer experience-based CRM model which is based on the traditional CRM model, and describe in detail the location of intervention, function of intervention as well as the implementation program of the customer experience-based CRM model. At last, we describe the DHC China Company as a typical research to introduce the success application of the customer experience-based CRM theoretical models.This article base on customer relationship management, marketing as a starting point to experience, build a customer experience based on the model of customer relationships, effective intervention will experience the CRM model of marketing activities and marketing exposure to sub-system, and implementation of methods and strategies. At the same time, DHC's research for the other enterprises in the implementation process of customer relationship management can play a very good reference, but the enterprises themselves according to the characteristics and environment characteristics of the appropriate adjustments to play better customer experience based on CRM the advantages of the model.