Research On The Improvement Countermeasures Of F Company's Customer Experience Management

The development of Internet technology has given birth to a series of new business models and is gradually changing people’s way of production and life.New technologies and concepts represented by mobile Internet,big data and cloud computing are affecting every industry,including furniture and home furnishing industry.At the same time,offline furniture and home furnishing enterprises are facing the pressure of increasing operating costs and rapidly declining profits year by year,and the prospect of enterprise development is not optimistic.With the transformation of furniture industry from extensive growth to connotative growth,how to strengthen customer experience and create unique value for customers has become the key for enterprises in this industry to stand out.For furniture and home furnishing enterprises,we must do a good job in customer experience management and establish a package of customer experience management measures,mechanisms and systems,so as to form differentiation advantages.Based on this,this paper takes F company as an example to analyze the current situation,problems and Optimization Countermeasures of its customer experience management.This paper comprehensively uses literature analysis,case study and quantitative analysis to conduct in-depth analysis of F company’s customer experience management,and points out the areas that can be optimized in the future.The specific research process of this paper is as follows:first of all,the related concepts and theories of experience,customer experience and experience marketing are reviewed and analyzed.Based on the literature review,the simple "experience marketing" is developed into"customer experience management".It is pointed out that customer experience management includes three parts:experience theme positioning,experience marketing strategy and experience oriented organization Secondly,this paper designs a questionnaire to analyze the current situation of F company’s customer experience management and identify its problems in customer experience management;thirdly,this paper also analyzes IKEA’s customer experience management measures and extracts its effective practical experience;finally,this paper designs F company’s customer experience management Specific measures for improvement.Based on the research of F company in this paper,we can draw the following conclusions:first,pure experience marketing is difficult to support the marketing management of modern enterprises,and from the perspective of organizational management,customer experience management has a certain theoretical significance;second,customer experience management is a system,covering the theme of customer experience,the marketing strategies around the theme and the supporting body Third,to define the theme orientation of customer experience is the premise and foundation of implementing customer experience management.Only by defining the orientation can the specific countermeasures of customer experience management be targeted.Fourth,the specific implementation strategies of customer experience marketing include a series of examples,such as the branding of experience,the service of experience,the customization of experience,and the enrichment of experience Measures,need to be protected by various measures.In a word,this paper does not simply discuss the marketing experience from the perspective of marketing,but from the perspective of organization and management,builds the theoretical framework of customer experience management,and applies the framework to the improvement of F company’s customer experience;with the help of the new customer experience management framework,it is conducive to improving customers’shopping satisfaction,enhancing their loyalty to the company,and then improving the company’s profitability Ability.I believe that the research of this paper can provide useful reference for other furniture enterprises to improve customer experience management.