Customer experience is the foundation and customer satisfaction is the standard. By effectively grasping and managing customer experience, customers' satisfaction and loyalty to the company can be improved, and finally the company value can be enhanced. Based on the successful case of Diet Coke in Shanghai Hongqiao Airport, this paper analyzes the importance of customer experience management and its important relationship with customer satisfaction. Case Analysis of Diet Coke in Shanghai Hongqiao Airport When you walk into the waiting hall of Shanghai Hongqiao Airport, passengers can easily get customer satisfaction questionnaires everywhere. In order to facilitate the placement of the questionnaire, the management authorities also specially designed the cabinet rack. Moreover, compared with the Capital Airport's vigorous cry in the media some time ago to investigate customer satisfaction, Hongqiao Airport's satisfaction questionnaire has been placed in a conspicuous place for several months. The management clearly intends to take this as a long-term strategy. Passengers who often board the plane at Hongqiao Airport will notice one thing: overnight, the airport changed all the soft drinks provided to the waiting passengers-Diet Coke into a variant of lemon-flavored Diet Coke. Policymakers may think that as long as it is diet coke, there should be no difference. This neglect of customer experience may not be a problem among China people, but it may be a very bad feeling for international business travelers. Ordinary diet coke consumers are a huge group, and lemon diet coke is only a small part of it. If it is not a completely different group, changing the service content at will, like the randomness of our airport service, shows that customers are not the central concept of management. The loyalty of international consumers (including more and more domestic consumers) to brand products has no concept in the minds of managers here. Dr Wu Tao of Gallup once wrote that he refused to take Northwest Airlines because he didn't offer Coca-Cola, but Pepsi-Cola because of his preference for brands. Even the products of the same company cannot be replaced at will. At that time, Coca-Cola introduced new products to replace traditional Coca-Cola, which caused strong protests around the world and forced enterprises to withdraw their decisions. Of course, the VIP lounge of Hongqiao Airport will not change its service products at will to save money or any other resources. There is no reason to say that this is a "win-win" decision, let alone a win-win situation. We don't know whether Hongqiao Airport's continuous customer satisfaction survey can finally find such a problem. The core of the problem is that airport managers have no attention and sensitivity to the experience needs of customers (mainly high-end customers here, but similar to ordinary customers). There is no corresponding process and improvement mechanism for customer feedback. Customer satisfaction is not a timely survey, but a strategy. The relationship between customer experience and customer satisfaction is 1. Customer satisfaction focuses on product customer satisfaction. Traditionally, it focuses on making customers feel satisfied after purchase (consumption), and satisfaction is obtained after customers compare the functional quality of products (or consumer services) with their own expectations. If the functional quality of products is higher than expected, customers will be satisfied; On the contrary, they are not satisfied. Customer satisfaction surveys usually consider what customers want, what they want from the product, and how the product functions. Or how the service is delivered on time and how the orders are integrated. The customer satisfaction model focuses on measuring the comprehensive satisfaction of customers after purchase (consumption). In the actual evaluation, the questionnaire design and investigation are also carried out around the product, and the final improvement may only be the product. 2. Customer experience Take the automobile industry as an example and pay attention to customers. With the rapid development of science and technology, many cars have become homogeneous in performance. At the same time, it is more and more important for customers to consider entertainment, lifestyle and status when buying a car. However, these deep-seated factors of customer psychology rarely appear in the current satisfaction questionnaire, so the theory of customer satisfaction needs to be more "backward" and constantly supplement the content related to experience. In fact, as early as 1990, V Zeithaml and others put forward several measurement dimensions of service quality, including reliability, responsiveness, accuracy, year-on-year and materiality. Our research shows that there may be as many as ten dimensions to describe the emotional experience that customers can perceive. These experiences affect the overall evaluation of the enterprise by customers. 3, the relationship between customer satisfaction and customer experience, customer satisfaction evaluation itself can not be all-encompassing, or fundamentally solve the ultimate goal of the enterprise, it should be closely combined with customer experience management and other management methods. Customer satisfaction is usually related to the happy or disappointed emotional state formed by the comparison of customers' perception effect on enterprise products or services with their expectations. There are different degrees of customer satisfaction/dissatisfaction, and the quantification of customer satisfaction is called customer satisfaction. The customer satisfaction strategy based on the evaluation results of customer satisfaction should take customer demand (including potential demand) as the starting point, take customer satisfaction as the goal in the whole process of product development, product function and price setting, after-sales service and customer contact and interaction, set improvement targets by classification, adjust enterprise operation links, and continuously improve customer satisfaction. Customer experience management requires comprehensive consideration of various experience factors in the process of customer purchase and consumption. These factors go beyond the products, packaging and after-sales service that many customer satisfaction surveys pay attention to, and more from the customer's point of view, consider the deeper factors that lead to customer satisfaction, including how to design to make customers feel good about the enterprise and its brand. Customer experience management can comprehensively analyze and effectively control the factors that affect customer satisfaction in the whole process of purchase and consumption, ensure that customers get a good experience at all contact points, and increase the value created by customers for enterprises. Only in this way can we truly embody the concept of taking customers as the center. From the above cases and theoretical analysis, we can clearly see that customer experience management needs to comprehensively consider all kinds of experience factors in the process of customer purchase and consumption, which goes beyond the products, packaging and after-sales service that many customer satisfaction surveys pay attention to, but more from the customer's point of view, consider the deeper factors that lead to customer satisfaction, including how to design to make customers feel good about the enterprise and its brand. By effectively grasping and managing customer experience, customers' satisfaction and loyalty to the company can be improved, and finally the company value can be enhanced. Therefore, in today's fierce market competition, enterprises must attach importance to customer experience and customer satisfaction if they want to gain competitive advantage. They must implement the idea of CRM into the enterprise application strategy, attach importance to the role and influence of customer experience on the future profit and income of the enterprise in each interaction process, optimize customer experience, and ensure the normal operation of cross-channel and cross-market marketing. As the CEO of an enterprise, we should consider how to make the best use of customer experience to realize customer relationship management, properly integrate the implementation of business and technical strategies into customer groups, and emphasize the combination of customer processing mode and customer experience. And we should pay attention to the optimization of customer experience, because the optimization of customer experience can ensure that this cross-channel and marketing media customer experience strengthens the basic value proposition of the organization and different businesses can be realized. To be a real CEO, organizations must decide to invest in the customer experience appropriately and ensure that they have the technical ability to optimize the customer experience and balance the relationship between it and business.