1. customer journey and experience design: outline the customer journey through business process combing and consumer research, and make clear all kinds of experience contacts that customers may come into contact with at different stages of their relationship with the enterprise, and make clear the types of experience that different contacts may produce.
2. Customer experience monitoring and analysis: In the past, almost all data came from surveys, but now it comes from real consumption scenarios, including online apps, user communities and customer service channels; Offline distribution, maintenance, etc. We need to use the combination of intelligent software and hardware to achieve full coverage of important trips and key contacts as much as possible.
On this basis, it is necessary to transform unstructured customer voices into quantifiable structured data through NLP training, establish a hierarchical classification model of customer needs, and find customer pain points, itching points and pleasure points, so as to provide a clear direction for subsequent improvement and promotion.
3. Improvement of customer experience: In the past, many enterprises only did monitoring, and gradually realized that they only did analysis without improvement, just like "quarreling without hands-on". In order to truly improve the customer experience, it is necessary to implement the customer experience improvement action and check the effect with the help of digital platform, and realize transparent management.
Now many enterprises regard customer experience management as a project that others are doing and I want to do, but it has little effect. In order to make customer experience management really effective, the key is to make a scientific system with your own resources, find problems in time from the customer's point of view, make iteration more effective and management more accurate.