Customer experience management refers to a set of mechanisms that set up a feedback mechanism at every link of the customer journey to explore the reasons behind customers' likes, dislikes and recommendations, so as to help enterprises optimize their products/services. In the era of experience economy, a good customer experience will become the starting point of recommendation or repeated purchase, the content of emotional communication, and ultimately enhance business value. To this end, we need to start from the following three points.

1. Customer Journey and Experience Design: By outlining the customer's journey, it is clear that the customer may come into contact with various experience contacts at different stages of the relationship with the enterprise, and it is clear that different contacts may produce different types of experience. This part is mainly realized through business process combing and consumer research. If this part is ignored, customer experience management will be "where it can be done" and "where it can't be done, it will be reinvented".

Second, customer experience monitoring and analysis: According to the customer journey, we need to collect and analyze customer experience data as comprehensively as possible. Specifically, it is to access the omni-channel customer experience sound data such as 400 customer service, App, user community, offline terminal stores and external media, and realize quantitative analysis through ASR, NLP technology, cognitive map, etc., so as to find out the pain points, itching points and pleasure points of customers, and which department is responsible for solving them.

Third, the improvement of customer experience: finally, it is also the most easily overlooked step. Enterprises improve business process design based on customer demand insight, and realize the implementation and effect acceptance of improvement actions with the help of digital platform to realize transparent management. Analysis without improvement is like "noisy without hands-on" Customer experience management must be a closed-loop business, from experience consultation and design to monitoring and analysis, to improvement and even to operation.

With the advent of the digital age, the contact between enterprises and customers has increased, and the number of contacts and contact scenes have increased dramatically. The need for consumer feedback and insight has never been so urgent. In order to provide better customer experience and realize brand promise more efficiently, highly specialized and systematic customer experience management is imperative.