Speaking of customer experience management (CEM), Bernd H. Schmitt is a professor at Columbia University Business School. His book Customer Experience Management: A Revolutionary Method to Connect Your Customers published in 2003 is considered as the Bible of Customer Experience Management. The title of the book directly points out the core position of customer experience management: a revolutionary way to connect consumers. As the name implies, connecting consumers is the core of customer experience management, which can be literally broken down into:

Customer: All customers!

Experience: every experience of all customers!

Management: Improve and even reshape the customer experience.

Therefore, it is necessary to define three core modules of customer experience management, including customer journey and experience contact point, experience monitoring and analysis, and experience improvement.

1. Customer's journey and experience design: First, outline the customer's journey, and make clear the various experience contacts that customers may encounter at different stages, as well as the scenes, customer feelings and real needs of different contacts. This part is mainly realized through the combination of business process and consumer research. If enterprises ignore this part, customer experience management will often "do it where it is calculated" and "start all over again if it can't go on".

2. Customer experience monitoring and analysis: Customer experience monitoring is actually to comprehensively collect customer experience data and analyze customer needs according to the combed customer journey. First of all, as long as there is the voice of customers, we must find ways to obtain data. Whether it is the traditional 400 telephone customer service, online e-commerce customer service, APP, user community or offline retail/service channels, it is an important source of customer voice. We need to connect all these voice data to the omni-channel customer voice platform through intelligent hardware.

However, it is not enough to just hear what the customer is saying. We need to know why customers say this and how to solve it. Based on NLP (Natural Language Processing) technology and industry knowledge map, it is necessary to disassemble different types of experience pain points and pleasure points in customers' voices, and explore the causes and force points of each weak indicator. In the vernacular, we need a customer voice translator to eat the customer voice and spit out the business management rules.

3. Improvement of customer experience: Many enterprises only do monitoring before, and gradually realize that only doing analysis without improvement is like "arguing and doing nothing". Enterprises need to connect the customer experience management system with the business management system, generate improvement plans in real time based on customer experience insight, and push the tasks to the corresponding departments for follow-up so as to improve in time. For example, if there is a serious warning of product quality, the system will automatically assign the improvement task to the quality management personnel in the supply chain department for follow-up.

Moreover, customer experience management is still a long-term project, which requires enterprises to treat it with respect, professionalism and prudence, invest enough patience and determination, and truly connect every consumer with every experience-from listening to customers to improving the experience.

Is there a difference between an Apple experience store and a specialty store?

The difference between Apple stores and authorized stores.

1. The difference between authorized Apple store and exclusive Apple store on the door. It's as simple as teaching you to distinguish between true and false Apple's official after-sales maintenance point! ! In the article, we have introduced the difference between Apple authorized stores and exclusive stores. You can go to the Apple Repair Shop and see if there is APPLESTORE in your city. According to Apple's requirements, there can only be the name of the dealer company+Apple logo+ the logo of the authorized dealer, and the words Apple, Retail, Monopoly, Experience Store, Experience Center and so on must not appear on the door. These are authorized stores. For the convenience of operation, unauthorized stores often write the words Apple Monopoly, Apple Authorized Store and Apple Experience Store. In fact, most people think that these are authorized stores, but the fact is just the opposite. A regular authorized store should look like this. However, the door of an APPLE store is usually just a big apple, the Apple Store. There is no text introduction. There it is!

2. The difference between Apple authorized stores and Apple exclusive stores in city selection. I believe everyone knows that not all cities have Apple stores, so which cities have Apple stores? Apple stores will only be sold in China's north, Guangzhou, Shenzhen and provincial capitals. Other cities are generally Apple authorized stores.

3. authorize the difference between the facilities and environment of Apple Store and Apple Store: Apple Store. Authorized store: generally, it is an organization that authorizes after-sales maintenance, which is the same as joining. The authorized point is authorized by the authorized seller, but the signboard should also be made according to Apple's regulations, and the software for interior decoration and display is also needed. Direct stores are directly managed by Apple, and all aspects are standardized. The direct store is designed by Apple itself, and Apple's demonstration prototype is richer and more convenient for customers to experience. In order to save costs, authorized stores will not be so complete in the demonstration prototype.

4. The price difference between authorized stores and specialty stores is the same as that of direct stores in terms of the quality of Apple products, but the specialty stores have the richest inventory. However, in terms of price, specialty stores are basically priced according to official website, and the products of authorized stores will have different discounts, such as Gome Suning.

5. The difference of service attitude between Apple authorized stores and Apple exclusive stores. The employees of Apple stores are all excellent talents selected through layers of screening, while the employees of Apple authorized stores are all selected by their franchisees. Although Apple has certain requirements for employees in authorized stores, do you know that you may ask a maintenance worker in a third-tier city to be proficient in English? The service attitude evaluation of the employees in the exclusive store is unknown to the authorized store. So if you want to enjoy high-quality service, of course, Apple Store is better.

What is the mobile phone experience store for?

The mobile phone experience store sells mobile phones. This kind of storefront mainly displays some mobile phones with different brands and configurations, so that customers can experience the fluency, function and performance of mobile phones with different prices, so as to determine which mobile phone to buy more intuitively. High-priced mobile phones still have great advantages.