英格索兰客户体验管理提升研究

发布时间：2018-03-19 10:27

本文选题：客户体验　切入点：客户价值　出处：《兰州大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的转变以及产业结构的调整,市场的竞争不断加剧,客户的需求层次逐渐提高,我们即将进入体验经济的时代,仅仅依靠提高产品质量以及改善服务流程已经不能更好的服务好现有的老客户、吸引更多的新客户。如何更好地满足客户的需求从而帮助客户提升企业价值已经逐渐成为学术界和企业界的研究热点,客户体验管理作为一门新的学科摆在了企业管理者面前。英格索兰公司作为机械制造厂商,不仅把客户体验管理应用在营销管理当中,对于公司内部流程同样提出了客户体验管理的要求。论文通过对客户体验管理概念的提出,阐述了客户体验管理的实施方法,以及影响客户体验管理的因素,并结合英格索兰的业务情况,对该项研究的重要性与价值进行了阐述：通过分析英格索兰目前客户体验管理的现状,引出英格索兰客户体验管理的不足。通过分析英格索兰的品牌价值及市场定位、识别客户价值、建立与优化客户体验管理平台、建立客户体验持续改善的反馈机制,有针对性的就如何有效提升英格索兰客户体验管理给出了建议的解决方案,在提升方案实施过程中,重点指出了目前最急迫也是最有效的是加速业务系统的整合与集成,推动整个团队的协同效应和效率管理,最终帮助英格索兰实现销售增长与生产率增长战略。英格索兰公司作为该本文研究的背景企业,通过理论与实践相结合的方法,梳理、剖析了企业在客户体验管理方面的运用,从而有效的提升了英格索兰在客户体验管理上面成绩,同时,充分印证了该课题研究给英格索兰业务带来的巨大价值。英格索兰作为该课题研究中的一个典型代表,该研究成果可以成为其他行业进行该课题研究的借鉴作用。
[Abstract]:With the transformation of the market economy and the adjustment of the industrial structure, the competition in the market continues to intensify, the level of customer demand is gradually raised, and we are about to enter the era of experience economy. Just by improving the quality of products and improving service processes has not been able to better serve the existing old customers, To attract more new customers, how to better meet the needs of customers so as to help customers enhance the value of enterprises has gradually become the academic and business research hotspot, customer experience management as a new discipline in front of enterprise managers. As a manufacturer of machinery, Ingersolan not only applies customer experience management to marketing management, but also puts forward the requirement of customer experience management for the internal process of the company. The implementation method of customer experience management and the factors influencing customer experience management are expounded, and combined with the business situation of Ingersolan, This paper expounds the importance and value of this research: by analyzing the current situation of Ingersolan's customer experience management, it leads to the deficiency of Ingersolan's customer experience management, and analyzes the brand value and market orientation of Ingersolan. Identification of customer value, establishment and optimization of customer experience management platform, establishment of customer experience continuous improvement feedback mechanism, targeted on how to effectively enhance Ingersolan customer experience management proposed solutions, In the process of implementation, the most urgent and effective way is to accelerate the integration and integration of the business system, and to promote the synergy and efficiency management of the whole team. Ultimately help Ingersolan achieve sales growth and productivity growth strategy. As the background enterprise of this paper, Ingersolan Company combs and analyzes the application of customer experience management through the combination of theory and practice. Thus effectively improve Ingersolan's achievements in customer experience management, at the same time, fully confirm the great value that the research of this subject brings to the business of Ingersolan. Ingersollam is a typical representative of this research. The research results can be used for reference by other industries.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

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