I 摘要 体验经济是我们这个时代市场经济的一个重要特征。我们观察到，消费者的需求 在发生变化，从产品、服务的实用性逐渐升级到体验的个性化。企业想要在市场上经 久不衰，必须重新审视客户的需求，而客户体验管理将为企业打开一扇窗，成为企业 取得差异化竞争优势的有力支撑。 本文以“客户体验管理”为研究主题，通过对客户体验理论的研究，从员工管理、 品牌传播、客户关系管理等方面研究了提升用户体验的策略。论文从理论上丰富了客 户体验管理的内涵，并结合银行实际，提出了客户体验管理策略。当前，银行业正在 发生深刻的变革，随着金融业改革的深入推进，商业银行由销售主导向服务主导转型， 由人力驱动向科技驱动转型，由单纯物理网点经营向“线上+线下”结合的经营转型。 在实践层面，本文结合银行业服务的特征，以 X 银行 Y 分行的客户体验管理为实际 案例，从客户体验视角分析了 X 银行 Y 分行的客户体验现状，并提出了拓宽服务维 度、提升客户体验的具体措施。通过实施客户体验管理，提供差异化的服务，并从客 户的体验反馈中，了解服务的痛点和客户的普遍性、前沿性需求，让客户获得与品牌 承诺相一致的体验，提高客户的忠诚度，对于银行建立比较竞争优势具有现实意义。 关键词：体验，客户体验管理，差异化竞争西北大学硕士论文 II ABSTRACT The experiencing economy is an important feature of the market economy in our time. We have observed that consumer demand is changing, from the practicality of products and services to the personalization of experience. Enterprises want to be prosperous in the market, they must re-examine the needs of customers, and customer experience management will open a window for enterprises, which will become a strong support for enterprises to obtain differentiated competitive advantages. This paper takes customer experience management as the research topic. Through the definition and elaboration of the concept of customer experience, the research on the differentiation, theme and attribute of customer experience level is proposed from the aspects of employee management, brand communication and customer relationship management. The strategy for enterprises to enhance the user experience. The thesis enriches the connotation of customer experience management in theory.It proposes a set of operational customer experience management method system. On the practical level, I combine the characteristics of financial industry services with the customer experience management of X Bank Y branch as a practical case. From the perspective of customer experience, it analyzes the customer experience status of X Bank Y branch and proposes to broaden the service dimension and enhance the customer experience. The specific measures have realistic guiding significance for the establishment of differentiated competitive advantage. Keywords: Experience, customer experience management, differentiated competition目录 III 目录 摘要.................................................................................................................................I ABSTRACT.................................................................................................................. II 目录..............................................................................................................................III 第一章 导 论................................................................................................................1 1.1 研究背景和意义..............................................................................................1 1.2 研究对象及问题..............................................................................................2 1.3 研究方法..........................................................................................................3 1.4 研究框架及思路..............................................................................................3 1.5 本文的创新点..................................................................................................4 第二章 相关理论基础..................................................................................................5 2.1 基本概念界定..................................................................................................5 2.2 客户体验管理理论..........................................................................................6 2.2.1 客户体验管理的内涵...........................................................................6 2.2.2 管理客户体验的九大要素...................................................................7 2.2.3 客户体验管理的实施...........................................................................9 2.2.4 品牌管理.............................................................................................10 2.3 研究文献综述................................................................................................12 第三章 X 银行 Y 分行客户体验现状.........................................................................14 3.1 银行客户体验的要点....................................................................................14 3.2 X 银行 Y 分行客户体验现状.......................................................................14 3.3 X 银行 Y 分行客户体验存在的问题及原因...............................................16 3.3.1 客户体验问卷调研............................................................................16 3.3.2 存在的问题及原因............................................................................23 第四章 X 银行 Y 分行客户体验提升方案设计.......................................................25 4.1 基本思路........................................................................................................25 4.2 实现目标........................................................................................................25 4.3 提升方案........................................................................................................25西北大学硕士论文 IV 4.3.1 升级服务理念提升软件服务.............................................................25 4.3.2 创造和传递特色化的银行体验.........................................................26 4.3.3 优化厅堂服务的各个触点.................................................................27 4.3.4 提升银行员工的胜任力.....................................................................29 4.3.5 加强服务监测科学性和有效性.........................................................30 4.3.6 推动银行网点智能化转型.................................................................32 第五章 X 银行客户体验管理的实施保障................................................................35 5.1 机制保障........................................................................................................35 5.2 文化保障........................................................................................................37 5.3 人力保障........................................................................................................37 5.4 技术保障.......................................................................................................38 第六章 结论................................................................................................................41 6.1 基本结论........................................................................................................41 6.2 局限性............................................................................................................41 6.3 进一步工作....................................................................................................42 附件..............................................................................................................................44