نوع مقاله : مقاله پژوهشی
1 استاد تمام ،گروه مدیریت دانشگاه اصفهان ، اصفهان ، ایران
2 استادیار ،گروه مدیریت دانشگاه اصفهان ، اصفهان ، ایران
عنوان مقاله [English]
< p >Based on customer experience, management is a complete understanding of the customer''s sections and points of interaction with the company, from the beginning when he becomes acquainted with the products and finds a mental conflict with it, until he experiences the product in practice and his future interactions. Plans with the organization. The quality of the interaction at the company''s best point of contact with the customer shapes how much he or she expects from the entire experience. In order to identify the factors affecting customer experience management, 15 managers of Mobarakeh Steel Company of Isfahan Province were interviewed. After the interview and the comments of the senior managers of Mobarakeh Steel, content analysis was performed and the important activities of the sales process were extracted in the three stages before, during and after the purchase. It was relied upon by 25 companies. According to the interview results, the main challenge was how to communicate, support the customer and be a pioneer of the company. Finally, the questionnaire was designed based on interviews with managers and customers and was distributed among the managers of selected customer companies of Mobarakeh Steel Company. The results of the study showed that focusing on customer-oriented and special customers, as well as event management and effective personal interaction with customers are among the main strategies to eliminate negative experiences. Positive experience is one of the most powerful factors that can cause the customer to return and buy back or recommend the organization to others around him. Customer experience management to implement in the organization, you must have a mechanism that stores all the interactions with the customer and can maintain his preferences and tastes. For most respondents, maintaining a relationship with steel has been valuable and has been the most important factor in customer experience. Also, the steel brand has been trusted and trustworthy by respondents. And these two factors have greatly influenced the positive experience of customers. The least factor that has been agreed in the experience of customers has been flexibility in terms of sales. It was also suggested that the customer travel plan be drawn up based on the customer knowledge management system in Mobarakeh Steel Company.