當今零售產業於虛擬和實體通路共同發展之下，朝向通路整合之全通路發展，而其中的顧客關係管理面臨個體通路與體驗偏好不同的挑戰，尤其於文化消費變異之下，因此本研究以誠品生活──創意經濟的全通路平台為觀點切入，探討全通路發展下的顧客消費體驗與顧客關係管理策略。
本研究採用個案分析輔以服務設計工具，以主張人文、藝術、創意、生活的誠品生活為個案，探討其「全通路飛輪」策略下與顧客之關係。在方法上透過二手資料與隱匿觀察法(Fly on the wall)分析誠品生活策略執行情形，並藉由網路問卷了解誠品生活顧客價值定義與全通路使用偏好，並將問卷填答者分為三個叢集。接著根據叢集分類進行半結構式訪談，建立三個人物誌(Persona)與各自的顧客旅程地圖(Customer Journey Map)，最後針對各個人物誌注重的顧客關係滿意度面項:保證服務(Assurance)、可靠服務(Reliability)、同理心(Empathy)、反應能力(Responsiveness)與有形資產(Tangibles)建構策略。
本研究於顧客關係管理有以下結論:第一，手機App為全通路策略的關鍵統合通路，及消費者透過手機App能快速、簡單的接觸到企業提供的所有通路。第二，文化消費中被消費者重視的兩個滿意度面項與其意涵為:反應能力中文化趨勢的快速獲得、同理心中的歸屬感。第三，本研究針對會員設定三階段漸進策略:文化養成期以整合通路手機App培養顧客文化趨勢的接收習慣;精準對話期針對不同的價值觀、通路使用習慣者於顧客滿意度五個面向的需求組合，提供個人化策略;最後，於情感連結期建立會員社群，創造會員身分的歸屬感與認同感。總結而言，本研究釐清發展創意經濟的全通路平台顧客之群像組成與需求，並提供文化全通路顧客管理策略之方法與建議。

With the continuing development of online and offline channels in the retail industry, an omnichannel commerce model has become the chosen strategy for integrating channels to connect customers with enterprises. However, with an omnichannel approach, there are significant challenges in customer relationship management (CRM), such as preferences for customer channels and experiences, especially with changes in cultural consumption needs.
In this study, Eslite Spectrum, an omnichannel platform for creative commerce–focused department store chain, was taken as a case from which to explore the customer consumption experience and CRM strategies under an omnichannel environment. A case analysis supplemented by service design tools was adopted in this thesis. The researcher collected second-hand data and observation methods (Fly on the wall) to analyze the Omnichannel Flywheel Strategies used by Eslite Spectrum. Online questionnaires were administered to determine the core customer definition of value and omnichannel usage habits, which were divided into three clusters. Finally, semi-structured interviews based on the cluster classification were conducted to establish three Persona and a Customer Journey Map via five aspects of customer relationship satisfaction: Assurance, Reliability, Empathy, Responsiveness, and Tangibles.
This research reached the following conclusions on CRM. Firstly, mobile apps are an essential touchpoint for the integration of all channels under an omnichannel strategy. Secondly, two common satisfaction implications in culture consumption are "cultural trends," for "Responsiveness," and "belonging," for "Empathy." Thirdly, this research develops a progressive three-level CRM strategy for membership. On the Cultural Cultivation level, cultural trend acquisition should be cultivated via app-integrated channels; On the Precise Messaging level, personalized strategies for people with different values and channel usage habits; On the Emotional Affiliation level, a sense of belonging and identification for members will be built by the member community. In conclusion, this research clarifies customer needs and experience in an omnichannel platform for creative commerce–focused department stores and provides suggestions for cultural omnichannel CRM.

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