Customer Experience Strategy for Antique Theatre Plovdiv

This report provides a customer experience strategy for Antique Theatre Plovdiv, including SMART CX objectives and strategies to enhance the customer satisfaction level of tourists visiting Plovdiv.

The antique theatre Plovdiv
using from the attached
presentation

Table of Contents
INTRODUCTION...........................................................................................................................3
ASSESSMENT 2.............................................................................................................................3
Question 1- Providing brief background of chosen international attraction................................3
Question 2- Providing a profile of chosen customer segment and formulate a clear consumer
persona.........................................................................................................................................4
Question 3- Determining and critically examine key digital influence to show a clear
comprehending of consumers requirement at all stages of consumer journey............................6
Question 4- Identification and critical evaluation of the key digital influences on the customer
journey and development of the customer journey map..............................................................7
Question 4- Creation of SMART CX objectives and strategies..................................................8
Question 5- Relevant key performance index (KPI) for evidence based decision-making.........9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience is defined as strategic reaction or satisfaction that aware a company,
either small or large, to make change or adapt new techniques that in turn lead to increase
customer base (Gao and et.al., 2021). It is fact that reaction of target audience play significant
role to make companies successfully, when the reaction is positive or in favour of a brand. It can
be said that when the experience of buyers are negative, it leads to decrease the effectiveness of a
service or product. The current assignment will be based on specific international attraction and
that is Plovdiv. It will define brief background of chosen attraction and profile of customer
segmentation. Furthermore, the study will also specify key digital influence to show customer
needs at all phases of customer journey including digital touchpoints. Lastly, the report will
justify development of comprehensive customer journey map, smart CX objectives, relevant key
performance index and analytics appropriately.
ASSESSMENT 2
Question 1- Providing brief background of chosen international attraction.
In the whole world, there are number of international attractions accessible that gain the
attention of individual person or travellers toward visiting specific location or destination, where
they may stay for longer and take pleasure of key features that a specific destination
encompasses (10 Interesting Facts About Plovdiv, 2022). Plovdiv falls under the category of
these international attraction points, where visitors visit to take pleasure of unique architecture,
cultural activities and other things held city, which may give them the best experience. Plovdiv is
known as ancient city in the Bulgaria, that was built around 7 beautiful hills. Existence of Roman
theatre in the city make it more attractive for the travellers, who prefer to travel the world and
reach those locations where they get better customer experience, exchange of money. The design
or structure of old theatre is quite unique that attract people across national boundaries and gain
their attention to become a part of cultural activities that had been held in the theatre. Roman
theatres, ancient town, regional ethnographic museum and other places are making chosen global
attraction destination more attractive and popular worldwide.
Digital customer experience activities-
Digital consumer experience is defined as key aspect of CX journey that deal with
specific online channel or platform such as desktop, smart mobile application that put direct

impact on customer experience, either in positive or negative manner (Ziółkowska, 2021). In
order to share their experience, individual person in the recent time may prefer to utilize digital
platforms or tools that help them to conduct an appropriate activity. For example, visitors may
conduct practice to provide reviews regarding a service or product that they may utilize or
purchase in appropriate manner for purpose of fulfilling their needs and expectations. Online
review or comments, may allow people to share their experience with others, who might be
influenced themselves in term of taking decision or planning to visit a location, purchase product
and utilize the same service that in return provide greater experience to them, which they never
forget (Mihardjo and et.al., 2019). Along with current practice or activity, image sharing is also
included in list of digital CX activities that affect decisions and buying behaviour of people.
Net promoter score-
This term refers to customer satisfaction and loyalty measurement that might be taken in
term of asking target market about how likely they are to suggest items and services to others on
scale of 0-10 (Baehre and et.al., 2022). With the help of this measurement, it is quite easy for
administration to identify the exact experience of individual person with a service or goods that
they purchase. The number of visitors who may visit in the chosen international attraction
location may also help to measure customer experience (Plovdiv has 32.70% annual growth of
foreign tourists, 2021). As people prefer to those places that they like the most. In the context of
Plovdiv, over 800,000 tourists per year visited for varied reasons. It can be said that the chosen
city may have 32.70% annual growth of international tourists.
Question 2- Providing a profile of chosen customer segment and formulate a clear consumer
persona.
Customer segmentation is considered as managerial decision that has been taken to select
specific group of people or individual, in regard to a product, service or other things (Zhou, Wei
and Xu, 2021). The focus of customer segmentation is to target people for Plovdiv, a well-known
city in Bulgaria. Demographic segmentation is the best strategy, that may utilize in the context of
selected international attraction point.
Customer persona-
On the basis of demographic segmentation or customer segment the customer persona
may create including key elements that specify who target market is, what are their needs,

requirement, behaviour, attitude, etc. The customer persona is form by considering the target
market, who came from UK and prefer to visit Plovdiv.
Segment's features-
Age, gender, education, marital status, location, purchase intent, lifestyle information,
and nationality are the key features of customer segments. Along with these terms, the digital
behaviour of individual also included in same category (Jeong and et.al., 2021). The target
market of Plovdiv, prefer to use Instagram, Google map and Facebook as digital and social
media tool, for purpose of collecting information about varied things, regarding which they are
taking a lot of interest. In the recent time, in the UK, individual person prefer to use Facebook as
it is trending social media channel.
Attitude and motivation-
In regard to international travel, people in UK may have positive attitude or point of
view. They prefer to travel the world for purpose of obtaining unforgeable travel experience in
term of visiting number of places such as Plovdiv. The customer segment is from UK, who are
highlight motivated toward international travel and explore the location where they plan to enter
or visit (Haisley and et.al., 2021). Their main motivation factor behind travelling Plovdiv is
ancient theatre, where different types of activities might be conducted related to culture, etc. in
order to entertain location people and travellers.
Barriers to international travel-
Fluctuation related to fuel cost-
The current term may remain the top barrier or challenge to international travel. It may
put negative impact on travelling decision to individual person, as they may have extra or high
charges on purchasing air tickets (Recchi and et.al., 2021). It is not possible for everyone to pay
accordingly, and because of that it might be considered in the list of international travel barrier.
Lack of knowledge about chosen locations-
Another challenge relate to similar category, is current one. Therefore, people do not
prefer to travel the places, regarding which they may do not have appropriate understanding and
source from where they may collect info regarding the same.

Question 3- Determining and critically examine key digital influence to show a clear
comprehending of consumers requirement at all stages of consumer journey.
Digital influence is considered as individual person capability that help to create an
impact, change opinion and attribute of others regarding specific thing (Proksch and et.al., 2021).
The people who may influence other, use digital tools or technology for purpose of changing
their behaviour toward particular thing like products, services, etc. Social media is one of those
sources or tool that individual person in the recent time prefer to utilize influence others digitally.
This form of affect put direct impact on all stages of customer journey from need identification
to purchase or post purchase. Along with above, voice assistant, chatbots and display advertising
are included in category of digital influences sources.
Each source may put impact on customer journey map stages such as need identification,
where people need information about a destination, where they never visit but tend to do so
(Soluk and et.al., 2021). It can be said that digital influence are positive in term, when people
give good reviews about Plovdin, and overall experience they may take while visiting the
destination or international attraction point. It may generate awareness among people about the
chose destination and drive their attention toward moving further stage of overall customer
journey map.
It can be critically evaluated that digital influence in some cases fulfil the need of
customers at each stage of their decision-making and buying journey. While, it may affect
negatively as well, especially when the reviews and comments about the international attraction
place are against positive comments of others.
At each phase of customer journey including digital touchpoint digital influence affect in
effective manner. As people require an appropriate information about Plovdiv, or other places
they may select to visit, with friends or family (Tueanrat, Papagiannidis and Alamanos, 2021).
Most of the people at the second and third stage, require gathering right info, at that movement
digital influence contribute to support them. They may have chance to review and read all the
comments that had been given by the experience holder who visited destination earlier and have
overall understanding about who people in the chosen place are and what behaviour they may
have regarding international tourist.

Question 4- Identification and critical evaluation of the key digital influences on the customer
journey and development of the customer journey map
Customer journey map
Travel
inspiratio
n
Research
BookingTravel
Expeienc
e
Return
 Customer submits the feedback
 Provides the opinion on journey
 Customer makes
researches for the
journey
 Customer researches
for the resources
required for the
journey
 Solving the customer’s need
 Identifying the customer and the aspects of
behaviour
 Customer experiences
their journey
 Customer gains the
experience of food,
hotel and stay
 Customer makes the booking for
the journey package after
researching
 |Customer makes the booking for
the hotel to stay
 Customer travels to the chosen
destination

Identification and critical evaluation of the key digital influences
There are the various types of the key digital influences that can be analysed with the
help of the above finding. The digital influences are effective in the manner that it can create the
impact on the mindset of the customers which can affect the decision-making strategy of the
customers. The key digital influences can result into making the organizations to change their
strategies and the methods that was being used for targeting and attracting the customers
(Ramalho, Silva and Silva, 2020).
There are various digital influences that can impact the customer journey and some of
them are as follows.
Social media
The social media is one of the most successful key digital influence that can impact the
customers and the mind set of the customers. This can impact the consumer journey and make
the impact on the decisions of the customers as most of the customers are using the social media
which makes it a platform that can help the organizations in influencing the customer mind and
attracting it towards the products or the services of the company (Barbe and Neuburger, 2021).
However, this can make a negative impact as there can be various types of scams and frauds that
can be found on social media which can result into the unexpected situation by the customer.
Voice assistants
In the recent times the use of artificial intelligence is being increased as it is able to
provide the customers with ease of work and process of their day to operations. This can be a key
digital influence that can impact the consumer journey as the customers are always looking for
the product or services that can solve the problems that the customer is facing. This can influence
by providing the information that relates to a specific product or service which can impact the
mindset of the customer and make them to take the service or purchase the product. However,
this can impact only to an extent because not every problem is available on the voice assistants
as the artificial intelligence is still in the development stages (Cuomo and et.al., 2021).
Chatbots
The chatbots are the latest emerging trend that is developing into one of the key digital
influence on the customers. This is because the chatbots are able to provide the specific
information that can lead the customer to the product or the services of a specific organization.

The customers when looking for anything on the online platforms and are not able to find the
specific information that are looking for uses the help of chatbots (Guerreiro, Viegas and
Guerreiro, 2019). The chatbots lead the customers by providing them the information which can
help in solving their problem by leading to the specific organization. However, this can only
influence to an extent as every customer are looking for the different things online and their
different demands can not be fulfilled with the same solution.
Question 4- Creation of SMART CX objectives and strategies
The SMART CX objectives can be created which can be beneficial in achieving the
effectiveness in gaining the information about the consumer journey and behaviour (Saura,
Reyes-Menendez and Palos-Sanchez, 2020).
To provide the customers with the experience of the tradition and the culture of Plovdiv
This objective can be created with a view that the tourists can be provided with the
information and the experience of the culture and the traditions of the city so that the tourists can
have the positive opinion about the place. This can create the mindset of the tourists and can
make them to consider the Plovdiv as their first choice whenever they are willing to travel again.
This objective will be able to promote the culture of the city as it will be providing the
information about the culture to the tourists of every country and can attract them. This objective
will be able to enhance the customer experience as they will be provided with the information
about the culture and tradition of the city. This will also help in formulating the future CX
strategies as this can be done by making the partnership with the influencers and ask them to
promote the culture so that their audience can be attracted towards the culture of the city.
To increase the employment by promoting the culture of the city
The objective of providing and increasing the employment in the country can be an
effective strategy of increasing the employment rate of the city which can result into the better
and effective living of the local people of Plovdiv. This is will be beneficial as it can provide the
city and the people of the city with the ability of having the better lifestyle, and they will be able
to spend better and provide their family with better and necessary resources. This objective will
be able to enhancing and providing the efficiency in development the strategies of SMART CX.
The strategies will be able to have the effectiveness in attracting the tourists and the visitors by

providing them the information about the contribution that they are making in providing the
employment to the local people of the Plovdiv by visiting the city.
Question 5- Relevant key performance index (KPI) for evidence based decision-making
There can be various types of key performance index (KPI) that can be proposed to the
Happy history traveller's so that the organization will be able to have the improvement in the
strategic decision-making and provide the ability of enhancing their customer experience
strategies (Key performance index (KPI), 2022).
National promoter score (NPS)
The national promoter score (NPS) is one of the best key performance index that can be
proposed to the Happy history traveller's. This KPI is able to provide the knowledge and
information about the customer experience that can be analysed by collecting information that
whether the customers are satisfied with the services and products that has been provided by the
companies or not (Camilleri, 2018). In this the likeliness of the customers is measured that
whether they like the product or the services or not.
Customer satisfaction score (CSAT)
The customer satisfaction score is a method that is used for gathering the information and
the feedback from the customers so that it can provide the information about their opinion and
choices so that the organizations can make the necessary changes or improvement in their
products and services (Lu and et.al., 2022).
Customer service satisfaction (CSS)
The customer service satisfaction is an effective tool that is used by the organizations to
that they can gain the necessary knowledge and information about the factor that whether the
customers of the organization are satisfied with the after sales services of the organization or not
(Nikolskaya and et.al., 2019). The companies use the tool for analysing the customer satisfaction
level so that they can make the necessary changes in their products or services which can result
into providing the effective and better customer experience (Koval. and et.al., 2019).
Customer health score (CHS)
The customer health score is a tool that is used by the organizations so that they can come
up with the information that in the future whether the customers will be sticking with the
organization or not (Hristov and Chirico, 2019). This is calculated by analysing the behaviour of

the customers with the company that includes the number of interactions and the expenditure that
the customers are making with the products and services of the organization.
Suitable KPI for the Happy history traveller's
The most suitable KPI that can be proposed to the Happy history traveller's is the
customer health score (CHS). This is an effective KPI tool that can be used by the organization
so that they can have the effective and appropriate information about the customer retention.
This is necessary to analyse that whether the tourists will be using the services of the company so
that the organization will be able to have the necessary information that can be used for the
making the necessary changes in the services of the Happy history traveller's in the future
(Franceschini, Galetto and Maisano, 2018).
Data Analytics
The data analytics have been performed and the method of descriptive analytics have
been chosen which has helped in collecting the effective knowledge of trends and issues that the
customers of tourism industry are facing. In the analyses the trends has been found that the
customers are constantly changing their service provider as they are not satisfied with their last
service provider which is making it difficult for the tourists to find a better service provider that
can provide the similar quality of services every time to the customers (Haber and Schryver,
2019).
CONCLUSION
Thus, it can be concluded that there can be the various types of activities and the steps
that the tourism organizations can take for providing their customers with better and effective
services which can create a better customer experience with the organization. The various online
researches can be made and the information about the factors that can influence behaviour of the
customers. There can be the various SMART CX objectives such as promoting the culture and
tradition can help in developing and improving the future strategies for providing better customer
services. There can be various key performance indexes (KPI) that such as the customer health
score (CHS) that can be used to collect the information about the retention of the customers with
the organization.

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