Customer Experience Strategy for Antique Theatre 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,