Customer Experience Management

This document discusses the concept of customer experience management (CEM) and its impact on airlines. It focuses on the customer experiences of Singapore Airlines and British Airways, highlighting the positive and negative aspects of their service. The document also explores the pain points and needs of customers, and provides recommendations for improving customer service.

Running Head: BIZ104
Customer Experience
Reflection
Student’s Name:
Student’s ID:
Subject:

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Customer Experience Management
Introduction of customer experiences and discussion of touch points
Singapore Airlines (SIA) has built an outstanding customer service culture that is well-
recognized for providing unique customer service (Limited, 2019). I have gained a positive
experience during my visit to India in SIA. For example, the customer focus groups of SIA had
made huge efforts by providing instant replies to every complaint and compliment of the
customers to stay in touch with them. Another example is, throughout the journey, the
performance index were observed closely. Therefore, there is no doubt that Singapore Airlines is
constantly regarded as one of the best airlines worldwide.
On the other hand, I have also gained a negative experience while traveling to India in British
Airways. It serves poor customer service that disappointed me; for example, in the airport, they
charged me $300 for my luggage. Moreover, the flight attendants were not at all attentive who
fails to listen to the customers need (Lemon & Verhoef, 2016). For example, while I was
traveling in British Airways the attendants were not worried about the safety of the customers;
rather, they were gossiping and talking at another corner. Such poor customer service in British
Airways served me with a bad or negative experience.
Reflection and application of CEM concepts and proto-persona profiles to personal
customer journeys
While I was traveling in SIA, I was wondering whether the airlines would give me a positive or
negative experience. But with its huge range of valuable privileges, priority waitlisting, and
seating and convenient check-in I enjoyed throughout my journey. Whereas during my journey
in British Airways I was sure to get good customer service, but the attendants of the flight were
so irresponsible that it gave me a bad experience throughout my journey.
According to my experience, SIA has effectively followed the concept of customer experience
management (CEM) by delivering unique customer experiences. For example, SIA has
implemented Knowledge-driven Inflight service that makes customers feel special as well as it
helps the airline crew to review customer experiences (Homburg, Jozić & Kuehnl, 2017).
Moreover, SIA also provided personalized customer service to its customers by understanding
the situation of the customers. Meanwhile, while traveling in British Airways, I realized that the

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Customer Experience Management
airlines do not follow the CEM concepts mentioned above. As a result, it serves poor customer
service to its customers.
Based on the proto-persona profiles it has been observed that during my visit to India through
SIA I had a positive experience, while I had gained a negative experience while traveling in
British Airways.
Pain points
Based on the positive experience the major pain points are the good customer service, choice in
the seat next to travel partner and highly committed attendants. Whereas, based on negative
experience the pain points are poor WIFI, problems with bag checking and the improper working
condition of the inflight screen.
Needs
About the positive and negative experiences it is essential for the airlines to fulfill customer
needs by providing high-quality services. This will make customers happy as well as satisfied
and will enhance the experience of the customers (McColl-Kennedy et al., 2015).
Goals
The goal of both the airline company is to provide better service to its customers that will prove
to be beneficial for them as well as the customers.
Compare and contrast the two customer experiences
Traveling in SIA was a positive experience for me while traveling in British Airways is a
negative experience. Both British Airways and SIA get enormous reviews from their economy
class flights. Thus, they are determined to be the frequent travelers across, Australia, Europe, the
Middle East, and Asia. I come to know that SIA is well-known for serving excellent service,
high-quality employee training, and great cabin crew. In comparison, British Airways also
provides entertainment to its customers through various services (Book Flights, Holidays &
Check In Online | British Airways. 2019). It has been observed that both the airlines are well-
connected with their customers by sending attractive publications, offers and special messages
especially to the priority passenger service members.

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Customer Experience Management
SIA had designed a new IT system that helps customers to provide an outstanding travel
experience to its customers related to various touch-points (Zolkiewski et al., 2017). In contrast,
British Airways provides low-quality customer service, where I gained a tremendously negative
experience based on different touch points. Therefore, it is suggested that British Airways must
make efficient use of CEM concepts as followed by SIA. For example, during the booking
process, check-in, boarding, and inflight experiences, I observed that SIA maintains an effective
communication with its customers base. Another example, SIA also provides complimentary
Chauffeur-drive service to its customers at the final destination and the airport. Therefore, British
Airways must apply this satisfying and good service through all channels as the customers are
determined to be most valuable for the firm. As a result implementation of these services will be
beneficial for the company.

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Customer Experience Management
References
Book Flights, Holidays & Check In Online | British Airways. (2019). Britishairways.com.
Retrieved 18 March 2019, from https://www.britishairways.com/en-in/home#/
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.
Limited, S. (2019). Singapore Airlines Official Website | Book International Flight
Tickets. Singaporeair.com. Retrieved 18 March 2019, from
https://www.singaporeair.com/en_UK/in/home
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H., &
Friman, M. (2015). Fresh perspectives on customer experience. Journal of Services
Marketing, 29(6/7), 430-435.
Zolkiewski, J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., ... & Robinson, W.
(2017). Strategic B2B customer experience management: the importance of outcomes-
based measures. Journal of Services Marketing, 31(2), 172-184.

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Customer Experience Management
Appendices
Name Behaviors
Name: (Name of the Student/ Customer) - Loves travelling
- Very sociable and personable
- Driven and motivated
- Positive thinking skills
-Supportive
-Persistence
-Collaborative
-Attentive in in every tasks
- Quickly becomes impatience
- Uses the airlines’ website to book ticket
Demographics Needs and Goals and Pain Points
- 20-25 years old
- Male/Female
- Student
- Studies Management
- Studying in Laureate International
University
- Lives in Australia with my roommates
- Works as a part time
- Travelled in British Airways to India
Goals:
- Like to plan my journey
-Wants to save money
Pain Points:
- Bad experience with British Airways
- Impatient with their customer service
- Frustrated with poor behavior of the
checkers and flights attendants
- My growing frustration after the loss of
luggage
- Painful experience and unsatisfied with their
service
Needs:
- Need to be patience. The best way to make
me a patient person is to make myself wait.
Waiting can makes us happier in the longer

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Customer Experience Management
run. I have to begin with something for small
things such as waiting in the queue a few
extra minutes and let the checkers check the
luggage and then move for the next level. This
can make me to gain more patience if I
practice to do my task more patiently.
- Need to improve my personal
communication skills. Excellent
communication skills could cover different
situations. It is vital to interact with various
people and understand my responsibilities and
collaborate with them in different tasks.
- Need to control my frustration. I have
reached out to other customers who have
faced same problems during their journey.
These people could genuinely relate through
my situation, and can offer solutions to over
my frustration. These people could be helpful
for me to control and let off my frustrations.
They could also act as a discussion board,
offer valuable tips and advice make me feel
motivated, inspired and supported.
Figure 1: (Proto-Persona Diagram (Poor Experience Component))

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Customer Experience Management
Name Behavior
Name: Singapore Airlines - Outstanding customer service culture
- Offer exceptional customer service
- Supportive and collaborative employees
Demographics Needs and Goals and Pain Points
- 46years old
- Airlines company in Asia
- Travels to 64 destinations
- Fleet size is 122
- Headquarters situated in Singapore
- 14,729 staffs
Goals:
-Like to plan my journey
-Wants to save money
Pain Points:
- Recently travelled in Singapore Airlines to
India
- Positive experience traveling with Singapore
Airlines
- No long waiting and response times
- Good attention to details
- Amiable behavior of the flights attendants
- Good customer experience and knowledge
- Professional and personal communications
- Good checking systems
-Better transportation and security
administration systems
Needs:
Needs to more strengthen their customer
service skills. Singapore airlines already have
good customer skills but they need to provide
higher quality services. This will make
customers happy as well as satisfied and will
enhance the experience of the customers
- Adapt for more clear communication. Their

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Customer Experience Management
interaction with the customers have to more
clear and brief. They have to quickly identify
and solve the customer’s issues if any.
Figure: 2 (Proto-Persona Diagram (Positive Experience Organisation))