Customer Experience Management :Common Wealth Bank Executive Summary2022

Running Head: CUSTOMER EXPERIENCE MANAGEMENT: COMMON WEALTH
BANK
Customer Experience Management: Common Wealth Bank
Name of the Student:
Name of the University:
Author Note:

CUSTOMER EXPERIENCE MANAGEMENT: COMMON WEALTH BANK1
Executive Summary
The research report provides a clear idea regarding the customer experience management of
the common wealth bank. The report focuses on the research method which consists of
primary as well as secondary research, along with that findings that is being obtain regarding
the customer segmentation as well as customer experience map. The report also focuses on
the recommendation as well as conclusion which will assist to understand the importance in
the process. Lastly, the report provides the appendix which consists of questionnaire as well
as the responses in the end.

CUSTOMER EXPERIENCE MANAGEMENT: COMMON WEALTH BANK2
Table of Contents
1. Introduction.........................................................................................................................3
2. Research Methods...............................................................................................................3
2.1. Primary Research.........................................................................................................3
2.2. Secondary Research.....................................................................................................4
3. Findings..............................................................................................................................5
3.1. Customer Segments.....................................................................................................5
3.2. Customers Experience Map.........................................................................................6
4. Recommendation................................................................................................................7
4.1. Experience Map...........................................................................................................7
4.2. Touch Points................................................................................................................7
5. Conclusion..........................................................................................................................8
6. Appendix.............................................................................................................................9
6.1. Questionnaire...............................................................................................................9
6.2. Responses of the Questionnaire.................................................................................11
7. References.........................................................................................................................15

CUSTOMER EXPERIENCE MANAGEMENT: COMMON WEALTH BANK3
1. Introduction
The organization that has been look after in this report is the Common Wealth Bank,
which mainly operates in Australian marketplace. The firm mainly operates in the banking
sector and it is quite popular among the people of Australia and that is the sole reason the
organization requires to look after the customer’s satisfaction so that they can achieve what
they are willing to obtain from the marketplace (Homburg, Jozić & Kuehnl, 2017). The
organization have rightly taken up the strategy in terms of growth in the Australian market as
well as in terms of marketing strategy so as to reach to the consumers and services to the
consumers so that they can become popular among them (Fatma, 2014). This is essential for
the organization as they provide banking services to the customers and that is the sole reason
the customers should be provided with the importance so that they can flourish in the
marketplace. The main objective that is being focused in this report is to understand how to
improve the customer’s experience so that the firm can achieve what they are willing to gain
from the marketplace.
2. Research Methods
2.1. Primary Research
The primary research that is being done to understand the level of satisfaction that the
customers get when they avail the service of the Common Wealth Bank through online or by
going physically into the bank (Rammal & Zurbruegg, 2016). This can be done with the help
of the feedback form which is essential for the organization to understand the level of
satisfaction that the customers get and can improve where it is crucial for the organization to
focus so as to become more popular in the market. This is vital for the organization as it will
assist the firm with the first-hand information and data that is unbiased and important for the
organization to look after so that they can improve the services (Mortimer et al., 2015).