Consumer Experience Management

This article discusses the concept of Consumer Experience Management (CEM) through two real-life examples of poor and positive experiences at Woolworths and The Iconic respectively. The article highlights the importance of understanding consumer needs and providing rapid and apt consumer service to build an emotional bond with consumers. The article also presents proto-personas for organizations with poor and positive CEM, outlining their pain points, needs, and goals. The article concludes by emphasizing the potential of CEM tactics to enhance revenue and consumer satisfaction.

Running Head: CONSUMER EXPERIENCE MANAGEMENT
Consumer Experience Management
Name of the Student
Name of the University
Author note

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Table of Contents
My poor consumer experience at Woolworths................................................................................3
My positive consumer experience at The Iconic.............................................................................3
Proto-persona for organization with poor CEM..............................................................................4
Proto-persona for organization with positive CEM.........................................................................5
Reference list...................................................................................................................................6

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My poor consumer experience at Woolworths
The bellow mentioned incident is my own experience which I had evidenced at
Woolworths. On the previous week, I had visited Woolworths in order to buy groceries. Being
new to the town, it was my first time visiting the outlet. While I was shopping for vegetable, I
found that the price range of thee vegetable sold at Woolworths are much higher compared to
that of the local market. However, I consoled myself with the thought that may be the cost is
higher due to the superior quality of the product. However, to my shock returning home I found
that some of the vegetables are rotten and some of them are loosing color when being washed. I
felt utterly cheated and called the help center to lodge a complaint. However, after several try,
they reluctantly picked up the phone and informed me that they have nothing to do in this case.
Thus it can be said that the support service and help center of this organization is horrible.
Besides that, no follow-ups were taken by them which prove that the organization lacks
appropriate consumer service. According to the concept of Consumer Experience management, it
is highly crucial for the sellers to understand the specific needs of the consumers (Schmitt, Joško
Brakus & Zarantonello, 2015). Not only that, rapid and apt consumer service helps the investors
to build an emotional bond with the consumers. However, the mentioned company lacks the
understanding of consumer requirements (Yoshida, 2017). Moreover, the inefficiency of the help
center of Woolworths makes it more difficult for the organization to develop an effective
bonding of the organization with the consumers.
My positive consumer experience at The Iconic
I am extremely pleased with the service provided by The Iconic, which is one of the most
popular shopping sites in Australia. I had ordered 2 apparels for myself from this site on 10th

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December. While ordering for the product, I noticed that the price range of the product is pretty
reasonable. I was initially worried about the quality of product offered by the company and was
eager to get the product. To my utter surprise the product was delivered within 2 days of ordering
and the package was sturdy enough to prevent any kinds of mishaps. The quality of the fabric
provided was really good. However, I found that I need to change one of the apparel since I had
selected the wrong size. The consumer service of the organization was really good and
supportive. They received the call at one go and my dress was exchanged within the two week
days. Beside that, that follow ups were also taken by the company in order to access whether the
issue had got completely sorted or not. Thus, it can be said that as a consumer, my experience
with the brand is highly satisfactory. As per the concept of CEM, capturing the feedbacks from
the consumers provide the company with a better understanding off the requirements of the
same. This in turn helps them to develop the product keeping in mind the feedbacks (Homburg,
Jozić & Kuehnl, 2017). I think, the feedback that was taken by me by the organization serves the
purpose. Secondly, the follow up strategy enhances the consumer satisfaction and thus helps the
company to enhance the consumer base (Wang, He & Barnes, 2017). Thus, as per my opinion
the CEM tactics took by the Iconic organization posses the potential to enhance its revenue to a
great extent.
Proto-persona for organization with poor CEM
Facts
 Majority of the vegetables purchased
was found to be either colored or rotten
 The help center refused to pick up the
phone for a prolonged period of time.
Pain Points
 The quality of the food products sold at
the organization is highly poor
 The price range of the food products is
higher than that of its competitors and

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 The consumer service executive is not
at all informative.
 No follow ups were taken by the
management of the organization
substitutes.
 The Consumer service provided by the
organization is very ineffective.
Needs
 The management needs to focus on the
quality of product sold by them
 The management needs to reduce the
price off the products offered.
 The consumer service executives needs
to be provided with training session
Goals
 To prevent excessive consumer attrition
 To enhance their revenue of the
organization
Proto-persona for organization with positive CEM
Facts
 The quality of the garment was high.
 The consumer executive was highly
responsive
 They maintained follow-up
Pain Points
 The quality of the garment was high.
 The price range of the garments are
reasonable
 The Consumer service provided by the
organization is very effective.
Needs
 The management needs to maintain its
CEM strategies
Goals
 Enhance the consumer base

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 Enhance revenue of the company
Reference list
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. DOI 10.1007/s11747-015-0460-7
Schmitt, B., Joško Brakus, J., & Zarantonello, L. (2015). From experiential psychology to
consumer experience. Journal of Consumer Psychology, 25(1), 166-171. Retrieved from:
https://onlinelibrary.wiley.com/doi/abs/10.1016/j.jcps.2014.09.001
Wang, C. L., He, J., & Barnes, B. R. (2017). Brand management and consumer experience in
emerging markets: directions for future research. International Marketing Review, 34(4),
458-462. Retrieved from: https://www.emeraldinsight.com/doi/full/10.1108/IMR-01-
2016-0009
Yoshida, M. (2017). Consumer experience quality: A review and extension of the sport
management literature. Sport Management Review, 20(5), 427-442. Retrieved from:
https://doi.org/10.1016/j.smr.2017.01.002

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