Consumer Experience Management: A Comparative Study of Two Consumer Experiences

This reflective report looks at two consumer experiences with two different firms and compares the experiences by application of different consumer experience models. It discusses the thoughts and actions taken during the consumer journey, application of CEM concepts, proto persona profiles, and a comparison and contrast between two consumer experiences.

Consumer experience
management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Brief Introduction of experience and touchpoints.......................................................................3
Discussions of thoughts and actions taken during consumer journey.........................................4
Application of CEM concepts 300..............................................................................................4
Proto Persona Profiles..................................................................................................................6
Comparison and contrast between two consumer experiences....................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
APPENDIX......................................................................................................................................9
Proto persona diagrams (Positive experience).............................................................................9
Proto Persona Diagrams (Poor experience).................................................................................9
Reflective interactive wheel........................................................................................................9

INTRODUCTION
Consumer experience is defined as perception of a consumer about brand or a company. It is
based on the interactions between consumer and a company during the consumer journey
(Rahimian & Esfiddani (2020)). Consumer experience management focuses on understanding
consumer and implementing strategic plans which enhance consumer-centric culture and build
consumer loyalty and advocacy. This reflective report looks at two consumer experiences with
two different firms and compares the experiences by application of different consumer
experience models.
MAIN BODY
Brief Introduction of experience and touchpoints
I ordered households products from Amazon Australia and gained positive consumer
experience during my interaction with the company. This experienced helped me understand the
consumer centric nature of the company and the reason behind the global success of the
company. The consumer touchpoint before start of my consumer journey was the proactive staff
on social media account of the company. The twitter account of Amazon responds to consumer
inquires continuously in multiple languages and I was able to resolve my concern about sale on
household products at Amazon Australia by communicating with Amazon twitter handle. During
the consumer journey, the easy to use company website was a touchpoint which improved my
experience as ii was able to easily search for different products. After the end of my experience
of shopping with Amazon Australia were service and support team of Amazon Australia who
quickly responded to my messages related to the date of delivery of my products and ensured
timely delivery of my products.
A negative consumer experience I faced while shopping with Australian retail firm
Woolsworth Australia was related to lack of engaging and friendly staff at the supermarket.
This was the first touchpoint of my experience with Woolsworth which negatively affected my
experience. In addition to this, customised grocery selection was not available at the company
and I was not able to find specific food items which suited my groceries. I purchased limited
products from the company because of this experience and was further disappointed because of
the delay in processing my payment. This ruined my consumer experience with the company.

Discussions of thoughts and actions taken during consumer journey
Experience with Amazon
 Before the consumer journey: I was thinking that I will be able to get specific items at
discounted rates by shopping with Amazon and was able to resolve my contacting by
contacting the company on Twitter.
 During the consumer journey: I has positive consumer experience with Amazon because
of the user-friendly company website. I reviewed the company positively on online
reviewing sites because of this factor.
 After the consumer journey: After my purchase I thought about continuing my shopping
with Amazon Australia because of the positive experience. I completed the action of
recommending shopping from Amazon Australia to my friends because of such
experience.
Experience with Woolsworth Australia
 Before the consumer journey: I wanted to purchase specific food items because of my
allergies and thought the Woolswotrth will be a good option a they have wide variety of
products at one lace.
 During the consumer journey: I was very disappointed by the unenthusiastic staff at the
service counter of the supermarket who did not make any effort to help me find specific
products I was looking for. In addition to this absence of customised food selections
negatively affected my shopping experience.
 After the consumer journey: The delay in payment was the last factor which influenced
me to give the company low online review and actively avoid shopping from this brand
in the future.
Application of CEM concepts 300
Doing it right the first time
This consumer experience management concept states that the key to enhancing
consumer experience is in delivering the promised experience to the consumer by setting honest
consumer expectations and creating culture of connection (Witell & Burton (2020)). Amazon
Australia was able to utilize this concept completely and build a positive connection with me
while I was shopping. The quick response of Amazon twitter handle, easy to use company
website and friendly support service staff enhanced m consumer journey. This is because I was

able to purchase specific household items from Amazon quickly and comfortably. On the other
hand, the unpleasant staff at Woolsworth, absence of customised food selection and ineffective
payment systems created a negative perception of the company in my mind. I developed a
negative relationship with the company and did not receive the excellent consumer service
marketed by Woolsworth. This depicts that the firm was not able to adopt DIRFT concept
effectively and retain a valuable consumer.
IDIC model
 Identify: This step of the model involves collecting consumer data in order to gain
profound understanding of the consumer (Zolkiewski & Robinson (2017)). Amazon was
able to identify my needs by looking at my Twitter account and recommended me
household items on sale during my Twitter interaction with the company. The service
staff at Woolsowrth did not make any effort to understand my needs.
 Differentiate: The next step is to segment consumers in order to prioritize consumer
relationship based on consumer value. Amazon was able to identify value of household
shoppers as household items need to be purchased frequently and improved my consumer
experience in order to retain valuable consumer. On the other hand, Woolsworth did not
make any extra effort to enhance my experience despite food shoppers beinfg the target
consumer bae of the firm.
 Interact: This step involves developing customized interactions to handle different
consumer segment. Amazon has constructed social media accounts to communicate with
consumers in multiple languages and an active support staff. Woolsworth does not have
an effective payment service to enhance experience of valuable employees.
 Customize: This step involves developing customised one-to-one consumer service to
retain consumers (Homburg, Jozić, & Kuehnl (2017)). Amazon was able to offer me
personalised services throughout my consumer journey while Woolsworth failed in
providing me basic consumer service at the firm.
Consumer relationship management
This consumer experience management concept focuses on keeping every consumer
interaction meaningful and personalized. Amazon was able to offer me personalised experience
which improved my consumer experience while Woolsworth did not offer me effective
consumer service.

Proto Persona Profiles
Experience with Amazon
Name: XYZ Behaviours
 Active social media user
 Purchases products on sale
Demographics
 Young and educated
 Does not have work experience
 Digital native
 Allergic to certain food
Needs and Goals
 To gain discounted products
 To shop from the comfort of home
 To gain quick delivery
Experience with Woolswoeth
Name: XYZ Behaviours
 Active social media user
 Purchases products on sale
Demographics
 Young and educated
 Does not have work experience
 Digital native
 Allergic to certain food
Needs and Goals
 To engage with Humans
 To shop quickly at low price
 Likes planning journeys
Pain Points
 Support pain points because of
unfriendly staff
 Process pain points because of
ineffective payment system.
Comparison and contrast between two consumer experiences
The primary factors which made my interaction with Amazon good were the effective
consumer service and user-friendly website of the company. In addition to this I was able to find
specific products on Amazon which enhanced my experience. In comparison, Woolsworth
consumer service staff were highly unprofessional and unpleasant which negatively impacted my

experience. Development of effective and quick payment system and presence of friendly staff
along with customized food selections would have improved this experience.
CONCLUSION
From the above report it is determined that consumer experience management is
complicated and important concept which helps business firms retain consumers for a long time
period. Different consumer experience concepts and models such as Touchpoints, consumer
personas, IDIC model and consumer relationship management help business firms in improving
consumer relationship management.

REFERENCES
Books and Journals
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.
Rahimian, S. & Esfiddani, M. R. (2020). Developing a Customer Experience Management
Framework in Hoteling Industry: A Systematic Review of Theoretical
Foundations. Journal of Business Management, 12(3), 523-547.
Witell, L. & Burton, J. (2020). Characterizing customer experience management in business
markets. Journal of Business Research, 116, 420-430.
Zolkiewski, J. & Robinson, W. (2017). Strategic B2B customer experience management: the
importance of outcomes-based measures. Journal of Services Marketing.

APPENDIX
Proto persona diagrams (Positive experience)
Name: XYZ Behaviours
 Active social media user
 Purchases products on sale
Demographics
 Young and educated
 Does not have work experience
 Digital native
 Allergic to certain food
Needs and Goals
 To gain discounted products
 To shop from the comfort of home
 To gain quick delivery
Proto Persona Diagrams (Poor experience)
Name: XYZ Behaviours
 Active social media user
 Purchases products on sale
Demographics
 Young and educated
 Does not have work experience
 Digital native
 Allergic to certain food
Needs and Goals
 To engage with Humans
 To shop quickly at low price
 Likes planning journeys
Pain Points
 Support pain points because of
unfriendly staff
 Process pain points because of
ineffective payment system.
Reflective interactive wheel
Positive experience

Negative experience