Consumer Experience Management: A Comparative Study of 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