Customer Experience

Running head: CUSTOMER EXPERIENCE
CUSTOMER EXPERIENCE
Name of the Student
Name of the University
Author Note

CUSTOMER EXPERIENCE
1
Introduction
The outcome of experience among customers and organizations in the process of
building an effective relationship is known as customer experience. The customer experience
of the customers can be categorized between into three constituents, brand touch points,
environment associated for customer experience and customer journey (Lemon and Verhoef
2016). An effective customer experience depicts the alignment of the interaction in the touch
points to the actual expectation. There are two kind of contacts in relation to the interaction
with the customers, direct and indirect contact. Indirect contact comprises of news and
advertising campaigns (Stein and Ramaseshan 2016). Direct contact is represents the phase of
using or purchasing product offerings. The purpose of the paper is to reflect upon the concept
of customer experience on the basis of the learnings of the course contents. The paper will
also present the importance of the learnings for our future experiences.
Body
Customer experience is the outcome of building a business model and the associated
strategies, which effectively align with the purpose and expectation of the customers at the
time of purchasing, using or understanding a specific product or service (Homburg, Jozić and
Kuehnl 2017). The lecture notes and the video lecture about customer experience depicted a
different aspect of constructing the consumer experience of buyers. Customer experience is
significantly dependent on the factors which leads to the decision of buying certain products.
The factors can be anything from the response to a need, the filler of waiting time, a
complementary solution associated with the decision of another product offering or the
absence of another suitable option (youtube.com 2019). These factors may vary from one
person to another depending on the kind of need. Innovations and a detailed understanding of
the customers can play a significant role in the process of establishing an effective customer
experience.

CUSTOMER EXPERIENCE
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The learnings from the course helped in understanding the motive behind buying or
using a specific product offering, the ‘motive’ is basically the application of the product
offering for a certain ‘job’ the customer needs to be responded. Understanding the ‘job to be
done’ can help the companies to design or incorporate smaller and detailed changes in the
process of constructing the value offering (McColl-Kennedy et al. 2015). The learnings form
the course depicts the importance of understanding the ‘job to be done’ for building an
effective product offering in response to the competitors (Christensen et al. 2016).
Competitions in the market will not be able to react or respond to the changes deduced from
the understanding the motive of buying a product or service. The learning also deduced the
understanding of the role of innovation in the process of constructing value for customers.
Incorporation of innovation effectively can contribute in making progress to the needs and in
addressing the factors of anxiety for the consumers, thereby building a comprehensive
positive experience.
The learnings from the course materials helped in identifying the constituents, which
leads to the construction of a valuable customer experience. The constituents depicted in the
lecture notes are segmentation, targeting, positioning and value proposition with the
application of product mix. I have learnt the intricacy of the concept of value proposition,
value proposition is not only to communicate the valuable features of the brand to the
customers but to segment the market depending on the concerns or need, which will be
responded by the product offerings. Value proposition is one of the building blocks for the
formation of customer experience. Value proposition can help in projecting certain benefits
of the offering which targets the ‘motive’ or ‘job’ of the customers as well as helps in
building a unique differentiation point for the consumers. The learnings from the course
content about customer experience depicted the concept of the ‘jobs’, which the customers
are trying to achieve in a certain circumstance or situation.