Importance of Understanding Customer Experience in Marketing Management

This paper discusses the importance of understanding customer experience in marketing management. It highlights the factors that influence customer experience and how it contributes to the development of a differential factor in the competitive market. The paper also reflects on the theories and knowledge gained from the course materials on the topic customer experience.

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

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Introduction
The phase of interaction between company and customer on the base of product or
service offering is known as Customer experience. The concept of customer experience
reflects customer involvement in various categories like emotional, physical, rational and
sensorial. The reaction of the customer is generally based on the factors of indirect and direct
approach (Grønholdt et al. 2015). The events experienced by the consumers prior and post
the action of purchase presents the meaning of customer experience.
The purpose of the paper is to reflect upon the theories and knowledge gained from
the course materials on the topic customer experience. In the paper, contribution of the
learning on the future progression will be highlighted. Summarizing will conclude the paper
the importance of understanding customer experience will be discussed.
Body
Understanding the importance and causal agent for a positive customer experience is
very crucial for developing a differential factor in the competitive market. Ethical practices,
place of distribution, characteristics of the product offerings, pricing structure and
promotional or communicational tool act as an influencer in building the value of the
customers. From the course learning material, I have very well understood the concept of the
customer experience. I understood that the consumers are influenced by an effective answer
to their concerns or specific ‘job’, which needs a valuable response. It has been analysed that
knowledge about the influencing factors of customer experience will contribute towards the
construction of positive behavioural culture and competitive edge in long run.
I realised that the characteristics and features of product offerings have not only done
construction of customer experience but also by development of knowledge behind a
particular choice. The buyer behaviour or decision is completely reliant on the ‘job to be
done’. I have clearly understood about the significance of learning the customer behaviour

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within a particular organisation. Organizations should strategize efforts and the elements of
customer journey, which can in return lead to the value addition in the product or/and service
preferences of customers. The value addition depends on the process of segmenting the
market based on homogenous groups, after segmentation organization will be targeting
various concerns or ‘jobs’, which demands effective and valuable response (Venkatesan
2017). The product and/or service offerings can be positioned in the market with a
comprehensive understanding of the causal agents of the customer’s choice. I also received a
clear idea regarding the importance of the factors regarding value proposition. The way I can
deliver and communicate the desired values of the product offerings by aligning the values
and features of the product offering as per customer expectations has been understood.
The learning from video content and lecture notes helped me in getting a better idea
on unique derivation of customer experience. Now, I very well know why the influencing
agents for the process of customer experience is specific concern, problem and a
corresponding response is required for a particular ‘job to be done’. The incorporation of
strategic innovation tool and techniques contribute towards the response to need of value
addition in the case of the inertia of anxiety (youtube.com 2019). In the video content the
presenter explained a social experiment at a café for understanding the causal elements for
consumer buyer behaviour (Arkadan, Macdonald and Wilson 2017). The experiment deduced
the concept of ‘job to be done’ as the base for constructing a consumer decision
(youtube.com 2019). The reason for purchasing decision was found concentrated on the
purpose of creating value for the certain job, which demanded an immediate response (Stein
and Ramaseshan 2016). The efforts of choosing a specific product are usually focussed on the
accomplishment of existing circumstances. As per my takeaway it can be said that the
circumstances of a particular situation are majorly crucial in comparison to the features and
characteristics of the product or service, a growing trend and even a technological
implication. The knowledge I gained from the course content and video lesson contributed on

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learning of the purpose or job, which requires quick and effective response (Homburg, Jozić
and Kuehnl 2017). The effectiveness of the product or service offering can be determined by
the incorporation of the expected elements in the construction of the product and service
features (youtube.com 2019). The companies should invest time and efforts in understanding
the details regarding the consumer behaviour, as it will help in attracting customers with a
competitive edge (McColl-Kennedy et al. 2019).
Value proposition is another concept, which will act as a contributor for developing a
consumer-focussed product offering. The lecture notes also encouraged me in understanding
of the reasons leading to consumer buying decision. Organizations can identify the details
regarding the ‘job to be done’ for strategizing the elements for building customer experience
(Surridge et al. 2018). The lecture notes and video content also helped me in understanding
the crucial contribution of innovation for the construction of product and service offerings.
Innovation reflects the capability of offering a unique and long lasting value addition for a
circumstance, which lacked the feature of adequacy (Arkadan, Macdonald and Wilson 2017).
The competitive edge developed from the understanding of the causal agents for customer
(Gummesson 2017). The jobs in the ‘jobs to be done’ does not reflect simple functionality, it
has the capability of influencing the brand for a particular product category and can influence
the factor of arriving at a product option (Christensen et al. 2016).
The understanding of the customer experience reflects the power of contributing to
the redesigning of business canvas model through directing the business function for the
creating an effective and valuable customer experience. The business canvas model depicts
the factors of customer relationship, which helped me in assessing the market demand and
customer changing preferences (Beckett and Dalrymple 2017). The reason behind the
positive customer experience can be the significant level of value addition in regards with the
circumstances of the customers (Arkadan, Macdonald and Wilson 2017). The course
comprised of various learning techniques including the presence of an assignment of

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Marketing Systems of the popular company, Amul. As I went further through the paper, it
helped me in depicting the concept regarding the elements of market systems, networks of the
company, roles and responsibilities of the stakeholders in the formation of business strategy,
the organizing principles of Amul, assortment rules and buyer behaviour. The learning from
the paper of Amul depicted the importance of framing business function in accordance with
the changing market environment and customer preference. The customer experience can be
enhanced by the development of the strategy of improving interactions, touch points and
engaging the customers for identifying the alignment of their expected response with the
product and service offerings (Verleye 2015). The touch points can be considered as the
combination of indirect and direct approach, which comes in the range of interaction during
the process of being exposed to a message, branding elements, employees and/or the features
of the product, prior to or post of making purchasing decision.
My understanding and knowledge about the concept of ‘job to be done’ is the very
first phase of aligning the features of the product or service offering and the expectations of
the customers for the response of a specific circumstance. The applicability of the product or
service can be framed by the learning of ‘job to be done’. The motive of the customer can be
considered as the base for the facilitation of product strategy.
My learning from the course content and video lecture will contribute significantly for
my future in the field of marketing management. I can get a clear idea of how I can proceed
with the various aspects of marketing and how I can target prospective customers efficiently.
It will contribute me by developing the understanding of the consumer need and the role of
influencers for the process of product and function designing. The learning will also help me
with the concept of developing competitive edge over the existent and potential competitors
in a manner, which can restrict the practice of imitating and restricting. The learning will
also help in the concept of building customized value for responding to the ‘job’ of the

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customers, which can in return build customer loyalty, brand attractiveness and brand
recognition amongst target audience.
Conclusion
Therefore, the paper can be concluded by stating that learning from video content and
lecture notes presented the importance of understanding customer experience and depicted a
reverse interpretation of value creation. From the learning, I have learnt that marketing
strategies like product development, pricing decision, promotional strategies and the decision
regarding the point of contact should be constructed based on the factor of response to the
required job of the customers. The learning contributed significantly for my future in the field
of marketing management. The learning will contribute by developing the understanding of
the consumer need and the role of influencers for the process of product and function
designing. Designing the functions of a brand in concentration of the causes and purposes to
be accomplished will reconstruct the meaning of buyer-seller relationship.

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References:
Arkadan, F., Macdonald, E.K. and Wilson, H.N., 2017. Customer Experience Management
Practices: A Systematic Literature Review. In Creating Marketing Magic and Innovative
Future Marketing Trends (pp. 1361-1361). Springer, Cham.
Beckett, R.C. and Dalrymple, J., 2017. Business Model Value Capture: an Activity Theory
Perspective. In ISPIM Conference Proceedings (pp. 1-13). The International Society for
Professional Innovation Management (ISPIM).
Christensen, C.M., Hall, T., Dillon, K. and Duncan, D.S., 2016. Know your customers’ jobs
to be done. Harvard Business Review, 94(9), pp.54-62.
Grønholdt, L., Martensen, A., Jørgensen, S. and Jensen, P., 2015. Customer experience
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Gummesson, E., 2017. From relationship marketing to total relationship marketing and
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McColl-Kennedy, J.R., Zaki, M., Lemon, K.N., Urmetzer, F. and Neely, A., 2019. Gaining
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Surridge, M.J., Verrall, A.T., Smith, C.D., Hedges, G.J. and te Booij, M., Genesys
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