Understanding and Engaging in the Customer Experience

This report explains the importance of customer experience, brand experience, and customer relationship management. It covers quality management and academic quality models with examples. The report also evaluates ASDA's customer experience and provides recommendations for businesses.

Understanding and
engaging in customer
experience

Table of Contents
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Evaluation and investigation of customer experience of the retail organisation).......................4
Tech vs human touch..................................................................................................................4
Customer experience and brand experience................................................................................5
Customer relationship management............................................................................................6
Recommendations.......................................................................................................................7
Two academic quality models/theories with examples...............................................................9
Quality management in order to develop customer relationship management.........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

PART 1
INTRODUCTION
In the era of stiff competition between different companies it is essential for a business
entity to develop and manage effective customer relationship management (Barari, 2020). The
various companies in international and national market on developing customer experience using
effective techniques to increase customer satisfaction. It should be the major responsibility of a
company to develop customer experience in a set time frame for long term success of the
company. In this report example of ASDA supermarket chain which is a giant multinational UK
based company. The company was established in the year 1994 and is headquartered in Leeds,
United Kingdom. In this report various dimensions and parameters of handling customer
experience are explained. In this project major quality management models are mentioned which
helps a business to maintain desired quality in distribution of products and services. This report
also covers brief explanation of developing customer relationship management in order to gain
long term success.

MAIN BODY
Evaluation and investigation of customer experience of the retail organisation)
In the retail industry, customer experience enhancement is the major function of a
business entity which helps the company to deliver global standard services to customers. The
customer experience related to a product or service depends on the quality of services which are
provided by a business. ASDA provides 24*7 supports for after sales service in order to provide
effective solutions related to products and its usage. In the retail industry major companies are
also using information and technology to develop effective customer support. The companies are
also trying to compete with each other by engaging professional and skilled workers in customer
relationship management. The retail organisation like ASDA should look into needs and
demands of customers to provide products and services. The company also focuses on
developing a precise marketing plan which is useful in facilitating customer engagement to the
business entity.
Tech vs human touch
Technology
In order to provide best customer experience services, the technology and human
approach both play a vital role. This also helps the company to manage customer experience by
using effective techniques in IT field. The companies use big data management technology to
manage large amount of data of customers (Hedonists, 2020) This helps the company to segment
and divide market on the basis of database management which supports a company to remain
competitive. The management information system is used by major companies like ASDA to
develop technological supervision on different operations to remain competitive at the
marketplace. It also helps in developing major control on different operations and functions that
are useful in management of operations. However, the technology is limited resource in
managing customer experience and it requires human resource.
Human touch
This is a major approach which helps a company to develop effective relationship with
customers as it requires human efforts. ASDA mainly prefers human involvement in managing
customer relationship for better results. The human manpower should be trained in a professional
manner in order to develop effective competitive edge. Companies in international market should

deploy trained and skilled staff in development of customer relationship for long term growth of
the organisation. Humans have intelligence and mind which helps in handling different situations
of customer experience. The employees who are deployed in customer relationship management
are given proper instructions by company to remain competitive at the marketplace. In the short
and long run this approach will help company to deliver best business practices with major
advantage. In most of the cases human resources helps a company to deliver desired practices
which are helpful in development and expansion of business operations.
Customer experience and brand experience
Customer experience is a type of happening which is observed by a customer when the
purchase of product or service is done. In order to develop effective customer experience it is the
responsibility of management to choose all resources in a significant manner. It is also ethical
role of a leader to develop positive customer experience for effective business development. The
customer experience is also known as business efforts which are put by an organisation for
business development (Helmy, 2020). It is major role of a company to develop positivity in the
operations for long term expansion of business. In order to achieve desired objectives of
customer experience, it is moral duty of management of a company to develop a positive
business approach. The customer experience is also a great phenomenon which seeks attention of
different users of product. Advertising also play a crucial role in developing effective parameters
for the business and also play a major role in developing customer experience. In major
companies, the organisational policy is important to be developed in a systematic manner for
long term business growth. The customer experience mainly depends on effectiveness of the
strategy which is formulated by a business in order to develop precise market approach. Most of
the successful business companies in the marketplace prefer to satisfy customer by managing an
effective source of management. The customer experience is mainly related to develop
effectiveness in business functioning by managing resources in an optimum manner.
Brand experience
The brand experience is attached with use of effective usage of brand in order to meet
organisational objectives. Most of the famous international business firms develop brand
experience by manufacturing brand with the help of total quality. The quality management is a
major type of functional body which maintains superior quality in products and services for
customer feedback. In the brand experience, customer gets full value of money. If the example of

Nike is taken into consideration then, it will lead to develop a major approach which is effective
in developing fair objectives (Homburg, 2017). The brand experience is developed by a major
brand at the marketplace, which helps a company to increase its value in the market. Also there
is a need to develop effective strategy which is required by a company to maintain brand image.
In the functioning of a business brand experience is developed with the help of effective business
techniques designed by management. The management hierarchy is also a major dimension
which plays a key role in increasing the interest of different customers towards the brand. It is
important for customers to facilitate business development by providing effective benefits to
users. In the most of cases, brand experience also plays a critical role in deciding important
parameters of business functions. The importance of developing has increased in the recent times
due presence of stiff competition companies. In many companies, the customer relationship
management is responsible for bringing necessary aspect of brand testing in order to develop
effective measures for growth. In the major companies, the brand experience is developed by
using advice of professional experts.
The major companies provide effective brand experience to different users in order to
gain competency edge. In most of the cases related to business development, it is major role of a
company to develop business growth parameters. Many different brands like Nike, Adidas and
Puma also take help and support of marketing experts to remain competitive at the marketplace.
Also the companies take into consideration prices of major products with increase in stability of
product. In order to develop the desired marketing goals and objectives, major companies in the
marketplace, take into consideration effective business plan (Koetz, 2019) Brand experience
also creates a deep attachment of the customers towards the business and its products. In order to
deliver best brand experience, it is major role of a company to provide 24*7 customers brand
experience. Companies should also choose the universal techniques of brand management in
order to achieve long term objectives and marketing goals. In recent times, the importance of
brand experience is increasing with the major company development parameters. The companies
should also focus on providing free of cost service related to a product in order to increase total
sales and revenue.
Customer relationship management
The customer relationship management is a wider term which involves creation of
effective customer management policy to develop satisfaction of major customers. The target

customers are retained and maintained with the help of professional customer relationship
management. ASDA developed a systematic customer relationship management, which helps the
company to increase satisfaction of different customers with competitive edge. The companies in
global market also apply this technique in order to attract large number of customers for the
business (Yoon, 2017). Major successful companies in global marketplace develop CRM for
achievement of sales targets in a specified time frame. The customer satisfaction is the major
priority of ASDA, which helps the company to seek attention of different segments of target
customers. Customer relationship management also develops a major strategy which helps in
retaining major customers with effective measures and methods. The customer relationship
management in corporate world is used by many companies by taking into consideration support
of marketing management. Many companies in the international market also take into
consideration development of decision management theory in order to understand demand trends
of market.
The companies should also take into consideration global customer management policy in
order to understand the needs of customers. In majority of cases, the companies use management
information system in order to develop and keep support related to company functioning. The
companies should also focus on delivering customer service to any corner of world in order to
establish the desired brand management (Nim, 2021). The quality management also play a key
role in developing effective parameters of customer satisfaction. Customers also develop quality
management with the help of company and organisational policy for long term success of
company. Many successful business entities take into consideration the use of email and internet
to provide quick solutions related to customer relationship. The companies should also use big
data technology in order to develop effective approach for CRM. Most of the successful
companies also maintain the business growth by hiring qualified workforce in customer
relationship management. The companies also select the effective and precise matters of CRM to
gain effective and stable growth in a short span of time.
Recommendations
It is recommended for ASDA to develop effective business practices which are helpful in
keeping the customers inclined towards business organisation. The following are
recommendations for ASDA to develop customer experience:

 Feedback from customers- It is essential for a business entity to take regular feedback
from different customers in order to survive at the marketplace. The company should
formulate a feedback form, which should be filled by every customers. This will help the
company to develop desired modifications in products and services. This approach will
indirectly or directly helpful in increasing customer experience in a short period of time.
 Market survey- ASDA should perform market research at the starting of every financial
year to understand wants and needs of different customers. Market survey helps a
company to deliver best business practices with the help of organisational policies and
plans (North, 2021). The market survey should be developed with the help of
professional marketing management of the company in order to survive at marketplace
with competency edge.
 Application of management models and theories- The business entity can use various
universally adopted theories and models of management to develop customer experience
in a systematic manner. There are major companies in corporate world like Tesco, Marks
and Spencer and ASDA which uses tools like Marketing mix and STP analysis to gain
desired market growth.
 Quality management- This is the major approach which helps a business entity to
develop customer experience. Quality management helps a company to develop its
reputation and goodwill in a limited time frame. ASDA can take support of productions
and operations management to develop quality with the help of modern tools and
technique. It is recommended for ASDA to frequently inspire employees using
universally adopted theories of motivation for business growth. ASDA should use
information and technology in major operation of the company to reach correctness in
different functions (Özbük, 2020). Another recommendation for ASDA is the company
should use social media advertising in order to achieve customers in different parts of the
earth. The company should meeting point on operations and production department for
producing high quality products and services at the marketplace.

Two academic quality models/theories with examples
In the functioning of a business organisation at the marketplace, the quality management is
a major function which helps a company to gain sustainable growth. The academic quality
models are effective measures that help a company to increase the standard in products. With the
help of total quality models and theories, a company can easily increase its reputation in the
marketplace. The two major quality management are explained below:
 Total quality management- This is the universally adopted approach which is
helpful in maintaining precise quality in products. The total quality management
helps a company to deliver best policy by operations management that helps a
company to serve customers. In this approach the products which are manufactured
by the company are maintained with sincere management approaches. The whole
quality in products is managed with the help of this model. It helps in developing a
360 degree approach that is beneficial in increasing company strength. Also the
companies take into account effective supervision and control which makes the
product consumable (Raman, 2021). A company like Nike maintains total quality
management by hiring skilled workers in the production. Also the business entity
should manage labour and manpower with utmost sincerity in order to develop
market success. The companies also take into account quality testing in order to
provide total quality management in an effective manner.
 Crosby Zero defects theory- This is a major theory and is used by famous
companies like Levis, Flying machine in order to develop systematic approach.
This approach states that it is the major responsibility of a business to develop zero
or no defect in a product. In other words this technique helps a business to provide
products and services to gets test several times in order to develop effective quality
(Rather, 2020). This helps a business to develop desired products with effective
quality as the product is tested several times in a unique manner. In this process the
quality management of a business, starts the testing of product from the very
beginning till the end. In this technique, the product or final output which is
produced by the company is having minimum or zero defects. This helps a business

to develop ethical practices which are helpful in desired competitive advantage.
Companies maintain zero defects in products in order to seek attention of different
customers. The companies in international market mainly take into consideration
this policy to deliver desired products on time (Roy, 2018). Although this
procedure takes long time and efforts by the business to deliver best products. It
also demands for a major amount of investment in order to perform the next
procedure. The major companies in national market also use this approach to stand
for best quality products at the marketplace. In the corporate world this approach
can be also used to deliver best services for products and also increase the customer
satisfaction with utmost priority.
Quality management in order to develop customer relationship management
The quality management increases sales of the company along with increasing its
turnover and profitability in a time frame. If the quality of company's goods and services is
optimum, then products which are produced by the company remain long lasting for the
customers. In the corporate world all of the successful global companies try to achieve quality
management for leading the marketplace. Customer relationship management is important for the
company in order to develop all operations in a systematic manner. The quality management
should be done with the help of marketing management in order to develop business objectives
and goals in a short span of time (Waqas, 2021). After taking major feedbacks from employees
and customers, the quality management performs necessary changes in product development
process or procedure. ASDA should focus on developing quality, in order to gain competitive
advantage at the marketplace along with increasing satisfaction of the customers.

CONCLUSION
From the above stated report it can be concluded that developing a positive customer
experience will help a company to retain customers. In the functioning of a company at the
marketplace, this approach also helps a business entity to retain target customers in a short span
of time. This project concludes that it is major role of top level and strategic management to
develop desired changes in business operations in order to enhance customer experience. The
above discussion concludes that in the long run companies should develop effective customer
relationship management in order to gain desired market growth. Major companies in market
should use quality management tools and models in order to understand needs and demands of
different customers.

REFERENCES
Books and Journals
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Hedonists, I., 2020. Managing Customer Experiences in an Omnichannel World: Melody of
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implementing an evolving marketing concept. Journal of the Academy of Marketing
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Nim, N., 2021. Defining, Measuring, And Managing Networked Customer Experience: A Multi-
Method Study of Mobile Payment Applications in Retail Settings.
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Özbük, R.M.Y., Ünal, D.A. and Oktay, B., 2020. The Melody of Omnichannel Customer
Experience Management (OCCEM). Managing Customer Experiences in an Omnichannel
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Raman, S., Suki, N.M. and Chinniah, S., 2021. Managing Service Trade-Off for Better Customer
Experience. In Handbook of Research on Technology Applications for Effective Customer
Engagement (pp. 289-301). IGI Global.
Rather, R.A., 2020. Customer experience and engagement in tourism destinations: the
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), pp.15-32.
Roy, S., 2018. Effects of customer experience across service types, customer types and
time. Journal of Services Marketing.
Waqas, M., Hamzah, Z.L.B. and Salleh, N.A.M., 2021. Customer experience: a systematic
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Yoon, S.J. and Lee, H.J., 2017. Does customer experience management pay off? Evidence from
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