Customer Experience Management

Running head: CUSTOMER EXPERIENCE MANAGEMENT
1
Customer Experience Management
(Student’s details)

CUSTOMER EXPERIENCE MANAGEMENT 2
Contents
Introduction.................................................................................................................... 3
Concepts of Customer Experience Management.......................................................................3
Customer Lifecycle....................................................................................................... 3
Customer Journeys........................................................................................................ 3
Customer experiences....................................................................................................... 4
Comparison of customer experiences.................................................................................... 4
What makes a good customer experience...............................................................................5
Understand customer’s need............................................................................................ 5
Create a connection with customer.................................................................................... 5
Customer feedback........................................................................................................ 5
Conclusion..................................................................................................................... 5
References..................................................................................................................... 6
Appendices.................................................................................................................... 7

CUSTOMER EXPERIENCE MANAGEMENT 3
Introduction
In this individual reflective report, I will discuss about the Customer Experience and
touchpoints. Customer experience is a journey of a customer which include reaction and opinion
of customer about brand or product after using the product or service. A touchpoint is any
communication that shows what customer feels about the service, product, business or brand.
There are two main touchpoints of customer experience which are people and product
(Pennington, 2016). A customer pain point is problem which experiencing by customer. For
example productivity pain point, financial pain point, support pain point, process pain point and
many more.
Concepts of Customer Experience Management
Customer experience management is also known as CEM in short form. CEM is the
practice of viewing, and reacting to the consumer interactions to fulfill the expectations of
customer. Hence, it increases the loyalty, satisfaction and advocacy of customer (Schmitt,
2010). There are many concepts of Customer experience management.
Customer Lifecycle
The customer lifecycle is a concept or way to define the steps that engage customers at
the time of purchasing and becoming a lifelong loyal customer. Customer lifecycle includes
interaction with customers with the help of sales, marketing and services. The customer lifecycle
is the combination of many stages which involve consideration, awareness, selection, purchase,
retaining and encouragement of customer. The proper customer lifecycle helps in maximize the
revenue (Buttle, 2009).
Customer Journeys
The customer journey is also a concept of customer experience management. The
customer journey explains the process which includes interactions specific segment audiences
engage at different type of stages of customer lifecycle. Customer journey includes all the
information about how a customer knows about brand, how a salesman or storekeeper interacts
with customer and what is the reaction of customer about product or service. In other words,