Customer Experience Management in Different Products and Services

Customer Experience
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Elaborating the experience and showing 3 touch points............................................................3
Thoughts and actions during customer journey..........................................................................3
CEM theories in customer journey.............................................................................................4
Using Proto persona profiles to show customer experience.......................................................4
Positive and negative experience of customers...........................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Customer experience management is to understand the needs and demands of customers
so that they can get good experience which enhances their satisfaction and loyalty. It promotes
the methods through which customer can manage the overall analysis of their experience. This
report will discuss customer experience with different products and services with different
organisations (Bolton, (2018)). Further it will analyse 3 CEM concepts of customer journey and
Proto persona profiles. It will also discuss customer experience both negative and positive.
MAIN BODY
Elaborating the experience and showing 3 touch points.
The two customer experience which I had encountered in products is related to food and
beverages. When I went to Starbucks I had an amazing experience over there. The coffee which
they serve is of best and rich quality and that also taste so good. The most important touchpoints
I found was the friendly and mazing staff as they are so polite and humble and also treat their
guests so well, also their packaging is so attractive and classic. I felt so good while visiting their
and also will love to visit again. They also have various payment methods which make it easy to
manage all the payments for the company and also generate the services to be reached to us in a
speedy manner. I am satisfied by their packaging, payments and the taste which is served to me.
Another experience I had analysed is of McDonald's as the burger they use to serve have
some specific ingredients and they put everything according to their wish. They do not have any
customised food selection. Which at times makes it complicated. I am allergic to certain food
items and they do not have this option in which we can chose the ingredients we want in that
product. Other then that it is important to have the proactive staff and this lacks in McDonald as
they do not pay much attention on all the members and they have quiet slow service as compared
to all.
Thoughts and actions during customer journey
Before visiting Starbucks I had heard a lot of positive reviews from the customers but it
and their was also so much of mouth publicity where I gained a positive response about it. When
I visited the first thing I got attracted was the taste of the coffee, friendly staff and their
management and their efficient services all this made me satisfied. I have also noticed that they