BIZ104 Customer Experience Management: Customer Experience Reflection

This report provides a reflection on customer experiences, focusing on both positive and negative encounters with different organizations, specifically Starbucks and McDonald's. It elaborates on the customer journey, highlighting key touchpoints, thoughts, and actions at each stage. The report a...Read More

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

serve with complete hygiene and their was so much of better experience and they made it more
accurate and proper. I will surely visit again so as to take that calm and fun experience again and
to taste that coffee.
If talking about negative part I can say that due to payment systems not working
customer has feel inconvenience and it has also wasted the time of customers. Even they do not
have the option to choose the ingredients which we want, Such thing can turn around customers
and hotel can lose their potential customers. I have noticed that customer has started fighting
with hotel staff due to the inconvenience which they have encountered due to delay in payments.
I have also noticed the behaviour of staff in McDonald's as they were not at all cooperative and
also behaving rudely when asked that about their payment systems.
CEM theories in customer journey
CEM which means customer experience management cannot be considered as an
business tactics (Roggeveen, Grewal, & Schweiger, (2020)) . It is the practice which fulfils
customer needs, as IDIC Model helps put in assessing all the expectation which are made by the
customers by identifying, differentiating, interacting and customising. It helps in making me
satisfied through which I can gain all the knowledge about the quality and the product. Drift
model is also helpful for me as it helps in managing the degradation and analyse the performance
with then change in data and their general relationships. It provides the output variable through
which all the major changes can be made. In order to manage the customer journey I can also
apply the Moments of truth through which a customer interaction can be made with the
company and their product and brand. This helped me out to create an impression about the
product and also help me to analyse the issue in the problems. All these model helps me out to
known about the customer journeys and the key elements in which their should be taken a
consideration. Other then this Touchpoints also helps to known the key requirements of the
customers and the major analysis through which work can be managed.
Using Proto persona profiles to show customer experience
Proto- Persona is mainly a analysis and the snapshot which is made by the customer
when they reach to some place (Balderas-Cejudo, & Leeson, (2020)). It is generally the first
impression of the customer about the product and services given by the organisation. As when I
moved to McDonald's I have a persona that it is not that spacious and they were taking long time
in managing all the customers other then this the person will not have the choice to select the

ingredients and they will have to cope up with all what is given as this should be changed. I
believe in the saying that first experience is the last experience. So company should make sure
that their staff is treating their customers nicely
Positive and negative experience of customers
As in the positive experience I realised that Starbucks has created an eye-catching and
soothing experience as it is important for all the person to gain and have the best product.
Individuals believes in spending on the products which are worth it and the coffee which was
given by them to me was price friendly and taste much better. The staff was also friendly as it
attracts everyone for getting the good and friendly environment and they created that which
made it positive for all.
As far for the negative experience individual always want the product and the services
which are working taking and also believe in getting the same things which they want in
McDonald's their was been seen that they had not given the facility to provide the customers
need to be satisfied by not focusing on the management and created a huge mess other then that
they do not have that product have variety which can be chosen by me, as In case when the
person is allergic to some ingredient it make it difficult for them to manage. They do not have
proper staff or payment method was also not that adequate. This created a major mess in
managing the negative image of the company. They should try to work on it.
CONCLUSION
Through this report it can be concluded that positive experience is related to food and
staff service and negative experience which is had received is related to payment systems not
working properly. CEM concepts which is discussed in this report are customer experience,
customer satisfaction and customer cerenity. Furthermore it is also concluded that the customer
services and the quality and product given by the McDonald's has given the bad experienced.

REFERENCES
Books and Journals
Rajaobelina, & et. al.,(2018). Towards a better understanding of mobile banking: the impact of
customer experience on trust and commitment. Journal of financial services marketing,
23(3), 141-152.
Pleyers, G., & Poncin, I. (2020). Non-immersive virtual reality technologies in real estate: How
customer experience drives attitudes toward properties and the service provider. Journal
of Retailing and Consumer Services, 57, 102175.
Spottke, B. (2018). Digital Customer Experience Management der Plattform Steam: HMD Best
Paper Award 2017. Springer-Verlag.
Bolton, R. N. (2018). Innovating the customer experience. Handbook of advances in marketing
in an era of disruptions: Essays in honour of Jagdish N. Sheth, 203-14.
Balderas-Cejudo, A., & Leeson, G. W. (2020). Senior tourism and customer experience: Links
and opportunities. In The Routledge Handbook of Tourism Experience Management and
Marketing (pp. 570-579). Routledge.
Roggeveen, A. L., Grewal, D., & Schweiger, E. B. (2020). The DAST framework for retail
atmospherics: The impact of in-and out-of-store retail journey touchpoints on the
customer experience. Journal of Retailing, 96(1), 128-137.