Customer Experience Management

Customer Experience
Management
7/12/2019

Customer experience management 1
Contents
Introduction......................................................................................................................................2
Experience with Morrison supermarket: Positive experience.........................................................3
Touch points................................................................................................................................3
Experience with Ellados Eikones restaurant: Negative experience.................................................4
Touch points................................................................................................................................4
Actions taken during customer journey...........................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
Appendix........................................................................................................................................10
Proto-persona diagram (Morrison Company)............................................................................10
Proto-persona diagram (Ellados Eikones Company).................................................................11

Customer experience management 2
Introduction
The aim of the report is to reflect upon on two customer experiences that have been encountered
with the different products as well as services from two different organisations that is Morrison,
one of the supermarket as well as Ellados Eikones restaurants. I availed the services from the
both the organisations in which I was delighted with the experience provided by Morrison
supermarket. On the other hand, I had bad experience with the Ellados Eikones restaurant. These
experiences are explained with the help of the customer experience concepts which customer
journey.

Customer experience management 3
Experience with Morrison supermarket: Positive
experience
I visited Morrison supermarket for making the purchase of the product and found that they have
improved their services with the motive to offer effective shopping trip to their customers. I
found that the store of Morrison is well organised not even a single miss. Moreover, the staff to
whom I asked for the product availability guided me well due to which I was able to make the
purchase faster and easily. In end, at the cash counter, I chosen personalised offers which were
provided by company through app. These offers give shoppers more control towards the offer
and enhance their customer delight (Rigby, 2019). I also got the credit points after the purchase
that leads to the delight experience. (Refer Appendix)
Touch points
Mobile app: - Mobile app leads to the customer experience for Morrison’s company as they got
the personalised services with the help of app. The app contributed effectively in improving the
experience due to which the customer likes to visit again within the store.
Expected gains from employees: - The staffs of the supermarket were able to meet the expected
gains by providing the proper guidelines as well as services. I gained the expected services from
the employees due to which I get delighted. Company has the bonus scheme that provides the
rewarding services to their employees which leads to the rise in customer service (Ruiter, 2015).
Service counters: - The service counters of the supermarket are likely to offer the effective
services by making them aware about the offers that exist which remains in the favour of