Customer Experience Management | Case Study Report

Running head: CUSTOMER EXPERIENCE MANAGEMENT
CUSTOMER EXPERIENCE MANAGEMENT
Name of the Student
Name of the University
Author Note

CUSTOMER EXPERIENCE MANAGEMENT1
Introduction
Customer experience management is defined as the practice of reacting and designing
to the interactions of a customer in order to exceed or meet their expectations in order to
achieve better customer satisfaction, advocacy and loyalty (Andajani, 2015). Many
organisations have been putting emphasis on customer experience management in order to
satisfy customers which will help them in gaining profits and gain the loyalty of the
customers. This paper will reflect on the customer experiences of two organisations, OZ
Laundromat Caulfield South and Coles Australia.
Discussion
Coles Australia and OZ Laundromat are both popular organisations in Australia and
both the organisations have garnered a positive and a fruitful reputation in the market because
of their services they provide to the people in Australia.
Experience at OZ Laundromat
Laundromat is an organisation which is service based which highly emphasizes on
self-service. The organisation basically provides the people with an opportunity to do their
own laundry according to their own preference. The organisation provides good discounts
which is one of their touch points and the company has made a name especially because of
the positive reputation and the word of mouth which is another touch point. However, my
customer experience has not been a positive one according to the other people.
Customer journey at OZ Laundromat
My customer journey at Laundromat has not been a positive one because of the
expectations which were there with the company. The first touch point of the company which

CUSTOMER EXPERIENCE MANAGEMENT2
encourages and influences people to go and visit Laundromat is the positive reviews and
ratings of the company on various sites and also the positive reputation of the company
through the word of mouth by family members and friends. During the visit to the store the
quality of service provided did not match the reviews by other people as the store was not
attractive enough and the other thing which did not provide good customer experience was
the lack of staff for assistance. Self-services are often difficult and sometimes need assistance
with small things. The lack of assistance led to the poor customer experience which I had
which made me have a different perception about the company.
According to the concept of customer experience management there should be a
connect with the product which I could not experience as it was complicated for me which
did not get established which made me frustrated when I was confused. One of the other
concepts of customer experience management is timeliness where the customer would like to
be answered immediately to the questions they have so that the issue is resolved immediately
(Shelby, 2017). There was nobody appointed to answer to my queries and to help me out
when I was finding the work difficult. Thus, the customer experience for me here was
negative.
Referring to appendix 1, I am the kind of person who likes doing things by myself as I
call myself self-dependent however, I like to get help immediately when I am confused or
having some difficult to get my things done within no time which I did not receive here. I
also like to get proper details about products which I am buying so that I am aware of the fact
that what I am purchasing however, as a first time customer I did not understand and get to
know about the different detergents as they were no proper details of the detergents and even
the machines that were present there.