Customer Experience Management for Emirates Airlines

Running head: CUSTOMER EXPERIENCE MANAGEMENT
Customer Experience Management

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Table of Contents
Introduction.................................................................................................................................................3
Research objectives.................................................................................................................................3
Primary research..........................................................................................................................................3
Survey.....................................................................................................................................................3
Secondary research......................................................................................................................................4
Literature review.....................................................................................................................................4
Screenshots of current social media reviews...........................................................................................5
Primary research method.............................................................................................................................6
Research planning...................................................................................................................................6
Research design.......................................................................................................................................6
Research implications..............................................................................................................................7
Secondary research method.........................................................................................................................7
Summarizing the results..............................................................................................................................7
Findings.......................................................................................................................................................8
Conclusion...................................................................................................................................................8
References.................................................................................................................................................10
Appendices................................................................................................................................................11
Appendix 1: Survey through Questionnaire...........................................................................................11
Appendix 2: Results..............................................................................................................................13

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Introduction
The key purpose of this research is to conduct the customer experience management of the
Emirates Company. This company provides the airline services to local and international
customers. The company was established in the year of 1985 in Dubai. It deals in over 3600
flights per week from its centre at Dubai International Airport and to more than 140 cities in 81
nations in across six continents (Skytrax, 2018).
Research objectives
 To address the issue of customers and to build feasible customer experiences
 To identify the challenges and opportunities
 To recommend the customer experience strategy by implementing the tools that are
required to assess and monitor the experience of customer
Primary research
Survey
In this technique of investigation, the interviewees were selected and the survey was obtained
effectively. Under this survey, different questionnaire associated with customer experience of
Emirates was involved. This survey was beneficial to provide higher extent of customer
satisfaction for Emirates (Kandampully, Zhang, and Jaakkola, 2018). Since, this survey through
questionnaire helps to understand whether customers are dissatisfied from Emirates so that it can
make necessary changes according to them.
It has been found that the corporation targets different consumer at the time. The information has
been gathered from the respondents that are attached in Appendix 1. Interview was conducted by
the consultantto persuade the management staff to adopt a better approach to managing their

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costumer’s experience(s). For this survey, 10 people were selected where these people were
selected randomly.
Secondary research
Literature review
As per the view ofPeppers and Rogers (2016), customer experience management is gathering of
procedure that a corporation practices to record, oversees and organise every communication
between a customer and company during the customer lifecycle. Customer experience could be
assessed by the companyafter and during the purchasing of the product. Emirates Company
makes sure that they are competent to provide the delight customer services that are possible
while they provide the prompt and effective service to their consumers. In contrast to this,
Hwang and Seo (2016) evaluated that the customers of Customers can remain very or fairly
satisfied with the services provided by the Emirates to their consumers in the market. It involves
the quality of services, pricing and employee’s behaviour by delivering value-added services. It
reflects that the hospitality industry is the growing industry as Emirates Company is competent
to attain the customer experience success.
Customer experience management is the process of evaluating their experiences with the
organization in terms of the products and services delivered or rendered to them. Customer
experience management is considered as the most effective and crucial task for the organizations
as it helps in enhancing the brand image along with generating opportunities to move towards
new markets for the objective of expansion.Organizations take various steps for improving
customers’ experiences by enhancing the quality of services and products as this helps the
organization to enhance their interaction with the organization in order to attain desired goals and
objectives (Kandampully, Zhang, and Jaakkola, 2018).

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Screenshots of current social media reviews
Figure 1: Emirates customer review
(Source: Skytrax, 2018).
Figure 2: Review of customer about Emirates
(Source: Skytrax, 2018).
Figure 3: Customer experience

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(Source: Skytrax, 2018).
Primary research method
Research planning
The planning of investigation entails the planning of conducting a survey that involves the
questionnaire associated withthe company. It helps to assess the customer service provided by
the corporation (Marchesani, Piccoli, andLui, 2017). In this research, 10 people will be selected
to assess the customer satisfaction of Emirates. It would help to assess the depth information
regarding research concern. Furthermore, descriptive research is used to describe the research
phenomenon in detail.
Research design
In this research, quantitative research design is chosen to attain the objectives of the research.
This design entails the statistics associated with customer experience of Emirates.