Customer Experience Management

Customer
Experience
Management
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Customer Experience Management 1
Contents
Introduction......................................................................................................................................2
Experiences......................................................................................................................................3
Experience with Harley Davidson (positive experience)............................................................3
Touch points............................................................................................................................3
Experience with Honda (Negative experiences)..........................................................................4
Touch points............................................................................................................................4
Actions taken during customer journey...........................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7
Appendix..........................................................................................................................................9
Proto-persona diagram (Harley Davidson Company).................................................................9
Proto-persona diagram (Honda Company)................................................................................10

Customer Experience Management 2
Introduction
The purpose of the report is to demonstrate the understanding on the overall customer experience
that is linked with the business strategy as well as the success of the business. The report
includes the in-depth analysis of the experience with the two brands that leads to positive
experience and negative experience with the other brand. The explanation of the experience is
linked with the customer journey as well as CEM concepts that lead to the comparison of two
experiences. The brand whose product and service is considered in the report includes Honda
and Harley Davidson as these brands perform their operations in automotive industry.

Customer Experience Management 3
Experiences
Experience with Harley Davidson (positive experience)
Harley Davidson is well-known motorcycle company that offers innovative product with
effective services in the market (Morgan, 2019). I purchased Harley Davidson bike for giving the
gift as it is considered as one of the branded product. While booking the Harley Davidson Street
750, I informed the staff that the bike has been purchased by me for gift purpose to my family
member so I want it on the assigned day as I want to give surprise. I received the delivery on
time and before the delivery, I received the mail for the confirmation that enhanced my
experienced with the brand. The bike was delivering on the time to the concern person with the
explanation of entire features and staffs are so supportive that they informed me (Maklan &
Klaus, 2011). After the purchase, the concern person realised the benefits of product that include
its comfort level its mileage, its looks, as well as the wheel disc brakes.
Touch points
Impressive staff support: - The staffs of company are very helping as they provide the proper
details to their clients. I found that the service of the brand is quick due to which they are able to
gain customer trust as well as loyalty. The staff is able to form the emotional connect with the
customers due to which the brand is more preferable. This is clear with the theory of Voss and
Zomerdijk, this theory state that all service encounters come with the emotional engagement
irrespective ordinary product or service (McColl-Kennedy, et, al 2015).
Effective service with product features: - One of the touch points includes effective service
with the product features. The brand is able to deliver the improved service that includes the