Customer Experience Management Strategy for Jaguar 865

This report discusses the customer experience management strategy for Jaguar 865, including two customer personas with demographics and psychographics, a customer journey map, and behavioral traits of customers. The report emphasizes how behavior impacts marketing strategy to attract customers.

CUSTOMER EXPERIENCE
MANAGEMENT
Name of the student
Name of the University
Author note

Introduction
 The report aims to shed the light on
customer experience management
strategy.
 In the whole course of the discussion,
the study discusses how behavior
impacts on determining marketing
strategy in order to attract the
customers.

Introduction
 In order to discuss the paper in detail, two
customer personas will be given including
demographics and psychographics.
 In addition to that the report includes a
customer journey map which documents
the customer’s planning to buy a particular
product to the ultimate buying of the
product.
 The paper gives a clear description of how
customer experience management can be
effective.

Introduction
 The chosen product is car.
 The brand chosen is Jaguar 865.
 The buyer was entranced for this item
since it had picked up notoriety in the
global market.
 All the features of the car persuades the
customers to purchase the car
 Since it is a globally recognized brand, it
has a large customer base.

Persona 1 - Demographics
 Gender - Male
 Marital status - Married
 Family – wife and two children
 Educational qualification- Graduated
in the field of engineering.
 Occupation - Presently works in a IT
company.

Psychographics
 The person remains extremely busy with
work load and get very less time to shop.
 In his free time he prefers spending time
with his family
 From his earnings, he keeps savings for the
future of his children
 He likes to go for pleasure trips with his wife
and children.
 Since he gets less time, his wife and children
do most of the shopping.
 In his spare time, he loves reading books
and watching movies.

 He often dines out with his family.
 He often surprises his wife and
children with gifts.
 Though he saves for his future, he
likes to buy branded expensive
products.
 More than any other thing, he
prefers on quality of the product.
 Moreover, he makes all his expenses
in a calculative manner in order to
keep a balance.

Behavioral traits of the
customer
 The person is an imaginative person
and possesses high ambition in life.
 The person by nature is introvert.
 He generally does not research or
analyze in detail before buying any
product.
 He easily gets annoyed and disturbed
thus he does not make many choices
rather he takes quick decisions while
buying any products.

 The consumer falls under those
customers who rely upon the brand
image than the quality of product.
 They hardly scrutinize before buying
any product.
 Thus such customers remain loyal to
the brands making up a large
customer base.

Persona 2 - Demographics
 Gender-Male
 Age-28
 Marital status - Unmarried
 Family – Lives alone
 Educational qualification - Masters in
Business Studies

 Occupation Executive Manager in a
Multinational company
 Income - $ 120000.00
 Generation - Y
 Value segment - Possesses a high
ambition in life and likes adventure.

Psychographics
 He makes out time from busy
schedule for shopping.
 In his free time he prefers going out
with friends.
 He spends money in a little
unwinding manner.
 He likes to go for adventures with his
friends.
 He mostly buys trendy branded
items.

 He is fond of reading books and watching
movies.
 He often dines out and with his friends and
often goes for night outs.
 Most of his shopping includes branded
watches, dresses and shoes.
 He researches a lot before buying any
branded products.
 He essentially stresses on quality of the
products he buys.
 He does not compromise with quality for
high priced products.

Behavioral traits of the
customer
 The person is very hard-working and
leads a luxurious life.
 He is a very sociable person and
makes friends easily.
 Before buying any product he
researches and analyses in detail.
 Despite of a lot of research before
buying any products, he makes quick
choice.

 He is one of such customers who
prioritize both quality as well as
brand.
 He buys products which compliments
his position.
 He keeps shifting from one brand to
other and experiments when a new
brand enters in market.

Interview - 1
Q. Why do you want to buy the product?
I have a desire to buy a branded car for quite a
while.
Q. Did you research before buying the product?
Yes I have researched in detail before buying it.
Q. What are the ways that you have researched
in?
Q. I have read user reviews and considered my
friends’ suggestion.
Q. Did you have a second thought before buying
the product?
No I wanted to buy a car from this brand only.

Interview 2
Q. Why do you want to buy the product?
It would complement my position in office.
Q. Did you research before buying the product?
Yes I have researched in detail before buying it.
Q. What are the ways that you have researched
in?
Q. I have considered my friends’ suggestion.
Q. Did you have a second thought before buying
the product?
Yes initially I wanted to buy a BMW.

Interview - 3
Q. Why do you want to buy the
product?
To increase my societal repuation.
Q. Did you research before buying the
product?
Yes I have researched in detail before buying
it.
Q. What are the ways that you have
researched in?
Q. I have considered users’ suggestion.
Q. Did you have a second thought before
buying the product?

Interview 4
Q. Why do you want to buy the
product?
I want to gift it to my wife.
Q. Did you research before buying the
product?
I have not researched in detail before
buying it.
Q. What are the ways that you have
researched in?
Q. N.A.
Q. Did you have a second thought before
buying the product?

Interview 5
Q. Why do you want to buy the
product?
I had a long desire to buy the car.
Q. Did you research before buying the
product?
I have researched in detail before buying it.
Q. What are the ways that you have
researched in?
Q. I researched over internet and compared
it with other brands.
Q. Did you have a second thought before
buying the product?

References
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Routledge.
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Marketing, 80(6), 69-96.
Lusch, R. F., &Vargo, S. L. (2014). The service-dominant logic of
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References
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