Customer Experience Management refers to the procedure how a company manage its interaction with buyers. In this reflective essay, I want to share one positive and one negative customer experiences and find out the “touch points” in both the experiences.
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Running head:CUSTOMER EXPERIENCE MANAGEMENT CUSTOMER EXPERIENCE MANAGEMENT Name of the Student Name of the University Author Note
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1CUSTOMER EXPERIENCE MANAGEMENT Customer experience Management refers to the procedure how a company manage its interaction with buyers. According to Gartner, Customer experience Management is actually the methods of designing, reverting, reacting to customer interactions in order to fulfil or go beyond the expectation of the customer and enhance customer satisfaction and loyalty (Arkadan, Macdonald & Wilson, 2017). In this reflective essay, I want to share one positive andonenegativecustomerexperiencesandfindoutthe“touchpoints”inboththe experiences. Further, I want to reflect on my thoughts and actions regarding both the experiences. In the final section of this study, I attempt to compare and contrast both the experiences with reference to the concepts of Customer Experience management. Generally, I do not prefer to shop online as I find visiting malls and shopping with friends more enjoyable. Moreover, buying garments offline gives us the opportunity to try and reject hundreds of clothes accessories before buying the one that suits me best, but due to the lack of time, I have to shop online sometimes. I have gained one negative experience from purchasing shoes online. I wanted to buy stylish shoes to attend a party, but I was not able to go to shopping because of my hectic schedule. I ordered a pair of stilettoes from the official website of a famous e-commerce company. The stipulated time for delivery was within 3 days of the placement of the order. Unfortunately, I received my favourite stilettoes 4 days after the stipulated time. There was a substantial difference in the colour as compared to the picture shown on the website. The quality of the shoes seemed excellent from the picture, but the reality was different. The stilettoes I received was broken and the packaging was very poor. The several touch points in this case are, the delivery of the damaged product, the delay in the delivery, the poor packaging of the product and the ignorance on the part of the e-commerce company, to the problems faced by the customers.
2CUSTOMER EXPERIENCE MANAGEMENT PROTO-PERSONA DIAGRAM (NEGATIVE EXPERIENCE) Ihaveoneremarkablypositivecustomerexperience,whichIgatheredwhile travelling to India in Singapore airlines. Prior to that experience, I often heard that Singapore airlines provide quality flying at a reasonable price. One of my friend suggested me to avail the luxurious suite facility by the Singapore airlines. I found the cost of booking a luxurious suite pocket friendly and followed my friend’s suggestion. I travelled Hong Kong to India, but, did not even feel the stress of the journey as the luxurious suite of Singapore Airlines provide me the comfort of my home. In that luxurious suite, I found space for a large armchair the cover of which is handcrafted with then master of the Italian craftsman, Poltrona Frau. I was amazed by the hospitality of the cabin crew. Moreover, each of the seats has an in-built touchscreen monitor and USB cable and I was given thousands of options for entertainment, which included- movies, tv shows, music, games. The flight made me reach my destination, India on time too. The splendour of the arrangement captivated my mind. Name: Maria Francis Age: 22 Profession: Student Behaviour and Action: Loves Stilettoes, buy things online rarely. 1. Overall goal-Depend on online shopping for Buying party wears 2. Experience/Feelings: unsatisfactory and irritating 1. Influences: The website and image of the procduct 2. Pain points: Delay in the delivery, defective packaging, damaged product, ignorance of the company to such serious issues.
3CUSTOMER EXPERIENCE MANAGEMENT The touch point in this positive experience was the reasonable price of the air tickets, the comfortable journey and on-time landing, the hospitality services. PROTO-PERSONA DIAGRAM (POSITIVE EXPERIENCE) My actions in the negative experience included the demand for refund. I also asked the customer relation officer of the e-commerce company to exchange the damaged product for a fresh one. I thought that they would admit their fault, if I would provide them sufficient evidences. My friends know that I do not find online shopping trustworthy. This is the reason why, just after the delivery of the stilettoes she told me to start a video recording while opening the pack of the product. I video recorded each step like tearing the tapes, opening the two layered cover. I was shocked when I looked at the product for the first time and focused my video camera immediately to the damaged product. I attached the copy of the video with Name: Maria Francis Age: 22 Profession: Student Behaviour and Action: Prefers travelling, prefer to book the luxurious suite in order to avoid the stress of the journey. 1. Overall goal-Travel to India via Singapore Airlines 2. Experience/Feelings: Satisfactory and amazing 1. Influences: Punctuality, luxurious journey and hospitality 2. Pain points: Not applicable
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4CUSTOMER EXPERIENCE MANAGEMENT the complaint mail. The video showed the time, which would assist the customer relation officer to understand that the video is recorded just after the delivery. In spite of all these, they neither gave me any refund, nor did they provide me a fresh product in return of the damaged product. I rated the product with one star. One of the worst thing is that they did not even pay a hid to my issue even after receiving such a poor feedback from me. I really regretted wasting my money by ordering the shoes online. Now I do online shopping only after investigating about the e-commerce company, collecting feedbacks from all of my friends and from the customer reviews of the respective website. My positive thoughts and actions are shaped by the grand experience of travelling to India in Singapore airlines. I thanked my friend many times, who suggested me to travel in the luxurious suites of the Singapore airlines and spread and recommended other friends of mine, to have the mesmerizing experience once. After my first experience to travel to India via Singapore airlines, I always prefer the same airlines whenever I need to visit India for my research work on developing countries. According to the Customer Experience Management theories, customer experience implies engaging the customers with the services provided by the company with the help of effective communication. CEM must follow the process of cross-channel interaction, so that the message of the brand, product or and services can be forwarded to the customers and quality customer services can be ensured (Gacanin & Wagner, 2019). In this contest, several theories of CEM can be mentioned. These include, theories on customer retention, theories on customer loyalty and advocacy (Grønholdt,et al., 2015). These theories in turn depends on the concepts of: Reach- attempting to grab the attention of the customers, the company want to reach. Acquisition- attracting and dragging the reached customers into the impact sphere of the organization.
5CUSTOMER EXPERIENCE MANAGEMENT Conversion- when the customer who has a more familiar relationship with an organisation, decide to purchase something from that organisation. Retention: the act of retaining the customers by catering to their needs; adopting the approaches of cross-selling, up-selling; and maintaining a healthy relationship with them Loyalty:Thetransformationofthecustomerinto‘loyalpartner’,ora‘brand advocate’, or influencers (Homburg, Jozić & Kuehnl, 2017). Pain points of CEM for an organisation is satisfying the customers more than other existing competitors in the market, retaining the customers and capture the market (Kandasamy, Beattie & Stewart, 2015). Needs and goals of CEM for a company, derived from the above concepts are-provide the customers delightful experiences, building up a positive image about the brand in the minds of the customer, gaining competitive advantage over other brands who are less customer-focused, attracting the maximum number of customers and increase sales (Lemon & Verhoef, 2016). After comparing and contrasting the positive and negative customer experiences mentioned in this essay, I can conclude that in the negative experience the theories and concepts of CEM are violated. The e-commerce compan, was able to Reach and grab my attention, but it did not meet my expectation. This casted upon a negative impact on me. The organisation did not admit their faults and did not rectify their mistake by providing me a better service. Hence, the concept of ‘Acquisition’ and ‘Conversion’ are also not followed (Yoon & Lee, 2017). In short, the e-commerce company failed to serve my needs and could not maintain a healthy relationship with me. Thus, the concept of customer retention is also not followed and customer loyalty was not achieved. On the other hand, in the positive experience, Singapore airlines reached me and grabbed my attention by setting a reasonable
6CUSTOMER EXPERIENCE MANAGEMENT price for their tickets. It identified my needs, which were reaching the destination safely on time, stress free and comfortable journey, entertainment during the journey. Singapore airlines made several efforts and met all my needs. This casted a upon a positive impact on me. I wanted to have the experience again. Hence the concepts of reach, acquisition and conversionisfollowed.Again,thoughtheirsincereservicesandamazinghospitality Singapore airlines was able to keep a healthy relationship with me created a positive image of the brand and paved the way for increasing sales in future. All these signify that customer retention and loyalty are archived (McColl-Kennedy,et al., 2015). I have recommended many of my friends to travel via Singapore Airlines. Hence, customer advocacy is also gained, in case of the positive experience. In the conclusion, it can be said that every company should think beyond the narrow interest of the profit maximization because in the long run the success of the company depends on the creation of the customer experience.
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7CUSTOMER EXPERIENCE MANAGEMENT Reference Arkadan, F., Macdonald, E. K., & Wilson, H. N. (2017). Customer Experience Management Practices:ASystematicLiteratureReview.InCreatingMarketingMagicand Innovative Future Marketing Trends(pp. 1361-1361). Springer, Cham. Gacanin, H., & Wagner, M. (2019). Artificial Intelligence Paradigm for Customer Experience ManagementinNext-GenerationNetworks:ChallengesandPerspectives.IEEE Network. Grønholdt, L., Martensen, A., Jørgensen, S., & Jensen, P. (2015). Customer experience management and business performance.International journal of quality and service sciences,7(1), 90-106. Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept.Journal of the Academy of Marketing Science,45(3), 377-401. Kandasamy, V., Beattie, J. G., & Stewart, D. (2015).U.S. Patent Application No. 14/076,623. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey.Journal of marketing,80(6), 69-96. McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H., & Friman, M. (2015). Fresh perspectives on customer experience.Journal of Services Marketing,29(6/7), 430-435. Yoon, S. J., & Lee, H. J. (2017). Does customer experience management pay off? Evidence fromlocalversusglobalhotelbrandsinSouthKorea.JournalofHospitality Marketing & Management,26(6), 585-605.