Customer Experience Management

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

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
and one negative customer experiences and find out the “touch points” in both the
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)
I have one remarkably positive customer experience, which I gathered while
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.