Customer Experience Management

Customer Experience
management

INTRODUCTION...............................................................................................................................2
MAIN BODY.......................................................................................................................................2
a. Briefly introduce your experience and discuss at least 2 “touch points”........................................2
b. Discuss the thoughts/actions you took during your customer journey (before during and after)....2
c. Apply at least 2 CEM concepts in your customer journey discussion............................................3
d. Use Proto-persona profiles to illustrate yourself relative to your customer experiences. Identify
pain points and needs and goals.........................................................................................................3
e. Compare and contrast the two customer experiences and reflect by providing examples, on what
makes a good customer experience....................................................................................................3
CONCLUSION....................................................................................................................................4
REFERENCES....................................................................................................................................5

INTRODUCTION
Customer experience management is collection of procedures which an business firm
uses for tracking, oversee as well as organize every interaction among customer and
organization by customer lifecycle. This report will be going to reflect on entire customer
journey along with their positive and negative experience towards two different products.
MAIN BODY
a. Briefly introduce your experience and discuss at least 2 “touch points”.
Customer touchpoints are simply brand points of customer contact from start to finish.
For instance, customers may find business online or in any advertisement, check rating and
reviews, visit website, then shop at retail store or contact customer service. This may be long
list but these are just few touchpoints. Customer touch point are classified in three categories
which are mention below :-
Before purchase During purchase After purchase
Social media Store or office Billing
Ratings and reviews Website Transactional emails
b. Discuss the thoughts/actions you took during your customer journey (before during and
after)
Customer journey is based on major three touchpoints i.e., before, during and after.
Explanation of these are as follows :-
 Before – It involve market efforts such as testimonials, social media, ads and several
other activities. Customer impressions generally formed by review of products or
mouth words. Monitoring social media channels and listening what is being said
about brand as well as setting up google alerts will be notified when brand is
mentioned.
 During – At this point sale environment will be physical store, website or printed
catalogue. During sales process customer will interact with paywall, call centre or
sales team.
 After – It involves product support, addressing returns as well as answering
questions. In addition to this, customer feedback surveys will be provided valuable as