Managing Customer Experience: A Case Study of Marks & Spencer

Customer Experience

Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ..........................................................................................................................................1
Value proposition of chosen enterprise........................................................................................1
TASK 2............................................................................................................................................3
Value proposition offers good customer experiences..................................................................3
TASK 3............................................................................................................................................3
Identification of consumers according to frequency of demographic.........................................3
Assessment of six pillars of consumers experience model..........................................................5
TASK 5............................................................................................................................................6
Application of model in context to chosen organisation.............................................................6
TASK 6............................................................................................................................................7
Application of digital disruption for delivery of good consumer experiences............................7
TASK 7............................................................................................................................................7
Recommendations to chosen enterprise.......................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Consumer experience is a collection of affective, sensory, cognitive and behavioural
consumer responses at all phases of consumption process involving pre purchase, intake and post
purchase phases. It focuses more on enhancing relationship of business and their customers. This
attribute contains of every engagement that happens between enterprises and customers
regardless of its transformation into buying decision. The main responsibility of business firms
about consumer experience is to make sure that their marketing unit adopts proper strategies that
are consumer oriented (Arici, Köseoglu and Sökmen, 2022). These aims to cover all those points
which can influence consumer decision journey. To better understand the attributes of customer
experiences, the company considered is Marks & Spencer. It is a British multinational retailer
headquartered in London, England specialises in selling clothing, beauty, home products and
food products.
This report covers comprehension of several principles associated with managing
consumer experiences. It highlights different aspects of customer experience and key factors for
managing that experience. It interprets how to monitor and measure consumer experience in
strategic manner.
TASK 1
Value proposition of chosen enterprise
Value proposition is considered as a promise about the value which will be delivered,
communicated and acknowledged. It is beliefs of consumers in companies about how they will
get value and experience from a certain product. It summarises the journey statements about why
should a customer will choose a certain product and service. This element makes an organisation
position differentiated from its rivals who provides same kind of services. It provides
opportunities for firms to attain competitive advantage in market over their rivals. For instance,
WordPress have a value proposition statement which comprises of designing a website in short
period of time (Batat, 2019). In context to Marks & Spencer, their value proposition is to aim on
branding and and provide quality clothing and healthy food choices at economic prices. This
facilitates them to segment market according to their affordability. Value proposition canvas is
termed as strategic framework which facilitates businesses to manufacture products that can
1