Customer Experience Reflection: Understanding the Journey and Applying Concepts

This project covers an understanding of what customer means and a reflection on a customer personal experience journey either a positive experience or a negative experience. Further it highlights the application of concepts and theory that help organisations understand the customer experience journey.

Customer Experience
Reflection

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Discuss the actions and thoughts during the customer journey as well as how a customer
reacted to positive or negative moments of truth...................................................................3
Looking at IDIC model for managing the customer experience, reflect on how the business
identified, differentiated, interacted addition to customised their behaviour towards customers.
Use proton persona profiles to illustrate yourself relative to positive and negative customer
experience...............................................................................................................................4
Reflection by using Dirft model on what the business could have to done differently to make
the negative experience a good one. Or what was the key highlight from positive customer
experience which an organisation must continue to do with its customers............................4
CONCLUSION................................................................................................................................4
REFERENCES:...............................................................................................................................5
Books and Journals.................................................................................................................5

INTRODUCTION
Customer experience refers to the impression of buyers have of a brand during all
characteristics of the customer's journey. Its includes every aspects of an organisation's offering
like quality of customer care along with that packaging, advertising, goods or services, ease of
use, reliability and features (Batat, 2019). It focuses on the customers touch points such as
action, loyalty and decision as well as interaction between a company and its potential
customers. Along with that how a company make efforts to meet and increase good customer
experience among buyers to achieve their organisation goals.
This project covers an understanding of what customer means and a reflection on a
customer personal experience journey either a positive experience or a negative experience.
Further it highlights the application of concepts and theory that help organisations understand the
customer experience journey.
MAIN BODY
Discuss the actions and thoughts during the customer journey as well as how a customer reacted
to positive or negative moments of truth
Customer journey is most important aspect while a person buy a new product and
services of a company or brand. Moments of truth represents events where a buyer's interaction
is so important which modify their perception of products and brand. It can change the
connection between a company and its customers for good or bad. Customer journey includes
three stages such as before purchase, during the purchase and after the purchase. Recently, I went
to a cafe which is Alix Coffee roasters where I had a very good experience. The food was good,
properly cooked and served as well as the staff member also treated me gently and kindly.
Before going to the cafe I was worried about the taste, quality and services of a cafe (Chauhan,
Akhtar & Gupta, 2022). Along with that their price policy, interior, serving method and delivery
services. When I was in the cafe I noticed every thing their way of talking, interacting with other
people, menu, serving methods and many other. While eating and having a meal I noticed the
taste of food, plating presentation, quantity, quality and all things which increased my experience
and change my perception to visit again the cafe. It also decided to recommend the name of this

cafe to my friends and relatives so to have best coffee and food to meet their hunger needs. It is
good experience to visit the cafe and reduce my stress to have best dark, strong roasted coffee.
Looking at IDIC model for managing the customer experience, reflect on how the business
identified, differentiated, interacted addition to customised their behaviour towards
customers. Use proton persona profiles to illustrate yourself relative to positive and
negative customer experience
IDIC model refers to the identified, differentiated, interacted and customised their action,
product, services and behaviour with customers. As I went to cafe in which I noticed how
manager interacted and behaved with customers and with me (Gao, Fan & Jia, 2021). I seen that
how they made their interior whether it are according recent trends and technology as well as
how they identified the demands and expectations of their customers by adoption it in their
operations, dishes, technology, serving method, menu and other things. Further, the efforts of
the management of cafe to make their product and services differentiated from others to meet the
needs of customers and their marketing in which they used advance digital marketing to spread
awareness about their product, services, innovation and new addition in their current product line
to target segment. Moreover, they make and produce products as per customer demands to
increase their experience. They served in unique style and offer best quality food items and
coffee in cardboard containers which is healthy for environment and people. Professionals of
Alix Coffee roasters also answer all the quires and question of their clients and asked them about
their experience. Further they used the feedbacks for improvement to make the better connection
with customers and retain them for long term (Moore, Bulmer, & Elms, 2022).

Reflection by using Dirft model on what the business could have to done differently to make the
negative experience a good one. Or what was the key highlight from positive customer
experience which an organisation must continue to do with its customers.
Drift model refers to the do it right the first time it means a company or firm have to
adopt three aspects such as consistency, flexibility as well as culture of connection which lies in
their technology and operations to achieve success (Pleyers & Poncin, 2020). As when I went to
the cafe it has been seen by me the entrance, display and logo of cafe which is very impressive to
me. As I was good experience to visit the place and try new flavoured dishes and coffee. As it

has been said that first impression is last impression if the firm make their display attractive and
it has good impact on the eye of people. In recent world, display and window of a firm or store
act as a marketing tool which helps them to attract people to visit their store once and have best
experience. As it shows how a firm fulfil their promising which they represent in their ads and
promotion on social media such as look, taste, interior, services, environment and menu.
Recently, I visited a cafe which has great interior, display with innovative colour theme, logo
with 3D effects, a customer service manager with good personality and behaviour.
Also they followed all recent trends in their sitting arrangements, serving method, menu,
interior and after service. There is huge pool at middle the cafe with colourful lights which
enhance the beauty as well as there is lots of items in their menu at affordable price which
increase my experience. The manager went to every table to interact personally and know about
the feeling of people and their experience (Roy, 2018). The food is served on time in attractive
container as well as the taste, quality and temperature of food is good which increases my
experiences. The live music on the side of pool create good environment and vibe which
enhances the mood of people. All these thing are create positive image in my mind about the cafe
and allow me to visit again the place with my family and friends (Stein & Ramaseshan, 2020).
The entrepreneur must maintain all these thing in future also which leads to increase in their
customer base and profitability.
CONCLUSION
As per above presented information, it has been concluded that customer experience
plays most important role in the success of any company. A positive experience can foster as
well as a negative customer experience can hinder the growth or success of an organisation. By
taking feedbacks from customers a company can improve their quality of products and services
and make strong connection with them in order to retain them for long run.

REFERENCES:
Books and Journals
Batat, W. (2019). Experiential marketing: Consumer behavior, customer experience and the 7Es.
Routledge.
Chauhan, S., Akhtar, A., & Gupta, A. (2022). Customer experience in digital banking: A review
and future research directions. International Journal of Quality and Service Sciences.
Gao, W., Li, W., Fan, H., & Jia, X. (2021). How customer experience incongruence affects
omnichannel customer retention: The moderating role of channel characteristics. Journal
of Retailing and Consumer Services. 60. 102487.
Moore, S., Bulmer, S., & Elms, J. (2022). The social significance of AI in retail on customer
experience and shopping practices. Journal of Retailing and Consumer Services. 64.
102755.
Pleyers, G., & Poncin, I. (2020). Non-immersive virtual reality technologies in real estate: How
customer experience drives attitudes toward properties and the service provider. Journal
of Retailing and Consumer Services. 57. 102175.
Roy, S. (2018). Effects of customer experience across service types, customer types and
time. Journal of Services Marketing.
Stein, A., & Ramaseshan, B. (2020). The customer experience–loyalty link: moderating role of
motivation orientation. Journal of Service Management.