Customer Experience and Reflection

This paper discusses the customer experience of two products, Samsung Galaxy S9 and Xiaomi Mix 2, and evaluates their effectiveness. It includes proto-persona diagrams, pain points, touch points, and aligns with the CEM concept.

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

1CUSTOMER EXPERIENCE AND REFLECTION
Table of Contents
Introduction......................................................................................................................................2
Service experience...........................................................................................................................2
Proto – persona diagram of poor experience...................................................................................2
Two significant ‘pain’ points and align with CEM concept............................................................4
Proto - persona diagram of positive experience..............................................................................5
Two significant ‘touch’ points and align with CEM concept..........................................................6
Evaluation of better product with reason.........................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

2CUSTOMER EXPERIENCE AND REFLECTION
Introduction
Customer experience is an integral part of the customer relationship management and that
is the reason customers decide to choose their own product or services that maintain a better
relationship with the organization (Hasan & Nasreen, 2012). In this paper, two products have
chosen by the two buyers and they have different customer experience on a whole. The two
products are ‘Samsung Galaxy S9’ and another one is ‘Xiaomi Mix 2’. Both these products have
different features and quality but the user experience of these products are different. The chosen
companies are different and selected models are also stated in that case.
Service experience
The service experience of both the products is the key consideration in that paper and all
these products have different service experience as well. The price level of the products is also
different and that will differentiate the demographic, need and approach of the buyer (Das,
2012). In that case, ‘Xiaomi Mix 2' had good experience for user 1 and on the other hand,
‘Samsung Galaxy S9' had the bad experience and user 2 is not satisfied with the product. There
are some applications were not working and that is the key concern for the user.
Proto – persona diagram of poor experience
Name – User 1
Short hair
Bibliophile
Wearing white Tee
Blue Denim
Moustache
Behaviours
Follow up news once in 24 hours
Use Twitter
Use Facebook and other social media
platforms
Love to eat

3CUSTOMER EXPERIENCE AND REFLECTION
Introvert in online
Depending mostly on friends
Avoid blogging and newsletter
Demographics
18-20 years of age
Male
College graduate
Non-leadership job
New joiner
Major in Accountancy
Need/ Goals
Targeting for a good phone
Have enough money for that product
Wants some extra-ordinary features inbuilt
with the phone
Love to show off with the phone
The earlier phone did not last for 1 year so a
better option was opted by the user
Samsung Galaxy S9 is one of the best phones
in the market so getting relax about the
company (Samsung.com, 2018)
Trust and flagship over the company
Figure 1: Proto – persona diagram for User 1
From the proto-persona diagram, the approach of User 1 is very clear and, he is quite
choosy in his product and as he targeted a branded company, which provides trust as well in case
of the customer relationship, Samsung is the right choice in that case. Samsung Galaxy S9 was
the phone and he bought that phone with enough hope but there are lots of complications that
User 1 faced and he is quite disturbed in that case.
Two significant ‘pain’ points and align with CEM concept
The first ‘pain' of the product, which is considered as the problem of the phone is the
intelligent scan and fingerprint scan problem of the phone. This one of the finest phones in the

4CUSTOMER EXPERIENCE AND REFLECTION
market and best technologies are used in this but still problem of detecting iris-scanner or face-
unlock feature is the major problem situation in this phone (Sharma, 2014). In case of fingerprint
scan problem, phone notifies swipe the finger instead of tapping it on the sensor. This is a major
problem and company has to work over there (Hjort et al., 2013). Another problem that was
faced by the User 1 is the connectivity problem and edge light problem. In case of connectivity,
intelligence scan issues are the main problem in connectivity. The connection problem is device
specific. Some of the device having the problem some has not and unfortunately this device
have. The problem also persists in Bluetooth connectivity as well (Samsung.com, 2018). The
problem of edge lighting is frequent, as if when the phone was handling any program and then
idle for some moment, when it presumes the lights are not coming from the curved edge, these
are the concern problems faced by User 1.
The aspect of Customer Experience Management is the key process to handle the
situation and customer lifestyle and customer experience are the two special cases that aligned
with the process (Pappas, 2016). The customer is not satisfied with the product and this is the
first time he bought this kind of expensive phone so in case of gaining experience he is at the
novice period and in case of the lifecycle, the affordability may be contained in this matter but
the way of disgrace over the company is way beyond that.
Proto - persona diagram of positive experience
Name – User 2
Short in height
Tech-savvy
Movie fanatic
Gym goer
Behaviours
Do not follow ant newspaper at all
Use all kind of social media platform
Subscribe to all kinds of social platforms form
movies, online series

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Shopaholic Extrovert in online
Buy all kinds of products through online
Self-dependent
Have a good experience with any kinds of
latest gadgets
Demographics
20-22 years of age
Female
Graduate Pass out
Doing a respectable job
Mature mentality
Have a good experience of handling people
Good communication skill
Single
Major in Economics
Need/ Goals
Targeting for a simple phone that has feature
and price is not so high
Do not want to spend a lot of money on this
She does not need any extraordinary feature
Have a good market research
Have good knowledge about benefits and
discounts
Xiaomi Mix 2 is quite affordable and good
looking phone for her and discounts provided
by the company in online purchasing motivate
her to purchase the phone
(Xiaomiaustralia.com.au, 2018)
The chance for a new brand in her life
Figure 2: Proto – persona diagram for User 2
The product ‘Xiaomi Mix 2' is chosen by User 2 and she is quite happy with the product.
The product caters to all the requirements she wants. The basic need of her has analysed in this
case an online facility and features and storage of the phone is quite impressive for her.

6CUSTOMER EXPERIENCE AND REFLECTION
Two significant ‘touch’ points and align with CEM concept
The ‘touch’ points signify the positive characteristics of the product and these are the
possible features that impress User 2 and make more satisfied in that case. The phone has
3400mAh non-removable battery and the latest Android system is incorporated in that phone.
The 5.99-inch touchscreen is the prime attraction and the prominent resolution of 1800 pixel by
2160 pixel at a PPI of 403 pixels per inch is the crucial factor of the phone
(Xiaomiaustralia.com.au, 2018). In case of connectivity Wi-Fi, NFC, Compass, Magnetometer,
Accelerometer, Ambient light, Proximity Sensor, Gyroscope and Barometer – all these things are
not aligned with all kind of phones and thus the phone is the special one and it has the quality of
making the person happy. Another positive about the phone is the Ceramic design and high
screen to body ration is well designed and the phone has high-end specifications as well
(Xiaomiaustralia.com.au, 2018).
The process of CEM approach, in this case, is effective as customer centricity as usage of
the new product is the approach of this process. The changing product experience for her is trick
that works on that and the entire journey with the phone is satisfactory (Tingchi et al., 2013).
Evaluation of better product with reason
Both these phones have some facility but as per the perception and feedback from the
Users, Xiaomi Mix 2 is better than Samsung Galaxy S9. However, Samsung Galaxy S9 is more
in price than Xiaomi Mix 2, but the effectiveness of Xiaomi is good for User 2 and she is quite
happy, whereas User 1 faced some huge problems that set back trustworthiness over the
company.

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Conclusion
Therefore it can be concluded that both the product has different feature and perspective
of two buyers is also different. The proto-persona model also showcase the perceptual difference
of User 1 and 2 and that is the reason both were not happy with the product, rather one become
happy with the product but the other one is not. The process of interaction includes discovery,
cultivation, advocacy, purchase mentality, awareness over the product. The willingness of having
the product and the need of product is the key process that makes the better customer experience
as well. However, sometimes, the product user experience is not good and they are not satisfied
with the quality, legibility and the priority of the product.

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References
Das, D. (2012). An empirical study of factors influencing buying behaviour of youth consumers
towards mobile handsets: A case study in coastal distrcts of Odisha. Asian Journal of
Research in Business Economics and Management, 2(4), 68-82.
Hasan, U., & Nasreen, R. (2012). Cognitive dissonance and its impact on consumer buying
behaviour. IOSR J Bus Manag, 1, 7-12.
Hjort, K., Lantz, B., Ericsson, D., & Gattorna, J. (2013). Customer segmentation based on
buying and returning behaviour. International Journal of Physical Distribution &
Logistics Management, 43(10), 852-865.
Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, 92-103.
Samsung.com (2018) SAMSUNG retrieved from: https://www.samsung.com/au/ [Accessed on
28th June, 2018]
Sharma, M. K. (2014). The impact on consumer buying behaviour: Cognitive dissonance. Global
Journal of Finance and Management, 6(9), 833-840.
Tingchi Liu, M., Brock, J. L., Cheng Shi, G., Chu, R., & Tseng, T. H. (2013). Perceived benefits,
perceived risk, and trust: Influences on consumers' group buying behaviour. Asia Pacific
Journal of Marketing and Logistics, 25(2), 225-248.
Xiaomiaustralia.com.au (2018) XIAOMI retrieved from: https://www.xiaomiaustralia.com.au/
[Accessed on 28th June, 2018]