BIZ104 Customer Experience Management

Running Head: CUSTOMER EXPERIENCE STRATEGY
CUSTOMER EXPERIENCE STRATEGY
Student ID:
Name of the University
Authors Note

1CUSTOMER EXPERIENCE STRATEGY
Executive summary
The report highlights the customer experience strategy needed and offered by Qantas airline
Australia. The report outlines primary research and secondary research of customer reviews
and responses through online interviews and social media review. From the review and
interview responses, it has been seen that the customers are partially satisfied with the service
offered by the company most of the problems are faced due to the booking system, failure in
technical services and seating arrangement of the flights. However. It has also been from the
CEM concepts that company needs to change some of their problems in services. They have
fast and smooth customer response that has been seen from their social media reviews.

2CUSTOMER EXPERIENCE STRATEGY
Table of Contents
1. Objectives of the research......................................................................................................3
2. Organizational and Industry overview...................................................................................3
Industry analysis.....................................................................................................................3
Target customer......................................................................................................................4
3. Methods of primary research and online survey....................................................................4
4. Discussion..............................................................................................................................4
5. Secondary research and social media review of the organization..........................................5
6. Secondary research method....................................................................................................8
7. Summary of the results...........................................................................................................9
8. CEM concepts and problems of Qantas.................................................................................9
9. Conclusion............................................................................................................................10
Reference list............................................................................................................................11
Appendix..................................................................................................................................12
Appendix 1: Interview Survey questionnaires.....................................................................12

3CUSTOMER EXPERIENCE STRATEGY
1. Objectives of the research
 To identify the roots of consumer experience of management
 To explore the level of satisfaction of the customers with the Australian Airline
company
 To understand the challenges faced by the company in meeting the requirement of the
customers
 To recommend solution for enhancing the customer experience strategy
2. Organizational and Industry overview
The research here is based on Qantas that is responsible for providing Australian
domestic airline service along with international scheduled passenger’s flight. Qantas airways
is the flag carrier of Australia that is one of the largest airline by fleet size offering
international as well as domestic flight services. The existing revenue of the company
reported in the year 2017 was about AU$16.1 billion with an operating income of
AU$1.59 billion in the 2017 (Qantas AU, 2018).
Industry analysis
Domestic Airlines have been subject to turbulent condition in trading over the period
of past three years. In this context, Qantas and Virgin Australia had pushed the air rates
during the year of 2013 and 2014 along with Qantas that made an effort to hold the
aggressive drive to expand its share in the market. The airline organization achieved 60.0% in
the year 2013 and 40% in the year 2015 highlighting its position in the low fare market
(Qantas AU, 2018).
Target customer
The market segmentation of Qantas can be complicated based on the concept that
different segments have various requirements and expectation. However, Merrilees (2016)

4CUSTOMER EXPERIENCE STRATEGY
states that the aviation company for target usually implements behavioral segmentation
market selection. However, target customer of Qantas are business travelers who are
travelling from Australian or outside.
3. Methods of primary research and online survey
The research here aims to collect information by developing investigating interview
questions through online survey on 10 customers that avail airline services. In this context,
the primary data will be collected through open-ended interview question asked to 10 airline
customers. The interview participant will be recruited through an effective method of
sourcing through the development of resource panel by creating database,
4. Discussion
During the period of interview, the research wrote down some of the keywords (refer
to appendix 1). The first question that was asked during the interview was on the number of
time customer avail the service and the purpose of their availing the service. It has been seen
that most of them travel for business purposes. Interviewee 3 responded that the traveling
arrangement were not up to the mark with the date of travels. When the customers were
asked about the changes that are required to be made they reponded several issues that are
needed to be changed such as seating arrangement, system of booking, delayed flights, food
and technical services (refer to appendix 1).

5CUSTOMER EXPERIENCE STRATEGY
5. Secondary research and social media review of the organization
From the above social media interactions it can be seen that some customers are often
not satisfied with the service. The company tries to acknowledge the customer feedback on
time through their twitter page, despite the ride complaint made by the customers. They try to
respond back to the customers and personalize the response back for the customers.
In case flights are cancelled, the airline company try to communicate with their c
customers through social media accounts. In this context, they make a direct contact with the
consumers who are affected by the service through SMS messages.

6CUSTOMER EXPERIENCE STRATEGY
It is evident from the review that customers were quite satisfied with the service apart
from certain minor issues related to call centers. Apart from these, their service is quite
helpful and effective for enhancing the satisfaction of the customers.

7CUSTOMER EXPERIENCE STRATEGY
As from the review, it has been seen that there are certain problem in the booking
system that is needed to be fixed. Customer are satisfied with the other service, but the
system of booking and refund is needed to be managed (Media, 2018).
6. Secondary research method
All the data from the secondary research has been collected from social media and
website reviews given by the customer on the service provided by the company. From all the
data, collected few of them were selected for highlighting the issues that majority of the
customers are facing in terms of services.

8CUSTOMER EXPERIENCE STRATEGY
7. Summary of the results
The customers are quite satisfied with experience of travelling (au.trustpilot.com).
Customer have reported that the websites of the company often is crashed while using that is
needed to be fixed. Again, for the second process the refund is often delayed. Generally, most
of the responses found from the interview and social media survey were positive along with
small amount of responses that were negative. The weakness were found most related to
customer service that has been effectively answered by the company.
8. CEM concepts and problems of Qantas
Customer centricity
From the customer centricity viewpoints it has been seen there are certain issues in the
system of booking, food along seating arrangement are needed to keep in the part of decision
making for the company (Bolton et al., 2014). This would help in improving the internal
culture of the organization.
Customer lifecycle
Customer purchasing decision in terms of the organization is based on their popularity
and the instant response based on the queries made by the company. The customer service
department are fast and helpful that helps in interacting with the customers (Nasution et al.,
2014).
Consumer experience
The overall customer experience is required to be improved through proper service
and communication for improving the multiples marketing system within the company.
Customer Journey

9CUSTOMER EXPERIENCE STRATEGY
The company needs to work on the demographic and psychographic customer
characteristics for improving the satisfaction of the customers.
Customer Journey Mapping
Although the company has an effective customer service and interactive system but
for the sake of continuous improvement the company needs to set up customer support
system through online and offline channels to deal with the customers (Stein & Ramaseshan,
2015).
9. Conclusion
From the above study, it is evident that customer service management is a necessary
part of any business to be successful for a long-term period. All the business needs to set up
elements and services in accordance to the need of the customer for a long-term period. From
the interview and social media survey, it has been found that customers were partially
satisfied with the satisfied.

10CUSTOMER EXPERIENCE STRATEGY
Reference list
Bolton, R., Gustafsson, A., McColl-Kennedy, J., J. Sirianni, N., & K. Tse, D. (2014). Small
details that make big differences: a radical approach to consumption experience as a
firm's differentiating strategy. Journal of Service Management, 25(2), 253-274.
Flights | Qantas AU. (2018). Retrieved from
https://www.qantas.com/au/en/book-a-trip/flights.html
Media, Q. (2018). Qantas Customer Care – #1 Aust Airline on Social Media - Tips for
Improving Digital Marketing. Retrieved from
https://konradmarkham.com/2014/01/28/qantas-customer-care-1-aust-airline-on-
social-media/
Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement
and value co-creation. Journal of Product & Brand Management, 25(5), 402-408.
Nasution, R. A., Sembada, A. Y., Miliani, L., Resti, N. D., & Prawono, D. A. (2014). The
customer experience framework as baseline for strategy and implementation in
services marketing. Procedia-Social and Behavioral Sciences, 148, 254-261.
Qantas is rated "Bad" with 1.7 / 10 on Trustpilot. (2018). Retrieved from
https://au.trustpilot.com/review/www.qantas.com.au
Stein, A., & Ramaseshan, B. (2015). Customer referral behavior: do switchers and stayers
differ?. Journal of Service Research, 18(2), 229-239.

11CUSTOMER EXPERIENCE STRATEGY
Appendix
Appendix 1: Interview Survey questionnaires
Interview question 1: How often do you use the services and products of Qantas?
Interviewee 1
As I am business traveler I have to avail airline service and products also once within a week
for official purposes
Interviewee 2
I use airline services at least once in a month owing business issues and sometimes for leisure
purposes.
Interviewee 3
I do not use much of the airline services, as I prefer to travel by bus or other communication.
This is because I have airsickness.
Interviewee 4
I avail airline services at least 2- 3 months within a year owing to travelling purposes. I have
a major fetish for travelling.
Interviewee 5
I travel via airlines on weekly basis due to business related activities and purposes.
Interviewee 6
I travel twice in six months for travelling with my family or other purposes. I mostly avail
Qantas for travelling.
Interviewee 7

12CUSTOMER EXPERIENCE STRATEGY
I travel once in month due to routine conferences and meetings that I have to attend. I mostly
travel at domestic locations.
Interviewee 8
I do not prefer to avail tis airline services as they have slow services provisions.
Interviewee 9
I travel almost on a weekly basis for business and leisure purposes
Interviewee 10
I use it 2-3 times a month due to conference and business activities.
Interview question 2: Based on your most current experience what is your opinion
about the product and services of Qantas?
Interviewee 1:
Whenever I am travelling for business purpose, it has been quite comfortable for me. The
booking system and travel arrangement offered by Qantas has always been affordable and
manageable in arranging an effective trip. Along with, such high range of flight services and
options in timing it absolutely suited my time and budget relevancy.
Interviewee 2:
I use service of the organization at least once in a month, while availing this services I have
felt that Qantas services are averagely comfortable, as the services of food are not very good
and the fight delays often. Other than all these, the price range and seating arrangement are
quite good.
Interviewee 3:

13CUSTOMER EXPERIENCE STRATEGY
I do not travel by air services. However, once I availed Qantas service for a family trip I
found it quite out of budget in terms of airline fares. The traveling arrangement were not up
to the mark with the date of travels. Rest of the service arrangement were good enough.
Interviewee 4
Qantas has always given me options of high deals on the booking with flexible dates of
travelling and allowed me to avail cheap flight deals that usually departs in between Monday
and Thursday that are usually office days. These travelling services have charged me less
than those departing flights served on the weekends.
Interviewee 5
I loved the services provided by Qantas. Everyone in the flight services understand the
language of needs even if I do not speak the native language. All the service provider of the
airline organization are quite adaptable while managing basic tasks such as booking of tickets
and offering food.
Interviewee 6:
My experience on Qantasn was my first flight; it was only a short trip for leisure purpose, but
I could easily remember the experience of the journey due to the affordable and comfortable
services they offers. All the employees are enthusiastic about the services whenever you call
them for any kind of need.
Interviewee 7:
Based on my experience on two three journeys of travelling I find the service provided by
Qantas is not satisfactory. It has poor system of booking and other travelling arrangement.
The seating arrangement within the inflight location are quite congested and dirty. People are
slow in providing the service and do not bother to listen to the issues of the customers.

14CUSTOMER EXPERIENCE STRATEGY
Interviewee 8
Although I do not prefer to travel by flight but I had a satisfactory experience while
travelling outside Australia in this flight service. All the food and accommodating services
were up to the mark with needs of the customers. The system of booking and seating
arrangement were good.
Interviewee 9
I had a good experience with Qantas. According to my opinion, they provide affordable and
satisfactory service for the entire customer with monthly and weekly discounts for regular
customers. I often travel by Qantas due to their fine and comfortable service provisions.
Interviewee 10
As I travel several times in a month by Flight, I have availed Qantas several times. All their
services are quite satisfactory; apart from their seating arrangement that are little congested
and food service, they are not very good. Other than this, all of the services they offer are
quite good and affordable.
Interview question 3: What are the problems you faced related to the service and
product of Australia?
Interviewee 1:
I have faced a bit problem in seating arrangement. All the seats are quite close to each other.
As a result of which people seating beside do not have any space to keep their hands or legs
properly.
Interviewee 2

15CUSTOMER EXPERIENCE STRATEGY
The problems that I faced while travelling is food, as I travel mostly for business purposes so
I have to take my lunch or breakfast on the airline itself. However. Many of the time, I have
been offered with limited options of food that are not tasty as well. The flight services are
often delayed as a result I am often not able to reach on time.
Interviewee 3
The traveling arrangement were not up to the mark with the date of travels. I have missed the
business conference due to the frequent date of travels of the flight. Although this airline
service provide the affordable service, but I had to cancel the trip due to the proper date of
travel that were not available with this flight.
Interviewee 4
I have not faced much problem with the flight service; however, while booking the tickets of
the airline I have often faced technical error while booking through the organizational app.
Interviewee 5
All the systems and arrangement are fine with the organizational services. The range of food
options are limited in option, which is the problem I faced in terms of their service.
Interviewee 6
Seating arrangement is a major problem I faced while travelling with Qantas. The seating
arrangement are quite close to each other and congested.
Interviewee 7
It has poor system of booking and other travelling arrangement. The seating arrangement
within the inflight location are quite congested and dirty.
Interviewee 8

16CUSTOMER EXPERIENCE STRATEGY
I have not found any such problem while traveling. I had overall a satisfactory experience
while travelling except for the booking system, which was a bit slow.
Interviewee 9
All the services were good. I have never faced any problems while travelling by Qantas.
Interviewee 10
All the services of the company were good so I have not faced much problem while travelling
with the flight. Apart from their seating arrangement that are little congested and food
service.
Interview question 4: What according to you are the best thing about the services of
Qantas?
Interviewee 1:
The booking system and travel arrangement offered by Qantas has always been affordable
and manageable in arranging an effective trip. These are the best things about the service,
along with high range budget options and on time flight are the best.
Interviewee 2
Apart from all the services, the price ranges are the best things about the service according to
my opinion.
Interviewee 3
The best things about the services are the travelling fares and other service related budget that
are relatively affordable than other flight service.
Interviewee 4

17CUSTOMER EXPERIENCE STRATEGY
The best things about the company’s services as I have said earlier is their cheap deals on
flight timings and on the booking with flexible dates of travelling.
Interviewee 5
The employee adaptability of all kinds of services and requirement are the best things about
the service provided by the organization.
Interviewee 6
All the employees are enthusiastic about the services whenever you call them for any kind of
need.
Interviewee 7
Nothing is best about the service according to my opinion. This service is not at all
satisfactory.
Interviewee 8
All the food and accommodating services were up to the mark with needs of the customers.
These are the best things about the service.
Interviewee 9
The best things about the service provided are the affordable and satisfactory service for the
entire customer with monthly and weekly discounts.
Interviewee 10
The travelling arrangement were the best thing about the service provided by the airline
organization.
Interview question 5: What do you think the company needs to improve in terms of
service?

18CUSTOMER EXPERIENCE STRATEGY
Interviewee 1
I have faced a bit problem in seating arrangement. The seating arrangement for the customer
needs to be changed.
Interviewee 2
They need to increase the number of food options from the limited options of food. They as
well need to change the quality of food as well.
Interviewee 3
Travelling arrangement and date of traveling facilities need to be changed according to my
opinions.
Interviewee 4
Technical error while using the app needs to be changed and checked for a faster delivery of
service.
Interviewee 5
Range of food items needs to be increased in terms of service.
Interviewee 6
Seating arrangement needs to be changed and enhanced due to the increased satisfaction of
the customers.
Interviewee 7
Poor system of booking that is needed to change for the betterment of customer satisfaction.
Interviewee 8
Booking system is needed to be made faster for improving the needs of the customers.

19CUSTOMER EXPERIENCE STRATEGY
Interviewee 9
Nothing is required to be improved as such. Everything about the airline organization is fine.
Interviewee 10
Seating arrangement is needed to be changed in their service, as it is problematic for the
customer to seat beside each other.