Customer Experience Strategy Case Study 2022

Running head: CUSTOMER EXPERIENCE STRATEGY
Impact of customer experience strategy in enhancing customer experience in Telstra
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CUSTOMER EXPERIENCE STRATEGY1
Table of contents
Introduction......................................................................................................................................2
Background of the company............................................................................................................2
Research method..............................................................................................................................2
CEM concept for identifying the challenges...................................................................................3
Customer segments..........................................................................................................................4
Customer experience strategy..........................................................................................................5
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

CUSTOMER EXPERIENCE STRATEGY2
Introduction
In order to ensure the brand loyalty, the customer experience management has become
one of the significant contributors in the market (Lemon & Verhoef, 2016). Customer
satisfaction plays an important role in case of increasing revenue as well as measuring the
customer loyalty towards the company. It is true that this can be considered as the important key
point that can help to differentiate the actual needs of the customers from the real market. The
purpose of this study is to shed light on the impact of customers experience management on
customer satisfaction in a context of Telstra Telecommunication Company. Conducting an online
survey on the customers, their perspectives regarding the company has been analyzed.
Background of the company
Telstra is being considered as the largest telecommunication company based in Australia.
By providing the full range of communications services, the company has brought the drastic
changes in telecommunications market. The company has expand its market by developing
content solutions and building the technology (Telstra.com.au, 2019). In the Australian market,
Telstra provides near about 3.7 million retail fixed bundles, 1.7 million retail fixed standalone
voice services and 18.0 million retail mobile services (Telstra.com.au, 2019). The retail segment
of the company provides mobile, internet access, television and digital content. Providing
standard customer services and satisfying the needs of individuals the company aims to ensure its
long terms sustainability in the market. The core business values of Telstra are showing trust to
each other for delivering the standard quality of services. Dealing with the complex situation
with simplicity can be considered as one of the important values of the company.

CUSTOMER EXPERIENCE STRATEGY3
Research method
Data collection process
In order to conduct the research on customers experience management in Telstra, both the
primary and secondary data collection methods have been conducted. In case of collecting the
primary information survey has been conducted. Using the survey monkey, the online data
collection has been done from the 10 numbers of customers. In order to select the participants,
simple random sampling method has been selected so that the huge area of the research topic can
be covered. In order to conduct the online survey, using the survey monkey tool, total numbers
of 10 customers have been identified that and though the Gmail, the survey questions have been
sent to the participants. In order to analyze the data, quantitative data analysis method has been
selected and numerical representation of the collected information has been done by using the
charts and diagrams. On the other hand, secondary information has also been collected for
conducting the research on CEM in Telstra. In this case, the theoretical information regarding the
CEM has been collected from the authentic journals and articles. In case of colleting the
statistical information regarding the company website has been used.
CEM concept for identifying the challenges
Customer experience management is being considered as the important business practice
that is being designed in terms of exceeding the expectations of the customers. With this
initiatives, it becomes easier for the organization to enhancing customer loyalty as well as
satisfaction (Heshmati, Saeednia & Badizadeh, 2019). Analyzing the theoretical aspects of CEM
it can be said that it aims to improve the interaction y understanding the perspectives of the
customers. CEM is being considered as the collection process that is being used by the
companies in order to track and organize the interaction between the customer and organization