Customer Experience Strategy for Chester Zoo

Customer Experience
Strategy

Table of Contents
Introduction......................................................................................................................................1
Synopsis of critical evaluation of the digital CX activities..............................................................1
Recent Net Promoter Score..............................................................................................................3
Profile of the chosen customer segment..........................................................................................4
Customer Persona, including the segment’s characteristics............................................................5
Digital behaviour.............................................................................................................................6
Attitude and motivation towards Customer experience...................................................................7
Possible barriers to Customer Experience.......................................................................................7
Digital transformation......................................................................................................................8
Digital touchpoints mapping to Chester Zoo...................................................................................9
RACE Framework.........................................................................................................................13
Customer Journey Map..................................................................................................................15
Critical evaluation of the key digital influences on the consumer journey....................................17
SMART CX objectives, CX models and KPIs..............................................................................20
Conclusion.....................................................................................................................................26
Recommendation...........................................................................................................................26
References......................................................................................................................................28

Introduction
Customer experience or CX refers to the overall experience of the customers or their level of
satisfaction derived from the use of a product or service. Customer experience is a very
important aspect for realising the success or failure of a product or service within a market. If the
customers are satisfied by the products and services of the organisation they are most likely to
become loyal towards that organisation that helps to generate higher revenue for the company.
In this report, there will be a discussion about customer experience strategy that can be used
to attract a specific audience towards Chester Zoo (Anon, Chester Zoo, 2022). Moreover, it will
provide authentic metrics to measure the overall customer satisfaction for determining customer
experience with the organisation. Chester zoo is one of the highly famous zoos in the 21st
century that was established in the year 1931 and is headquartered in Chester, North England.
Chester zoo is one of the largest zoos in the UK which covers more than 50 hectares of land
and run by the zoological society of North England. As per the Forbes and TripAdvisor the
Chester zoo is among the top zoos across the world and has prominent progression and digital
advancement that has helped it to exist in the market for more than 90 years.
Synopsis of critical evaluation of the digital CX activities
Digital customer experience can be explained as the total numbers of customers that interact
with the organisation or brand through online sources are digital technology. It may be done with
the help of social media, internet, website, World Wide Web, mobile applications, chat bots and
various other sources of virtual communication.
Digital marketing can also be explained as the use of digital sources by the companies for
their marketing activities and harnessing the right products or services at the right time to the
most suitable customers that can be helpful to achieve the marketing goals (Gray, 2012). The
main purpose of the activities of digital marketing is to obtain new customers, create customer
loyalty, market expansion, identify customer demand and satisfy their needs, expand the
customer base and fulfil the requirements of the customers by addressing feedback and
suggestions.
The underlined table consists of an evaluation of digital CX activities that can be helpful in
facilitating digital marketing.
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Recent Net Promoter Score
The customer experience devices are formed to enhance the satisfaction levels of customers.
There are various methods for measuring the customer experience with the help of consumer
experience metrics, customer channel market and brand pricing metrics and many more.
The main Key Performance Indicators (KPI) for examining the customer experience is the
Net Promoter Score or NPS (Hammond, 2017). It mainly questions the customers to rate various
aspects on the scale of 0 to 10 by which the satisfaction level, customer experience, customer
loyalty and their willingness towards the product of services of the organisation is examined.
Aggregate NPS score is helpful for the organisation to enhance its customer experience and
customer loyalty activities through product development, customer support and customer service.
 NPS is obtained by reducing the total count of Detractors from the total count of
promoters.
 Promoters are mainly considered as the people who provide scores of 7 to 10 for NPS
questions.
 Detectors are the people who give a score of zero to 6 for a given NPS question.
Figure 1: Source: (www.npscalculator.com)
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Figure: (www.tripadvisor.co.uk)
It can be obtained from the data that the number of promoters is 5513 and the number of
tractors is 325. The NPS score obtained is at 73, which is near to plus 100 and there are very
poor organisations that achieve the net promoter score to this level.
Above 0 Good
Above 20 Favourable
Above 50 Excellent
Above 80 World Class
Profile of the chosen customer segment
Figure 2: (www.kameleoon.com)
Markets are very huge and they are divided or categorised in smaller target groups based
on the demography, psychographic, customer behaviour, geographical location and other factors.
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