Customer Experience Strategy for Desklib

This article discusses the significance of customer experience, consumer persona creation, mapping consumer journey, omni-channel marketing, CX performance metrics, and CX procedures in varied industries. It also provides a comparison between Apple and Dell Technologies. The article is relevant for students studying marketing, business, and management courses.

CUSTOMER EXPERIENCE
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1- Importance of customer experience.........................................................................................3
2- Consumer persona creation.....................................................................................................4
3- Mapping consumer journey.....................................................................................................4
4- Omni-channel marketing- 500.................................................................................................5
5- CX performance metrics- 500.................................................................................................5
6- CX procedures in varied industries.........................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
A consumer experience strategy considered as key source of customer retention, that help
a company to generate revenue and increase sales, more than last few years or months (Schanz
and De Lille, 2017). The current assessment will be based on Apple, which falls under the
category of leading American multinational organizations that specializes in customer software,
electronics and other category of services such as online.
The study will explain the significance of consumer experience, customer persona creation
and mapping customer journey. It will also specify the role of interaction and customization in
Omni-channel marketing. Lastly, the report will also justify the customer performance metrics,
and five CX critical success factors as well as procedures in to implement each factor in
company and different sectors.
TASK
1 - Importance of customer experience
Consumer experience is defined as procedure of putting a good impression on target
market, whom an organization target, for purpose of selling their product or service in
appropriate manner (Becker and Jaakkola, 2020). This process usually, focuses on building a
good bond between an organization and their target audience, which in turn lead to increase the
flow of supply and demand. It enables management and buyers to stay connected with each
other, in positive manner, so that it can benefit both of them in varied terms. Consumer
experience process includes every interaction, that relate to buyer and a venture (Customer
experience: strategies, importance and examples, 2022). Along with that, it also encompasses
each and every way that a customer prefers to interact with an organization, at every phase of
consumer journey, through which they can take strategic decision to buy a product or not.
In case of Apple MacBook, consumer experience can play significant role in form of
retaining and gaining attention of those potential buyers, who can help to generate brand
awareness worldwide. It is beneficial and essential for the company, because of more reasons,
such as increase consumer retention, and also boost their lifetime value, which is important for
the Apple and its management to focus on (Fernandes and Pinto, 2019). In the recent time, it is
important for the companies, including chosen one to improve customer experience, as it can
benefit venture in form of increasing sales and customer base. It can allow, firm to take pleasure

of global expansion, with wide base of potential buyers, who can generate awareness of
MacBook, from local to international level successfully, by conducting word of mouth
promotion activity (Febrian, Simanjuntak and Hasanah, 2021). While, improving experience of
consumer, an organization can face varied challenges, like operations, human resource
management, and others.
2 - Consumer persona creation
In the world of business, management while performing their role in an organization,
conduct practice to prepare detailed, and fictional representation of core buyers, based on
appropriate data and useful market research. The combination of all data and other information,
included in the representation, is named a consumer persona. It can play essential role in
developing effective consumer experience strategy, in form of providing clarity to the
management, regarding whom they target to enhance experience and what are their needs. It
specifies the key points, on the basis of which customer experience strategy can be developed
appropriately and systematically.
Demographics and story All type of gender, organization can target for
MacBook, aged 20-45.
Profile Watching film and playing games.
Motivations for using product The main reason to utilize MacBook is to work
everywhere, when it is necessary, related to
personal or professional life. Along with that,
another reason is to enjoy the time, by
watching movies and playing interesting
games.
Goals for using MacBook To become a productive and effective
employee.
To accomplish work, on time, without making
mistakes and delay.
Pain point the product solves The main issue that MacBook

3 - Mapping Consumer Journey
Customer journey refer to the strategic tool that marketers, while performing their
essential role in the organizations can prefer to utilize (Tueanrat, Papagiannidis and Alamanos,
2021). Along with that, they can also effort to develop better understanding related to customer
journey, which makes them capable to develop approaches and techniques, for purpose of target
market retention.
Consumer journey can play important role in the context of customer experience strategy,
in term of driving marketer attention toward developing CX tactic, which include key
consideration of target market need.
Stages of Journey -
A journey of consumer, related to product purchase or service utilization, encompasses
varied stages, including, awareness, consideration, purchase, retention and advocacy. Each stage,
give buyers direction to select a product, that fulfil their need and requirement appropriately.
Activities -
A consumer can conduct varied activities to take right decision for product purchase,
such as google search, review collection, etc.
Feelings and Needs -
They make a good comparison between actual needs and current products, that available
in the market and offer by the Apple, that is MacBook.
Potential Opportunities for Improvement -
Marketer can more focuses on online sources, through which they can response consumer
queries and generate awareness about MacBook excellently.
4 - Omni-channel marketing –
Definition - Omni channel marketing is the integration and operations of various channels
which uses to interact with customers and helps them to fulfil their needs and demands in
effective and significant manner (Abrudan, Dabija and Grant, 2020). It is also the framework for
strategy which helps to create seamless shopping experience which is regardless of the channel
the customers are using and this helps in indicating that the perspectives of the customers are
also changing towards the society and towards the products and services. Apple has already gone

Omni channel and the sales experience has now started on phone, online and in store for buying
the MacBook.
Role of Interaction and Customization in Omni channel Marketing – The multi-channel
sales approach curates top provide shopping experience to the customers who are engaged in
buying the Apple product in the market and are willing to increase their sales through this
process of selling the products in signified manner (Chen and et.al., 2022). The advertising
strategy is based on customers’ behaviour which helps in ensuring that the customers are
interested in buying the products such as Apple MacBook. This helps in engaging the customers
in the market by providing them with the required concerns. It is very important that the
interaction and customization between the Omni channel marketing is done so that the customers
are able to buy the product which is MacBook with all the details mentioned for the product from
the market.
Marketing Channel Used by Apple – For selling the Apple MacBook, the company uses both
direct and indirect selling methods and this helps in ensuring the uses of channels which is
idealized within the company and through which the company is able to reach the customers
(Melacini and et.al., 2018). Apple owns stores and other authorised parties along with online
buying and selling process through the official website and through other online channels and
promoting and advertising Apple MacBook on Facebook, Instagram, Twitter and its official
website. It helps to distribute the products and services to the target customers or consumers.
By addressing and following the Omni channels followed by the company, it becomes
easier to analyse and identify the characteristics of the product which has been promoted and
advertised by the company on the different channels and this also helps in ensuring the concerns
related to knowing the different perspectives of customers buying the product. With the help of
Omni channel marketing the customers are able to enjoy seamless shopping for the product
which is Apple MacBook (Öztürk and Okumuş, 2018). The customer journey towards the
product is very important which helps in addressing the concerns related to knowing the
perspectives and the attitudes of the customers towards the product in differentiated manner.
Customer journey refers to the path of interaction which the customer engages in with the
product and this helps in addressing and assembling the perspectives related to the customers’
intentions in buying Apple MacBook. This also helps in knowing the perspectives related to

addressing the major points of concern such as the quality and life of the product which the
customers are using significantly.
The major point of concern is related to knowing how effectively and in adequate manner
the customers of Apple MacBook are engaged in using the product and service. Apple has been
satisfying the customers according to their preferences and needs so that they are able to
purchase the product from the market.
5 - CX performance metrics –
Customer Experience (CX) Matrix is defined as data which allows to track and measure
customers experience while using the product and service. There are major four customers’
performance matrix and these are mentioned as –
Customer Satisfaction (CSAT) – Customer satisfaction is one of the most used CX matrix. It
has many forms and scales among which the most common scale is from 1 to 5. Facebook and
Google are major and best examples which are used as the matrix for examining the customer
satisfaction (Imhof and Klaus, 2020). It is the best tool to measure whether the customers are
satisfied or not. It is done on the basis of one-time interaction. It is also easily adaptive for
addressing and analysing the particular needs of the organization. It is a simple and efficient
customer experience matrix which helps in linking to the customers effectively.
Customer Lifetime Value (CLV) – It is the prediction of the net profit which is attributed to the
entire future relationship with the customer. It is calculated as the business value which the
customer brings in the whole time by maintaining the relationship with the company at large
scale. This helps in indicating that the business value of the customer is increased.
Customer Effort Score (CEC) – Customer effort score is the third most popular customer
experience metric which involves customer input and this helps in understanding the key
concerns related to the business and this helps in addressing the customers input which helps in
addressing the major points related to the growth and development of the customers at large
scale (Suwelack, Stegemann and Ang, 2022). The scores are also analysed with the help of this
matrix which helps in ensuring the customers efforts at large scale.
Net Promoter Score (NPS) – Net promoter score is the customer experience metric which helps
in signifying the concerns related to the business and idealise the score which are mentioned for

the business. NPS has been gaining popularity and this helps inn signifying the concerns related
to addressing the major points within the growth of the company.
The two matrices which are taken into consideration and should be used by the Apple are
- Customer Satisfaction (CSAT) and Customer Lifetime Value (CLV). This helps inn
understanding the concerns related to creating the major customer value and analysing the
positive sides related to the business which have been mentioned for the business at large scale.
These two matrices are helpful in establishing the positive sides related to the business and this
helps in analysing the scores that how much the customers are engaged within the business and
the operations of the company and are utilizing the products and services of the company
(Villani, 2018). These two matrices will also help in initiating the concerns related to the
business and how the customers value the brand in the market. This will also help Apple to
analyse their target customers in the market and accordingly the products and services will be
designed at large scale within the market. The customers’ satisfaction level will also be measured
with the help of the review which has been idealized within the market and this will help the
company to grow and develop more in the market.
6 - CX procedures in varied industries
Factors and their implementation in Apple -
Technology, Data and Analysis -
It is one of those factors that chosen company can take into its consideration, which
enable management and other people in the workplace, to make effective customer experience
strategy (Our 10 critical success factors to providing exceptional customer service, 2021). It can
enable them to implement new technologies, which make work quite easier, such as market trend
identification, on the basis of which decision can be taken easily.
The best process to implement current factor is planning, managing and implementing,
that lead to increase customer base, after providing appropriate satisfaction to each.
Interaction Strategy -
It is important for marketer to have or develop interactive strategy, that make CX even
better than their rivalry venture. It drives their attention toward using the best communication
channels, which enable them to delivery right message to suitable customers at the right time.

The best process of implementing current factor is technology usage, like chat bots, through
which marketer can communicate message to target audience.
Customer Experience Focused Organizational Structure -
Apple can enhance or improve customer experience, in term of focusing more on
organizational structure, where candidates can perform their role in appropriate way. With good
organizational structure, they can work even better than last few years, and utilize resources that
enhance customer experience, successfully and appropriately. In the recent time, the structure of
an organization is essential, because of improving CX and make the strategy related to that
successful.
Measurable Aims -
It is important for the company and its management to develop measurable aims, to
identify the customer experience strategy success. Marketer can utilize varied measure to reach
desire outcomes, such as consumer satisfaction, consumer loyalty, product quality, etc. It can
enable them to identify the areas where improvement is needed, along with key points that make
things better.
Expertise -
For purpose of successful customer experience, marketer need to be expert in every area
of CX, which enable them to get and give a lot of benefit to the Apple.
Comparison between Apple and Dell Technologies -
The customer experience procedure of chosen company is quite different from another
organization procedure that operate in different sector such as retail. According to the Apple CX
process, management can focus on building good relation with consumers by considering the
concept of super persuasive marketing tactic. It can benefit this brand in form of retaining
potential and profitable customers, who can enable organization to gain the attention of more
buyers toward purchase of MacBook and other products, falls under the category of leading
technology based items in the world of business. On the other hand, TESCO while running its
venture into retail sector, adopt different form of consumer experience process, and that is online
operations' management, along with offline. In order to improve or increase the customer
experience, organization usually concentrate on providing or offering online services to each
buyer, in term of product delivery at home or other preferable location in the boundary, where
the outlet is establishing. It can make supermarket capable to reach desire outcomes in form of

increasing experience of customer, related to their product purchase journey, which is important
for the organization to do that appropriately.
CONCLUSION
On the basis of above discussion, it has been concluded that customer experience strategy
of company is effective, according to which it usually focused on improving relation with buyers
and building long term relationship with the same. By following the title of customer experience
strategy, organization has successfully turned its outlets into town squares, where consumer has
taken excellent pleasure of purchasing MacBook, which has given them great experience digital
technology, utilized in the world by population successfully. Furthermore, by summing up above
discussion, it has been summarized that organization has achieved its aim, by following the
process of customer experience in appropriate manner, which make it competitive in the market.
It has given tough competition to the other brand, by offering the best experience of buyers.

REFERENCES
Books and Journals
Abrudan, I.N., Dabija, D.C. and Grant, D.B., 2020. Omni-channel retailing strategy and research
agenda. Perspectives on consumer behaviour. pp.261-280.
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and implications
for research. Journal of the Academy of Marketing Science. 48(4). pp.630-
648.
Chen, X. and et.al., 2022. The impact of omni-channel collaborative marketing on customer
loyalty to fresh retailers: the mediating effect of the omni-channel
shopping experience. Operations Management Research. pp.1-15.
Febrian, D., Simanjuntak, M. and Hasanah, N., 2021. The Effect of Benefits Offered and
Customer Experience on Re-use Intention of Mobile Banking through
Customer Satisfaction and Trust. Jurnal Keuangan dan Perbankan. 25(3).
pp.551-569.
Fernandes, T. and Pinto, T., 2019. Relationship quality determinants and outcomes in retail
banking services: The role of customer experience. Journal of Retailing
and Consumer Services. 50. pp.30-41.
Imhof, G. and Klaus, P., 2020. The dawn of traditional CX metrics? Examining satisfaction,
EXQ, and WAR. International Journal of Market Research. 62(6). pp.673-
688.
Melacini, M. and et.al., 2018. E-fulfilment and distribution in omni-channel retailing: a
systematic literature review. International Journal of Physical Distribution
& Logistics Management.
Öztürk, S. and Okumuş, A., 2018. The birth of omni-channel marketing and new dynamics of
consumers’ approach to retail channels. In Marketing Management in
Turkey. Emerald Publishing Limited.
Schanz, J. and De Lille, C., 2017. Customer experience strategy turned into hands‐on actions
through a design approach. Design Management Journal. 12(1). pp.28-39.
Suwelack, T., Stegemann, M. and Ang, F.X., 2022. Concept, Relevance, and Management of
CX. In Creating a Customer Experience-Centric Startup (pp. 5-32).
Springer, Cham.
Tueanrat, Y., Papagiannidis, S. and Alamanos, E., 2021. Going on a journey: A review of the
customer journey literature. Journal of Business Research. 125. pp.336-
353.
Villani, I., 2018. Transform Customer Experience: How to achieve customer success and create
exceptional CX. John Wiley & Sons.
Online
Customer experience: strategies, importance and examples. 2022. [Online]. Available Through:
<https://www.zendesk.com/in/blog/why-companies-should-invest-in-the-customer-
experience/>

Our 10 critical success factors to providing exceptional customer service. 2021. [Online].
Available Through: <https://advapay.eu/our-10-critical-success-factors-to-providing-
exceptional-customer-service/>

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