Customer Experience Strategy for Desklib

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