BIZ104 Customer Experience Management

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

CUSTOMER EXPERIENCE STRATEGY1
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.

CUSTOMER EXPERIENCE STRATEGY2
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

CUSTOMER EXPERIENCE STRATEGY3
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)