Customer Experience Strategy for London Eye

Customer Experience
Strategy Individual
Report Part 2

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Background of chosen international attraction ...........................................................................1
Formulation of customer persona including varied characteristics of segmented area ..............2
Identification and critical ascertainment in relation to key digital influences for having a clear
understanding of requirements of customers at differential stages of buyer's journey................3
Formulation of customer journey map by identification and critical evaluation of key digital
influences.....................................................................................................................................4
Framing smart CX strategies for enhancing customer journey in an effective manner ..............5
Relevant key performance index and analytics which can be used for evidence-based decision
making to enhance customer experience strategy........................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Customer experience includes every aspects of a business and place which providing
quality of course, customer care as well as packaging, advertising, features, product and services,
reliability and ease of use (Angelini and Gilli, 2021). Customer experience strategy refers to the
plan of action to put in place in order to provide great experience at each consumers touchpoint
through out the journey of clients and purposeful method to measure experiences of them both
offline and online. A effective CX strategy makes meaningful and great experiences which can
enhance loyalty of customers. Customer experience is totally depend on marketing strategies and
activities which the organisation has enforced. To increase the customer experience the chosen
international attraction is London Eye which is biggest wheel monument in UK. In this report,
there is a person which name is Edward, who lives in Australia and interested in travelling,
technological development as well as watching movies.
This report highlights a comprehensive understanding of the complex and dynamic nature
of great customer experience in a digital market place. It covers the evaluation of appropriateness
of customer experience models and framework strategies to engage as well as enhance customer
experiences. Further, it evaluates the key influences on customer experiences at all stages of CX

strategy. At last, it defines analyses and critically evaluate a range of analytics business data and
to use it for policy making to enhance customer experience.
MAIN BODY
Background of chosen international attraction
To enhance customer experience, Edward chose the international attraction is London
Eye which was formed in 2000. it was one of the biggest attraction in UK which is located at
bank of the River Thames in London. More than 3 million tourism and visitors are visit this
cantilevered observation wheel annually. It is also known as revolving observation wheel,
millennium wheel and Ferris wheel.
Digital CX activities
It refers to the overall perceptual experience of a place and attraction in eye of people, it
developed upon the concentrated interactions people have with the place and destination from
the digital platforms (Bacik and Et. Al., 2018). Digital platform includes live chat, email, social
media channels, mobile apps, website and many more. Edward is the user of social media they
like to explore famous destination in order enhance great experience. It refers to the process
which starts from navigating the website, searching about place, deciding the destination and
visiting the place which Edward want to experience.
Net promoter score
Net promoter score has been termed as measurement tool which is used as market
research to measure customer experiences and their point of view by asking them to give rating
of product and services on a scale of 0-5 (Bansal, Burden and Swartout, 2020). Edward is
invited to visit London Eye as they choose this attraction by evaluating net promoter score board
of London Eye. Visitors from many nations give 4.5 rating which the administrators used to
promote this place in order to increase more tourism in country.
Formulation of customer persona including varied characteristics of segmented area
Edward is 25 year old boy, which is working as blogger in Australia and lived with
family there. He is well educated and fashion freak single person as well as doe not marry to
anyone. Edward is interested and like to travelling, exploring new place, adventurous,
technological development as well as watching movie. Edward prefer to connect people via
social media, chatting and have accounts in Instagram, Twitter, Facebook and LinkedIn.