Enhancing Digital Customer Experience: A Case Study of Madame Tussauds Istanbul

This report discusses the global customer segment and digital touchpoints of Madame Tussauds Istanbul. It also assesses the digital customer experience on five digital marketplaces and evaluates two customer experience models to enhance future customer experience strategies. The report provides insights into how Madame Tussauds Istanbul can improve its digital customer experience.

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Identify and provide the clear justification on the choice of the global customer segment .......3
Critically and identify the chosen global customers digital activities at the various digital
touch points ...............................................................................................................................4
Assess the digital customer experience on the five digital market places into critical manner . 6
Apply and critically evaluate the two customer experience models or frameworks which will
be appropriate to enhance and engage the digital customer experiences which will be essential
in shaping the future customer experience strategies .................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience strategy refers to the plans which have been put in order to provide
the positive experience at every customer touch point along with the customer journey. It is also
the purpose ful ways in order to measure those experiences both on the online and offline basis.
In the present report, Madame Tussauds Istanbul is taken into consideration. Madame Tussauds
Istanbul is a wax museum and also the tourist attraction which is located on Istiklal Avenue in
Istanbul(Ahn., 2021). It is basically the twenty first location for the Tussauds that was set up by
the sculptor Marie Tussauds. The present report will cover discussion about the global customer
segment and also about the understanding of the complex requirements with the dynamic nature
of global visitors. In addition to this, the report will cover analysis about the chosen global
customer digital activities at the various digital touch points. Moreover, the report will cover
discussion about the digital customer experience on the five digital market places. The report
also consist of the two models of customer experience and the frameworks which will be
appropriate to engage.
MAIN BODY
Identify and provide the clear justification on the choice of the global customer segment
Global customer segment: It has been basically used when there is a group of
consumers with common requirements which crosses the national borders. Global segmentation
is used when there is a group of customers which has common requirements that crosses the
national borders. These segments help an organisation in order to take proper decisions and
actions from the future perspective growth and development as well. So its very important to
understand its significance. Segmentation basically act as the tool into strategic terms in the
international marketing. The main difference is basically into this context between the calling a
firm on the international level and global level which is based on the bases and scope of
segmentation(Becker and Jaakkola., 2020). Global customer segment is basically based on
certain parameters which include geographic segmentation, local economies and behaviour. It
has been defined into the following manner:
 Geographic segmentation: It refers to the segmenting where the audience is basically
based on the region they live or work in. It can be done into number of ways which
include grouping the customers through the country they live in or divisions on the

smaller geographic basis. It is the marketing approach which is focused on selling the
products and services to individuals who shop or reside in a certain area. It is basically
based on this assumption that individuals have comparable requirements, cultural factors
and desires.
 Local economies: These are the factors which have greater significance both on the
international and local level as well within the process of segmentation as they affect
their needs and customers as well.
 Behaviour: It also act as the key factor which support in terms of proper segmentation so
that it can be possible to properly evaluate what is the behaviour of customers in the
market.
There are also certain other countries where the Madame Tussauds Istanbul can be targeted such
as Germany, United States, China, Japan, France, Italy, Taiwan, Mexico, Canada, Spain, Brazil
and Turkey(Bolton and et.al., 2021). Within Madame Tussauds Istanbul, there is also life-size
wax replicas of famous replicas of famous artists, celebrities, football players and also more from
both from Turkey and the world. These are the major countries where Madame Tussauds
Istanbul can segment themselves into positive manner. They have almost focused on every age
group people with lower focus on the lower age group people. These countries have been
targeted because they are mostly obsessed from the celebrities and people also take interest in
terms of visiting the museum. As these are the advance countries so they equally give importance
to their career life and entertainment field as well.
This segmentation is appropriate and justified because in these countries people take
interest into the creative field and also want to do their work with full enthusiasm and network
level as well. In this global customer segment, it has been observed that the behaviour of people
has been observed so that accordingly actions can be taken towards it(Gilboa and et.al., 2019).
Within this global market segmentation, it is very important that to target where there is major
demand of this kind of approach of this museum. That's why this kind of segmentation is very
well organised and to the point as well. That's why it is very important that to properly target or
segment the market of customers.

Critically and identify the chosen global customers digital activities at the various digital touch
points
Customer digital touch points: These are the touch points which cover all the
interactions between the customers and the brand in digital media. It basically include from
finding out the information about the business to visiting the website and making the purchase.
There are certain kinds of digital touch points such as search engine optimisation, websites and
the social media channels. It also incorporate the blogs, mobile applications, emails and live chat
bots as well. There are certain other important digital touch points which include the display ads
on different websites and ads which are part of the pay-per click campaigns.
The chosen global customers are from different countries and also considers the every
kind of age group of people while segmenting the market. Within these countries people are very
active on the digital basis due to which they have more accessibility in order to know about their
outer world(Haruna., 2020). There are different kind of social media platforms which gives
information about the outer world on the fast pace manner. There are different kinds of sites,
apps which act as the digital touch points in terms of remaining in touch with the outer world. So
it has been observed that the digital activities sometimes act as into the positive terms but
sometimes it does not act as the positive outcome. Their digital activities sometimes contribute
into context of enhancing the level of Madame Tussauds Istanbul museum but can't be helpful in
terms of positive growth and development.
There are certain kind of tweets which indirectly impacts the brand image of Madame
Tussauds Istanbul museum due to which it does not act as the positive parameter for further
growth and development. At the various digital touch points it has been observed that there are
customers who have posted some comments which create a negative impact on the brand image
of Madame Tussauds Istanbul so its very important for the organisation as well to behave in a
responsible manner so that they can handle the crowd into effective terms. In context to Madame
Tussauds museum, their website is the main source of communication and their digital apps act
as support system in terms of providing the information into fast pace manner(Motta-Filho.,
2021).There are certain kind of videos of the museum which help the customers in terms of
creating awareness at the larger scale. There are different kinds of customers into the market who

also have intention of downgrading the level of brand image of the Madame Tussauds Istanbul
museum due to jealousy factor into the market.
So in the overall manner, it has been observed that digital touch points contribute into
context of enhancing the level of the museum but somewhere it act as into the negative context
because of negative people into the environment. It is important to understand if there are certain
advantages of digital touch points but it somewhere it has negative impacts as well because there
is a large level of competition due to which everybody is into this opportunity to degrade the
famous brand and people. If Madame Tussauds Istanbul uses these digital touch points by
properly understanding the activities on the digital basis then it is easier to use these touch points
for their own advantage into positive context.
Assess the digital customer experience on the five digital market places into critical manner
Digital customer experience refers to the total of all the interactions on the online basis a
customer has with the brand. It can be initiated with the website of company but also included
chat bots, mobile apps, social media and any other channels where the touchpoints is into the
virtual form. It is a kind of user interaction with a digital touch point due to which it make the
experience unique and exciting as well (Rahimian and et.al., 2021). The five digital market
places where customer experience can be enhanced into positive manner can be defined into the
following manner:
On the websites it is easier to interact with the brand and also gives authentic
information as well to their customers so that they can trust on the brand. It is the place where
customers can make purchases and also lead towards giving a newer experience. The website
help in terms of improving the customer experience where they can identify the personality of
the brand and also make the website in terms of loading faster terms. It also focuses on the
design aspects and also make navigating on the site smooth and easier as well. It also ensure that
the content on the site is into the top notch. In context to Madame Tussauds Istanbul website, it
gives proper information to their customers into every aspect such as tickets information,
booking, opening times, location and directions and discounts and information(Rahimian and
et.al., 2020). Madame Tussauds Istanbul website also gives information about the online fast
track entry tickets and it is also mentioned that the online tickets are cheaper than the tickets at
ticket window on location. Madame Tussauds Istanbul online tickets can also buy from the travel
agents. The website also provides information about five themed galleries which include sports,

music, science, culture, VIP party, leaders and history. There are around sixty life size wax
replicas which play a very significant role in terms of attracting the attention of visitors. It
provides information about the location and the ways of transportation as well and along with
this it gives information about the contact details as well. As the website gives authentic
information but sometimes it has been observed that the information can't be updated according
to changing period of time with the right kind of actions. There are times when information can't
be updated due to technical glitches and some kind of errors as well.
Social media tools also plays a very significant role in terms of enhancing the customer
experience into positive manner. There are certain tools which facilitate the social media which
include blogs, video logs, tags, widgets, web chats, instant messaging and micro blogging
services. The tools of social media which aggregate the messages that has been sent to all the
profiles and networks into one spot, saves the time and efforts which are required in order to
constantly juggle with the accounts. In context to Madame Tussauds Istanbul, there are different
kinds of social apps which include Instagram and Twitter in order to show case the visitors
tweets and photos on the live social media wall.
It has been observed that there are certain famous social media tools such as Napoleon
Cat, Facebook creator studio, Falcon and Juphy. These tools sometimes does not act as into the
profitable terms because there are certain times where these tools does not fulfil the main
requirement of the situation. Mobile app also plays a very significant role in terms of enhancing
the customer experience and also gives the customers a one stop experience where they can
make the in-app purchases and also access the special deals as well(Sahu and et.al., 2018). In
context to Madame Tussauds Istanbul, it is important to design for the platform and also get the
on-boarding process into right terms. The mobile apps also contribute into context of
understanding the context of mobile interactions and also contribute into context of making the
experience interactive as well. They provide the accessibility as well and also search act as the
game changer. In context to Madame Tussauds Istanbul, when customers access the website on
the mobile app then it is easier for them to update themselves on the regular basis. Sometimes it
has been observed that the mobile app got stuck due to which it becomes difficult and
challenging in terms of giving the best services to their customers.
Reviewing the site also very important in terms of enhancing the digital experience of
their customers. When sites have been reviewed by the customers then it gives them an idea

about how much the site is relevant and whether they can trust on it or not. In context to
Madame Tussands, it has been observed that when sites have been reviewed then they get the
latest information according to changing period of time which ranges in between Covid-19 to
post Covid-19 situations(Shobeiri and et.al., 2018). It has been observed that reviewing the sites
does not act as into the helpful parameters for providing the unique experience to their
customers. That's why its not important that to always receive the positive outcome from this
experience and there are certain experiences which make the customers more aware about the
digital world.
Apply and critically evaluate the two customer experience models or frameworks which will be
appropriate to enhance and engage the digital customer experiences which will be essential
in shaping the future customer experience strategies
Customer experience model refers to the monitoring tool in order to evaluate and steer
the performance of partner on the country level. There are different kinds of customer experience
model which are very useful in terms of giving the best results to their customers.
There are different levels in the customer experience model which includes useful
information, fixing a problem, fixing the customer's problem when asked, help without being
asked and make me safer as well. According to this model, it is very important that information

should be relevant in terms of nature and discovery of information about every kind of business
is available then people often search for the different kinds of products and services(Tivasuradej
and Pham, ., 2019). It is necessary to give the testing experience which is a very good method in
terms of offering the best into the market. It also act as the great challenge where the business
has to collect the reviews for particular product for properly analysing the data. Within the using
experience, gives the clear idea about the strengths and weaknesses of the product through
customers themselves after its use. The purchase experience act as the hot spot for customers
and experiences.
There is also one another model which help in terms of enhancing the digital experience
into positive terms. The model which is named as five category framework which is based on the
five central focuses which includes senses, processes, communication, expertise and relationship.
These are the categories which have an impact on the customer experience which is from the
visual impact of the brand to the way in which it nurtures the loyal customers. According to this
model, it has been observed that the task is to optimize the impact of each of these categories on
the customer. So this is the model which act as helpful parameter in terms of enhancing the
digital experience of different customers. According to this model, the main task is to optimise
the impact of each of these categories on the customers. From the perspective of revenue, it does
not have many things which has actions towards the growth. In context to Madame Tussauds
Istanbul, it has been observed that these models can be applied in terms of further growth and
development. There are five categories which can be included senses, process, communication,
expertise and relationship (Zaki and Neely., 2019). The museum of Istanbul have to work on the
process of way of working and they have to make sure that communication should be into right
terms so that the right information can be conveyed to their customers. They have to work on the
expertise level so that a proper execution level can be achieved within a positive framework.
Madame Tussauds Museum have to work on their relationship parameter with their customers
so that they can make a positive and strong bond with other different kind of customers.
For shaping the customer experience strategies, it is very important that to use these
models into appropriate terms but it has been observed that these models can't be applicable in all
the kinds of situations. So its very important that for enhancing the digital customer experience it
is necessary to use the right kind of model so that some changes can be applied on the
organisational level. That's why for enhancing the customer experience it is very important that

to enhance the level of process of working and things needs to be done into right manner. In
context to Madame Tussauds Istanbul, they have to focus on five category framework so that
they can majorly contribute towards enhancing the customer experience into positive manner
with the right kind of actions and approaches as well. So in the overall manner, it has been
observed that the strategies of customer experience also contribute into context of the level of
organisation into positive and real terms as well.
CONCLUSION
The above stated report concludes that customer experience strategy plays a very
significant role into the business world. It has been concluded that company has to properly
focus on their target market, segmentation parameter as well so that proper actions can be taken
towards it. It has been determined that it is important to define the complex requirements and
also need to understand the dynamic nature of visitors as well. It has been observed that there are
certain global customers and activities at the different digital touch points. It is important to
understand digital customer experience with support of proper five digital market places. It is
also necessary that there are certain models and frameworks which will be appropriate in terms
of engaging and enhancing the digital customer experiences. So while working at the
international level it is very important to segment the market into proper terms so that further
actions can be taken accordingly for it. That's why it is very important that the decision should be
taken after having proper research and development as well. At the organisational level, it is very
important that to use the customer experience strategy into effective terms so that they can
achieve the results into positive manner. Without having strategy it is like working without
having any kind of plan from the perspective of future growth and development. That's why it is
important to have basic and proper understanding about the customer experience.

REFERENCES
Books and Journals
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Zaki, M. and Neely, A., 2019. Customer experience analytics: dynamic customer-centric model.
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