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

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.