BIZ104 Customer Experience Management: Developing a Strategy

This report provides an in-depth analysis of customer experience management (CEM) strategy, focusing on the impact of customer behavior on marketing strategies and purchasing power. It examines emerging concepts and perceptions influencing customer experience through two distinct customer personas, detailing their demographics, psychographics, and behavioral traits. The report includes customer journey maps illustrating the customer's path from initial planning to final purchase for different products. Based on these personas and journey maps, a comprehensive customer experience strategy is developed, emphasizing the importance of a 360-degree view of customers. The study concludes with recommendations for creating effective CEM strategies and building a customer-centric organization.

Running head: Customer experience Management
Customer experience Management
Name of the student
Name of the University
Author note

Running head: Customer experience Management
Table of Contents
Introduction......................................................................................................................................2
Connect customer experience maps with an updated business value proposition for each segment
or customer profile...........................................................................................................................6
Persona 1 and business value proposition based on customer feedback.....................................6
Customer touch points.................................................................................................................7
Persona 2 and business value proposition based on customer feedback.....................................7
Customer touch pints...................................................................................................................8
Customer journey map for persona 1...............................................................................................8
Journey map of persona 2................................................................................................................9
Customer experience management strategy..................................................................................10
Steps towards forming a customer centric organization................................................................10
References......................................................................................................................................12

Running head: Customer experience Management
Introduction
The report aims to shed the light on customer experience management strategy. In the
whole course of the discussion, the study discusses how behavior impacts on determining
marketing strategy in order to attract the customers. On the other hand, there are certain factors
that determine the purchasing power customers such as price, brand, choice and son. Thus
highlighting these factors the report discusses all the essential aspects in line with customer
experience management. The study analyses the emerging concepts along with the perceptions
that have a major influence on customer experience (Abd-El-Salam, Shawky & El-Nahas, 2013).
In order to discuss the paper in detail, two customer personas will be given including
demographics and psychographics. In addition to that the report includes a customer journey map
which documents the customer’s planning to buy a particular product to the ultimate buying of
the product. Based on the journey map and the demographics as well as psychographics a
customer experience strategy will be developed. The paper gives a clear description of how
customer experience management can be effective. In order to create a good customer experience
management companies are required to have a 360 degree view of customers which includes four
different steps to develop a successful customer experience strategy. Thus highlighting all these
aspects the paper will end up with recommendations or strategies for a good customer experience
strategy.
Persona 1
Demographics

Running head: Customer experience Management
Gender Male
Marital status Married
Family – Wife and two children
Educational qualification Graduated in the field of engineering.
Occupation Presently works in a IT company.
Income $ 110270.00
Generation Y
Value segment Possesses an optimistic attitude and a socially
aware person.
Recently bought Toothpaste
Psychographics
The person remains extremely busy with work load and get very less time to shop.
In his free time he prefers spending time with his family
From his earnings, he keeps savings for the future of his children
He likes to go for pleasure trips with his wife and children.
Since he gets less time, his wife and children do most of the shopping.
In his spare time, he loves reading books and watching movies.
He often dines out with his family.
He often surprises his wife and children with gifts.
Though he saves for his future, he likes to buy branded expensive products.
More than any other thing, he prefers on quality of the product.
Moreover, he makes all his expenses in a calculative manner in order to keep a balance.

Running head: Customer experience Management
Behavioral traits of the customer
The person is an imaginative person and possesses high ambition in life.
The person by nature is introvert.
He generally does not research or analyze in detail before buying any product.
He easily gets annoyed and disturbed thus he does not make many choices rather he takes quick
decisions while buying any products.
The consumer falls under those customers who rely upon the brand image than the quality of
product.
They hardly scrutinize before buying any product.
Thus such customers remain loyal to the brands making up a large customer base.
Persona 2
Demographics
Gender Male
Age 28
Marital status Unmarried
Family – Lives alone
Educational qualification Masters in Business Studies
Occupation Executive Manager in a Multinational company
Income $ 120000.00

Running head: Customer experience Management
Generation Y
Value segment Possesses a high amibition in life and likes
adventure.
Recently bought Jaguar 865
Psychographics
He makes out time from busy schedule for shopping.
In his free time he prefers going out with friends.
He spends money in a little unwinding manner.
He likes to go for adventures with his friends.
He mostly buys trendy branded items.
He is fond of reading books and watching movies.
He often dines out and with his friends and often goes for night outs.
Most of his shopping includes branded watches, dresses and shoes.
He researches a lot before buying any branded products.
He essentially stresses on quality of the products he buys.
He does not compromise with quality for high priced products.
Behavioral traits of the customer
The person is very hard-working and leads a luxurious life.
He is a very sociable person and makes friends easily.
Before buying any product he researches and analyses in detail.

Running head: Customer experience Management
Despite of a lot of research before buying any products, he makes quick choice.
He is one of such customers who prioritize both quality as well as brand.
He buys products which compliments his position.
He keeps shifting from one brand to other and experiments when a new brand enters in market.
The above analysis reveals two different customer personas or profiles. Both of the
customers have different perception which have an influence on both the customers. The first
persona implies that the first customers spends money in a calculative manner and compromises
with the brand image to balance expenditure whereas the second persona implies that the
customer does not comprise for the sake of budget.
Connect customer experience maps with an updated business value
proposition for each segment or customer profile
Customer journey mapping is a very useful tool that helps in identifying customer
experience strategy. In the context of the present discussion, it is seen that the two customer
profiles imply two different type of purchase. Thus there will be two different customer journey
maps.
Persona 1 and business value proposition based on customer feedback
The first customer purchased a basic commodity that is toothpaste. The toothpaste brand
that the customer prefers is suitable for sensitive tooth care. since he has gum problems he
chosess this particular brand. This brand of toothpaste is easily available in stationary shops as
well as medicine shops. The toothpaste comes in a nice flavor thus his children also like it. The

Running head: Customer experience Management
toothpaste can be used by anyone. In order to use the toothpaste, it is not necessary that the user
need to have gum problems. He bought the toothpaste as a monthly use. Thus it can be said this
product falls under the product category in which the customer invests multiple time. The price
of the product is $3.64. The customer does not research at al since he buys this particular product
every month. He does not want to switch to any other brand since the product is successfully
satisfying the product. The product comes in a medicated formula for which the dentist also
prescribed the brand. Since he remains very busy with both the office work as well as with the
responsibilities towards his family thus does not have the time to research for another brand. The
price of the product is affordable thus the customer does not want to change other toothpaste
brand.
Customer touch points
 The toothpaste brand is suitable for sensitive tooth care.
 The brand of toothpaste is easily available in stationary shops as well as medicine shops.
 The toothpaste comes in a nice flavor which his children also like it.
 The toothpaste can be used by anyone for which he buys it for family use.
 The price of the product is $3.64.
 The family dentist of the customer prescribed the brand.
 The price of the product is affordable thus the customer does not want to change other
toothpaste brand.

Running head: Customer experience Management
Persona 2 and business value proposition based on customer feedback
The customer wanted to purchase a expensive car for quite a while. After a prolonged
research when he realized that Jaguar is the best car brand he satisfied his desire (Wu, Yeh, &
Woodside, 2014). The buyer was entranced for this car since it had picked up notoriety in the
global market. The performance of the car is very efficient and the customer is worth buying it.
The car has achieved a gigantic notoriety and an identity in the market and hence he chose to
purchase this particular car. All the feature of the car persuaded the customer to purchase the
auto and therefore he chose to require some time to purchase this car (Persson, 2013). After a
prolonged wait, the consumer purchased this auto. Investing in buying the car demonstrates that
the customer was influenced by brand name of products he buys (Solomon et al., 2014). He has a
fascination for presumed brands. He chooses the best or premium brand among the presumed.
Customer touch pints
 The driving seat that gives a comfort to a driver while driving of this car.
 The car entryway as well as the start button tempt the driver and make an enthusiastic
association between the driver and the car.
 The start button really inspires the driver with brilliant air space opening and the selector
goes up easily.
 The interior decoration of the car is executed with extreme smoothness and
innovativeness.
 The leather utilized in the car makes the interior of the car greatly extravagant and
appealing.
 The appearance of the car is upgraded by great quality of leather seats.

Running head: Customer experience Management
 The outlook of the car consolidates a craftsmanship of contemporary materials.
 The aluminum body of the car is solid and unbending yet light.
 The engine of the car is driven by unique motors that are developed to fulfill distinctive
driving necessities.
Customer journey map for persona 1

Running head: Customer experience Management
Journey map of persona 2
Customer experience management strategy
 In this manner, such sorts of customers are exceptionally beneficial for companies. The
customer experience strategy must keep the accompanying contemplations to draw in
such clients.
 Maintaining of quality of the product so that the customers by and large adhere to the
brand and do not have any desire to change the brand. When they incline toward the
quality they will be the most loyal customer for such brands. Though, the brands must
ensure sustainable quality of the accompanying item.

Running head: Customer experience Management
 Unnecessary changes or modification must be avoided that will alter the originality. The
customers generally adhere to brand due to the quality and traditional style. In case the
organization makes changes the particular product with new alterations which will
change the item from its first version, there remains high chances that the clients dislike
the new item and shift to other brands.
 It must be kept in mind that the price of the product does not increase much at once.
Brands ought not to raise the product cost too high at once as the dedicated customers
who are the fixed client will not bolster this sudden ascent in cost and might change their
brand preference. The organizations should increase the cost gradually so that the
customers additionally get accustomed to the change.
Steps towards forming a customer centric organization
From the above analysis, it will be right to state that every companies need to focus on
the customer requirement. In order to retain the brand image of the company as well as to retain
the hold of the customer base, the organizations must consider the customer review or customer
feedback. Thus to build a customer centric brand or organization certain steps must be followed.
 Improvements must be made continuously so that customers do not switch.
 A company must anticipate the change in near future.
 Organizations need to understand the changing requirements of the customer.
 Customer review programs must be conducted so that it can be understood that whether
customers are satisfied or not.
 Changes must be made in accordance with the feedback acquired by customers.