BIZ104 Customer Experience Management Strategy Report Analysis

This report provides an in-depth analysis of customer experience management (CEM) strategies, focusing on how customer behavior influences marketing approaches to attract and retain customers. It includes the creation of two detailed customer personas, complete with demographic and psychographic profiles, to better understand different customer segments. A customer journey map is developed to illustrate the customer's experience from initial planning to the final purchase of a Jaguar 865 car. The report also assesses the effectiveness of customer experience management, emphasizing brand perception and customer loyalty. Interviews are conducted to gather customer insights, and the findings are supported by a comprehensive list of references, making this a valuable resource for understanding and implementing effective CEM strategies.

CUSTOMER EXPERIENCE
MANAGEMENT
Name of the student
Name of the University
Author note

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.

Introduction
 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.
 The paper gives a clear description of how
customer experience management can be
effective.

Introduction
 The chosen product is car.
 The brand chosen is Jaguar 865.
 The buyer was entranced for this item
since it had picked up notoriety in the
global market.
 All the features of the car persuades the
customers to purchase the car
 Since it is a globally recognized brand, it
has a large customer base.

Persona 1 - Demographics
 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.

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.

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
 Generation - Y
 Value segment - Possesses a high
ambition in life and likes adventure.

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.