BIZ104 Customer Experience Management: Reflective Report on Journeys

This report reflects on two distinct customer experiences: a positive interaction at a Techno store and a negative one with Amazon. The Techno store assistant provided personalized service, resulting in a satisfied customer who shared her positive experience and brochures with others. Conversely, the Amazon experience involved delayed shipment, poor communication, and frustration, leading to negative reviews on social media. The report emphasizes the importance of individual-level customer service, efficient communication channels, and proactive problem-solving in creating positive customer experiences and attracting more customers, while highlighting the potential damage caused by negative experiences. The report concludes that good customer experience attracts more customers thus more profit earned.

Customer experience reflection
Student name
Module code
Submission date

Positive customer experience is key in all companies. Our customers are our key
marketers. Creating a good reputation with them will thus go a long way in enhancing
success of our companies (Finch, 2010). This can be created in various ways. The key way is
by ensuring good customer service. This is by listening to the complaints and feedback of our
customers (Monica, 2017). Thus should be done in a warm way to prevent creating a wrong
impression. Bad customer experience will cause a triple effect in the market. The subject
customer may spread their experience to other prospective customers (Finch, 2010). This will
may negatively affect the customer’s client list. They may spread it by word of mouth to
family members, friends and colleagues (Finch, 2010). They may also create a negative
online reputation through social media platforms. The company should therefore strive to
ensure good customers experience.
We shall see possible customer experience in two case studies. This will demonstrate
the essence of good customer experience. I needed to buy my cousin a birthday present. I
settled on getting him a phone from the nearest Techno store. Techno stores sells knew
phones to its customers. I did not know which model to get though. I decided to consult from
the store attendants. On arrival, I met John Mark, the assistant. I requested for any
suggestions on the appropriate phone model to buy. John was very helpful in assisting me. He
asked what the phone was intended for. He also asked about the preferred price range, phone
properties and design. He provided a brochure with all the necessary information on the
phones available. He helped me narrow down the possible options to a few good ones.
The store offered to wrap the present at no cost. I was also given informational
brochures to share with friends and family. The store also provided their phone number and
website for any further assistance required. I shared my good experience with her friends. I
also shared the brochures that were given to her.

Amazon is globally known for shipment of academic materials. I ordered a shipment
for a book I needed for my thesis. I ordered the book inline. The customer portal stated that
the delivery duration period was two weeks. I waited patiently for her shipment to arrive.
Two weeks passed and my shipment had not arrived. I went through the site to see how to
consult them. I wrote the company an urgent email raising my concerns. I did not get a
response however. I decided to call the company. The international call took forever to go
through. I was kept on hold for a long time and I finally gave up. I was frustrated and quiet
angered. I posted on the company’s twitter chat forum. This is my concerns were duly noted.
A mix up had happened and the book sent to the wrong destination. It would take
three weeks to reship the book. My thesis was due in two weeks though. I had to cancel the
shipment. My frustrations however, were evident on my social media accounts.
The above two cases depict the need for good customer experiences. Companies need
to deal with customers at an individual level (Brown, 2018). This is in interest to their unique
needs and expectations. Techno Company ensured this by enduring first-hand experience
with the customers (Richard, 2013). The store assistant help deal with the customers in
various ways. Amazon on the other hand generalized customer needs. In reference to their
global market, they should enhance this hotline services (Brown, 2018). They can also have
support centers in diverse location to help the locals at the ground level. Their email response
should also be looked into. This is because not all customers prefer social media platforms.
Relying greatly on this forum may shut off some customers.
Techno increased the number of prospective customers through an individual
customer. By sharing the brochures I was given, other people get to know them (Toporek,
2018). Offering to wrap the gift for free also created a connection with the customer. I will
therefore give good reviews on her experience. This helps create good public image thus

attracting customers (Toporek, 2018). Amazon however, lost possible customers. This could
have been avoided. If they call and email system were more efficient, the mistake would have
been avoided. Good customer experience attracts more customers thus more profit earned

References
Brown, L. (2018). When good customer service rules go bad. Vol.63 issue 10, p3-7.5p.
Database; Business source complete
Finch, C. (2010). A crisp fifty-minute series book; Telephone courtesy and customer service.
Axzo press. Rochester, New York.
Monica, C (2017). Education for information; service learning for improvement of customer
service education. Vol.33 issue 3, p171-185.15p. DOI: 10.3233/EFI-160096
Richard, S. (2013). The customer service survival kit: what to do to defuse even the worst
customer situations .Amacom, New York.
Toporek, A. (2015). Be your customer’s hero: real world tips and techniques for service front
lines. Amacon, New York. Database: eBook collection.

Appendix
Positive experience organisation
 Short hair
 Brown eyes
 Medium height
Behaviors and actions
 Busy work schedule.
 Reads the newspaper daily
 Jogs every morning
Demographic details
 Female
 24 years old
 College student
Needs and pain points
 Has difficulty choosing suitable
phone model
 Minimum smartphone
operational skills
 Needs help with the kids.
Poor experience component
Short hair
 Brown eyes
 Medium height
Behaviors and actions
 Busy work schedule.
 Reads the newspaper daily
 Jogs every morning
Demographic details
 Female
 24 years old
 College student
Needs and pain points
 Instant response
 Difficulties using online self
service
 Traditional communication
preferred