BIZ104: Reflective Essay on Customer Experience Management Analysis

This essay delves into the realm of Customer Experience Management (CEM) through a comparative analysis of two prominent gaming products: the Nintendo Switch and the Sony PlayStation 4. The student begins by introducing the significance of customer relations and the crucial role of positive experiences in fostering brand trust and innovation. The essay then constructs proto-persona models for two distinct users, outlining their behaviors, demographics, needs, and goals. The core of the analysis focuses on identifying 'pain' and 'touch' points associated with each product, evaluating how these impact customer experience and suggesting CEM approaches. For the Nintendo Switch, battery and joystick issues are identified as pain points, while the PS4's battery life and virtual reality features are highlighted as touch points. The essay further differentiates the products, comparing their social impacts and overall customer satisfaction. The conclusion emphasizes the importance of understanding customer vision and experience to improve market position. References to relevant literature are also included.

Running head: CUSTOMER EXPERIENCE MANAGEMENT
CUSTOMER EXPERIENCE MANAGEMENT
Name of the Student
Name of the University
Author Note

1CUSTOMER EXPERIENCE MANAGEMENT
Table of Contents
Introduction......................................................................................................................................2
Products selection............................................................................................................................2
Proto-persona model for User 1.......................................................................................................2
Two ‘Pain’ points and aligned CEM approach................................................................................3
Proto-persona model for User 2.......................................................................................................4
Two ‘Touch’ points and aligned CEM approach............................................................................5
Product differentiation and comparison...........................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

2CUSTOMER EXPERIENCE MANAGEMENT
Introduction
Customer relation depends on the verbal or non-verbal communication between customer
and organisation. The trust over the brand and the effective innovation along with this is the key
process of customer relation and positive experience for that is necessary. The aspect of training
and the nature of behaviour is the crucial factor that the organisation provides for their
employees so that they handle customers in a good manner (Fatma, 2014).
In this paper, there are two products that have been chosen and both these products are
from the gaming field. The differentiation in the product is there and that is the reason product
culture is processed in that way.
Products selection
Nintendo Switch is one of the trending products in this gaming field and Sony Play
Station 4 is another top most innovative product in this business market. Both the Users have
different products and they have completely different perception and feedback as well.
Proto-persona model for User 1
User 1 Behaviour
 Sharp Eyes
 Curly hair
 Fair
 Good strategic knowledge
 Easy life
 Confusing in case of approaching
 Not a good buyer
 Love to play games
 Smart movement and strategic analysis
 Understand the significance of
innovation and technology
 Have a fun loving nature
 Not a systematic life
 Busy scheduled is not persisted in his

3CUSTOMER EXPERIENCE MANAGEMENT
 Not good in Online Shopping life
 No such hurry to making money in
quick time so reluctant approach is
there
Demographic Need and Goal
 Male
 Aged between 20-22 years
 The final stage in graduation
 Loves innovative things
 Want to associate with new
technologies
 From Science background
 Love to joint machine parts
 Looking for creativity in life
 Love for gaming is the only goal for
him
 Want to gain some over the company
 The fascination of having the product
which is one of the trendiest among
console in the market
 Friends are attracted by the device
 ‘Nintendo Switch' is one of such
products that can be used in TV and
outdoor as well, the innovation is the
key reason that widens the need for the
product (Nintendo.com, 2018)
 Cheaper than PS4 or Xbox as well
 The features and productivity of the
device is far better than other similar
devices
Figure 1: Proto-persona model for User 1
Two ‘Pain’ points and aligned CEM approach
There is some issue faced by User 1 in this Nintendo Switch and those problems are
creating issues and stag the productive process of the particular product (Nintendo.com, 2018).
The issues are the creating challenge for the company also as the product is one of the trending
product on the market. These aspects are considered as ‘pain’ points of the product. The issues
are the battery problem and joystick control is not working properly. The User 1 faced these

4CUSTOMER EXPERIENCE MANAGEMENT
problems and that is the reason customer experience is bad in that case. The device supports
USB-C, which signifies the theoretically charging of the device (Nintendo.com, 2018). The
battery voltage is very low in that case and User 1 faced some difficulties in this matter to charge
and play the game in the right manner. On the other hand, joystick related problem was identified
at the initial stage of the device and players are losing their control over the game (Homburg,
Jozić & Kuehnl, 2017). There is a grip problem too and there is a problem in clicking the right
direction button and simultaneously the direction of the player is slow in that case, so a trouble
situation persists to track the player in right manner. These two pain points are creating the
problem for the User and CEM approach of the customer varied in that case.
The process of customer centricity is very relevant in that case as all the people are not
approaching towards game thus they understanding and love for the game is the crucial aspect in
this situation. The impeded options for customers are persisted in that situation and that is quite
relevant in that case to direct choice of the customer (Rose et al. 2012). Customers experience in
that case is important and their feedback over the device also suppresses the market for better
production rates. The options, in that case, are increased in numbers and customer satisfaction
rates are controlling the game play existence.
Proto-persona model for User 2
User 2 Behaviour
 Short height
 Fair
 Well bargaining power
 Good sense of humour
 Free flowing life
 Play game with strategic decision
making
 Good sense of movement and have a
competitive nature
 Motivated in life by games

5CUSTOMER EXPERIENCE MANAGEMENT
 The positive approach to everything
 Good evaluation power
 Tech-savvy
 Understand online marketing
 Fun loving nature
 Good sense of technologies
 Lazy schedule
 Reluctant approach
 Quick decision-making approach
Demographic Need and Goal
 Male
 23-24 years of age
 Graduate
 Gamer
 Champion in some of online and Sony
PS4 games
 Loves innovation
 Graduate with humanities
 Love to read books as well
 Creative and patience
 Good association with technologies
 To win most of these kinds of games
and earn money
 Want to make his name in this field
also
 Trust over the company
 Love the most innovate console in the
market
 Love to play in big screen with Play
Station VR.
 Love the incredible virtual world and
put his critical thinking also
 Want to explore and discover the range
of games through experience the best
gaming console of Sony PS4
(Playstation.com, 2018)
 The feature and productivity is
important in that case
 Multimode and friends engagement
helps the excitement of the game
Figure 2: Proto-persona model for User 2
Two ‘Touch’ points and aligned CEM approach
The positives are appreciable by the User and that provides the productive nature of the
product in the market. The market control in the case of the positives is important and significant

6CUSTOMER EXPERIENCE MANAGEMENT
as well and that highlights the business opportunity for the products. In comparison with
Nintendo Switch, the battery support of Sony PS4 is good in all aspect (Playstation.com, 2018).
This is one of the ‘touch' points of the device. More than 40-ish hour charge and improve the
potential of the battery life enhance the game credibility as well (Playstation.com, 2018). The
improve virtual reality is also considered as ‘touch' point as the game feels the player in the game
in real and the survival or sensing reality feel by the player. So the progression of the game is
systematic and realistic through the process.
In case of CEM approach, customer centricity is also important in that case also as not all
customers will buy the product, so product centricity and love for the game is there and customer
positive feedback is important also in the session (Schmitt, 2016). The emotional connection
with the game is important and companies also notice that and try to provide every possible
feature that satisfies customers.
Product differentiation and comparison
In case of product comparison as User 2 feedback is positive in that aspect than User 1,
so Sony PS4 is better than Nintendo Switch. In case of social life, Nintendo Switch can hamper
the process as people can play this in everywhere so a basic distance between people and their
communication is somehow neglected and people are not sharing their feeling also (Schmitt,
2016). On the other hand, the Sony PS4 provides features like virtual reality and people play this
on TV and enjoy the stipulated time for games. Sony PS4 is little expensive than Nintendo
Switch but the features and facility and social life balance is more contains in PS4 also.

7CUSTOMER EXPERIENCE MANAGEMENT
Conclusion
Therefore it can be concluded that customer experience and their product identity and
trust over the company is very relevant to increase the market position of the product. In most of
the cases, the organisation has to understand the vision of the customer and the experience vision
provide a clear understanding of the product and their utilisation. Customer thinking is the best
way to analyse the product thinking as well and that delivers to understand the potential market
of the product.

8CUSTOMER EXPERIENCE MANAGEMENT
References
Fatma, S. (2014). Antecedents and consequences of customer experience management-a
literature review and research agenda. International Journal of Business and
Commerce, 3(6), 32-49.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Nintendo.com (2018) Nintendo Switch retrieved from: https://www.nintendo.com/switch/
[Accessed on 6th July, 2018]
Playstation.com (2018) Introducing the PlayStation 4 retrieved from:
https://www.playstation.com/en-us/explore/ps4/ [Accessed on 6th July, 2018]
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing:
an empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308-322.
Schmitt, B. (2016). Customer experience management. Handbuch Sozialtechniken der
Kommunikation: Grundlagen–Innovative Ansätze–Praktische Umsetzungen, 1-13.