Individual Report: Customer Experience Strategy for London Eye

This report provides a detailed analysis of the customer experience (CX) strategy for the London Eye, a major tourist attraction in London. It begins by outlining the background of the London Eye and its digital CX activities. The report then formulates a customer persona, Edward, a 25-year-old Australian blogger, and analyzes his demographic, psychographic, behavioral, and geographic characteristics. Key digital influences are identified and critically assessed using the RACE framework (Reach, Act, Convert, Engage) to understand customer requirements at different stages of the buyer's journey. A customer journey map is created, evaluating digital touchpoints such as social media and TripAdvisor. The report suggests SMART CX strategies for enhancing the customer journey and proposes relevant key performance indicators (KPIs) and analytics for evidence-based decision-making. The ultimate goal is to improve customer experience and loyalty by understanding and catering to customer needs at every touchpoint.

Customer Experience
Strategy Individual
Report Part 2

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Background of chosen international attraction ...........................................................................1
Formulation of customer persona including varied characteristics of segmented area ..............2
Identification and critical ascertainment in relation to key digital influences for having a clear
understanding of requirements of customers at differential stages of buyer's journey................3
Formulation of customer journey map by identification and critical evaluation of key digital
influences.....................................................................................................................................4
Framing smart CX strategies for enhancing customer journey in an effective manner ..............5
Relevant key performance index and analytics which can be used for evidence-based decision
making to enhance customer experience strategy........................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Customer experience includes every aspects of a business and place which providing
quality of course, customer care as well as packaging, advertising, features, product and services,
reliability and ease of use (Angelini and Gilli, 2021). Customer experience strategy refers to the
plan of action to put in place in order to provide great experience at each consumers touchpoint
through out the journey of clients and purposeful method to measure experiences of them both
offline and online. A effective CX strategy makes meaningful and great experiences which can
enhance loyalty of customers. Customer experience is totally depend on marketing strategies and
activities which the organisation has enforced. To increase the customer experience the chosen
international attraction is London Eye which is biggest wheel monument in UK. In this report,
there is a person which name is Edward, who lives in Australia and interested in travelling,
technological development as well as watching movies.
This report highlights a comprehensive understanding of the complex and dynamic nature
of great customer experience in a digital market place. It covers the evaluation of appropriateness
of customer experience models and framework strategies to engage as well as enhance customer
experiences. Further, it evaluates the key influences on customer experiences at all stages of CX
strategy. At last, it defines analyses and critically evaluate a range of analytics business data and
to use it for policy making to enhance customer experience.

MAIN BODY
Background of chosen international attraction
To enhance customer experience, Edward chose the international attraction is London
Eye which was formed in 2000. it was one of the biggest attraction in UK which is located at
bank of the River Thames in London. More than 3 million tourism and visitors are visit this
cantilevered observation wheel annually. It is also known as revolving observation wheel,
millennium wheel and Ferris wheel.
Digital CX activities
It refers to the overall perceptual experience of a place and attraction in eye of people, it
developed upon the concentrated interactions people have with the place and destination from
the digital platforms (Bacik and Et. Al., 2018). Digital platform includes live chat, email, social
media channels, mobile apps, website and many more. Edward is the user of social media they
like to explore famous destination in order enhance great experience. It refers to the process
which starts from navigating the website, searching about place, deciding the destination and
visiting the place which Edward want to experience.
Net promoter score
Net promoter score has been termed as measurement tool which is used as market
research to measure customer experiences and their point of view by asking them to give rating
of product and services on a scale of 0-5 (Bansal, Burden and Swartout, 2020). Edward is
invited to visit London Eye as they choose this attraction by evaluating net promoter score board
of London Eye. Visitors from many nations give 4.5 rating which the administrators used to
promote this place in order to increase more tourism in country.
Formulation of customer persona including varied characteristics of segmented area
Edward is 25 year old boy, which is working as blogger in Australia and lived with
family there. He is well educated and fashion freak single person as well as doe not marry to
anyone. Edward is interested and like to travelling, exploring new place, adventurous,
technological development as well as watching movie. Edward prefer to connect people via
social media, chatting and have accounts in Instagram, Twitter, Facebook and LinkedIn.
The nature of global customers

Demographic- Edward is a you tube blogger which is like and interested in exploring
new places and countries. Edward belong to middle class family from Australia and want to
pursue their profession as travelling Blogger. Edward wishes and prefers to visits the major cities
in Europe as well as like to travel at lost cost in order to cover more places in less budget.
Psycho graphic- Edward refers to visit the most famous London Eye momentum of
Europe. Edward is attracted this place after seeing it on Instagram as many people post pics and
explore the most popular Tourist attraction. Youth want to explore trendy place and over their
favourite and interested place, so Edward decides to visit London Eye due to the attraction has
millions of positive response online as Instagram show it is one of the best attraction in London
city.
Behaviour- Edward takes impulsive and fast decisions due to the fear of increased travel
costs in future also Edward books the ticket of London Eye in advance due to limited number of
slot. Edward wants to save money for next attractions so, purchase the low price tickets of
attraction in order to prevent money for climate uncertainty. Edward also more conscious about
climate condition of London which is dynamic.
Geographic- Edward is well educated person and have all knowledge about recent digital
technology he will prefers to buy online tickets. Edward is living in metropolitan city and also
familiar with how crowded these places are as Edward is not affected by cold weather of London
due to familiar climate.
Identification and critical ascertainment in relation to key digital influences for having a clear
understanding of requirements of customers at differential stages of buyer's journey
It is important for establishments to fulfil differential requirements of customers through
digital transformation of their operations (Batat, 2019). It is a significant task for officials of
London Eye to formulate strategies for influencing visitors through their digital touchpoints.
Managers of London Eye have virtually transform their operations and processed with
application of digital experience strategies for making a reach to a vast number of visitors in an
efficient manner. In order to understand the customers requirements as well as their digital
touchpoints, managers of London Eye use RACE framework.
RACE framework can be understood as a set of digital marketing activities for engaging
customers throughout their purchasing journey (Bocris and Mahieux, 2017). Elements of RACE
framework in relevance with London Eye are as follows:

Reach- This element encompasses strategies with those an organisation can reach to their
customers by making brand and products viable (Ganor, 2017). This can be done through social
media sites, blogs, paid sources and many more. In relevance with London Eye, at the point of
awareness in customer journey, their targeted customers are targeted with social media posts and
with the use of augmented reality through their online website. Requirement of Edward is to
choose a destination whereby he can visit and can post on his blog. This can be touched by
managers of London Eye through social sites posts.
Act – It is considered as interaction with customers and this element mainly focuses on
engaging the audience with compelling and attractive content (Joshi, 2018). Through this
element, organisation can generate leads by tracking how many visitors visit their websites or
online channels. At this phase, consideration element can been taken for explanation. In
relevance with London Eye, managers can track the visiting of Edward on their website or social
media sites and try to engage him with their compelling content. This tracking can be done by
managers of London Eye through Google analytics tools, customer reviews and many more.
Covert- This element of RACE framework essentially talks about converting the
generated leads into sales. It encompasses a vital aspect whereby customers make a purchasing
decision and pay through digital applications (Mainardes and Et. Al., 2019). In relation to
customer journey, conversion phase can be adopt for explanation. In context to London Eye, till
this phase, managers have understand the requirements of Edward and also influence them with
their engaging content. At this phase, Edward is ready to make a visit to London Eye.
Engage- This is considered as a last phase of RACE framework whereby ling term relationships
are built and managed with customers with continuous interactions through direct e-mails and
social presence. It is essential for organisations to measure their customer engagement through
repeated visits and content sharing on social sites. This phase is essentially co-related with
loyalty of customer journey. In relevance with London Eye, managers can engage their regular
visitors through excellent treatment and amenities. Managers should try to engage differential
prospective visitors through their compelling content.

Illustration 1: RACE framework
Source: RACE marketing model
Formulation of customer journey map by identification and critical evaluation of key digital
influences
Customer journey mapping can be understood as a process which demonstrates a visual
story of interactions performed among brand and customers (Maulana and Handayani, 2021).
This practice aid organisations in stepping into customer's shoes for understanding their
perspective. It also assist organisations in gaining the insights regarding customer pain points as
well as search for the ways for making improvisation in them. It is consider as as significant tool
for managers of London Eye as it aid them in understanding expectations of their visitors. Varied
steps in accordance with London Eye are mentioned below:
Awareness- It is considered as a discovery phase whereby an organisation discover the
uncatered needs of their customers. As in case of London Eye, managers have identified the
needs of people as they are getting very bored due to covid protocols. However, when covid
impact lessens, they have made compelling content for influencing many visitors through social
sites and online channels. It is important for managers of London Eye to visualise customer

journey map for understanding varied expectations. Digital touch points for Edward are social
sites and trip advisor through which he get to know about varied reviews given by people and
determine his destination for visiting.
Consideration- This stage is considered as an evaluation phase whereby customers
analyse each source of information they have and choose best suited product for them. This is the
phase whereby Edward get attracted to engaging content presented by London Eye through their
social networking posts and official website. At this phase, Edward has managed to decide its
destination.
Decision- This is considered as a crucial stage whereby customers take a decisions for
procuring a product or service (PUGLISI, 2018). At this phase, organisations can not do any
thing for influencing the decision of their customers. Main duty of establishments under this
phase is to make their processes easy and quick which aid customers in easy procurement of
products. Here, decision of visiting London Eye is remain with Edward. Managers of London
Eye can influence other prospective visitors through their post on social media.
Retention- Here, customers have made decision to procure a product or avail a service. It
is a crucial time for organisations as they have to retain them for a longer period through e-mail
marketing and replying to their questions on their website. Here, managers of London Eye retain
their visitors by providing them excellent services and should follow covid protocols in order to
make them feel safe. Visitors like Edward can be a biggest opportunities for London Eye as he is
a travelling blogger and will mention them in his blogs. This practice helps them to gain more
popularity among prospective customers.
Advocacy- This stage is concerned with tracking customer experience through the use of
analytical tools and customer feedbacks (Prabhu and Das, 2020). This phase is consider as
crucial for organisations as there they can enhance their word -of-mouth publicity. At this phase,
customers are consider as a advocated for brand for performing efficient influential marketing. In
relevance with London Eye, managers can ask visitors to take their photos with the monument
and post it on their social media handles by using their hashtags. This will work as a word-of-
mouth publicity for London Eye.

Illustration 2: Customer journey map
Source: Customer journey mapping. 2017
Framing smart CX strategies for enhancing customer journey in an effective manner
CX strategies can be understood as an exercise whereby plans are made for enhancing
customer experience in regards to digital touchpoints as well as their journey (Ramesh, 2022). It
can be created by establishments by creating a vision for enhanced customer experience. It is
important for organisations to act in a prompt way in regards to customer feedbacks. For
formulating effective customer experience strategy, it is imperative for managers of London Eye
to use a quality framework and also try to create a emotional connect with their visitors in order

to retain them for a longer period of time. CX strategies in accordance with London Eye is as
follows:
 Managers of London Eye can organise free visits for their visitors for specified dates.
They can ask for the favour from their visitors by clicking their pictures and post it on
their blogs and social sites by using their hashtags. This practice surely aids them to get
more visitors attracted to their attraction.
 Managers of London Eye can formulate the strategies by collaborating with bloggers and
social influencers that promote them through their social media handles. These bloggers
will also be provided with special amenities such as vouchers for visiting the city at
concessional rates. This would result them in increasing the viability and brand image of
their destination.
In order to better understand about CX strategies, CX maturity model is taken into consideration.
Various stages of this model in relevance with London Eye are mentioned below:
Emerging- Under this, managers of London Eye has discovered that they need to do
something for becoming customer-centric. At this point, necessary information is assessed in
order to make strategies.
Learning- At this stage, information regarding pain points is assessed through customer
journey mapping which aid managers of London Eye to target their customers. For targeting
needs of Edward, managers access touchpoints under this stage.
Committing- Under this phase, managers of London Eye needs to define their customer
experience strategies, adopt new technologies and set targets. They have committed to target
their specific audience through their planned strategies.
Accelerating – At this phase, managers of London Eye have to evaluate their
quantifiable ROI through varied tools and processes. They use digital technology for making
evaluation on this stage.
Excelling- Under this stage, transformation has been made in mind set of visitors for
choosing their destination as London Eye. Here, managers need to identify new opportunities as
well as innovate breakthrough experience.

Relevant key performance index and analytics which can be used for evidence-based decision
making to enhance customer experience strategy
KPI is stands for Key Performance indicators which provides guidance and target for
people to make effective decisions regarding marketing and management strategies in order to
promote product and services as well as attract large number of customers (Rizvi and Popli,
2021). Most of the organisation use key performance indicators to evaluate their customer
experience in order to increased that. The various KPIs to track the customer experiences.
Customer Churn Rate- Churn refers to the percentage rate at that consumers stop
Subscribing or using a service a particular period of time (Roy and Et. Al., 2017). The first step
is reducing Churn rates in order to retain customers and enhancing revenue from attractions.
Professionals of London Eye make their marketing strategy best in order to increase their
customer experience and reduce this rate for attract large number of customers. As lower rates
show more satisfaction among customers after visiting London Eye as well as customer loyalty
and better experience. The key factor of this indicator is customer effort score that measures
how difficult or easy it is for people to reach and visit. London eye has huge number of
subscribes on its website which increased its popularity among young people. Also, Edward see
the craze of this attraction among people as it is very trendy to visit and experience the vibes
among their fellow people. Edward takes decision to go and explore the most trendy place and
city of Europe to increase better experience.
Net Promoter Score- It is another key performance indicator to evaluate the
effectiveness of attraction in order to increase customer experiences (Sand and Et. Al., 2020).
Specialist of London Eye can use strategy and take effective decisions to promote their
attractions by using various effective digital marketing tools such as posting pics and videos on
Instagram, Facebook and many platforms by creating innovative content.
They allows people to give rating about London Eye on its website and suggest ideas to
improve their experience (Villani, 2018). It helps them to create better relation with customers
and boost customer retention rate by providing facilities to give rating to attractions from 1 to 10.
London eye has great rating on website which attracts Edward to explore and visit this place for
better experience.
Customer Satisfaction- It is another measurement tool of customer experience which is
used by professional through interactions with them (Urdea and Constantin, 2021). As high

satisfaction scores shows a customer oriented culture as well as indicates that London Eye meet
the expectations of customers and used it to promote attraction across the world. As
professionals post the video of many customers about their experience of London Eye to attract
large number of customers. Edward see videos, post of their relatives and thousand of people on
website of London Eye in which they share their best experience after visiting the attraction, then
decided to visit this place in order to get live experience. It is revealed that attraction with high
customer scarification rates also retained more customers for life time.
CONCLUSION
As per above presented information, It has been concluded that customer experience
strategy is the plan of administration to improve their customer loyalty and satisfaction among
them. In order to improve experience and meet the expectation of customers specialist have to
use various digital tool to provide full information about their attraction to large number of
people as they can post videos, pics and various content on social media platform to spread
awareness easily. They can also use various key performance indicators such as Customer Churn
Rate, Net Promoter Score, and Customer Satisfactions in order to improve their performance and
make effective decisions to provide better experience to customers. For better understanding of
CX strategies, it is imperative for organisations to frame customer journey map which aids them
to enhance their experience as well as understand their expectations. RACE framework is used
for assessing varied digital marketing aspects in relation to establishment. It majorly consists of
reach, act, convert and engage elements. Customer journey map is a visual representations
prepared by organisational managers for understanding the perspective of their customers in an
effective manner. It is imperative for managers to understand varied requirements as well as
digital touchpoints which help them in enhancing their customer experience. Customers are
attracted with differential digital touchpoints at every phase of their journey.

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