Customer Experience Management: A Comparative Analysis Report

This report provides a comprehensive analysis of customer experience management, using case studies of CUA Bank and Qantas Airlines. It begins by emphasizing the critical role of customer experience in business success, highlighting how poor service can erode customer trust. The report details a negative personal experience at CUA Bank, illustrating long wait times and delayed service activation, contrasting it with a positive experience with Qantas Airlines, which demonstrated customer-centric service and proactive communication. A proto persona diagram is used to illustrate the customer perceptions and pain points at CUA Bank, identifying low service quality and dissatisfaction. The report discusses emotional bases for customer experience, emphasizing the impact of wait times and overall service quality on customer attitudes. In contrast, the Qantas Airlines experience is presented as a model of customer-centricity, with a focus on meeting customer expectations. The report then compares the two experiences, emphasizing the poor customer experience at CUA Bank versus the positive experience at Qantas. It concludes by stressing the importance of prioritizing customer experience to attract and retain customers, manage costs, and maintain a competitive edge.

Running Head: CUSTOMER EXPERIENCE MANAGEMENT 1
Customer experience management
Name
Course Code
University
Date of submission

CUSTOMER EXPERIENCE MANAGEMENT 2
Introduction
Customer experience plays a critical role in the success of the business. When consumers are not
satisfied with the service provider, then they will prefer to look for the service elsewhere. A poor customer
experience will kill the clients’ trust in the organization (Lee, Amir & Ariely, 2009). For instance, I went to
CUA bank to activate online banking since I was traveling out of the country. I had to wait for more than two
hours before my ticket number was called out. After the service, I was assured that I would receive an email
confirmation shortly. It took two days for my account to be activated.
An experience with Qantas airlines was a better service I ever had. The first instance was when I arrived
at the airport late but found my seat still reserved for me. In another incident, after getting to the airport, I
received a call from customer care informing me that my flight had been postponed for several hours. Since I
was already at the airport, I was given a seat in another plane which was yet to take off. When the perception of
customers is valued, they feel to be part of the company and will be comfortable to be associated with the
company.
Poor customer experience
Below is a proto persona diagram showing a poor customer experience at the CUA bank:
Customer Perception
 The quality of service offered
was poor
 The service took a long time to
be delivered
 Service was not customer
centered

CUSTOMER EXPERIENCE MANAGEMENT 3
 Satisfaction is crucial in winning
the customer trust
Facts
 Customer is time conscious
 Quality of service offered is very essential to
customer satisfaction
Expectations and needs
 Practice own customer
experience connections
 Service ought to be of good
quality
 Service should be provided in
time
The pain points at CUA Bank
Low service quality and customer dissatisfaction
Considering the service at the CUA bank as mentioned above, the service offered is inadequate. The
customer is kept waiting for a long time to be attended to. Also, the expected outcome took a long time hence
the customer satisfaction was not achieved. Discussion of customer experience is based on the quality of service
offered and how satisfied they are (Aaker, Vohs & Mogilner, 2010). When the service quality is high, then the
clients will be contented with it, and this satisfaction is what constitutes a good customer experience.

CUSTOMER EXPERIENCE MANAGEMENT 4
Even when providers develop business circumstances for customer experience, most fail to ground their
investment plans in financial or customer measures with a clear link to value production. Customer experience
investments should be considered with a high diligence and their satisfaction given priority. Organizations
should incur expenditures to meet customer expectations and to address broken experiences tied to metrics with
a proven association to the customer experience.
Emotional bases for customer experience
When it takes customers a long time to receive the attention they require, they become impatient
because they need time for other activities. The duration made to be attended to is crucial in defining the
outlook of the consumers. It is acceptable that clients’ satisfaction and future behaviors about a particular
service is significantly influenced by their emotions when they first encountered the experience (MacInnis &
Folkes, 2010). Emotions act as sources of information used in the evaluation of stimuli and can lead to the
development of an attitude towards service provider.
Good customer experience
The experience at Qantas airlines can be represented in the proto persona diagram below:

CUSTOMER EXPERIENCE MANAGEMENT 5
Customer Perception
 Satisfied when quality of
service is good
 Service offered was customer
centered
 Satisfaction will win the
customer trust
Facts
 Consumers will prefer to get services where
the customer expectation is good
 Quality of service offered is very critical to
customer satisfaction
Expectations and needs
 Practice own customer
experience connections
 The service provided should be
of good quality
 Customer should feel valued by
the service provider
Touch points at Qantas Airlines
Customer-centric culture
Qantas airlines operate at the heart of their clients. It has developed alternatives on how their customer
experience is delivered. The company has established effective governance which monitors and manages the
customer experience and report the value created. Consumer satisfaction is crucial to the success of the business
(Zarantonello& Schmitt, 2010). When an organization creates plans at the heart of their clients then they are
likely to win their trust. Finding an alternative to improve customer experience is essential in satisfying the
needs of clients.

CUSTOMER EXPERIENCE MANAGEMENT 6
Recognize true benefit potential
Qantas airlines have the proficiencies to measure customer satisfaction. These abilities are part of a
general perception of the customer experience. They believe it is necessary to make sure all the crucial client
insights and inputs are on hand to precisely estimate the advantage of investment. The service providers
recognize consumer base via the customer experience. It is vital to identify consumers' journeys, apprehend the
value of each purchaser segment and lookup the significance of every interaction (Johnston & Kong, 2011). An
organization needs to be positive to understand every segment’s expectations and their current degree of
satisfaction with the interaction (Zomerdijk & Voss, 2010). This perception of value and hope can be used to
conduct a customer experience analysis. The extent of satisfaction released through enhancing the experience
for specific segments at particular interactions can, therefore, be determined.
Comparison of the experiences
The distinction between the experiences at CUA bank and Qantas airlines is quite clear. In the financial
institution, CUA bank, service is not provided in time. The customer is kept waiting for over two hours to be
attended to. Moreover, the expected outcome takes a couple of time to be implemented. This experience was a
poor one which did not satisfy the customer. At Qantas, the customer experience is valued and service is offered
to meet consumer needs. Despite the customer arriving late, the seat was preserved until the client arrived. The
company prioritizes satisfaction of their clients. Since the customer needs are met, the experience is definitely
positive.
Experiencing a service makes the customers have either bad or good emotion towards the service
depending on their perspective (Muniz Jr., &O’Guinn, 2011). For service providers such as CUA bank,
investments in refining the customer experience do not breed enough value. For this reason, they end up
providing poor customer experience. Organizations which invest in perfecting customer experience gain trust
since clients’ satisfaction is met (Leggett, Band & Bookstein, 2013) as in the case of Qantas. The quality of
service and the manner in which the provider interacts with the consumers determine their judgment of whether

CUSTOMER EXPERIENCE MANAGEMENT 7
the experience is poor or excellent. In a nutshell, CUA bank service displays a poor customer experience while
Qantas treatment of its client shows a good customer experience.
Conclusion
For an organization that is very important to the society and going through the processes of change and
growing competition, it is critical that it ought to progress with a move towards improving their customer
experience. Short of positive customer experience at the heart of plans and operational models of a company,
service providers will merely fail in an attempt to attract and maintain customers and manage costs. Failure of
an organization to react fast enough is not able to keep their market share and effectively compete in client
chase with other providers for a longer time.

CUSTOMER EXPERIENCE MANAGEMENT 8
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