BIZ104: Customer Experience Management Report - Customer Strategy

This report provides a comprehensive analysis of Customer Experience Management (CEM), contrasting it with Customer Relationship Management (CRM) and exploring the differences between Management Customer Experience (MCE) and customer-centric organizations. The report uses Zurich Help Point as a case study, examining their approach to customer interactions and service delivery. It delves into key concepts such as customer touchpoints, the importance of customer satisfaction, and the strategies employed by organizations to improve customer experience. The report also highlights the significance of understanding customer expectations, the role of employees in delivering a positive customer experience, and the use of data and feedback mechanisms to track and enhance customer satisfaction. The conclusion emphasizes the importance of a customer-centric approach for business success.

Running Head: Customer Experience Management 1
Customer Experience Management
Student’s name
University
Date

Customer Experience Management 2
Table of Contents
Abstract.......................................................................................................................................3
Introduction................................................................................................................................4
Customer Experience Management (CEM) versus Customer Relationship Management
(CRM).........................................................................................................................................4
Management customer experience (MCE) vs. customer centric organizations (CCM)......5
Conclusion...................................................................................................................................7
Reference.....................................................................................................................................8

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Abstract
This paper talks on the conscious experience of customer management on the introduction are to
emphasize on the objectives of interaction with the customer and what reason to conduct such
research, Zurich Help Point has been focusing to provision and provide best services and product
to their customers. Zurich Company has been dealing with its clients globally. Secondly, the
next part will be different types of research such as Customer Experience Management (CEM)
versus Customer Relationship Management (CRM) and Management customer experience vs.
customer-centric organizations. Then later to understand the best way to track your customer‘s
experience and how the customer should service everyone’s business

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Introduction
It's a process whereby organization organize and manages the interaction of the buyers across the
line of the journey. It also the practice of reacting to the customer expectation thus increasing
the satisfaction of the customer the objective of CEM is to optimize the ideal brand perception to
the alignment of customer interaction. Customer experience is the subject and innate response
that customer has to have direct and indirect contact with the company. Direct contact is the
services that are initiated and occurs in the cause of purchase, service, and use. While the indirect
contact its involvement of unplanned encounters, such encounters occurs when the Google logo
pop up in the website home page (Bonner, 2010).
Customer Experience Management (CEM) versus Customer Relationship Management
(CRM)
CEM captures and issues what the purchaser thinks about the company when it is at the point of
customer collaboration. CEM is monitored by the use of analyses, observational revisions, and
targeted studies. The functional leader uses the information. This happens to form a fulfill-able
expectation and have a better experience customer. The relevance future to the performance is to
locate places to add the offering gaps between the expectation and experience (Homburg, Jozić,
& Kuehnl, 2017).
CRM captures and distributes what the company knows about the customer. This happens after
there is a record of customer interaction. It is monitored by market research, website clinch
through and automates tracking through of sales. The information is used by customers facing
groups like sales, marketing, field service, and customer service; this drives the effective
execution — drives across selling by bundling products in demand (Winer, 2001).

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Management customer experience (MCE) vs. customer centric organizations (CCM)
The satisfaction of customers lies in the overall performance of the company or their
expectations changes of the company in the above scenario customers feels satisfied and
dedicated t with charged in the company. The level of customer experience is ported in the
calculation as a reminder. The Zurich Company should put in a place so that the customer may
feel valued thus changes the expense care accorded to the customer (O’Connor & Heavin et al.,
2015).
At every point, customers are assessing our performance a match our expectation as an insurance
provider. To meet our customer's satisfaction, we need to capture their service expectation. We
manage and impress the customer in our organization to meet the total Zurich Company’s
experience. The customer relationship is absorbing all we know about our customer, using the
knowledge about customers experience, we should strengthen our relationship and thereby lead
to creating a better experience with them.
At Zurich Help Point employees have roles to play in our value chain, we deliver our culture and
perimeters in all parts of the company providing a meaningful experience to our customer. A
favorite lesson on customer service comes when seeing a decline in the business. We try to do
findings and solve the problem. The executive of the company went to the AD agency, and
individual frowzy greeted them. They were left in a disorganized manner in a room and also
moved for some time before being attended. They were not responding to their meeting, and
finally, the agency representatives arrived. There was a shock that the treatment was just on
customer’s feedback. The agency stated that there was no problem with advertising it was from
customer service. There are many roles in the Zurich Company that are an integrated system that

Customer Experience Management 6
functions to help the customers get the benefits. Reducing the piece in the order will damage the
customer experience (Plüss, Abegg, Steiner, Babel, & Schenkel, 2016).
At Zurich, the distribution channels are used to track the customer experience through robust
tools. The survey results, narrative feedback, and reviewing of our metrics may evaluate the
customer's satisfaction. There are constant changes in customer expectation and experience; the
achievement allows us to frequent check and identifies the potential issues. When we receive
testimonial feedback, we understand that our methods are working effectively. Customer
retention is tracked where actively we engage in our customer services accounts executives, and
we can say that our retention rate is 90% (Harwin & Lucieer, 2012).
The data assessment to our consumers will entail the readiness to agree on the synthetic
feedback, even if the customer salutation requirement is not met. To convey our values, a
challenge situation method is needed to improve an opportunity to deliver preposition values.
Our obligation as Zurich Company is to frequently support our organization with customer’s
needs to help reduce the risks and create solutions to the continuous improvement of the
company's philosophy. As results to Zurich Company, a day to day business practice will
continue to govern the all-embracing of the customer centricity. We will continue bulging the
special relationship and a meaning full that will bring success to our clients (Eichner, Ferrari &
Zurich, 2009).

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Conclusion
In finalizing, experience on management of the customers is not just about serving them through
online but also knowing the kind of o the brand that is mostly purchased and find a straight
forward in the market place. Customer experience is also engaging on how to know you can
servilely deliver your service experience to make customers remain loyal to you, and even sell
the company’s services to other means of advertisement. Zurich Company has important
management toward customer's relationship. This ensures the great success to the company, for
this approach, the organization should make an effort to satisfy, understand them, listen and
appreciate their opinions and views, and at finally the value them.

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Reference
Bonner, J. M. (2010). Customer interactivity and new product performance: Moderating effects
of product newness and product embeddedness. Industrial marketing management, 39(3),
485-492.
Eichner, M., Ferrari, V., & Zurich, S. (2009, September). Better appearance models for pictorial
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Harwin, S., & Lucieer, A. (2012). Assessing the accuracy of georeferenced point clouds
produced via multi-view stereopsis from uncrewed aerial vehicle (UAV) imagery.
Remote Sensing, 4(6), 1573-1599.
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.
O’Connor, Y., Heavin, C., O’Connor, S., Gallagher, J., Wu, J., & O’Donoghue, J. (2015).
Service Blueprint for Improving Clinical Guideline Adherence via Mobile Health
Technology. World Academy of Science, Engineering and Technology, International
Journal of Medical, Health, Biomedical, Bioengineering and Pharmaceutical
Engineering, 9(11), 776-780.
Plüss, L., Abegg, P., Steiner, J., Babel, A., & Schenkel, W. (2016). Report 2g Fieldwork
entrepreneurs, Zurich (Switzerland).
Winer, R. S. (2001). A framework for customer relationship management. California
management review, 43(4), 89-105.