Customer Experience Reflection Report: BIZ104 Module 2.2 Analysis

This report reflects on two customer experiences, one positive and one negative, to illustrate key concepts in customer experience management. The positive experience involves a booking made through Booking.com, highlighting the helpfulness of the customer service executive and tourist g...Read More

Customer Experience
Reflection
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Table of Contents
INTRODUCTION...........................................................................................................................3
DISCUSSION ON POSITIVE EXPERIENCE AND NEGATIVE EXPERIENCE.....................3
COMPARE AND CONTRAST......................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6
APPENDIX......................................................................................................................................7
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INTRODUCTION
Customer experience is process of interaction of customer with organisation. It shows that
how customer has interacted with company during purchase of product or service. There is need
to measure customer experience so that changes can are made to provide good customer
experience (Jain, Aagja & Bagdare 2017). Here, touch points of customer is identified with help
of customer experience map. The report will discuss about customer experience of 2 different
products purchased of 2 different organisation.
DISCUSSION ON POSITIVE EXPERIENCE AND NEGATIVE
EXPERIENCE
I travel frequently to many places so for that I do book a package from booking. Com. so,
similarly, I also booked a package of Dubai from website for 5 days. Here, my experience was
positive as I received a very good and high quality services from company. They tourist guide
helped me in shopping in Dubai. Also, he talked to me in polite way even when I got late.
Furthermore, during booking of package the customer service executive helped a lot. He guided
me to make my search easier. Thus, two points in this were tourist guide and customer service
executive.
I like to do online shopping frequently from Amazon. This is because it saves my time
and cost. So, I ordered a pair of shoes from website (Keiningham 2020). I have selected number
9 size and the order showed that it will be delivered within 5 days. After 5 days I did not
received my order called the customer service. But the person there talked rudely to me by
saying that he is not responsible for late delivery. Moreover, then I complained to Amazon by
sending an e mail. But even then I did not receive any response of that. So, at last after 10 days I
did get received my order and I did not took it and cancelled it. The company did not even refund
my amount. The two touch point in this was website and customer service.
Thoughts /actions taken during customer journey
As my first experience was positive so I open website of Booking. Com and booked a 5
days package of Dubai. I faced an issue in this so I called customer service executive to guide
me. I was delighted that executive helped me to solve my issue easily and book a package. He
said me to follow some steps and I did exactly the same. Also, I was happy that the person
greeted me in starting and thanked as well (Roy 2018). I received a text message from company
for booking confirmation. Thus, I gave 4.5 start rating on company website.
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However, in negative experience I was not happy with how the executive treated and
talked to me. As I did shopping from Amazon I put order of shoes. Even when I called executive
the person did not even gave proper answer. So, I was highly disappointed. I have faced issue
certain time but did get resolve it in 24 hours. Also, by doing e mail I was did not got reply of it.
So, this made me frustrated and angry. This time when I received I cancelled it. The company
also did not refund my amount.
Two CEM theories
CEM is procedure by which business manage interaction with their customers. In this 4
components are included. There are several theories of it which is as follows :
IDIC model – This model is proposed by Peppers and Rogers. It state that company must take 4
steps to build strong relation with customers. They are:
Identifying – Here, company need to find who their customers are
Differentiating – In this it must be identified who among them are most valued and who offer it
is future (Schallehn 2019).
Interacting – the company must understand customer expectation and their relationship with
brand.
Customizing – It must be ensured that expectations of customer are met.
Drift and moment of truth – It refers to interaction by which customer impression is formed of
brand or product. This can be either positive or negative. The theory state that moments of truth
must have positive impact on customer impression of brand. There are 4 discrete moments of
truth that are zero, first, second and ultimate.
Thus, these are two theories which is applied in customer experience and in managing
interaction with customer.
Proto persona diagram
In this it has been described about my pain point, needs and goals in proto persona diagram.
So, I am unhappy with way of responding to customer question in my negative experience in
Amazon. Thus, this point is my pain point that is directly related to service being offered. In
addition, I am unhappy with customer service as well as after doing e mail (Suryaningsih 2020).
Therefore, it is directly related to my needs and goals as customer should be given proper
services.
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COMPARE AND CONTRAST
Here, by linking both experience I can say that it is necessary to provide a good customer
experience. It can be seen in case of booking. Com that the customer executive and guide guided
me and provided good customer experience. The person greeted me before and after call.
Besides, I received a text message. Also, it helped them to create strong relation with me. But on
contrary in my negative experience I found that even having a strong relation with Amazon my
customer experience was poor (Trischler, Zehrer & Westman 2018). This highly disappointed
me and it led to decrease in my satisfaction level. Even I got angry as I did not got reply of e
mail. So, it requires company to answer query of customer properly. It should be positive like
Booking. Com
CONCLUSION
Hereby, it is summarised that there are some theories of customer experience such as IDIC
model and drift and moment of truth. It enable in finding out customer touch point. However, in
Booking. Com touch points are tourist guide and customer service executive and in Amazon it
was website and customer service.
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REFERENCES
Books and journals
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience–a review and research
agenda. Journal of Service Theory and Practice.
Keiningham, T., Aksoy, L., Bruce, H. L., Cadet, F., Clennell, N., Hodgkinson, I. R., & Kearney,
T. (2020). Customer experience driven business model innovation. Journal of Business
Research, 116, 431-440.
Roy, S. (2018). Effects of customer experience across service types, customer types and
time. Journal of Services Marketing.
Schallehn, H., Seuring, S., Strähle, J., & Freise, M. (2019). Customer experience creation for
after-use products: A product–service systems-based review. Journal of Cleaner
Production, 210, 929-944.
Suryaningsih, I. B., Nugraha, K. S. W., & Sukmalangga, A. Y. (2020). Reflection of Customer
Experience and Destination Image of Tourist Trust through Satisfaction
Mediation. Hasanuddin Economics and Business Review, 4(1), 1-6.
Trischler, J., Zehrer, A., & Westman, J. (2018). A designerly way of analyzing the customer
experience. Journal of Services Marketing.
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APPENDIX
Negative persona diagram
Positve person diagram
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