BIZ104 - Customer Experience Management Reflection Report Analysis

This report offers a comparative analysis of customer experiences with Adidas and Nike, focusing on the entire customer journey (before, during, and after sales). It applies Customer Experience Management (CEM) concepts to evaluate the customer's perspective, examining touchpoints such as packaging, shipping, and advertising. The report delves into actions taken during the customer journey, including objective setting and touchpoint identification, and explores two key CEM concepts: customer interaction tracking and feedback integration. Proto-persona profiles are utilized to represent customer needs and goals, highlighting pain points related to finances, processes, support, and productivity. The report contrasts the customer experiences of Nike and Adidas, emphasizing good customer experience elements like product knowledge and communication skills. Ultimately, the report concludes that both brands are actively managing customer experience to enhance satisfaction and loyalty, leveraging customer journey mapping and persona development to identify areas for improvement.

Running Head: Customer Experience Management
Customer Experience Management
Name of the Student:
Name of the University:
Author’s Note

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EXECUTIVE SUMMARY
The following report is reflecting on the perspective of the customer on two different
products selected from two different organisation. The selected organisation is Adidas and
Nike. The discussion of the report will reflect on the customer journey that is selected for this
report and 2 CEM concepts in the customer journey. The comparison and contrast of the
customer experiences is highlighted on the basis of before and after sales. Hence the aim of
the report is to explain the key points on the management of the customer experience that
practically takes place after sales.

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Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Actions taken during customer journey.............................................................................2
2 CEM concepts in the customer journey..........................................................................3
Proto-persona profiles........................................................................................................4
Needs and goals..................................................................................................................4
Compare and contrast the two customer experiences........................................................6
What makes a good customer experience (example).........................................................6
Conclusion................................................................................................................................77
Reference....................................................................................................................................8

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Introduction
The following report will focus on the comparison of two different products from
different organizations. The chosen products are sportswear from the famous organisation
that is Adidas and Nike. The products are recognized throughout the world and are used by
the people for sport purpose and have developed its name in sponsorship and fame in the
national sport games. The aim of the report is to discuss the customer journey that is selected
for this report. Further 2 CEM concepts in the customer journey will be illustrated (Wei,
Miao & Huang, 2013). The purpose of the report is to use Proto-persona profiles to illustrate
to reflect on the perspective of the customer experiences.
Discussion
The two chosen company are:
Adidas and Nike
The touchup points of the report is focused on the Packaging, shipping materials,
systems and secondly in the area of TV ads, print ads and brochures.
Actions taken during customer journey
The actions taken place during customer journey are:
 To set clear objectives from the journey map.
 Well defined goals should was set to define the personal profile (Lemon & Verhoef,
2016).
 The touch points were listed carefully so that the role of each department is well
known.
 The elements were identified and was placed in a synchronized order on the customer
journey map.
 The necessary changes and alteration was done on the identified risk.

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2 CEM concepts in the customer journey
The concept of customer experience management can be defined as the collection of
process where a company uses to track, oversee and organize the interaction with the
customer and the organisation throughout the customer lifecycle. The customer service on the
part of the Nike and Adidas tends to create a relationship of trust and loyalty because when
there is interaction with the customers (Homburg, Jozić, & Kuehnl, 2017). Therefore on the
other hand the complaint management becomes the premier opportunity to prove our care,
responsiveness, and trustworthiness to customers.
The two concept of the customer experience management are:
 The various stages and interaction of the customers are taken into consideration. The
feedback of the products are looked after and interaction takes places within the
journey mapping.
 The concept of customer experience management will assist the area of specialization
to be optimized for the purpose of continuous improvement and it also helps both the
brand Adidas and Nike to isolate the potential area of competitive differentiation.
Proto-persona profiles
The purpose the Proto- Personas involves the meeting with two separate brands and
depends on the number of participants (Cabreroet al., 2016). The meeting includes to target
the number of potential customer and retrieve its old customers. Since both the brands sells

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similar products like tee-shirt, shoes, joggers, socks and many more. The following steps will
help to understand the step:
Step 1: Character Development
The first step is to develop the goals, purpose and strategy to set up the interaction and
build up customer experience management. The process must go in a smooth manner once
the participants focus on the real customers.
Step 2: Meet the Cast
Once the skills are set to develop in the individual personas. It is the responsibility of
reach individual to talk about its personal motivational goals and the need of each personas.
Step 3: Character refrainment
The customers must be given the opportunity of taking a break and later the goals of
this step is to rank each persona based on different traits.
Needs and goals
The pain points identified are:
A pain point is a specific problem that customers of your business are experiencing.
Such types of point cover in the area of:
Financial pain point- both the organisation Adidas and Nike attends to spend too much of
money and later it wants to reduce its spending.
Process Pain Point: the sport brands want to improve the inter processes that is following
thought customer related issue.

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Support Pain Points: Adidas and Nike did not receive the similar support that they need at
the critical stages of the customer journey (Vervoortet al., 2014).
Productivity Pain Points: it is identified that the brands is wasting its time in some other
purpose and wants to use the time more efficiently.
The needs and goal of the sport brand is to cater to the requirement that can lead to
attend more in the area of pain points. The need of the sport brand is to invest its time in the
correct situation. The goals can be set to reach out to the target audience and meet their
requirement.
Compare and contrast the two customer experiences
The customer experience of Nike is on a good note and is one of the leading sport
brand throughout the world. The leadership generic strategy leads to sustain the competitive
advantage which can be based on cost (Ng & Lundström, 2014).Whereas on the other hand
the customer experience of Adidas has led to incorporate digital technology in all the
marketing strategy. The customers are satisfied with the brand as itfulfill the need and
requirement which the customers expect.

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What makes a good customer experience (example)
The good customer experience is referred to have a thought of knowledge in the
inventory, which is experienced with the product and is being able to help the customers that
make the best choice for them. The key elements that are analyzed from the brands are:
patience, attentiveness, knowledge of the product and to compose of proper communication
skill. With an instance of the example, the sales employee who are engaged in selling the
products in the retail store are aiming to sell the product (Yakhlef, 2015). But the employee
must have proper communication skill so that the description of the product can be discussed
well and the customer are aware of each and every attribute of the product.
Conclusion
Hence it can be concluded that the brands, Adidas and Nike is catering to look after
the customer experience management. The products are recognized throughout the world and
are used by the people for sport purpose and have developed its name in sponsorship and
fame in the national sport games. The purpose the Proto- Personas involves the meeting with
two separate brands and depends on the number of participants. The area of the pain points
gives a vivid account of the area where the brands requires rectification so that it can engage
more in customer interaction.

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Reference
Cabrero, D. G., Álvarez, C. G. P., Rocha, M. A. M., &Abdelnour-Nocera, J. (2016). User-
created personas in rural Mexico and in rural Spain: Approaches neither from the
North nor from the South. Avances en InteracciónHumano-Computadora, (1), 13-17.
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.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.
Ng, J. Q., & Lundström, M. (2014). Impact of a National system for waitlist prioritization:
the experience with NIKE and cataract surgery in
Sweden. Actaophthalmologica, 92(4), 378-381.
Vervoort, T., Logan, D. E., Goubert, L., De Clercq, B., &Hublet, A. (2014). Severity of
pediatric pain in relation to school-related functioning and teacher support: an
epidemiological study among school-aged children and adolescents. PAIN®, 155(6),
1118-1127.
Wei, W., Miao, L., & Huang, Z. J. (2013). Customer engagement behaviors and hotel
responses. International Journal of Hospitality Management, 33, 316-330.
Yakhlef, A. (2015). Customer experience within retail environments: An embodied, spatial
approach. Marketing Theory, 15(4), 545-564.