Customer Experience Strategy: Research Outcomes Report - BIZ104

This report analyzes the customer experience management (CEM) strategy for Hyundai, focusing on customer satisfaction and identifying areas for improvement. The research employs both primary and secondary data collection methods, including customer surveys and social media reviews. The objectives include identifying Hyundai's target customers, assessing customer satisfaction with products and services, and pinpointing customer problems. Findings reveal that the target market includes young to middle-aged groups, with a high satisfaction level among customers, but also highlight issues like price concerns and customer service gaps. The report uses the CEM concept to address these issues, proposing solutions such as unique product designs, price differentiation, improved customer service, and enhanced product quality. The conclusion emphasizes the importance of addressing these areas to strengthen Hyundai's position in the market and improve customer loyalty.

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4/14/2019

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Contents
1. Introduction 100.......................................................................................................................2
2. Research objective 100.............................................................................................................3
3. Research 400............................................................................................................................3
3.1 Research plan and design.......................................................................................................3
3.2 Collection of data...................................................................................................................3
3.2.1 Primary research.............................................................................................................4
3.2.2 Secondary research.........................................................................................................4
3.3 Finding and analysis..............................................................................................................5
4. CEM concept 300........................................................................................................................6
5. Conclusion 125............................................................................................................................8
Works Cited...................................................................................................................................10
7. Appendix....................................................................................................................................12

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1. Introduction
Customer experience is the most important aspect that is to be considered by a company for
being successful in the market. In this report, customer’s experience and problems faced by the
customers regarding the services provided by the company would discuss further. The Primary
and secondary research would be use for research. Hyundai motor company is an automobile
manufacturer based in South Korea and offering products and services worldwide (hyundaiusa,
2019).

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2. Research objective
2.1 Identification of Target customers of Hyundai – The objective is to understand the
customer behaviour from their previous experiences with Hyundai purchase. This
would identify the target customers for the company.
2.2 Customer satisfaction with products and services –The satisfaction level among the
customer would be analysed through the research conducted. The company would
know what products and services must be continued.
2.3 Customer problems with Hyundai services – Another major objective is to identify
the problems faced by a customer that needs to be improved by the company. This
would lead to understanding the ways through which the company can improve
customer experience (Chan & Khodakarami, 2014).
3. Research
3.1 Research plan and design
The research design for this would be quantitative and qualitative research design. More
specifically the type of research design used for this research would be descriptive research
design that would include the gathering of information and data, data would be analysed, and
present the same (Choi, 2015).
3.2 Collection of data
The data collection method used for this research report would be primary and secondary
data.

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3.2.1 Primary research
Primary data collection includes a customer satisfaction survey from 10 customers of
Hyundai to understand the customer experience. This method seems to be more reliable and
valid, the reason being the information collected is recent and not based on only previous studies.
The sample size considers for the survey was 11 customers.
3.2.2 Secondary research
Considering this research report, secondary research would include the social media
review of customers. The company has been considered social media marketing through some of
the popular social media platforms like Facebook, Instagram, Snapchat, and twitter. The
screenshots of the latest three reviews on Facebook would include:
Figure 1: Hyundai Facebook page (Source: (facebook, 2019)

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A screenshot from one of the problems reported by the company in 2016 from Hyundai
problems website, which is presented below:
Figure 2: (Source: (hyundaiproblems, 2019)
3.3 Finding and analysis
 From analysing the primary research (from appendix 1) the target market considering
demographics factors, include young to middle age groups. Maximum people with recent
purchase found out to be from 18 years to 34 years age group.
 Moreover, it has been observed that females were more interested in the manufacture of
the car by Hyundai. This could be used as identifying the target market for new product
development could be for men, for instance sports cars.
 With 63%, the overall satisfaction level among the customers was very satisfied and 27%
said that they were highly satisfied.

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 Maximum customers believed that the quality provided by the company is high, which
means that the problem is not related to the quality of the products of Hyundai.
 From the secondary research and reviews from the customer's problem identified, that the
customer was facing was prices issues. The company to improve customer experience
could use the price differentiation strategy that is providing ranges of cars with different
price ranges (Chung, 2015).
4. CEM concept
Customer experience management is the exercise of design and reaction towards customer
interaction to meet the expectations of the customers and enhance customer experience, and
customer loyalty. Considering the CEM approach, the major problems and opportunity identified
are:
 Unique design and size by Hyundai - From the research identified customer expectation
from the company to introduce with unique design and another size of the car. This
expectation was identified by one of the comment mention by the customer at social
media. This could be an opportunity for the company to design a new car design.
 Price differentiation products – The need for budget-friendly cars were expected by the
customers, which were also identified from the comments of the customer on social
media. The company can go for price differentiation product (Gong & Yi, 2018).
 Customer service – From the findings from primary research, it can be said that approx.
nine percent of people find that the customer services by the company were not up to the
mark and were unable to fulfil the needs of the customers. The company can provide
additional after sales services and comfortable experience at the time of purchase.

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 Product quality – maximum people believe that the quality is high although only some
believe that they provide very high quality. The company has an opportunity to provide
the best quality product. One of the major problem faced in 2016 was “Tucson’s Dual
Clutch Transmission Won’t Accelerate,” the company, through total quality
management, must control such quality issues (hyundai, 2019).

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5. Conclusion
From the report, it can be concluded that Hyundai is one of the leading automobile
company offering products and services across the globe. The research object included
Identification of target customers of Hyundai, customer satisfaction with products and services,
and customer problems with Hyundai services.
The research included descriptive research design through data from a primary and
secondary source that is through a survey from the customers to identify the target customers and
the customer’s problem. Some of the problems identified using CEM concepts were unique
design and size by Hyundai, price differentiation products, customer service, and product quality.

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References
Chan, Y., & Khodakarami, F. (2014). Exploring the role of customer relationship management
(CRM) systems in customer knowledge creation. Information & Management, 27-42.
Choi, M. (2015). The effects of CSR on customer satisfaction and loyalty in China: the
moderating role of corporate image. Journal of Economics, Business and Management,
3(5), 542-547.
Chung, T. (2015). The role of listening in e-contact center customer relationship management.
Journal of services marketing, 29(1), 49-58.
facebook. (2019). Hyundaiworldwide. Retrieved from facebook:
https://www.facebook.com/Hyundaiworldwide/
Gong, T., & Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty, and
happiness in five Asian countries. Psychology & Marketing, 472.
hyundai. (2019). quality-and-service. Retrieved from hyundai:
https://www.hyundai.com/worldwide/en/company/corporate/management/quality-and-
service
hyundaiproblems. (2019). dual-clutch-transmission. Retrieved from hyundaiproblems:
http://www.hyundaiproblems.com/dual-clutch-transmission/
hyundaiusa. (2019). home . Retrieved from hyundaiusa: https://www.hyundaiusa.com/

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7. Appendix 1 : Survey