Customer Experience Management: Analysis and Recommendations

This report delves into the realm of Customer Experience Management (CEM), examining the complete customer journey and its impact on brand perception. The report begins with an introduction to CEM, followed by a discussion of personal customer experiences, including touchpoints be...Read More

Customer Experience
management

INTRODUCTION...............................................................................................................................2
MAIN BODY.......................................................................................................................................2
a. Briefly introduce your experience and discuss at least 2 “touch points”........................................2
b. Discuss the thoughts/actions you took during your customer journey (before during and after)....2
c. Apply at least 2 CEM concepts in your customer journey discussion............................................3
d. Use Proto-persona profiles to illustrate yourself relative to your customer experiences. Identify
pain points and needs and goals.........................................................................................................3
e. Compare and contrast the two customer experiences and reflect by providing examples, on what
makes a good customer experience....................................................................................................3
CONCLUSION....................................................................................................................................4
REFERENCES....................................................................................................................................5

INTRODUCTION
Customer experience management is collection of procedures which an business firm
uses for tracking, oversee as well as organize every interaction among customer and
organization by customer lifecycle. This report will be going to reflect on entire customer
journey along with their positive and negative experience towards two different products.
MAIN BODY
a. Briefly introduce your experience and discuss at least 2 “touch points”.
Customer touchpoints are simply brand points of customer contact from start to finish.
For instance, customers may find business online or in any advertisement, check rating and
reviews, visit website, then shop at retail store or contact customer service. This may be long
list but these are just few touchpoints. Customer touch point are classified in three categories
which are mention below :-
Before purchase During purchase After purchase
Social media Store or office Billing
Ratings and reviews Website Transactional emails
b. Discuss the thoughts/actions you took during your customer journey (before during and
after)
Customer journey is based on major three touchpoints i.e., before, during and after.
Explanation of these are as follows :-
 Before – It involve market efforts such as testimonials, social media, ads and several
other activities. Customer impressions generally formed by review of products or
mouth words. Monitoring social media channels and listening what is being said
about brand as well as setting up google alerts will be notified when brand is
mentioned.
 During – At this point sale environment will be physical store, website or printed
catalogue. During sales process customer will interact with paywall, call centre or
sales team.
 After – It involves product support, addressing returns as well as answering
questions. In addition to this, customer feedback surveys will be provided valuable as

well as customer journey information for providing assistance to refine their offerings
and touchpoints.
c. Apply at least 2 CEM concepts in your customer journey discussion.
Customer experience management is the practices related to designing as well s
reacting to customer interaction to meet or exceed their expectation, leading high customer
satisfaction as well as loyalty and advocacy. In addition to this, within a business firm
customer experience don’t have particular department as it is responsibility of every division
such as sales, marketing, finance, HR, IT and so on. One single customer has different
experience towards products and services that can be positive or negative. As it is
responsibility of each and every division working in organisation to convert their negative
feedback into positive through providing high quality and effective services.
d. Use Proto-persona profiles to illustrate yourself relative to your customer experiences.
Identify pain points and needs and goals.
Proto-person is description related to target users as well as audience of product
which are based on assumptions of stakeholders. Making this impromptu persona permits
item groups to start planning and building quickly without getting excessively stalled with the
subtleties of client conduct. Since these personas are created utilizing the starter information
and suppositions of partners and colleagues, the persona ought to be refreshed with any new
data or examination picked up over the span of the undertaking.
e. Compare and contrast the two customer experiences and reflect by providing examples, on
what makes a good customer experience.
There are two customers A and B, Customer A purchase ice-cream from company X
as well as Customer B purchase chocolate from company Y. Both of these customers have
totally distinct experience in relation of their purchasing process. In addition to this,
Customer B who purchase chocolate from company Y have positive experience as he was
saying that chocolate was good in taste with required amount of sugar. On the other hand,
customer A who purchase ice-cream from company X have negative experience. He was
saying that ice cream has lots of sugar in it as it was only feeling sweetness and no other taste
from it. Although, customer A and B both have distinct experience towards two different
experience.
It is important for company X to focus on customer reviews as well as feedbacks
related to their products. Because negative review, word of mouth, feedbacks and so on result

in negative impact on brand image as well as reducing customer base. Thus, it is essential to
take major steps in relation of same and overcome with issues and resolve customers
problems by offering them products and services according to the requirement. Customers
will only get satisfy and recommended products to other people when their own needs as well
as wants gets fulfilled within appropriate manner.
CONCLUSION
After going through overall discussion, it has been concluded that it is important for
an organisation to maintain track record of customers as well as they have to organize
appropriate interaction with customers for gaining effective outcomes. Although, customer
have both positive as well as negative experience towards distinct products and it is
responsibility of company to manage these experiences in effective manner. Along with this,
they have to design proper strategy for converting negative into positive experience.

REFERENCES
Books and Journal
AthuluruTlrumala, G., & Attuluru, A. R. (2019). U.S. Patent No. 10,325,102. Washington,
DC: U.S. Patent and Trademark Office.
Gacanin, H., & Wagner, M. (2019). Artificial intelligence paradigm for customer experience
management in next-generation networks: Challenges and perspectives. IEEE
Network, 33(2), 188-194.
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.
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience
management. International Journal of Contemporary Hospitality Management.
Kandampully, J., Zhang, T. C., & Jaakkola, E. (2018). Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O., & Burton,
J. (2020). Characterizing customer experience management in business markets. Journal of
Business Research, 116, 420-430.
Zolkiewski, J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., ... & Robinson,
W. (2017). Strategic B2B customer experience management: the importance of outcomes-
based measures. Journal of Services Marketing.

APENDIX
Proto-person – It is description related to target users as well as audience of product
which are based on assumptions of stakeholders. Making this impromptu persona permits
item groups to start planning and building quickly without getting excessively stalled with the
subtleties of client conduct. Since these personas are created utilizing the starter information
and suppositions of partners and colleagues, the persona ought to be refreshed with any new
data or examination picked up over the span of the undertaking.
It is important for company to focus on customer reviews as well as feedbacks related
to their products. Because negative review, word of mouth, feedbacks and so on result in
negative impact on brand image as well as reducing customer base. Thus, it is essential to
take major steps in relation of same and overcome with issues and resolve customers
problems by offering them products and services according to the requirement. Customers
will only get satisfy and recommended products to other people when their own needs as well
as wants gets fulfilled within appropriate manner. In addition to this, Customer touchpoints
are simply brand points of customer contact from start to finish. For instance, customers may
find business online or in any advertisement, check rating and reviews, visit website, then
shop at retail store or contact customer service. This may be long list but these are just few
touchpoints.