Customer Experience: Value Proposition, Models, and Digital Disruption

This report provides a comprehensive analysis of customer experience (CX), focusing on two organizations: Disney and HSBC. It begins by defining CX and its importance, followed by an exploration of the value propositions of both companies. The report then details how Disney and HSBC deliver their respective customer experiences, including strategies and approaches tailored to their target demographics. It delves into the 'Six Pillars of Customer Experience Model' and critically applies this model to the chosen organizations, evaluating their strengths and weaknesses in each pillar. The impact of digital disruption on CX delivery is also examined, and strategic recommendations are proposed to enhance customer experiences for both companies. The report concludes by summarizing key findings and suggesting areas for improvement, aiming to benefit both customers and the organizations themselves. The report draws upon the assignment brief for MG526 Customer Experience, a module from the 2020-2021 academic year, and addresses all specified tasks including value propositions, customer demographics, application of the six pillars model, implications of digital disruption, and strategic recommendations.

Customer experience

Table of Contents
INTRODUCTION...........................................................................................................................1
The value proposition ................................................................................................................1
How its deliver the customer experience....................................................................................3
Customer frequency used by key demographics.........................................................................4
Six pillars of customer experience model ..................................................................................6
Critically apply model in given company. .................................................................................7
The implication of digital disruption ..........................................................................................7
Recommendation ........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Customer experience is defined as, it is a completely of cognitive, affective, sensory and
behavioural consumer responses during all the bases of the consumption procedure involving pre
purchase, consumption and post purchase stages. To understand a customer experience it all
about analyse the what they looking forward for. CX is also consider as consumer previous
aspect, the holistic perception of their experience with commercial enterprise or brand. It plays
essential role in business because the good experience consumer have, the more repeat custom
and positive feedback receive the company. While simultaneously reducing the friction of
consumer complaints and returns (Khan and et. al., 2020). The advantage of delivering great
customer experience such as , enhanced customer satisfaction, increased customer loyalty, better
mouth publicity, positive reviews and recommendation. All enterprises willing to improve the
consumer experience, business can enhance retention and reduce churn, e- commerce
marketplace can enhance repeat customs and reduce returns, and service industries can gain
recommendations and reduce complaint. This report determine two organisation that is Disney
which is Business to business and second one is HSBS which is business to customer in this
research can included about customer experience models and their value proposition.
The value proposition
It is simple statement that summarize why a consumer would choose product and services
. A greater value proposition may highlight what makes changes from competitor, but it should
always concentrate on how customer define company value. First of all Disney is famous brand
and its brand positioning defines creates happy, sell the happiness, pay more attention to the
experience of consumption, to bring consumer specific gaming previous prospective. Make
people think of happiness once thinking of Disney. The value proposition needed ranges through
physical , intellectual , human to financial types of resources (Kuppelwieser and Klaus, 2021).
These are new technology and amazing collection of brands, high quality content, as a powerful
balance sheet leadership talent and creative talent as well. For making customer relationship a
very essential intangible resources is the image and consumer loyalty that is associated with the
Disney brand This concern brand is known for its commitment that delivers on an immersive and
magical experience and connects the character which is more desirable that genuinely shows
where dreams come true. On the prospective of value proposition of Disney is always deliver the
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most exceptional entertainment experiences for all ages people. The segment of business wants
to deliver the same value to their customer , happiness and well being of kids and families. With
their park and resorts their characteristic is to give their consumer a memorable and accessible
leisure that families can celebrate or enjoy together. Experience of Disney theme park staying at
resort it is all about developing a dream world so, people can enjoy and explore their feeling,
love emotions which is necessary to live life. They looking forward to willing Give their best
potential to their customer and also giving best quality service as well as product. The aims of
this brand is focus on value driven not for earning the (Shobeiri, Mazaheri, and Laroche, 2018).
HSBC believe in doing business, it is a British multinational investment bank and
financial service holding organization. It is the largest bank in Europe. The concern organization
wiling to acquire excellent outcomes in a way that treats consumers fairly and assist to strength
communities and assure a properly functioning financial system. The value of this company is
acquiring goals for business can effectively and efficiently. The major prospective of this
company is earning profit but gives the customer satisfaction and consumer loyalty that enhance
the brand image and value. The concern organization founded on the strength of various
experiences, attributes and voices. Company shows the highest empathy towards the consumer.
The marketing of HSBC is promote their global value proposition and further the organization's
condition. As a prospective of leader they adjusted the needs and interest of business banking
customers and aspects. This organization was searching an opportunity to share compelling ideas
and experiences with the selected groups and senior level decision makers through organization a
targeted revenue bracket who were likely to have international financial services needs. This
company also looking forward for collaborating across boundaries. Also holding accountable and
taking the high view and moving at pace and making this happens. It actively takes a broader
perspective and give more opportunities for consumers. They commit tenaciously following by
the actions that make those chances a real. The major aspect of this brand accomplish the aims
and objectives and they loyal towards their customers that gives advantage to the company in
terms of revenue generation and earn profitability. They offer opportunities to the customer and
deliver the full promise by being truly connected among the boundaries with customers and their
partners. Together as an subordinate and as an organization. They sets high standards and each
accountable responsible for actions which is related to the financial prospects. It try new things
learn and improve and able to take risks and also responsible for make clear choices and take
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bold actions. This concern company is the world's largest banking and financial services
organizations and it bringing together the peoples ideas, views, thoughts for that progress and
growth. Assisting to create a appropriate world for its customers, people, investors and
customers. HSBC gives more than around 53 million customers global nation with a full range of
personal financial services, involving current and savings accounts, car financing, credit cards,
pensions investment and mortgage loans. The value proposition shows they are responsible for
expansion of business, give consumer satisfaction responsible for generating the revenue. It is all
about they increase their brand value and image that gives advantage to the organization from
over all prospective (Pekovic and Rolland, 2020).
How its deliver the customer experience
When it names comes which is known for world class consumer experience, so the
concern brand Walt Disney it comes at top list. It gives different taste according to customer age
either, it will be child, adult or old age people, it has all stuff for their customer. The main
purpose of Disney is to accomplish aims and objectives and make proper relationship with their
consumer. It also gives 65% return Rate to their first consumer visitors. There are various points
of consumer that has experience from Disney.
TOP down customer experience: The concern brand employees put their efforts to become
brand more successful and eligible. management also wants to make happy to their customer, if
consumer will satisfy, so business is able to run smoothly and significantly. By the park greeters
to attraction attendants, each and every employee is able to make their decision to make their
customer happy. Higher authority of employees is teaching about their consumer experience and
also give their appropriate training to understand the guidelines and able to fulfil the requirement
of consumer as well as organization. It is very difficult to create exemplifies consumer
experience if it does not start from the beginning. Organization have to focus on customer
experience after analysing they are able to full fill their need and demand (Shi, S.,and et.al.,
2020).
Knowledgeable staff: Employees of Disney they moral responsibility about its company and
details of their job well. Disney employees are more knowledgeable they know about everything
about organization also able to find the answers. They had a recommendation and conclusion for
food and entertainment to make or feel happy to their consumers.
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Masterful personalization: Disney has own style of taking an experience and personalising it for
the individuals. When consumer looking forward to take their tickets, they can get a gadget after
that they tell why they are celebrating occasions. The main purpose of the organization is to
interact with the guest which they can increase their customer.
Constantly capturing feedback: Disney understand to their customer, what they want, after
accomplishing their need they are responsible for taking their feedback continue because, Disney
wants to make their brand world class premium. Also thy has started survey along with normal
demographic data or information and add some more new innovative technology to grow more
Build sensitive contacts with consumers: Disney not selling rides but developing an experience.
People think Disney is just only for kids, but it connects adults as well. The concern organization
is also responsible for provide accommodation for guests with different disabilities.
In the context HSBC it targets the specific customers. It simply determines proprietor
journey for taking a feedback from the customers. They started a new journey that is known as
centred approach, it enables their strength and weakness through channel and product without
losing their sight and give the importance of customer objective underpinning each of the
journey. HSBC also commit their users to deliver the premium class customer experience
(Rather, 2020).Customer frequency used by key demographics.
Disney focuses their all consumer, but major target is 4 to 12 years old children. This
segment is thoughtful primary because they have greatest convince over their parent’s decision
making and are the most excited about the organization. children love animation movies. So they
targeted 24. 8 million kids represent approximately percent of the US population. So adults want
to see web series, playing video games and participating in organised partner oriented sporting
activities.
Even though digital media usage is more prevalent amongst 9 to 10 year old. Other than still
engages in digital media usage. They watch around 3 hours of TV. In relation of this segment
they are predominant group that downloads and plays video games online. And 6 to 11 years old
they visit favourite website and search user generated content. In last Disney targeted 35 to 55
years old. It consider secondary because they have already experienced the traditional Disney
atmosphere. Disney should advertise and looking forward to appeal this segment because they
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already got their benchmark and build the Disney experience available to their children
(Rajaobelina, 2018).
In the relation of HSBC they targeted the business man, celebrity and politicians because
this bank is looking forward to enhance their business and want to get hype and also targeted the
customers as per the years because they know who is able willing to pay amount. They targeted
the new customers for open the bank account to increase the brand value as well as brand image.
So that business can run effectively and efficiently. To target the consumer it gives loyalty along
with satisfaction. Here is graphical representation that shows the targeted customer by the bank.
Six pillars of customer experience model
Customer experience model did the research that shows every outstanding customer
relationship has universal set of qualities. There are six pillars of experience excellence that is
given below, the combination is to provide powerful mechanism to help the organization and
understands how they provide their customer experience across channels and industries and
organization variants. Directing organization demonstrate mastery of these pillars are
outstanding at all them. There are consumer experience models pillars that is mentioned below:
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Integrity: Trust is a result of reliable organizational performance that demonstrate truth
worthiness. There are trust structure events where company has to require openly react to a
problematic situation and trust building movements where individuals actions by employee add
up to develop trust in the company as a whole to stand for something more than profit (Pandey
and Chawla, 2018).
Resolution: Changing poor experience into the best. Factually when it comes to
determination, company has major on service recapture. As per the prospective of covid
pandemic. It has an ambitious rapid modernisation because consumer problem solving come to
the fore. The mind-set is turned as augmented a focus on solutions Rather than services or
product and driven engagement. It has own strategy to fix with urgency, and offer a warm and
sincere apologize and looking forward for extra mile if required.
Expectation: Consumer satisfaction Gives the difference between expectation and actual
delivery, to understand their problem and issues and exceeding their expectation is a key skill of
great company. It gives a consistent service every time. It uses plain English, no jargon.
Time and effort: it provides relevant information, minimizing waiting times, call waiting
effectively, make time investment feel worth it. Removing needless difficulties, it changes
customer to acquire their aims and objectives easily that have been viewed to enhanced
faithfulness.
Personalization: it offers relevant product and services; they are able to understand
specific personal needs of the customer. Treat like an individual.
Empathy: Acquiring a sympathetic of the consumer conditions to drive deep
relationship. It understands my particular situation; it explains thing easily that are able easily
understand. It invests time to analyse needs of the consumer. It assists to full fill requirement of
the customer.
Critically apply model in given company.
It has to be evaluated empathy model is the best for Disney because, it focuses on the
consumer to full fill the requirement. This concern brand not focus only children, it provides
entertainment all age people with the reliable and appropriate content. In this it knows preference
and taste of the consumer which is easy for the company actually what they want and
organization can accomplish their vision and mission.
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In the context of HSBC , this company takes Time and efforts model because in banking
field time and effort plays very crucial role because employee put their effort on consumer to
sale the product and this this thing takes times, but in this employees are able to give relevant
information and time investment gives worthiness. It also removing inaccessible obstacles which
is beneficial for the company. Commercial enterprise can show their views and prospective
among the customer.
The implication of digital disruption
Digital transformation is forcing organization to change their enterprise model and adapt
the new market reality. Digital transformation is the addition of digital technology into all areas
of commercial enterprises. It subsequent in fundamentals improvements in operating the
commercial enterprise and deliver the value to their consumers. Opportunities gives the usage of
sophisticated technology and consumer often rate companies on their virtual customer
experience first. For B2B sales teams alphanumeric first means substituting cold calling with
communal vending (Trivedi, 2019).
Recommendation
 Organisation have to give appropriate services.
 Give customer satisfaction and loyal towards them.
 Company have to different things so consumer can attract and willing to buy it.
CONCLUSION
It is inferred from the above report, about value proposition that shows the statement of
the organization which gives the excellent service to their consumer. This report has been
summarised, it uses models to enhance the productivity that enterprise increase their name and
value. So that business can run effectively and efficiently. The main purpose of Disney is focus
on kids more than other customer footfall because it aims to keep happy and create happy
environment to their customers. On the prospective of HSBC it focuses on specific customer that
only for accomplish aims and objectives of the organization.
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REFERENCES
Books and Journals
Khan, I.,and et. al., 2020. Customer experience and commitment in retailing: Does customer age
matter?. Journal of Retailing and Consumer Services, 57, p.102219.
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all tactics. Journal
of Business Strategy.
Kuppelwieser, V.G. and Klaus, P., 2021. Measuring customer experience quality: The EXQ scale
revisited. Journal of Business Research, 126, pp.624-633.
Lo, A., 2020. Effects of customer experience in engaging in hotels’ CSR activities on brand
relationship quality and behavioural intention. Journal of Travel & Tourism
Marketing, 37(2), pp.185-199.
Pandey, S. and Chawla, D., 2018. Online customer experience (OCE) in clothing e-retail:
exploring OCE dimensions and their impact on satisfaction and loyalty–does gender
matter?. International Journal of Retail & Distribution Management.
Pekovic, S. and Rolland, S., 2020. Recipes for achieving customer loyalty: A qualitative
comparative analysis of the dimensions of customer experience. Journal of Retailing and
Consumer Services, 56, p.102171.
Rajaobelina, L., 2018. The impact of customer experience on relationship quality with travel
agencies in a multichannel environment. Journal of Travel Research, 57(2), pp.206-217.
Rather, R.A., 2020. Customer experience and engagement in tourism destinations: the
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1),
pp.15-32.
Shi, S.,and et.al., 2020. Conceptualization of omnichannel customer experience and its impact on
shopping intention: A mixed-method approach. International Journal of Information
Management, 50, pp.325-336.
Shobeiri, S., Mazaheri, E. and Laroche, M., 2018. Creating the right customer experience online:
The influence of culture. Journal of Marketing Communications, 24(3), pp.270-290.
Tom Dieck, M.C. and Han, D.I.D., 2021. The role of immersive technology in Customer
Experience Management. Journal of Marketing Theory and Practice, pp.1-12.
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Trivedi, J., 2019. Examining the customer experience of using banking Chatbots and its impact
on brand love: the moderating role of perceived risk. Journal of internet
Commerce, 18(1), pp.91-111.
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