Customer Experience Management Report: Analysis and Reflection

This individual reflective report delves into the realm of Customer Experience Management (CEM), focusing on customer journeys and touchpoints. The report begins by defining CEM and its core concepts, including the customer lifecycle, customer journeys, and the various types of customer experiences. It then provides a comparative analysis of good and bad customer experiences, emphasizing the critical factors that contribute to positive outcomes. The report highlights the significance of understanding customer needs, creating meaningful connections, and gathering feedback. The author shares personal experiences to illustrate the practical application of these concepts. The report concludes by summarizing the key takeaways and emphasizing the importance of CEM in driving business success and customer loyalty. References and appendices with visual examples are also included.

Running head: CUSTOMER EXPERIENCE MANAGEMENT
1
Customer Experience Management
(Student’s details)

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Contents
Introduction.................................................................................................................................................3
Concepts of Customer Experience Management.........................................................................................3
Customer Lifecycle.................................................................................................................................3
Customer Journeys..................................................................................................................................3
Customer experiences..................................................................................................................................4
Comparison of customer experiences..........................................................................................................4
What makes a good customer experience....................................................................................................5
Understand customer’s need....................................................................................................................5
Create a connection with customer..........................................................................................................5
Customer feedback..................................................................................................................................5
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6
Appendices..................................................................................................................................................7

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Introduction
In this individual reflective report, I will discuss about the Customer Experience and
touchpoints. Customer experience is a journey of a customer which include reaction and opinion
of customer about brand or product after using the product or service. A touchpoint is any
communication that shows what customer feels about the service, product, business or brand.
There are two main touchpoints of customer experience which are people and product
(Pennington, 2016). A customer pain point is problem which experiencing by customer. For
example productivity pain point, financial pain point, support pain point, process pain point and
many more.
Concepts of Customer Experience Management
Customer experience management is also known as CEM in short form. CEM is the
practice of viewing, and reacting to the consumer interactions to fulfill the expectations of
customer. Hence, it increases the loyalty, satisfaction and advocacy of customer (Schmitt, 2010).
There are many concepts of Customer experience management.
Customer Lifecycle
The customer lifecycle is a concept or way to define the steps that engage customers at
the time of purchasing and becoming a lifelong loyal customer. Customer lifecycle includes
interaction with customers with the help of sales, marketing and services. The customer lifecycle
is the combination of many stages which involve consideration, awareness, selection, purchase,
retaining and encouragement of customer. The proper customer lifecycle helps in maximize the
revenue (Buttle, 2009).
Customer Journeys
The customer journey is also a concept of customer experience management. The
customer journey explains the process which includes interactions specific segment audiences
engage at different type of stages of customer lifecycle. Customer journey includes all the
information about how a customer knows about brand, how a salesman or storekeeper interacts
with customer and what is the reaction of customer about product or service. In other words,

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customer journey is overall experience of customer in which customer go through interaction
with brand and company (Seligman, 2012).
Customer experiences
Customer experience is the entirety of all communications with clients and customers as
they experience and draw in with an organization. Customer experiences can be good or bad, it is
all depend on communication between organization and customer.
I want to pick up shoes for jogging for which I went to Platypus shoes store. Platypus is a
famous brand in Australia, which have many stores. I brought shoes from there but when I
reached home and tried them, I realized that I brought shoes of wrong size for which I had to
return them and have to change them. But I was late to returning shoes due to a death in the
family, so the Platypus’s store man takes return after a month and give me another pair of shoes
at no cost. They also sent a bouquet at my home to offering their condolences. This was a great
experience and I recommended this store to all my friends.
I had a very bad experience too. I bought a laptop from the laptop store and after some
time the laptop started to have a little problem and that store was away from my house and
because of the distance I tried to contact the customer care, but they have very bad customer
service. I called many times and every time they placed my call on hold. After some days, my
call was picked up by customer care executive and he asked me to serial number of that laptop,
I checked the serial number there, the person of the customer care said that a laptop from this
number did not sold from our store. Then I went to the store after a few days then he said that I
should leave the laptop there for some time. I left there it, and told what the customer care person
said, then the storekeeper kept the laptop and after a few days he said that this laptop cannot be
okay and it cannot be returned back due to the water damaged, while I did not damage the laptop.
Comparison of customer experiences
In these days, customer experience is getting much importance in business management.
For business purpose, Customer experiences are very important to analyze the condition and
reputation of business. As I mentioned, I experienced good experience as well as bad experience.
In my good customer experience, customer care service was so good whereas, in bad experience,

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customer care service was very bad because they did not answer phone calls and ignored the
problem (Goodman, 2009). Customer experience includes each part of an organization's
offering- quality of customer care service, advertising, service and products features, packaging,
and reliability. And if we care both customer experiences then it is clear that Platypus has good
customer care service, helpful staff and amazing products. On the other side, laptop store have
bad customer care service, rude staff and very low quality products and services (Melissen &
Smit, 2018).
What makes a good customer experience
Every department of an organization impact customer experience, whether directly or
indirectly. There are some ways which make great customer experience:
Understand customer’s need
Understand customer’s need is very important to make a good customer experience.
Customer service team must know about the need of customer and with the help of this
information, they fulfill the need of customer (Seligman, customer experience management- the
experimental journey, 2018 ).
Create a connection with customer
If an organization create good connections with customer then it is very good for
organization. Customer care service must listen customer’s complaint and help them to choose a
right product or service.
Customer feedback
After fulfill the need of customer, organization should record customer feedback.
Organize surveys to know about customer’s opinion (Klaus, 2015).
Conclusion
In this individual reflective report, I discussed about customer experience management
and some touchpoints related to customer experience management. Organizations use many
concepts of CEM which helps organization to understand the reputation of business. With the
help of CEM, organizations create loyal customers and positive reputation. I also described about

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my two customer experiences in which one is good and other is bad. There some points which
helps organizations to make good customer experiences. Customer experience management is
very important to increase the productivity and profit of company.
References
Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies. Abingdon-
on-Thames: Routledge.
crazycall. (n.d.). Retrieved from https://www.crazycall.com/wp-content/uploads/2017/06/How-
to-use-bad-customer-experiences.jpg
Goodman, J. A. (2009). Strategic Customer Service: Managing the Customer Experience to
Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits. New York:
AMACOM.
i.ytimg. (n.d.). Retrieved from https://i.ytimg.com/vi/S_e1j54TRns/maxresdefault.jpg
Klaus, P. (2015). Measuring Customer Experience: How to Develop and Execute the Most
Profitable Customer Experience Strategies. UK: Palgrave Macmillan.
Melissen, F., & Smit, B. (2018). Sustainable Customer Experience Design: Co-creating
Experiences in Events, Tourism and Hospitality. Abingdon-on-Thames: Routledge.
Pennington, A. (2016). The Customer Experience Book: How to design, measure and improve
customer experience in your business. UK: Pearson UK.
Schmitt, B. H. (2010). Customer Experience Management: A Revolutionary Approach to
Connecting with Your Customers. New Jersey: John Wiley & Sons.
Seligman, J. (2012). Customer Experience in Modern Marketing. North Carolina: Lulu.com.
Seligman, J. (2018 ). customer experience management- the experimental journey. North
Carolina: Lulu.com.

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Appendices
Good customer experience
(i.ytimg)
Bad customer experience
(crazycall)