Customer Experience Management: Reflective Report Analysis

This report offers a comprehensive analysis of customer experiences with two automotive brands: Harley Davidson and Honda. The report begins with an introduction that outlines the significance of customer experience management (CEM) in business strategy and success. The core of the report comprises a comparative analysis of personal experiences with both brands. The positive experience with Harley Davidson highlights aspects such as timely delivery, supportive staff, and effective service, which are linked to customer journey touchpoints and CEM concepts. In contrast, the negative experience with Honda focuses on issues like delayed delivery, unhelpful staff, and poor communication, leading to customer dissatisfaction. The report then examines the actions taken during the customer journey for both brands, differentiating between pre-purchase, purchase, and post-purchase phases. The conclusion synthesizes the key findings, emphasizing the importance of CEM in creating customer loyalty and satisfaction. The report also includes references and appendices with proto-persona diagrams for both companies, which provides a visual representation of customer needs and behaviors.

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Contents
Introduction......................................................................................................................................2
Experiences......................................................................................................................................3
Experience with Harley Davidson (positive experience)............................................................3
Touch points............................................................................................................................3
Experience with Honda (Negative experiences)..........................................................................4
Touch points............................................................................................................................4
Actions taken during customer journey...........................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7
Appendix..........................................................................................................................................9
Proto-persona diagram (Harley Davidson Company).................................................................9
Proto-persona diagram (Honda Company)................................................................................10

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Introduction
The purpose of the report is to demonstrate the understanding on the overall customer experience
that is linked with the business strategy as well as the success of the business. The report
includes the in-depth analysis of the experience with the two brands that leads to positive
experience and negative experience with the other brand. The explanation of the experience is
linked with the customer journey as well as CEM concepts that lead to the comparison of two
experiences. The brand whose product and service is considered in the report includes Honda
and Harley Davidson as these brands perform their operations in automotive industry.

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Experiences
Experience with Harley Davidson (positive experience)
Harley Davidson is well-known motorcycle company that offers innovative product with
effective services in the market (Morgan, 2019). I purchased Harley Davidson bike for giving the
gift as it is considered as one of the branded product. While booking the Harley Davidson Street
750, I informed the staff that the bike has been purchased by me for gift purpose to my family
member so I want it on the assigned day as I want to give surprise. I received the delivery on
time and before the delivery, I received the mail for the confirmation that enhanced my
experienced with the brand. The bike was delivering on the time to the concern person with the
explanation of entire features and staffs are so supportive that they informed me (Maklan &
Klaus, 2011). After the purchase, the concern person realised the benefits of product that include
its comfort level its mileage, its looks, as well as the wheel disc brakes.
Touch points
Impressive staff support: - The staffs of company are very helping as they provide the proper
details to their clients. I found that the service of the brand is quick due to which they are able to
gain customer trust as well as loyalty. The staff is able to form the emotional connect with the
customers due to which the brand is more preferable. This is clear with the theory of Voss and
Zomerdijk, this theory state that all service encounters come with the emotional engagement
irrespective ordinary product or service (McColl-Kennedy, et, al 2015).
Effective service with product features: - One of the touch points includes effective service
with the product features. The brand is able to deliver the improved service that includes the

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timely delivery of the product with the improved product features that are comfort, looks, design
and other factors. This contributes effectively in delivering the delight experience and leads to
the customer loyalty (Lemon & Verhoef, 2016).
Experience with Honda (Negative experiences)
I would also like to reflect my previous experience when I visited the Honda showroom to
purchase Honda-unicorn for myself. I booked the bike because it was in my budget at that point
of time and then the staff told me that they would deliver the bike in the next 30 days. The bike
was in demand for their mileage, price, as well as comfort (Schmitt, 2010). Further, I did not
receive the bike on the delivery date that affected experience of mine as I waited for long for
bike. I tried called the staff member who taken my booking and then in showroom but I did not
receive any booking status. After one month, the staff told me rudely that either cancelled the
booking or wait for coming two months. There was lack of apologize from the staff of the
company that made me realised that I need to cancel my booking.
Touch points
Support pain points: - I found that the employees of the company are not able to provide the
proper support to the clients due to which they are not able to meet the expectation of customers.
The staffs were not friendly and not willing to help customers that made the customer not to
retain within the organisation. This shows that the company is not able to apply the theory of
Servqual within the organisation. The theory of Servqual is customer experience theory that state
service comes with the experience (Harmeling, Moffett, Arnold & Carlson, 2017). According to
the theory, it is designed to capture the expectation of the consumer as well as the perceptions of
service with the five dimensions that are focuses to believe to present the quality of service.

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Improper facility for booking: - I determined that the booking facility was improper due to
which the customer gets dissatisfied. The staffs of the company are not supportive, due to which
the customer forcefully cancel their booking which affect the experience of the customer, and
they do not want to visit again to the company.
Actions taken during customer journey
The customer journey majorly includes the three phases before, during, and after making the
purchase of the product. In before phase, the company decides the company from where they
want to purchase the product (Homburg, Jozić & Kuehnl, 2017). In both the cases, the customers
have decided making purchase from Harley Davidson and Honda Company. During the
purchasing phase, the customer selects the product due to which they purchased Harley Davidson
bike. However, their previous experience with the Honda Company was not good as they
cancelled the booking. Further, the after sale service of Harley Davidson company was good
rather than the Honda company.

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Conclusion
In the end of the report, it can be concluded that company have different experience with
different companies that include Harley Davidson and Honda. Customers got the positive
experience with Harley Davidson and negative experience with Honda. The concept of customer
experience has been explained with the help of theories.

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References
Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of
customer engagement marketing. Journal of the Academy of Marketing Science, 45(3),
312-335.
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.
Maklan, S., & Klaus, P. (2011). Customer experience: are we measuring the right
things?. International Journal of Market Research, 53(6), 771-772.
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H., &
Friman, M. (2015). Fresh perspectives on customer experience. Journal of Services
Marketing, 29(6/7), 430-435.
Morgan, B. (2019). The 10 Most Customer-Obsessed Companies In 2018. Retrieved from:
https://www.forbes.com/sites/blakemorgan/2018/02/15/the-10-most-customer-obsessed-
companies-in-2018/#7a2e12846ba1
Schmitt, B. H. (2010). Customer experience management: A revolutionary approach to
connecting with your customers. John Wiley & Sons.

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Appendix
Proto-persona diagram (Harley Davidson Company)
Name- Albert
Behaviours
Behaviour of consume premium
product
Customer who wants delivery on
time that shows the commitment of
brand
Effective brand identity and image
Demographics
Adult
(Age- 22 years)
Lives in Australia
Needs/Goals
Need product that can meet the
needs of customers
Needs looks and designs in bike
with effective customer service
Support from the employees of the
company

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Proto-persona diagram (Honda Company)
Name- Heerlen
Behaviours
Customer’s behaviour shows
effective purchase of product from
the brand.
Want products for a long run
Improved services with friendly
conversation.
Demographics
Adult
(Age- 25 years)
Lives in Australia
Needs/Goals
Timely delivery
Products with good design and
features
Proper dealing with brand

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