Reflective Writing: Customer Experience Analysis - Module 2 Assignment

This reflective writing assignment analyzes two distinct customer experiences with Singapore Airlines and Qatar Airways, focusing on touchpoints throughout the customer journey. The student reflects on the pre-purchase, during-service, and post-service interactions, highlighting positive and negative aspects of each experience. The analysis explores how factors like website usability, flight delays, seat comfort, food quality, staff responsiveness, and post-flight communication influenced customer satisfaction. The assignment applies Customer Experience Management (CEM) concepts to compare the two airlines, emphasizing the importance of understanding customer needs, addressing pain points, and delivering a seamless and positive service. The student uses proto-personas to summarize experiences and advocates for the use of the DIRFT model to improve customer satisfaction and performance.

Running head: REFLECTIVE WRITING
Reflective Writing
Name of the Student
Name of the University
Author Note

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I will be discussing the two different types of customer experiences I have faced and how
they have impacted the relationships with the two firms. I will be discussing these on the basis of
the concept of touch points and so it is very important to know what touch points are. The Touch
Points basically refers to any point of time when a customer comes in direct contact with the
organization, before, during and after they buy their goods or services (Lemon & Verhoef, 2016).
I recently undertook services of both Singapore Airlines and Qatar Airways.
Before undertaking the journey with the usage of services provided by Singapore
Airlines, I came across the website of Singapore Airlines found that the services that they were
providing for the prices that they were charging were reasonable. On starting with the journey
however, I found that their services were not u to the mark. Firstly, the flights were delayed and
prior to that when I tried to book the tickets using their application, it took a lot of time as the
application was not working properly due to some connectivity issues. Further, on finally
barding the flight I found that there were a lot of things like the seating arrangements and the
food provided which were not up to the mark and did not meet my expectations. The seats were
not comfortable, the food provided was not fresh enough and all the different choices of cuisines
mentioned an offered for reasonable deals in the website of the firm were not provided. Further,
the on air staff were not providing timely services. After this, when I finally reached my desired
destination, there were no greetings from the staff or apologies for the poor services rendered by
the firm. Further, I expected that later on there will be some option to connect to the customer
care department through the usage of feedback options or online chats but there was no such
availability either. I deeply regretted my decision of using this service and thought it will be

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better to not expect anything the website of an airlines company from then on. However, my
flight experiences with Qatar Airways completely prove me wrong.
I also came across Qatar Airways website and did not go through the website in detail
unlike Singapore Airlines. I however did expect the basic experience to be decent as I had come
across the service reviews of the firm in a magazine and they seemed pretty good. To my
surprise however, I found that the services rendered by Qatar Airways was way better. The flight
was on time and my baggage was handled with utmost care. Moreover, the flight reached earlier
than expected to my destination. During the journey, I was served with freshly cooked food and
there were many more options to choose from than I had expected. They also provided the best
possible beverages and complimentary gifts to all passengers who were travelling for a period of
time longer than others. Further, the seats of the aircraft were very comfortable and the staff
provided excellent and on time services. I was very happy and completely satisfied with the
services. After reaching, the staff kept in touch with me through feedback sharing options and
customer service messages and mails. Their services are one of a kind and I regularly avail their
services even now.
It can be seen easily that in the first case I have observed more pain points than gain
points in terms of productivity, support and service. However, in the second case, the services I
received exceeded the expectations I had and they completely provided what any customer
would desire. However, in the first case, the individual needs of the customers were not given
any attention and there was a lot of loss incurred in terms of financial expenditure also when this
was compared to the services received (Schmitt, 2016). To summarize, my experiences I have
used proto-personas which are attached in the Appendix of this paper. It will help to take a look
at my experiences in a summarized manner (Cabrero, et al., 2016). I also personally think that

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the model of DIRFT using proper data should be used to take care of the customers so that values
are delivered without the delivery of unpleasant surprises. Singapore Airlines was lacking in
reviewing their own performances and catering to the changing demand patterns of the
customers. Delivery of the goods and services being addressed in the websites should also be
provided properly and completely.

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References:
Cabrero, D. G., Álvarez, C. G. P., Rocha, M. A. M., & Abdelnour-Nocera, J. (2016). User-
created personas in rural Mexico and in rural Spain: Approaches neither from the North
nor from the South. Avances en Interacción Humano-Computadora, 1(1), 13-17.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Schmitt, B. (2016). Customer experience management. Handbuch Sozialtechniken der
Kommunikation: Grundlagen–Innovative Ansätze–Praktische Umsetzungen, 1-13.

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Appendix:
Experience with Singapore Airlines
Put in photo here Behaviors and Actions
Goes through websites and applications on the
phone
Uses emails and other messaging options to
stay in touch with the companies
Subscribes to different social media
notifications for staying updated
Demographic and Psychographic Details
Finance Manager
Thirty years old
Needs and Pain Points
Needs to stay in touch with the staff before and
after buying the product which the firm failed
to provide
Needs intensive and personal care from staff
which in this case the firm failed to provide
No means of providing feedbacks was also a
pain point

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Experience with Qatar Airways
Put in photo here Behaviors and Actions
Goes through websites and applications on the
phone
Uses emails and other messaging options to
stay in touch with the companies
Subscribes to different social media
notifications for staying updated
Demographic and Psychographic Details
Finance Manager
Thirty years old
Needs and Pain Points
Needs to stay in touch with the staff before and
after buying the product
Needs intensive and personal care including
trust building
Overwhelmed with the services of the firm