This report provides a comprehensive analysis of customer experience management (CEM) at Dell, addressing the requirements of a BIZ104 assignment. The report begins with an introduction to CEM and its importance, followed by a detailed methodology section outlining the primary and secondary data collection methods employed. It then presents customer personas, developed from survey data, detailing demographics, behaviors, needs, and pain points for both Millennial and Family customer segments. A customer journey map is included, illustrating the customer's path from awareness to post-purchase. Competitor analysis compares Dell to Maruti Suzuki. The report summarizes key findings, emphasizing the importance of transparent customer relationships, technological innovation, and customer-centricity. The conclusion reiterates the significance of CEM for business sustainability and competitive advantage, recommending the use of CEM and Voice of the Customer (VOC) strategies to foster customer loyalty. The report includes references and an appendix with the survey questionnaire.
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