BIZ104 Module 3: Customer Experience Reflective Essay Analysis

This essay, prepared for a Customer Experience Management course, analyzes the customer experiences provided by two Australian telecommunication companies: Vodafone and TPG Telecom. The essay begins with an introduction highlighting the importance of customer service in business success, differentiating between good and bad customer service experiences. It then contrasts the customer experiences of Vodafone and TPG Telecom, focusing on factors such as network connectivity, customer service, and overall satisfaction. The author uses proto-persona diagrams to illustrate the contrasting experiences, detailing the positive aspects of Vodafone and the negative aspects of TPG Telecom. The essay also explores the technical aspects of network coverage and signal strength, explaining how these factors impact customer experience. It concludes by emphasizing the importance of customer experience management and the impact it has on customer loyalty and business outcomes. The essay includes references to academic literature supporting its analysis.

Running head: CUSTOMER EXPERIENCE
Customer Experience
Name:
Institution:
Date:

CUSTOMER EXPERIENCE
Introduction
Customer service experience is the core of every company that wants a good
relationship with its customers. The difference between a good customer service and bad
customer service is the customer’s happiness after the end of buying the service or the goods.
A good customer service has unified and consistent customer experience, minimal wait times,
robust and responsive media presence and empathetic agents. A bad customer service
however does not have all that (Arkadan, Macdonald & Wilson,2017)
In this case we look at network service provider in Australia. The network service
providers in the telecommunication industry that we will put into focus is Vodafone and TPG
telecom. With Vodafone, the customer experience was as good as I could have expected. All
its services from the voice calls to internet connectivity services were above commendable.
The other company, TPG telecom however has very poor customer experience from every
spectrum of services it offers. From its voice services, to messaging services to its network
connectivity services are all poor(Peppers & Rogers, 2016).
Proto-Persona diagram (Bad Experience)
The experience with TPG telecom is totally bad. This is because, the telecom has poor
infrastructure and its network connectivity is very bad. Its charges are also extremely high
than others in the same telecom industry. The experience with TPG Telecoms always makes
the customer wants to run away as soon as possible. Their customer handling skills are also
not at par with their rival Vodafone and they seem clueless in what they are doing. My worst
experience is buying data bundles and airtime for communicating with both family and
friends and it disappears mysteriously. The customer experience for this company has been

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compounded by constant complaints against its services from the general public. They
constant complaints only tarnishes the image of the company and only so much can be done
to salvage it (Blázquez, 2014). Having a great communication with the customers is one of
the fundamental principles of having a good customer experience. TPG however, either
responds to customer complaints very late or does not respond at all. The strength of the radio
signal attenuates with every reflection from any obstacles, and sooner or later it completely
disappears. What happens with the mobile phone, I think you already understand - the
cellular signal GSM disappears? This is a bad customer experience.
For cellular networks of the CDMA standard, the maximum distance is approximately 2
times greater, and for 3G and LTE networks, about 2 times less than the above values. The
higher the frequency at which your mobile operator operates, the less coverage they can
provide with one base station. Customer experience management should be such a way as it
gives the best to customers (Fatma, 2014).
Proto-Persona diagram (Good Experience)
Vodafone has set a good example in customer service experience. It has good services to
boost there ever increasing products launched in the market. For Vodafone, its voice calls,
networks coverage and message services are always good in frequency. I have never had a
bad experience with using Vodafone as a preferred mobile network provider (Homburg,
Jozić, & Kuehnl, 2017). Everyone wants his cell phone to be really mobile. It's nice if your
device is worthy of receiving a signal anywhere and you can say without digital choking and
interrupts. In the end, mobile communication should give such freedom. Most civilized
countries have 100% coverage. This means that anywhere in the country you can receive and
make calls (Lemon & Verhoef, 2016). This is a kind of supremum of communication. For

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Australia, such an opportunity is not visible even on the horizon. We have so many lands, but
there are so few people that it is economically inexpedient to cover each bush with a
connection. So we have to think about where and how to put the next base station.
Enhancement of their cellular network is a strategy that they have used to bolster customer
experience management. To put it more precisely, the amplification of the GSM signal is a
whole complex of equipment that serves to improve the quality of cellular communication.
Any mobile phone has a transmitter and receiver. Therefore, conversations in a pure form
about the sensitivity of a cellular phone are in some ways not correct. It is necessary to divide
the transmitter power, antenna realization and receiver sensitivity. Of course, different
manufacturers use not exactly identical parts or hardware base. Therefore, the tubes work in
different ways. In addition, some design features of the mobile phone the geometry of the
antenna and the hull, your position in space and external factors affect the quality of the
connection. However, in this chaos there are several basic attitudes that we can rely on. Of
course, these are the standards for cellular communication. They are registered and signed
many years ago (Mascarenhas, Kesavan & Bernacchi, 2006). Each developer undertakes to
honor and honor them, just as the president of the country promises not to violate the
constitution. In either case, some violations are possible, but no one gets pleasure from the
violation.
As a result, the sensitivity and power of its receiving and transmitting circuits becomes not
the last argument when buying a cellular phone (McColl-Kennedy & Friman, 2015). I
remember the dawn of cellular communication development, when high-quality handsets
really gave mobility to their users, and the owners of simplified solutions experienced
problems. Now the big cities are very well covered, but still moments come when you ask
your friend to go to the window or find a place where the connection is better (Mascarenhas
& Bernacchi, 2006). One good thing is that every year the number of base stations is

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constantly growing and the coverage area is increasing. This clearly indicated in favor of the
fact that all the tubes are different and used to be able to make real combat mobile phones.
All handsets use a different hardware base and, accordingly, the quality of communication
under extreme conditions (at a low signal level) provides different. Time has passed, and that
case from memory does not allow you to sleep peacefully (Marchesani, Piccoli & Lui, 2017).
I promised myself to buy the next cell phone only if it guarantees me a quality reception.
Time has passed, and the new mobile phone has not been bought. Today's material should
bring us closer to understanding the problem of the "sensitivity" of a cellular phone. Its
reading does not guarantee you an uninterrupted connection, but will lay out all the technical
aspects that are directly related to the receiver and transmitter of your handset. You will also
learn how not to get hooked on crooks(McColl-Kennedy, Gustafsson, Jaakkola &
Friman,2015).
Conclusion
For customer experience management, good service keeps customers. Since most
Australian users choose this particular standard, we take responsibility for writing for them.
However, with the right mind and remarkable skill, you can draw analogies for all other types
of mobile communication (Schmitt, 2016). Somewhere expressed by us will work practically
without metamorphosis, and sometimes it will be necessary to get off the well-trodden path
of the known solution. In the end, the legs grow from one place. In this case, from a mobile
phone. Now we can safely proceed to the basic theoretical calculations.

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References
Arkadan, F., Macdonald, E. K., & Wilson, H. N. (2017). A Systematic Literature Review of
Practices in Customer Experience Management: An Abstract. In Marketing at the
Confluence between Entertainment and Analytics (pp. 475-475). Springer, Cham.
Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic
Commerce, 18(4), 97-116.
Fatma, S. (2014). Antecedents and consequences of customer experience management-a
literature review and research agenda. International Journal of Business and
Commerce, 3(6), 32-49.
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.
Mascarenhas, O. A., Kesavan, R., & Bernacchi, M. (2006). Lasting customer loyalty: a total
customer experience approach. Journal of consumer marketing, 23(7), 397-405.
Marchesani, D., Piccoli, G., & Lui, T. W. (2017). The Impact of IT-Enabled Customer
Experience Management on Service Perceptions and Performance. In Information
and Communication Technologies in Tourism 2017 (pp. 377-386). Springer, Cham.

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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.
Peppers, D., & Rogers, M. (2016). Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
Schmitt, B. (2016). Customer experience management. Handbuch Sozialtechniken der
Kommunikation: Grundlagen–Innovative Ansätze–Praktische Umsetzungen, 1-13.