BIZ104 Customer Experience Reflection: Comparing Customer Journeys

This report presents a reflective analysis of two distinct customer experiences, one positive and one negative, to illustrate the principles of Customer Experience Management (CEM). The positive experience focuses on a purchase from an Apple store, highlighting the smooth sales process and excellent post-sales service, which resulted in customer satisfaction and positive reviews. The negative experience details issues with Tiger Airlines, including booking difficulties, unprofessional staff, and flight delays, leading to significant dissatisfaction and negative feedback. The report compares and contrasts these experiences, applying CEM concepts to show how effective customer journey management, from inquiry to after-sales service, can significantly impact customer satisfaction. It also includes consumer personas for both experiences and journey maps to visualize the customer interactions. The report concludes with a discussion on the importance of consistent, positive touchpoints throughout the customer journey, using the Apple store as an example of good service and emphasizing the need for businesses to minimize pain points and maximize customer satisfaction.

Running head: CUSTOMER EXPERIENCE
CUSTOMER EXPERIENCE
Name of the Student
Name of the University
Author Note

1CUSTOMER EXPERIENCE
Introduction
The consumer experience management can be rightfully defined as the art of providing
positive and memorable experiences to the different customers as present (Braun & Garriga,
2018). As the main aim of any enterprise is to ensure that the different customers are being able
to gain the ultimate satisfaction and are being able to get all their needs fulfilled adequately.
Hence, this reflective writing shall convey two of my consumer experiences and highlight the
manner in which I had a positive or a negative consumer experience. The reflection shall be
depicted by adequate theoretical frameworks and my consumer persona.
Experience 1-Positive
Introduction
A positive consumer experience can be described as the one whereby the different needs
of the different consumers tend to get fulfilled easily and the needs of the customers are being
met with adequately. Hence, I would like to relate my positive experience with the purchase of
my phone, iPhone X which I purchased a year back. My journey began with searching for the
phone online after its release to visiting the nearest Apple store to purchase the product. When I
visited the store, I was greeted politely by the staff and shown the different models of the phone.
In association with this, my sales procedure was very smooth and I was effectively able to leave
with the purchase. However, even after the purchase I was able to gain a positive experience
from the enterprise as they assisted me in the Post sales service. I had to get an accessory for the
product whose purchase I had made. The store assisted me with it and even resolved all my
queries regarding the software of the product. Hence, this can be described as a positive
experience whereby I was treated well and the product which was given to me was also quite
satisfactory. To reflect my satisfaction, I left positive reviews in Google and spread the services
of the store through the Word of Mouth marketing technique.
Consumer Persona
Table 1
Name: ABC
Occupation: Student
Demograp
hics:
Psychogra
phics
Behavi
or
INFORMATION NEEDS
Information

2CUSTOMER EXPERIENCE
Values: Family time,
social service
Currently a
student
Generally
purchases
value
based
pricing
product
Goes to the
gym,
nightclubs
and
cafeterias
Believes in
purchasing
products
with great
values
Is very
innovative
and tech
savvy
Has a
rather
positive
attitude
towards
life
Althou
gh a
student
,
believe
s in
giving
adequa
te time
to the
family
Ensure
s
effecti
ve
operati
ons
Likes
to
travel
for fun
Likes
to
remain
up to
date
Generic Specialized
Time Pressure at
Work
Low High
Use of Internet at
Work
Low High
Digital
Skills
Low High
PERSONALITY
INTROV
ERT
EXTROV
ERT
SENSIN
G
INTUITIO
N
THINKI
NG
FEELING
JUDGIN
G
PERCEIV
ING
Goals and
Wins
Wants a
mobile
phone with
a good
brand
name
Wants to
get a
phone with
Challenges
and Pain
points
Is unable to
stand poor
service
Wants to
ensure
friendly
interactions
Would like
Media Used

3CUSTOMER EXPERIENCE
good
battery life
Wants a
sound post
sale
service
a good
quality
service
Does not
want to
compromis
e on
product
value
Mapping of customer journey
Awareness Interest Desire and
Action
Loyalty Advocacy
Figure 1: The consumer journey map
(Source: As made by the author)
Experience 2-Negative
Sees social
media
advertisments
Hears about
the phone
through
WOM
Researches
about the
phone on the
internet
Emails the
store
regarding the
need
Gets a call
back from the
enterprise
Further
communicatio
n through
phone
Face to face
meeting
Checking out
various
models
Receives the
price
quotation
Purchases the
phone
Engages in
positive post
sales
Good reviews
and WOM

4CUSTOMER EXPERIENCE
Another negative experience which I had to go through can be successfully mentioned to
be the one which I had with the Tiger Airlines. From the beginning of my association with them,
I have been facing a considerate number of problems whereby, primarily I was not given
adequate help during my booking phase. I had certain doubts about the manner in which I was
required to book the different tickets for my trip, but the executive over the call was very rude.
Secondly, when I arrived at the airport to board the flight, I found that, the flight had been
delayed and no prior notification was provided to me in this domain. In association with this the
check-in staff at the airport was very unprofessional. Alongside, my flight was to Sydney and
due to this delay and the unprofessional staff, I was not able to attend a meeting and my
appointment was delayed by 5 hours. In association with this, when I left a feedback at the
airport and at the website, I did not even receive a call back and instead was sent a mail in an
unfriendly manner. The service was not professional at all and I have decided never to travel
with the airline again. Hence, in consideration with this, I advised all my friends to not travel
with the airlines and additionally left negative reviews on various blogs as well.
Consumer Persona
Table 2
Name: ABC
Occupation: Student
Values: Family time,
social service
Demograp
hics:
Currently a
student
Generally
purchases
value
based
pricing
product
Goes to the
gym,
nightclubs
and
cafeteria
Travels
Psychogra
phics
Believes in
purchasing
products
with great
values
Is very
innovative
and tech
savvy
Has a
rather
positive
attitude
towards
Behavi
or
Althou
gh a
student
,
believe
s in
giving
adequa
te time
to the
family
Ensure
s
effecti
INFORMATION NEEDS
Information
Generic Specialized
Time Pressure at
Work
Low High
Use of Internet at
Work
Low High
Digital
Skills
Low High

5CUSTOMER EXPERIENCE
frequently life
Judges
based on
positive
experience
ve
operati
ons
Likes
to
travel
for fun
Likes
to
remain
up to
date
PERSONALITY
INTROV
ERT
EXTROV
ERT
SENSIN
G
INTUITIO
N
THINKI
NG
FEELING
JUDGIN
G
PERCEIV
ING
Goals and
Wins
Wants a
hassle free
travel
experience
Wants to
ensure that
all the
needs are
met with
accordingl
y.
Friendly
staff
Challenges
and Pain
points
Poor
service
Delays and
bad inflight
experience
Unprofessi
onal
services
Booking
issues
Does not
want to
compromis
e on
product
value
Media Used

6CUSTOMER EXPERIENCE
Mapping of customer journey
Awareness Interest Desire and
Action
Loyalty Advocacy
Figure 2: The consumer journey map
(Source: As made by the author)
Discussion of the two experiences : Compare and contrast the two experiences bring in
CEM theory
Hence, from the given analysis and the reflection of the personal experience, it can be
stated that the two experiences which I narrated were quite opposite and varying in nature. In
consideration with this, it can be effectively mentioned that, all consumer experiences are
ideally required to be in a manner such that, the different needs are fulfilled and the consumer is
satisfied. The customer experience management provides the following guidelines for an ideal
consumer experience:
Sees social
media
advertisments
Hears about
the flights
through
WOM
Researches
about the
flight tickets
Calls the
customer care
Gets a call
back from the
enterprise but
ineffective
Books the
ticket Flight delayed
Unprofession
al staff
Poor service
Lands late,
misses
approintment
s
Loses bags
Poor reviews
and WOM

7CUSTOMER EXPERIENCE
Figure 3: Consumer experience management
(Source: Dellaert, 2019).
Here the ideal customer journey begins from the Inquiry , makes the consumer engage in
a considerate comparison with respect to the comparison of the products which he is essentially
required to purchase, selection of the right kind of consumer service aspects, purchasing of the
product and the after sales services as well installation of the software (Kietzmann Paschen &
Treen, 2018). However, very often all the enterprises do not necessarily engage in the service in
the same manner (Scott et al., 2017). In association with this , it can be essentially mentioned
that all the enterprises would be ideally required to ensure that they are being able to successfully
engage in providing all kinds of customer service and journey (Riivits-Arkonsuo, Kaljund &
Leppiman, 2015).
My experience with the Tier Airlines was very comprehensive whereby I was denied all
services and hence, I was quite dissatisfied with the services. In consideration with this, it can be
stated essential to state that I had the total opposite with the Apple brand whereby my experience
with them was quite positive in nature and my journey was complete in nature.
Examples of good service experience

8CUSTOMER EXPERIENCE
A good consumer service experience as per the Customer experience management can be
described as service whereby the different touchpoints are adequately utilized by the enterprise
adequately (Wei, Torres & Hua, 2016). In association with this, the firms need to ensure that the
pain points associated with the enterprise are minimized. In consideration with this, it is effective
to mention that, for an enterprise to be successful, the firm needs to insert positive aspects in all
stages like Inquiry, comparison, purchase and post sales for a successful customer and enterprise
relationship (Yoshida, 2017). The example of the Apple stores can be taken here whereby, they
were able to satisfy my purchase and enhance my experience right from the Inquiry stage to the
Post sales. In relation to this, if all companies follow this method, they would essentially be able
to gain ultimate popularity amongst the customers (Zhou et al. 2019).

9CUSTOMER EXPERIENCE
References
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ethics. In Digital Marketplaces Unleashed (pp. 663-674). Springer, Berlin, Heidelberg.
Dellaert, B. G. (2019). The consumer production journey: marketing to consumers as co-
producers in the sharing economy. Journal of the Academy of Marketing Science, 47(2),
238-254.
Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising: How
marketers can leverage artificial intelligence along the consumer journey. Journal of
Advertising Research, 58(3), 263-267.
Riivits-Arkonsuo, I., Kaljund, K., & Leppiman, A. (2015). Consumer journey from first
experience to brand evangelism. Research in Economics and Business: Central and
Eastern Europe, 6(1).
Scott, P., Scott, T., Stokes, P., Moore, N., Smith, S. M., Rowland, C., & Ward, T. (2017). The
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Wei, W., Torres, E., & Hua, N. (2016). Improving consumer commitment through the integration
of self-service technologies: a transcendent consumer experience
perspective. International Journal of Hospitality Management, 59, 105-115.
Yoshida, M. (2017). Consumer experience quality: A review and extension of the sport
management literature. Sport Management Review, 20(5), 427-442.
Zhou, Y., Mishra, S., Gligorijevic, J., Bhatia, T., & Bhamidipati, N. (2019, July). Understanding
consumer journey using attention based recurrent neural networks. In Proceedings of the
25th ACM SIGKDD International Conference on Knowledge Discovery & Data
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