Customer Experience: Applying Course Learnings Report

This report delves into the concept of customer experience, examining its core components such as brand touchpoints, customer journey, and the influence of direct and indirect customer contact. The analysis is based on course materials, emphasizing the importance of understanding customer expectations and the 'job to be done' to effectively design product offerings. The report highlights the significance of value proposition, segmentation, and innovation in creating a positive customer experience. It also reflects on the learnings from the course, illustrating how these insights can be applied to build effective business strategies and understand customer buying behavior. The report concludes by stressing the importance of customer experience as a critical function that requires focused effort from marketers.

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

1CUSTOMER EXPERIENCE
Introduction
The outcome of experience among customers and organizations in the process of
building an effective relationship is known as customer experience. The customer experience
of the customers can be categorized between into three constituents, brand touch points,
environment associated for customer experience and customer journey (Lemon and Verhoef
2016). An effective customer experience depicts the alignment of the interaction in the touch
points to the actual expectation. There are two kind of contacts in relation to the interaction
with the customers, direct and indirect contact. Indirect contact comprises of news and
advertising campaigns (Stein and Ramaseshan 2016). Direct contact is represents the phase of
using or purchasing product offerings. The purpose of the paper is to reflect upon the concept
of customer experience on the basis of the learnings of the course contents. The paper will
also present the importance of the learnings for our future experiences.
Body
Customer experience is the outcome of building a business model and the associated
strategies, which effectively align with the purpose and expectation of the customers at the
time of purchasing, using or understanding a specific product or service (Homburg, Jozić and
Kuehnl 2017). The lecture notes and the video lecture about customer experience depicted a
different aspect of constructing the consumer experience of buyers. Customer experience is
significantly dependent on the factors which leads to the decision of buying certain products.
The factors can be anything from the response to a need, the filler of waiting time, a
complementary solution associated with the decision of another product offering or the
absence of another suitable option (youtube.com 2019). These factors may vary from one
person to another depending on the kind of need. Innovations and a detailed understanding of
the customers can play a significant role in the process of establishing an effective customer
experience.

2CUSTOMER EXPERIENCE
The learnings from the course helped in understanding the motive behind buying or
using a specific product offering, the ‘motive’ is basically the application of the product
offering for a certain ‘job’ the customer needs to be responded. Understanding the ‘job to be
done’ can help the companies to design or incorporate smaller and detailed changes in the
process of constructing the value offering (McColl-Kennedy et al. 2015). The learnings form
the course depicts the importance of understanding the ‘job to be done’ for building an
effective product offering in response to the competitors (Christensen et al. 2016).
Competitions in the market will not be able to react or respond to the changes deduced from
the understanding the motive of buying a product or service. The learning also deduced the
understanding of the role of innovation in the process of constructing value for customers.
Incorporation of innovation effectively can contribute in making progress to the needs and in
addressing the factors of anxiety for the consumers, thereby building a comprehensive
positive experience.
The learnings from the course materials helped in identifying the constituents, which
leads to the construction of a valuable customer experience. The constituents depicted in the
lecture notes are segmentation, targeting, positioning and value proposition with the
application of product mix. I have learnt the intricacy of the concept of value proposition,
value proposition is not only to communicate the valuable features of the brand to the
customers but to segment the market depending on the concerns or need, which will be
responded by the product offerings. Value proposition is one of the building blocks for the
formation of customer experience. Value proposition can help in projecting certain benefits
of the offering which targets the ‘motive’ or ‘job’ of the customers as well as helps in
building a unique differentiation point for the consumers. The learnings from the course
content about customer experience depicted the concept of the ‘jobs’, which the customers
are trying to achieve in a certain circumstance or situation.

3CUSTOMER EXPERIENCE
The development of the understanding of the ‘job to be done’ is considered as the first
step for constructing values for the customers. The understanding of the ‘motive’ or ‘job’ is
important for creating an effective set of values and experiences for the application and
purchase of products, which can be integrated into the process of the company (Surridge et
al. 2018). The integration of strategies of experiences in the process will act as a stimulus for
building the constituents of business canvas. The course content regarding customer
experience depicted the formulation of values for consumers, which should be focussed on
the creation of advantages/added value for the customers rather than just trying to eliminate
the concern. The conclude the process of creating the applications of customer experience,
companies should be involving in the process of integrating the utilities of the constituents
derived from the learning about the ‘job to be done’ concept, in the actual business functions
(youtube.com 2019).
The learnings from the course will act as a base for formulating my career in business
management and will help me to excel in my career with the focus on understanding the
causes of customer buying behaviour (youtube.com 2019). The learnings will direct my skills
towards the construction of the factors of influences for building an overall valuable customer
experience.
Conclusion
Therefore, it can be concluded from the paper that customer experience is the most
important function, which needs efforts and concentration by the marketers. Customer
experience depicts the application of overall customer journey by the stimulus of direct and
indirect approaches. Companies should focus on developing the understanding of the
customer’s ‘job’ for which they need an effective response. The response can be the values of
the product, the price factors, convenience of the place of distribution and promotional reach.
Customer experience of customers depicts the applicability or the integration of the products

4CUSTOMER EXPERIENCE
in terms of value addition and problem solving nature of the product and/or service offering.
The learnings from the course was very impactful and constructed a different perspective of
understanding the concepts of consumer experience. The learnings will help in building
strategies for improving the functions of the company, I will be working in as well as will
develop an effective and close relationship with the purpose of consumer buying behaviour.

5CUSTOMER EXPERIENCE
References:
Christensen, C.M., Hall, T., Dillon, K. and Duncan, D.S., 2016. Know your customers’ jobs
to be done. Harvard Business Review, 94(9), pp.54-62.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing Science,
45(3), pp.377-401.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), pp.69-96.
McColl-Kennedy, J.R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z.J., Perks, H. and
Friman, M., 2015. Fresh perspectives on customer experience. Journal of Services Marketing,
29(6/7), pp.430-435.
McColl-Kennedy, J.R., Zaki, M., Lemon, K.N., Urmetzer, F. and Neely, A., 2019. Gaining
customer experience insights that matter. Journal of Service Research, 22(1), pp.8-26.
Stein, A. and Ramaseshan, B., 2016. Towards the identification of customer experience touch
point elements. Journal of Retailing and Consumer Services, 30, pp.8-19.
Surridge, M.J., Verrall, A.T., Smith, C.D., Hedges, G.J. and te Booij, M., Genesys
Telecommunications Laboratories Inc, 2018. System and method for customer experience
management. U.S. Patent Application 10/135,982.
youtube.com 2019. YouTube. Understanding the Job. [Online] Available at:
https://www.youtube.com/watch?v=sfGtw2C95Ms [Accessed 24 May 2019].

6CUSTOMER EXPERIENCE