MKTG60338: Customer Experience Strategy Report, Semester 1 & 2

This report provides a comprehensive analysis of a customer experience (CX) strategy, specifically focusing on the National History Museum. It begins with an introduction to CX and its importance in creating customer loyalty. The main body of the report examines the museum's background, the characteristics and motivations of its customer persona (particularly Chinese tourists), and the digital influences shaping customer requirements. It delves into the stages of the customer journey map, highlighting key touchpoints. Furthermore, the report explores CX objectives, models for enhancing CX, and the formulation of future CX strategies. It also evaluates relevant key performance indicators (KPIs) and analytics for evidence-based decision-making. The report concludes by emphasizing the importance of a well-defined CX strategy for enhancing visitor experience and satisfaction. The report highlights the importance of digital touchpoints and customer journey mapping in understanding and improving the overall customer experience.

CUSTOMER EXPERIENCE
STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1. Background of the National History Museum.........................................................................4
2. Characteristics of customer persona and motivation towards international travel..................5
3 key digital influence for clear customer requirements..............................................................6
4. Customer journey map stages..................................................................................................7
5 objective of CX, model for enhancing CX and formulation of future CX strategies...............9
6 relevant key performance index (KPI) and analytics that can be used for evidence-based
decision......................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Customer experience strategy are refers to the plan which are including the positive
experience at each of the customer touchpoint along the customer journey and the necessary way
of measuring the experience both online and offline. This is also help for creating the meaningful
strategy in order to focus on improving loyalty of customer. Also, this is necessary for
identifying the fundamental component s of customer first strategy. In the present report it will
include the identifying the clear justification related to global customer segment. Then, critically
analyse the global customer digital activities at various digital touchpoints. Also, then applying
two CX objectives by underpinned theoretical constructs of one CX model in order to enhance
customer experience. Further, evaluate the relevant key performance index (KPI) and analytics
which can be used as the evidence based decision-making in order to enhance customer
experience strategy.
MAIN BODY
1. Background of the National History Museum
National History Museum is situated at London which was established in 1881 which
exhibits a wide range of specimens from different segments of natural history. It is one of the
primary museum for the tourists on Exhibition Road in South Kensington (Tomasiewicz, 2020).
It has around 80 million items which has been a home for life and earth specimens distributed
mainly among zoology, palaeontology, mineralogy, entomology and botany. It was officially
called as British Museum or Natural History until 1992 after separation from the British
Museum. The given Museum is further divided into four sets of zones or galleries with each
colour it follows a different theme. This place has been successful attraction for the Chinese
visitors as they visit historical places frequently around the globe. With the revolution of
digitalisation in the tourist industry, the role of social media played a significant role to highlight
the place by posting pictures, writing blogs, tour agents, official websites etc. of the particular
place (Clegg and David, 2020). With the help of technology, tourist destinations promote its
place to attract the visitors from around the globe by improving the customer experience with the
help of feedback forms.
With the help of Digital CX the overall experience of the customers are being measured
to calculate the CX score which helps the destination place in which area they need to further
improve the visitor experience (Burke, Jørgensen and Jørgensen, 2020). Customer engagement in

the global tourist industry is important which had eventually improved by employing virtual
assistance with the chatbots, FAQs section, positive reviews and optimizing the use of AI and
NLU technology.
The another measurement is Net Promoter Score (NPS) which calculate the customer
loyalty and satisfaction by simply conducting the feedback form from the visitors or posting
photos on the social media which helps to promote the place to the other visitors.
2. Characteristics of customer persona and motivation towards international travel
Natural History Museum welcomes more than five million visitors annually which was
relatively more than in comparison before the pandemic because visitors are more likely visit the
tourist places after the end of international restrictions due to the Covid-19 pandemic. Museum is
being visited by the family members as well as specific destination for the newly wedded
couples because of its prime location. Mostly people who are more inclined to know the history
visit this place (Kang, 2020). Chinese tourists are more attracted towards the historical places to
know about the history and enhance their wisdom & knowledge.
The customer persona determines represents the segment of the audience visiting the
Museum which includes the tourist age, location, income statement, goal, challenges they are
facing etc. According to the data it could be accumulated that this place is the most visiting place
at UK despite being closed during pandemic. “The Fantastic Beasts: The Wonder of Nature”
show or exhibition is one of the most attractive one as well as the photography exhibition.
The Museum after the pandemic focus on the social media and various digital platforms
as Chinese tourists could be aware about the destination place with the help of Twitter and
getting further information from the reinstalled website of the Museum. People who are willing
to travel across the globe and who are interested to know the historical places' information could
be attained with the experience of people who provide review on the various tourist sites.
The people are comparatively motivated towards the international travel because they
want to learn the culture, knowledge, values, norms, principles etc. During the time of pandemic
there were regional and international restrictions across the UK and entire world (Choi and Kim,
2021). But as soon as the restrictions were being removed tourists are highly motivated towards
visiting different parts of the world.

3 key digital influence for clear customer requirements
Digital influence to the customers of Chinese for visiting the national museum history.
The digital touchpoint of customers is recorded in the customers journey map and it helps in
determine the customers experience. The digital influence post the blogs for targeted the
customers. The digital points help customers services and marketing which helps in identify the
touchpoints and helps in enhance the customer journey. There are various types of customers
journey mapping such as current state journey mapping, future state journey mapping,day in the
life mapping (Hallikainen, Alamäki and Laukkanen, 2019). There are various benefits of
customers journey map such as improves the customer's retention, identify the customers pain
points, understand the customers, improve customers marketing efforts. The touch points are
referred as that where the customers can contact at nay time for knowing about the visiting place
and check the experience of the others with the helps of digital this helps in improve the
opportunities of customers journey and satisfied them.
The digital touchpoints help in identify the journey touch points with the helps of social
media, word of mouth, website, email, survey, etc. the digital influence helps identify the
customers requirements at all the stages of customers journeys including all the digital
touchpoints. It helps the customers to develop the end to end journey of customers and also helps
in map the customers journey. The digital technology helps customers before visiting the
national history museum in United Kingdom. It helps in provide the knowledge of features such
as mobile application and augmented reality for make the process convenient (Jewitt, 2020). The
digital activities of the customers are available at the various digital touchpoints because the
customers post the pictures on the social platforms as a blog and videos that helps customers to
check and review the place before visiting on travel and know about the attractive place with the
helps of trips advisors.
The digital touchpoint for the activities and trips of the global customers is helps in map
the journey and to find the crucial touchpoints of customers and helps customers to know about
the place before the trips. This helps in find the right moments on the digital channels such as
social media, paid search, display aids and earned interact with the blog posts that why it helps in
apply the touch points.
The digital touchpoints can affect the perceptions of customers, if they are think about to
visit the national historical museum that they can change their plan because of negative reviews

so, the digital touchpoints can also affects the customers perceptions because the customers said
their experience on the website and the digital touchpoints mostly helps customers to make
decision regard to know about the national historical museum (van Apeldoorn and van Herpen,
2021). In the customer journey mapping, the customers experience are most important for the
digital touchpoints for expand it on the marketing channels, research channels to know about the
customers journey experience before begin the journey and trip. The map the customer journey
helps in build the awareness and discover about the place through the customer experience.
It is essential to map the customer journey because it would set the target for the
customer regarding from the starting point to the end of the journey. The key digital influences
the customer journey with the help of user personas to discover the customer journey map and
providing opportunity for the tourists to clearly frame the map.
4. Customer journey map stages
Customer journey map are relate to the developing the idea by considering both the
negative and positive aspect of customer journey on the basis of marketing research and other
documentation. Also, customer journey map are end to end customer experience on the basis
illustration, diagrams and infographics etc. Also, it is depended on the business in order to
operate business activities which are related to creativity and exposure as well ass in context to
museum it can be said that there are some steps which are necessary for follow:
 Nail down buyer persona- It is necessary to identify the right candidate for which we can
target them accordingly, for museum Chinese people are targeted who are all age group
and also this can do by the market research of few month according to the need of the
customer (Rahimian and Esfiddani, 2020).
 Understanding buyer goal- it can be said that there are different goal of buyer by
understanding the phase such as it is also including researching regarding different option
which are available and then ensure about the fair price by seeking reassurance and
consider the necessary information about CX. Then this is also helped to identify the
people who are visited on the site regularly or looking for the services. There are
customers who are looking to related services which are related to searching for product
or services, comparing products by focusing on nailed the activities by goals associated
with each touchpoint. Then, there are different ways to understand the customer goal for

museum on the basis of survey and interview, survey and study customer support emails,
customer question in each phase (Kandampully, Zhang and Jaakkola, 2018).
 Map out buyer touchpoints- This is the process by which customer come in contact in
order to focus on they are looking for something as well as it can be happened mostly
online on the basis of marketing person. For example, timing of museum searched by
most of the Chinese and nearby hotel for how they can stay for two or three days.
 Identify customer pain point- In this stage it is necessary to looking for quantitative and
qualitative data which are related to big picture as well as roadblocks or pain point in
customer journey. For example, Are my customer achieving their goals on website?,
where customer the best detail on the website etc. Then with the help of user testing it can
be testing negative and positive customer code.
 Update and improve- This is the last by which customer journey map can be used for
gathering the information as well as it is related to developing knowledge in order to
focus on customer journey.
It has been critically analysed that there are key influence customer journeys which can
be integrating online and offline data in order to gain better understanding of where customer in
his or hers journey. Then with the help of using data analysis it is help for glean insights for
influence next step of customer. Another step is related to interacting with customer at right time
message in order to spur right action. In addition to this it can be said that digital customer
experience is important because all the tools are help to promoting in effective way by focusing
on managing the relation with customer.
There are different types of drivers which are changed the customer journey in order to
focus on identifying the fast changing customers expectation. Then information is on of main
driver which are necessary to analyse customer experience. On the basis of customer journey
map it can bes said that there are different type of informations are get by customer by social
media post, websites etc (Holmlund, Ordenes and Zaki, 2020). Also, at that time customer can
compare the price of product and services in order to find the best hotel nearby Museum. Then
analyse the of the capabilities of each of stages which are related to mobile internet help for
providing the best solution as well as there are different type of social media tools in order to use
on the behalf of all phases of customer journey by focusing more on purchasing, researching and
servicing.

On the other hand, social influence are related to identifying the purchase decision of
customer that are no longer beneficial for company as well as it help to provide the personal
recommendation in order to focus on developing the need of peer reviews. There are most of the
audience are change their thought by using different by using type of post such as negatives or
positive. It can be impact on decision of customer by not focusing more on other element.
Then technological innovation are related to the changing the thoughts of consumer who
are looking for faster and customer adopting software, functionality and hardware (Witell,
Benedettini and Burton, 2020). Also, this is expected of technology in order to focus on
different types of features which help to identify the leverage of new feature as well as other
functions. In addition to this market influence can be related to customer interaction related to
industries which are influencing the expectation of how business are operating the competition.
Then some online platform are not providing the benefit of all the information as well as it help
to determining the impact of Facebook an other social tool.
5 objective of CX, model for enhancing CX and formulation of future CX strategies
The primary objective of CX management is to improve the overall experience for each
of customer by focusing on brand as well as there are different type of strategies are used related
to perception, gauge customer loyalty and put action plan for improve the CX gaps.
 To build the customer loyalty in order to reduce customer churn.
 To provide higher customer satisfaction on the basis of wide area of information.
On the basis of CX it can be said that there are models which help to monitor tool in
order to evaluate and steer partners performance on country level. To understand the customer
experience it is necessary to achieve the goal of customer experience on the basis of customer
retention in order to focus on duration of relationship as well as loyalty which are related to
sharing of recommendation and budget. Then it is to be suggested that CX to be focus on other
marketing campaign which help to provide the best service in order to focus on value add
opportunities rather than other issue (Kumbhojkar and Menon, 2022).
For future, the revenue come from the customer are help to determine the aspect of career
progress in order to focus on customer voice by building the block of CX return on investment.
Then, for the interpretation it can be said that there are different types of valuable intelligence in
order to qualify the value by equipping the necessary knowledge as well as it is necessary to
focus on developing the idea of customer lifetime value.

6 relevant key performance index (KPI) and analytics that can be used for evidence-based
decision
KPI is on of the important matrices which arses used for identifying the performance of business
against key objectives as well as it is necessary to define and progress which can be based on
certain goal. Also KPI are not only focus on the sales department but also focus on how digital
influencer provides relevant information. There are different type of KPI tool used by company
such as
Customer retention is based on service based key performance indicators which are
related to service based key performance indicators as well as it is related to customer gained on
the basis of setting period related to traffic generate on websites. This is one of the best area by
which individual can learn to accord to the performance as well as it is related to percentages of
customer. Then on the basis of customer satisfaction it can be said that there are survey based
performance done by company as well as it help to improve the performances of business. Also,
how much call get by customer in order to improve the performance as well as it is necessary to
focus on developing the need of customer journey (Pecorari and Lima, 2021).
Then on the basis of customer service KPI metrics it is necessary to focus on
straightforward way to measure customer satisfaction in order to improve the interaction. This is
depend on the other services which are not focused on the company by following different areas
as well as it impact on the evidence based strategy. Then organization can identify the digital
influencer tool which are related to customer effort scores makes by them on the basis of
customer effort score, on the website how many times spent by customers and easily they can get
the information for which they are looking. Then, it is also measures on the basis of customer
effort score. Then, the criteria are fixed which are related to easy, difficult and neither by which
they are provided the information on the basis of this particular criteria. Then on the basis of
firsts response time there are important for company by influence on the basis of initial response
to ticket. Then, it helps to identify on the basis of knowledge and personal request which are
necessary for overall satisfaction.
According to the research it has been identified that there are different types of strategy
are used by company to identify how much time spent by customer. Also, this KPIs help to
analysing the response which are necessary for developing the auto responders time metrics. It is
help for enhancing the responses of customer by focus on different type of problem as well as it

is necessary to resolve issue accordingly. Then, first contact resolution are related to find out the
multiple times in order to resolve single issue as well as it is necessary to develop the idea of
user by contact them on single chat.
CONCLUSION
It has been concluded that customer experience is one of the important factor by which
all the purchase are made in order to focus on their experience. Also, present report discussed
customer journey map stages. There are relevant key performance index (KPI) and analytics that
can be used for evidence-based decision for analysing the growth of business it is necessary to
follow the stages of customer journey in order to fulfil the demand of student.

REFERENCES
Books and journals
Burke, V., Jørgensen, D. and Jørgensen, F. A., 2020. Museums at home: Digital initiatives in
response to COVID-19. Norsk museumstidsskrift. 6(2). pp.117-123.
Choi, B. and Kim, J., 2021. Changes and challenges in museum management after the COVID-
19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity. 7(2).
p.148.
Clegg, M. and David, N., 2020. The return of Ancestral Remains from the natural history
Museum, London, to Torres strait Islander traditional owners: Repatriation practice at
the museum and community level. In The Routledge Companion to Indigenous
Repatriation (pp. 696-708). Routledge.
Hallikainen, H., Alamäki, A. and Laukkanen, T., 2019. Individual preferences of digital
touchpoints: A latent class analysis. Journal of Retailing and Consumer Services. 50.
pp.386-393.
Holmlund, M., Ordenes, F.V. and Zaki, M., 2020. Customer experience management in the age
of big data analytics: A strategic framework. Journal of Business Research, 116, pp.356-
365.
Jewitt, C., and et.al., 2020. Interdisciplinary insights for digital touch communication (p. 131).
Springer Nature.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management.
Kang, R., 2020. Using logistic regression for persona segmentation in tourism: A case
study. Social Behavior and Personality: an international journal. 48(4). pp.1-16.
Kumbhojkar, N.R. and Menon, A.B., 2022. Integrated Predictive Experience Management
Framework (IPEMF) for Improving Customer Experience: In the Era of Digital
Transformation. International Journal of Cloud Applications and Computing
(IJCAC), 12(1), pp.1-13.
Pecorari, P.M. and Lima, C.R.C., 2021. Correlation of customer experience with the acceptance
of product-service systems and circular economy. Journal of Cleaner Production, 281,
p.125275.
Rahimian, S. and Esfiddani, M.R., 2020. Developing a Customer Experience Management
Framework in Hoteling Industry: A Systematic Review of Theoretical
Foundations. Journal of Business Management, 12(3), pp.523-547.
Tomasiewicz, K., 2020. ‘We are a social history, not a military history museum’: Large objects
and the ‘peopling’of galleries in the Imperial War Museum, London. In Museums,
Modernity and Conflict (pp. 213-234). Routledge.
van Apeldoorn, N. and van Herpen, J., 2021. Customer Journey Mapping.
Witell, L., Benedettini, O. and Burton, J., 2020. Characterizing customer experience
management in business markets. Journal of Business Research, 116, pp.420-430.
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