Boosting Customer Experience: Experiential Design and Marketing Role

This essay delves into the critical role of customer experience in determining a company's success, emphasizing the importance of customer experience management in meeting customer needs and wants. It explores experiential marketing as a key tool for enhancing customer loyalty and satisfaction through direct interaction and brand participation. The essay discusses how positive customer experiences, influenced by effective marketing, product design, and customer support, can boost customer retention, lifetime value, and brand loyalty, leading to a competitive advantage. Conversely, it examines factors causing negative customer experiences, such as difficult purchasing processes, poor customer support, security breaches, and ignored feedback, which can damage market growth. The essay concludes by outlining strategies for transforming negative experiences into positive ones, including creating feedback loops, adopting an omni-channel approach, developing a content management strategy, delivering personalization, and empowering customers through AI, highlighting the significance of these measures in fostering customer trust and improving market position. Desklib provides access to this assignment and other solved papers for students.

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Table of Contents
Introduction:.....................................................................................................................................3
MAIN BODY...................................................................................................................................3
Experiential design components for improving experience level of customers:........................3
Conclusion:......................................................................................................................................7
Referencing:.....................................................................................................................................8

Introduction:
The customer is the key force which determines the success rate of company in market
conditions. The company that provides positive experience to its customers enjoys the greater
customer loyalty as well as better market position in market. The customer experience
management is concerned with designing the customer experience in a way that leads to higher
satisfaction of their needs and wants. The positive customer experience can support the
organisation in gaining competitive position in the industry. The essay will explain about the role
of company in designing positive customer experiences. In addition to this, the essay will also
describe about the impact of good as well as bad customer experience on the company market
position. Moreover, the essay will also discuss the strategies that can boost the positive
experience among customers.
MAIN BODY
Experiential design components for improving experience level of customers:
The customer experience with the firm's product or services is the main element that
defines whether the company is satisfying the needs of customers or not. In order to positively
enhance the experience level of customers, Experiential Marketing is gaining greater importance
among big multinational companies. The Experiential Marketing concept is the most important
marketing tool which can help the company in improving the loyalty as well as satisfaction level
of customers towards their products and services(Rather, 2020). The experiential marketing is
termed as the engagement marketing strategy that can support the organisation in providing
superb customer experience. Through this strategy, the firm directly interacts with the customers
and inspire them to participate in the development process of the brand. The customer positive
experience when the brand interact with customers through eye to eye connection. The company

can allow the customers in designing their experience by organising exhibition events that
effectively showcase their products as well as services in-front of customers. This can provide
the opportunity for customers to effectively engage with the products and services of the
organisation (Batat, 2019). Moreover, the increase in the usage of social media platforms has
allowed the business organisations to improve the visibility of brand in online environment. The
practising of experiential marketing while performing digital marketing campaigns the firm can
enhance the recognition of their brand as well as supports the company in creating memorable
experience to the customers.
The customer experience is basically considered as the activities of business that puts a
significant effect on the feeling and perception of customers about the product and services of
company. The customer develops their experience with the organisation after doing several
interactions with the products as well as customer care staff of the firm. Moreover, it is critical
for any organisation to facilitate positive customer experience in order to attain competitive
position in the marketplace. In relation to this, it can also support the firm in boosting brand
recognition in market (Ali Shah and et.al., 2018). It is important for every company to prioritise
on delivering positive experience to customers as it can help the organisation in many ways such
as Boosting customer retention level, the customer engagement programs by company can help
customers in gaining accurate clarity about the mission as well as vision behind its existence.
This can assist the company in improving customer retention level by providing positive
experience. The other importance for providing positive customer experience is that it Improves
customer lifetime value, by giving positive experience to customers the company can improve
the lifetime value of customers. The other benefit regarding prioritising customer experience is
it Builds brand loyalty, the positive experience of customers with business can allow the firm in
making their brand more valuable in the marketplace. This improves their recognition of brand
which can lead to high level of profits. The other and most important benefit of providing
customer experience is that it gives Competitive advantage to the business, the following of
customer interaction programs can help the organisation in gaining competitive reputation
among the competitors of the market. In addition to this, it can also assist the company in
attracting large number of new customers (Ihtiyar and Aras, 2020).
The good customer experience provided by company enables the customer to engage
more effectively with the business product as well as services. Along with this, the great

customer experience can allow customers in meeting their objectives behind using the product or
services. The firm can make the experience of customers positive by considering the following
practises. By performing the proper marketing function related to conveying realistic details
about the products can help the customer in improving their experience with the marketing
campaigns. In addition to this, the organisation can also generate positive experience among the
customers by making the design of the products more attractive as well as creative. This will
allow the customers to enrich their experience positively. Moreover, the company can also
transform the experience level of customers by providing an easy access for the self-help
services. This will allow customer to get clarity about their opinions regarding features of the
product or service which in turn will boost their positive experience level with the organisation.
Furthermore, the other ways through which the organisation can enhance customer experience
level by making effective marketing strategies that reflects correct pricing structure. This will
support the customers to know about the pricing strategy of company in most accurate manner.
The other important method which the company can undertake in order to raise positive
experience level of customers is through practising Live customer support assistance with the
shorter waiting. This will allow the customer to gain answer of their problems in fastest manner
possible. In addition to this, the live interaction program will support the organisation in boosting
satisfaction level of customers which will directly make their experience more positive (Maulani
and Presetyo, 2018).
In contrast to the positive experience level, the negative experience by customer puts
damaging effects on the market growth of the company. In relation to this, the negative
experience can make customer less interested in their products as well as services which can
negatively effect the profitable position of organisation within the marketplace. The following
are the causes for the negative experience of customers are: Difficult purchasing process, the
customer can attain bad experience if the process of purchasing products is long as well as
tedious. The introduction of digital platforms has allowed the customers to purchase goods and
services just by sitting at their homes (Batat, 2020).If the company has failed to provide the easy
purchasing process for the customers then it can transform the experience level of customers into
negative which can pose great damage on the competitive position in the market. The other
factor that can give negative experience to customers is Negative experience with Customer
support individual, in this, the customer can get bad experience when the customer support

personnel doesn't talk with customers in proper manner. This can make customers against the
products or services of the company by writing negative review on the companies website as
well as in social media platforms. This can hamper the goodwill of organisation in market. The
other reason that can make negative experience of customers is Ignoring security of private
information, if the company doesn't provide appropriate security to the personal information of
the customers than the customer can face bad experience due to leakage of their private
information. Moreover, this can also turn customers to stop purchasing from the organisation that
has failed to render them proper security protection from the online hackers. The other factor that
can turn the experience of customers into negative is Waiting too long on hold, if the customer
care department of the company hold their customer calls for too long then it can make
customers angry as well as can also build their experience negative. This can also make
customers to limit the shopping from that organisation. The other and most critical reason for the
bad customer experience is Ignoring customer feedback, if the company does not recognise the
feedback made by customers in proper manner then the customer may suffer from the bad
experience with the company actions. In addition to this, the ignorance of feedback can also
make customer less interested with the products or services of company. This can make hamper
the market growth strategies of the company (Dziewanowska and Kacprzak, 2019).
The positive customer experience can be critical for the organisations success as by
winning the trust of customers the firm can attract the larger number of customers in effective
manner. In addition to this, the improved customer experience can also assist the firm in gaining
competitive position in the market. The company can adopt effective measures which will
hopefully allow firm in transforming negative experience of customers into positive experience.
The company can practise various strategies in order to improve the experience level of
customers . The first strategy through which organisation can make positive experience for
customer is through Creating feedback loops, in order to make experience level of customers
positive, the company should create external feedback loops that can allow customers to make
constructive feedback on their products and services. This allow the organisation to make
customers feel that their opinion is valued as well as promote positive feelings among the
customers. The other strategy that can foster positive experience among customers is by
Building an Omni-channel, by adopting the omni-channel for communication the company can
interact more effectively with their customers (York, 2019). In relation to this, the firm can build

the positive experience of customer by taking providing solutions to the grievances in most
effective manner. The other strategy through which the organisation can improve customer
experience is by Creating content management strategy, in this, the organisation can post
accurate as well as up-to date content in order to provide effective solutions to the customer
problems. The company can develop chatbots through which the company can post creative
content that can cover details about correct usage of the product features. The other crucial
factor for improving the customer experience level is Delivering personalisation, in this, the
company can make interactions with customer more personalised by gathering crucial
information about the customer preferences, purchasing pattern, habits and many more. This will
allow the company to make the experience level of customer positive by fulfilling their needs
based on the information gathered. The other important technique which can assist the firm in
improving customer experience level by Empowering customers through AI, the adoption of
Artificial intelligence technology while interacting with customers will support the organisation
in gaining insight about the customer purchasing patterns (Rajaobelina, Lacroix and St-Onge,
2019). This can assist the company to target large number of customer in effective manner by
knowing their demands. The machine learning applications can also support the organisation to
make strategic plans according to the needs of customers. This method can allow company in
dealing better with the problems of the customers.
Conclusion:
It has been analysed from the above essay that customer are the key factor which defines
the success rate of the company. It was also evaluated that the customer experience management
can support the organisation in delivering positive experience to the customers through
considering their needs and wants in proper manner. The essay has discussed about the concept
of experiential management and its role in promoting experience level of customers. In addition
to this, the essay has also covered about the factors that influence the positive as well as negative
experience among customer. Moreover, the essay has also thrown the light upon the strategies
that can help company in enhancing positive experience of customers.

Referencing:
Books and Journal:
Ali Shah and et.al., 2018. Experiential value mediates relationship between Experiential
Marketing and Customer Satisfaction. Sukkur IBA Journal of Management and
Business, 5(2), pp.45-61.
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es.
Routledge.
Batat, W., 2020. Experiential Marketing: Case Studies in Customer Experience. Routledge.
Dziewanowska, K. and Kacprzak, A., 2019. Experiential Marketing-the State of Research in
Poland. Marketing i Rynek, (9 Experience Marketing-Research, Ideas, Opinions (1)),
pp.4-14.
Ihtiyar, A. and Aras, O.N., 2020. Experiential Marketing: Understanding the Nature of
Experiences in Emerging Markets' Grocery Retailing. In Emotional, Sensory, and Social
Dimensions of Consumer Buying Behavior (pp. 108-132). IGI Global.
Maulani, T.S. and Presetyo, M.H., 2018. Experiential marketing, experiential value and their
effect on loyalty of culture tourism. Journal of Economic & Management
Perspectives, 12(1), pp.299-306.
Rajaobelina, L., Lacroix, C. and St-Onge, A., 2019. Does experiential advertising impact
credibility?. International Journal of Bank Marketing.
Rather, R.A., 2020. Customer experience and engagement in tourism destinations: the
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1),
pp.15-32.
York, K., 2019. Experiential Marketing in the Performing Arts. American University.