MKTG60338: Customer Experience Strategy Report - London Eye Analysis

This report provides a comprehensive analysis of the customer experience strategy employed by the London Eye, a prominent attraction in London, UK. It begins by justifying the chosen global customer segments, considering geographic segmentation, local economies, and customer behavior. The report critically assesses the digital touchpoints of global customers, including online advertisements, digital content, user-generated content, webpages, online reviews, social media, marketplaces, and customer fulfillment experiences. It then evaluates customer experience through various digital platforms such as company websites, BuzzSumo, Google Trends, Buffer Publish, Canva, Unsplash, mobile apps, and review sites. The report also explores a customer experience model encompassing discovery, testing, purchase, and using experiences. Furthermore, it includes a framework addressing who, when, what, and how to effectively engage customers through digital channels. The conclusion summarizes the importance of digital customer experience plans and the key components that attract customers to the London Eye.