MKTG60338: Customer Experience Strategy Report on London Eye

This report provides an in-depth analysis of the customer experience strategy employed by the London Eye, focusing on digital touchpoints and platforms. It justifies global customer segments through geographic segmentation, local economies, and behavior. The report critically assesses digital touchpoints like online advertisements, digital content, user-generated content, webpages, online reviews, social media, marketplaces, and customer fulfillment experiences. It evaluates customer experience through digital platforms using tools like BuzzSumo, Google Trends, Buffer Publish, Canva, and Unsplash, along with mobile apps and review sites. The customer experience model is examined through discovery, testing, purchase, and usage experiences. The report concludes by highlighting the importance of digital customer experience plans and provides recommendations for attracting more customers to the London Eye, referencing key academic sources.

CUSTOMER EXPERIENCE
STRATEGY

TABLE OF CONTENT
INTRODUCTION
MAIN BODY
Justification on global customer segment:
Critical assess of digital touchpoints of global customer:
Critical evaluation of customer experience through digital platforms:
Customer experience model:
CONCLUSION
REFERENCES

INTRODUCTION
Customer experience strategy is referred as path in which consumer felt about their brand
and needs in order to this it is to be fulfilled.
It is consisted of strategy that place in order to drive positive experience of consumers in
respective manner to ascertain their requirements and want to be measure by their
experiences in effective manner.
In accordance to this, focuses on consumer vision and aims by implementing plans into
corrective measure to achieve organization objectives effectively.
The presentation is based on London Eye that is attractive chosen Millennium wheel, that
is situated in London, UK and it is an attractive Millennium that attain more people
towards them by their structure.

JUSTIFICATION ON GLOBAL
CUSTOMER SEGMENT
 Geographic segmentation: geographic segmentation is one of the most important, this
help organization to divide customer according to the geographic location where they
live.
 Local economies: international variables and local economies impact the segmentation
process because the level of economy of the country, this level decide the purchasing
power of the customer.
 Behaviour: to segment the global market, it is very important to identify the behaviour
of the customer.

CRITICAL ASSESS OF DIGITAL
TOUCHPOINTS OF GLOBAL
CUSTOMER
 Digital touchpoints means first ever interaction of consumer with the company through
online platform.
 This cycle starts when the customer first visit the website of the company and this ends
on the purchase of the product.
 Touchpoints are very important for the company, it helps them to express the product
and service in front of the customer.
 These touchpoints need to be impressive to win the customer, and improve the brand
image of the company.

CONTINUE….
 Online advertisement: online advertisement is one of the most power and common
touchpoints used by many organizations
 Digital content: digital content means the content and details of the company in their
website, many business use attractive content in their website to create touchpoints in
front of the customer.
 User generated content (UGC): this type of touchpoints are usually been collected
and used by the company, when the company has organic content rather than the paid
one, the experience of the customer will be automatically improved.

CONTINUE….
 Webpages: webpages are another most important place which a company can use to
create effective touchpoints.
 Online review: online reviews means the expression provided by the customer about
the product and service of a company.
 Social media: social media platforms is very common touchpoint of the company but
have the most powerful impact on the customer.

CONTINUE…
 Marketplace: many business try to sell their product through third party apps and
marketplace such as Ebay and Amazon.
 Customer's fulfilment experience: customer fulfilment experience means the
experience of customer have while unboxing the product.

CRITICAL EVALUATION OF CUSTOMER
EXPERIENCE THROUGH DIGITAL
PLATFORMS
 Company's website: company's improved website help they to identify the personality
of the brand, website are presentation of company.
 BuzzSumo: BuzzSumo is one of the best tool many market used to identify the most
trending content and influencers behind that content, this platform not only find the
trending content but this help company to develop smart business strategies to improve
the experience of the customer.

Continue...
 Google trends: google trend is another tool which help company to identify the
trending topic online, this trending topics are very beneficial of the company to
improve the experience.
 Buffer publish: buffer publish is schedule tool which help business to set all the
schedule to post content on the website, when the company delay their latest post or
product then the customer tend to leave the website which give bad impact on the brand
image

Continue…
 Canva: canva is one of the most used tool for the designing images or even the
designing of the website, this tool is very beneficial for many companies who are new
to the market and want to create the effective website for their business.
 Unplash: unplash is video and image editing site which provide videographics solution
to the company, many business try to create impression to the customer using video and
this video is often engaged customer to try the product, this tool can be used to develop
video impression of the product of the company.

Continue….
 Mobile app: mobile apps are one of the most used application in improving the
experience of the customer.
 Review site: review are the most important part of the experience, customer express
their experience through providing the review about the product.

CUSTOMER EXPERIENCE MODEL
 Discovery: brands are now been more discovered because of their online present,
people are more likely to find their desirable product online and often even do research
for such provide.
 Testing experience: testing experience of the customer can be challenging as it
requires review panels and site to collect and measure the experience of the customer.

Continue…
 Purchase experience: purchase experience is one of the most important for both the
company and the customer.
 Using experience: using experience or experience after the utilization of the product,
how a customer felt while using the product.

FRAMEWORK 2
 Who- In regard to this, by determine who work in essential manner to engage more
customer through digital mode by conducting an effective approach and helps in
shaping plans to attract more consumer towards London Eye.
 When- It determines that core interaction with consumers with brand throughout in
order to determine that when the strategy is to be implemented for enhancing customer
by effective manner.

Continue…
 What- In responds to this term, helps in facilitating that what happens when consumer
make communication with physical and digital key points to engaging more customers
for expanding customer needs.
 How- In order to this, it determines that how dig into comprehensive structure of
structure, procedure and data.

CONCLUSION
 The report has been concluded about digital customer experience plans that acquire in
order to facilitate their needs and requirements in desired manner.
 It will justify different key components that attracts customer towards London Eye and
has been provided appropriate justification for consumer segments that rely on UK.
 As this has been based on customer experience strategy that helps in attracting more
customer towards engaging more customers in attractive manner.
 The comprehensive understanding about complicate and fluctuation concept of visitors
who came across different countries for London Eye.

REFERENCES
 Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and
implications for research. Journal of the Academy of Marketing Science, 48(4),
pp.630-648.
 Bolton, et.al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management.
 Bowen, G. and Bowen, D., 2016. Social media: strategic decision making tool.
In Competitive social media marketing strategies (pp. 94-111). IGI Global.
 Dar, et.al., 2017. Use of social media tool “Whatsapp” in medical education. Annals
of King Edward Medical University, 23(1).