BIZ104 Customer Experience Reflection: Comparing Experiences Report

This report, created for a BIZ104 Customer Experience Management assignment, delves into the core concepts and practices of CEM. It emphasizes the significance of customer satisfaction and the development of robust customer-organization relationships through effective CEM strategies. The report highlights the importance of understanding customer needs, adapting to technological advancements, and implementing practices like understanding TCCE (Town Centre Customer Experience). The report examines the impact of customer touchpoints, feedback mechanisms, and the creation of emotional bonds with customers. It uses comparative analysis, presenting a scenario where a customer's experience with a Samsung LED TV and an LG smartphone highlights the impact of product quality and responsiveness on customer loyalty. The report also references relevant literature to support its arguments, providing a comprehensive overview of the key elements that contribute to a positive customer experience and its influence on business success.

CEM- building customer experience 1
Name of the student ________________________________
Student ID ________________________________
Name of the University ________________________________

CEM- building customer experience 2
Contents
Emerging concepts and practices that underpin the customer experience.................................3
Improving customer experience.................................................................................................4
References..................................................................................................................................6

CEM- building customer experience 3
Emerging concepts and practices that underpin the customer experience
Gaining a good customer satisfaction is an asset for any organization. It requires immense
efforts and practices to construct a customer-organization relationship. This is achieved by
implying a unique customer experience management strategy. The focus on existing
customers opens pathways for the new customers too (Trini & Salim, 2018).
The important CEM strategy is to understand what the customers want. Once, you are aware
of their tastes and needs, it is comparatively easier to strengthen the customer relationships.
In today’s scenario, the companies are more focussed on what they are delivering instead of
how they are delivering. Taking this protocol, they aim to enhance their business (Dutta,
2015).
Customers of today want an efficient, technology updated and distinctive product, and the
companies are trying hard to streamline their product quality and enhancing customer
experience. Various concepts and practices can be implemented to boost the customer
experience. The prime practice for any organization is to understand the TCCE, i.e., town
centre customer experience, according to which it is essential for any company to keep a
record of its potential retailers and dealers in the market, the quality of product and the
manner in which they are being delivered (Joshi, 2014).
Research should be done on the quality and quantities of the product. Also, what
motivates the customer to visit the store and buy the product and its desire to revisit clarifies
the tastes and needs of the customer which need to be fulfilled under the CEM strategy.
Managing the touchpoints of the customer will not only build loyalty towards the product but
also create an impact in enhancing the economy of the company. Under the CEM strategy,
the organization needs to focus on multiple areas to develop a healthy customer interaction.
The strategy excels in constructing healthy relations with its customers. Also, gathering
relevant feedback about the product is essential. The company can then focus on the key
areas of improvement and deliver a better-quality product in the future (Mehta, 2016).

CEM- building customer experience 4
The company must also strive hard to create an emotional bond with its customers. For
instance, an example can be shared by a customer who bought a Samsung LED TV and a LG
smart phone. He underwent two different buying experiences with the products. He regretted
buying a Samsung LED, on the contrary he was thoroughly satisfied purchasing a smart
phone from LG. a customer generally has a set of minimum requirements when he goes to
buy any product. But in this case, the customer is totally disappointed to see that his
minimum requirements are also not up to the mark (Trini & Salim, 2018).
The points that LED lacked was the poor picture quality and gaudy colours flashed on the
screen. The CEM concepts state that company must understand who its customers are and to
attain a real feedback in time. In this case, the company badly failed to satisfy its customer
and lost its loyalty for the rest of its life (Rose, Hair & Clark, 2011).
Improving customer experience
Improving customer experiences brings to a call that you should know who your customers
are, what they want, create an emotional bond with them, collect relevant feedback from time
to time, launch customer experience management programs to boost customer loyalty. A
positive experience is one which aims to achieve customer satisfaction, their demands, tastes
and expectations whereas negative experience is one in which the company is insensitive to
the desires of the customer (Singh, 2015).
It is the tireless efforts of the company towards achieving a positive customer experience. We
can compare these positive and negative experiences by taking relevant examples. The
example discussed above of a customer buying a LED and Phone of two different companies
gave him two different buying experiences. He was happy with the LG product because his
expectations were thoroughly fulfilled, he would be a future LG customer too. Whereas, he
was totally disappointed purchasing Samsung LED as his expectations couldn’t be fulfilled.
Owing to this, he would never buy products of this brand. Here, the company failed
potentially to satisfy his customers. Also, feedback was not taken on time due to which the

CEM- building customer experience 5
area of improvement did not get any visibility. As a conclusion, we can say that a good
customer experience is built when the product fulfils all parameters of quality, design and
durability. Its emotional connection with the customer, gaining loyalty and trust are the
essential ingredients of CEM strategy.

CEM- building customer experience 6
References
Dutta, N. (2015). Innovative Product Management Driving Enhanced Customer Experience
Management (CEM). Telecom Business Review, 8(1). doi: 10.21863/tbr/2015.8.1.008
Joshi, S. (2014). Customer Experience Management: An Exploratory Study on the
Parameters Affecting Customer Experience for Cellular Mobile Services of a Telecom
Company. Procedia - Social And Behavioral Sciences, 133, 392-399. doi:
10.1016/j.sbspro.2014.04.206
Mehta, A. (2016). A Customer Relationship Management Model to Integrate Customer
Relationship Experience Quadrant and CRX Life Cycle. SSRN Electronic Journal. doi:
10.2139/ssrn.2889123
Rose, S., Hair, N., & Clark, M. (2011). Online Customer Experience: A Review of the
Business-to-Consumer Online Purchase Context. International Journal Of Management
Reviews, 13(1), 24-39. doi: 10.1111/j.1468-2370.2010.00280.x
Singh, A. (2015). Drive Customer Experience for Relationship Management through
Actionable Social CRM. International Journal Of Customer Relationship Marketing
And Management, 6(4), 57-76. doi: 10.4018/ijcrmm.2015100104
Trini, D., & Salim, M. (2018). Customer Experience Marketing (CEM), Customer
Satisfaction and Customer Trust Affects Customer Loyalty: A Study on Star Hotels in
Jakarta Province. Business Management And Strategy, 9(2), 100. doi:
10.5296/bms.v9i2.13615