BIZ104-Customer Experience Management

Introduction

Customer experience from products helps visualize ways in which customer feels pertaining to a product or service (Lemon & Verhoef, 2016). Marketers build communication strategy which allows building a conversation to visualize planned customer journeys across various touch points. In the current purview of analysis, two customer experience one positive and another negative has been analyzed across two varied organization using CEM concepts. One product is JVC TV and another is Starbucks Coffee.

Analysis

Analyzing customer experience through various customer touch points and channels can reveal the way the customer feels about a product or service (Lemke, Clark & Wilson, 2011).  The first of case negative customer experience of JVC TV is analyzed. There are various touch points provided by the Company in order to engage customers. The Company makes use of marketing channels such as emails, Facebook, blogs and so on. The order fulfillment factor for the Company which includes delivery, payment, and returns does not lead to customer satisfaction. There are often issues in the products of the Company, leading to various customer complaints. The policies related to repairs, returns or deliveries are also not appropriate. My TV set stopped working after 15 days of purchase, and I had to call the service center but their response was very weak. Then I read through customer reviews and complaints on an online forum and found plenty of them. Such customer complaints had not been responded by the Company appropriately. Though the Company makes use of extensive research channels such as website, customer forums, customer services, they are also not appropriate when considering other similar TV companies within the industry. Evaluating the overall customer experience management (CEM) related to awareness, discovery, purchase, use of product service or bonding with the product, it can be said that all the touch points are not effectively used by the company (Teixeira, Patrício, Nunes, Nóbrega, Fisk & Constantine, 2012). Mapping of my customer journey reveals complaints which were not attended to properly; hence the Company has not been able to effectively reduce negative customer experience by assessing all customer types. The customer experience had been not appropriate hence customer satisfaction could not be attained; there was no customer loyalty or advocacy. The current company had not been able to provide me with satisfaction. To sum up it can be said that I will never again purchase from the brand JVC nor will I suggest to anyone else.     

In the second case, positive negative customer experience related to Starbucks Coffee is analyzed. There are various touch points provided by the Company in order to engage customers. The Company makes use of marketing channels such as emails, Facebook, website, blogs, stores, and so on. The order fulfillment factor for the Company which includes delivery, payment, and returns, when I order at Starbucks then they deliver the exact taste that was expected. Starbucks undertakes extensive marketing and communication campaigns, in order to interact with its customers on a regular basis. The Company takes extensive efforts in interacting with its customer through various channels of feedback and then replies to them as well. Such efforts are used by the company to lead its customers to a more satisfied platform.   In case there is an issue related to taste or any issues, then the store does not hesitate to refund its customers. The Company makes use of extensive research channels such as website, customer forums, and customer services when interacting and communicating with its customers (Schmitt, 2010). I regularly receive emails and offers from Starbucks coffee which increases my motivation in purchasing their products. Evaluating the overall customer experience management (CEM) related to awareness, discovery, purchase, use of product service or bonding with the product, it can be said that all the touch points were effectively used by the company. Mapping of customer journey reveals various customer satisfaction; hence the Company has not been able to effectively reduce negative customer experience by assessing all customer types. Through all efforts undertaken by the company, it has been able to increase levels of customer engagements and lead them to satisfaction and motivation levels.         

Conclusion

Analysis of customer experience using CEM reflects that the customer had a positive experience in one case and negative in the other. Both the companies had interacted with the customer using different tactics. While one had been successful in communicating positive brand image and in increasing customer satisfaction, the other was unable to do so. Customer touch points were not effectively used by both the companies.

References

Lemke, F., Clark, M., & Wilson, H. (2011). Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39(6), 846-869. Accessed on 19^th October 2018, from https://link.springer.com/article/10.1007/s11747-010-0219-0

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. Accessed on 19^th October 2018, from https://journals.ama.org/doi/abs/10.1509/jm.15.0420

Schmitt, B. H. (2010). Customer experience management: A revolutionary approach to connecting with your customers. John Wiley & Sons.  Accessed on 19^th October 2018, from https://books.google.co.in/books?hl=en&lr=&id=VuCMIl55Iz8C&oi=fnd&pg=PT8&dq=customer+experience+CEM&ots=fbS2GPnhyy&sig=ViPO5-ulqVTztByeVpPxhglzl1A

Teixeira, J., Patrício, L., Nunes, N. J., Nóbrega, L., Fisk, R. P., & Constantine, L. (2012). Customer experience modeling: from customer experience to service design. Journal of Service Management, 23(3), 362-376. Accessed on 19^th October 2018, from https://www.emeraldinsight.com/doi/abs/10.1108/09564231211248453