BIZ104 Customer Experience Management Essay

Question:

Learning Outcomes
a) Compare and contrast the emerging concepts and practices that underpin the customer experience
b) Apply the influence of perception to the customer experience of service delivery

Answer:

Introduction:

In this assessment I am going to discuss and explain two different types of customer experiences that I have faced and why they were very different from each other. Most companies nowadays find it extremely crucial to take care of customers on an individual basis and try to cater to the ever changing demand pattern of the customers (Seligman & FCIM, 2018). I will be discussing the same on the basis of touch points and the concept of drift models taught in class. Further, I will also be using the concept of photo personas to portray in a summarized form how one experience was different from the other and why the two experiences left different impressions on me. Before I start discussing my experiences, it is important to completely understand what touch points are. A touch point is essentially the various means and times during which a customer comes in direct contact with the company providing the goods and services to the customers, before, during and after the good is bought (Kandasamy, Beattie & Stewart, 2015). I have recently undertaken flight journeys using two companies which are Emirates and Lufthansa and I have received quite different experiences from the two firms.

In case of Lufthansa, I came across the firm through an application called Trip Advisor and decided to go ahead with the services as they seemed reasonable and their offers were also very attractive. However, when I finally thought of undertaking my journey I faced a very big problem which was the case of my flight getting cancelled and then I was not able to travel to my desired destination on time. Moreover, I had to travel the next day as travelling the very same side would cause me to pay extra money. There was no means by which I could directly speak to the higher authorities of customer care department. Later on I came across reports claiming such delays which portray the fact that the company was reluctant to use the DRIFT model and apply the same to better the services. DRIFT model would essentially help the firm to look after the previous data and set up disruptive business models that would better their services and help them to cater to the changing needs of the customers (Kaul, 2017). Moreover, the services provided inside the flight were not up to the mark including the seating arrangements and food and beverages provided. I was also not able to access a platform that would help me provide feedbacks to the firm or get in touch with the customer service executives.

On the other hand, I could particularly claim that I have received state of the art services from Emirates and it is in fact one of the best airline companies. I looked up the website of the firm and booked seats because I thought that this firm’s website had proper provisions of both looking up feedbacks and providing feedbacks. Further it provided a lot of options and comparisons of prices. At the airport also, the staff from the company was present to provide the best specialized services for different customers based on their needs. In fact, their services exceeded expectations with the flight journey starting off on time and landing my desired destination before time. Further, the staff inside the flight was extremely courteous and provided timely services. The food and beverages provided were extremely delicious and freshly prepared. At every point before booking the journey, throughout the journey and after the journey I was treated fairly and I could provide feedback with the help of the application that I registered myself on. All my queries, concerns and feedbacks were taken care of immediately through the help of the efficient customer care executives via both messages as well as mails of the company.

It can be easily observed that in the first case I gained no benefits for the price I paid and in fact I received a lot of pain points in form of productivity of the firm, supply of the services provided by the firm and even financially, the amount of money I paid had no value in comparison to the services I received. However, in the second case, the firm functioned in a manner that was conducive to what I as a passenger desired or any passenger would desire. As a matter of fact, the services provided by the firm were better than I had expected. In other words, there was a lot of gain points with respect to the second firm’s services rendered. I personally think that the Lufthansa should use data in a better way to remain in competition in the market.

References:

Seligman, J., & FCIM, F. (2018). Customer Experience Management.

Kaul, D. (2017). Customer Relationship Management (CRM), Customer Satisfaction and Customer Lifetime Value in Retail. Review of Professional Management, 15(2), 55-60.

Kandasamy, V., Beattie, J. G., & Stewart, D. (2015). U.S. Patent Application No. 14/076,623.

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