Customer Experience Management Essay

Question:

Use Proto-Persona profiles to Illustrate yourself relative to the component with poor experienc.

Answer:

The aim of the following paper is to create a discourse regarding my experience with two different products through Proto-persona diagram. Through the present paper, my chief aim will be to make a comparison between the experiences I have regarding two of the considered products. By applying the fundamental concepts of Customer Experience Management, I will discuss for which reason I have poor experience with one product and positive experience with the other. Two of the individual products, which I am going discuss in the following, are –and the Extra Virgin Olive Oil spray from The Olive Tree Australian. I will first create a Proto-Persona diagram for each of the chosen products and thereafter will discuss two touch and pain points regarding the chosen products.

My poor experience is related to the product – Extra Virgin Olive Oil spray from The Olive Tree Australian and the following Proto-persona diagram will illustrate me relative to the particular component.

Name and illustration

Name – XYZ

A student, who is living as a paying guest near a University and has a busy schedule for five days in a week

Demographics

· A working student

· 23 years old

· Lives in Australia

· Unmarried

Needs/Pain points

· Quality products with good brand awareness

· Products consume less time for preparation

· Products with information about the composition

Designing imperative

· Increase the consumption of less oily foods

· Increase the use of products, which can be prepared easily

· Should check the components prior to buy a product

From the above Proto-Persona diagram, I can say that two of the most significant pain points are – i) Quality products with good brand awareness and ii) Products with information about the composition. I have a poor experience with Extra Virgin Olive Oil spray from The Olive Tree Australia, as the product does not fruitfully accomplish the aforementioned pain points. Most importantly, I should admit that the organization does not strongly prioritize the aspect of customer experience management. Following the conceptual idea of customer experience, an organization needs to make strong brand awareness on the minds of the customers; therefore, the organization requires making flexible communication with the customers (Arkadan et al., 2017). I have seen that the organization The Olive Tree Australia does not take impressive extent of initiative in making potential brand awareness about the product and its advantages through adequate amount of promotions.


Moreover, according to the concept of customer centricity, before and after the sale, every organization needs to make a positive engagement through online and offline communication (Edvardsson, 2014). By giving priority towards the needs of the customers or being customer-centric, an organization successfully pursues a customer experience management (Gounaris, 2015). As I have mentioned above, the particular organization makes less interaction with the target market as I have seen they are highly product-base. Moreover, the organization does not provide an adequate amount of information about the composition on the packaging. Thus, I believe I have poor customer experience with the organization.

On the other hand, with the product - Juliet Shower Gel I have a positive customer experience. The following Proto-Persona diagram will be relevant in this case –

Name and illustration

Name – XYZ

A student, who is living as a paying guest near a University and has a busy schedule for five days in a week

Demographics

· A working student

· 23 years old

· Lives in Australia

· Unmarried

Needs/Pain points

· Moisturizing products

· Affordable price

· Adequate information on the packaging

Designing imperative

· Buy hydrating products

· Check the components prior to purchase

From the above diagram, I would like to choose – i) Moisturizing products and ii) Adequate information on the packaging – as two pain points. I should say that I have a positive experience with the product – Juliet Body Shower Gel as per the reason, the product is extremely hydrating and provides adequate amount of information on the packaging. However, more precisely, following the concept of customer-centricity, which says in order to provide good customer experience an organization should give utmost priority to the feedback of the customer (Gr?nholdt et al., 2015). I should admit the fact that the organization does not only communicates well with the target market, but also brings necessary modification in the product according to the customer feedback.

Besides, following the concept of customer experience I should also admit that I have acquired a positive experience regarding the particular product as the organization makes strong brand awareness through online as well as offline media. I have seen that the online presence of the organization is impressive and innovative. I should say that the organization is concerned enough about making satisfying communication with the target market. The organization interacts with customers like me through their website, Aldi’s Facebook page and online campaigns. Hence, I should contemplate that I have a positive experience regarding the distinct product.

After discussing the pain points to show the reasons for having a poor and positive customer experience, I should elaborate the difference between two of the above-mentioned experiences. My experience with Juliet Body shower gel is visibly positive as per the reason that the product matches with my needs or pain points and accomplishes my imperatives too. On the other hand, my experience with Extra Virgin Olive Oil spray from The Olive Tree Australia is disappointing because the product does not provide the service, which it promises to give and at the same time, the organization makes less brand awareness about the product. Most significantly, my experience with Juliet Shower Gel is positive because the product is a customer-centric product and the organization is concerned about giving importance towards the feedback of customer and even requests through their online forum to provide individual concerns and reviews. The Olive Tree Australia does not provide many opportunities to the customers in giving their reviews. I have seen that the organization only gives such chance to their loyal customer and not for the random ones. I believe each organization should elaborately provide information about the composition of a product; it helps a customer in making proper choice according to their needs. As shown above, The Olive Tree Australia does not provide enough information, as they believe their product has potential brand awareness immediately. On the other hand, I have seen that in the packaging of Juliet Shower Gel, there is a handful of information about the product and its composition. Hence, my experience with two of the chosen product differs.

From the above discourse, it can be indicated that in order to pursue convenient customer experience management, it is essential for every organization in making positive and an adequate amount of interaction. I believe every organization should stay concerned about their brand impression and should prioritize customer feedback on daily basis. Due to not having an impressive extent of interaction with the audience I have acquired poor customer experience with the organization - The Olive Tree Australia. On the contrary, for being customer-centric, I believe Juliet Shower Gel manages appropriate customer experience management

References

Arkadan, F., Macdonald, E. K., & Wilson, H. N. (2017). A Systematic Literature Review of Practices in Customer Experience Management: An Abstract. In Marketing at the Confluence between Entertainment and Analytics (pp. 475-475). Springer, Cham.

Edvardsson, B. (2014). Striking the Right Balance: How to Design, Implement, and Operationalize Customer Experience Management Programs. In Managing Consumer Services (pp. 69-89). Springer International Publishing.

Gounaris, S. (2015). Customer Experience. Wiley Encyclopedia of Management.

Gr?nholdt, L., Martensen, A., J?rgensen, S., & Jensen, P. (2015). Customer experience management and business performance. International Journal of Quality and Service Sciences, 7(1), 90-106.

Arkadan, F., Macdonald, E. K., & Wilson, H. N. (2017). A Systematic Literature Review of Practices in Customer Experience Management: An Abstract. In Marketing at the Confluence between Entertainment and Analytics (pp. 475-475). Springer, Cham.

Edvardsson, B. (2014). Striking the Right Balance: How to Design, Implement, and Operationalize Customer Experience Management Programs. In Managing Consumer Services (pp. 69-89). Springer International Publishing.

Gounaris, S. (2015). Customer Experience. Wiley Encyclopedia of Management.

Gr?nholdt, L., Martensen, A., J?rgensen, S., & Jensen, P. (2015). Customer experience management and business performance. International Journal of Quality and Service Sciences, 7(1), 90-106.

Homburg, C., Jozi?, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.

Homburg, C., Jozic, D., & K?hnl, C. (2013). Customer Experience Management. IMU Research Insights, 19.

Klaus, P., & Maklan, S. (2013). Towards a better measure of customer experience.

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