...Customer experience and customer engagement Customer experience is replacing quality as the most important element in marketing. (Klaus & Maklan, 2013) Great customer experience will encourage customer engagement, which can be understood as a customer’s cognitive, emotional and behavioral interaction with a brand (Hollebeek, 2011). The high customer engagement is directly related to high customer satisfaction, strong customer loyalty and increased word-of-mouth behavior, which all in turn maintain companies’ sustainable competitive advantage and allow they charging higher prices and profit margins than competitors. As said Investment Weekly News (2012) quoted that consumers will pay for the extraordinary customer experience. This reflection focuses on making outstanding customer experience and its relation to customer engagement. In the electronics industry, retailers purposely determine and deliver extraordinary customer experiences that are profitable and hard to duplicate, prospering despite economic downturns and competitive threats. Apple is a master in making great customer experience. As Miller (2012) stated, the superior customer service that Apple deliver has enable the company to grow rapidly while commanding higher prices than its competitors and earning the best profit margins in the consumer-electronics industry. Liyakasa (2012) also pointed out that Apple is in the top of customer brand loyalty ranking. The key strategies that Apple sustains its high strong...
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...Understanding Customer Experience * Customer experience encompasses every aspect of a company’s offering the quality of customer care, of course, but also advertising, packaging, product and service features, ease of use, and reliability. * Few of the people responsible for those things have given sustained thought to how their separate decisions shape customer experience * They all have different ideas of what customer experience means * Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company. What determines “customer experience”? * A successful brand shapes customers’ experiences by embedding the fundamental value proposition in offerings’ every feature. * Service quality and scope matter, too, but mostly when the core offering is itself a service. How are customer relationship management and customer experience management related? CRM captures what a company knows about a particular customer: his or her history of service requests, product returns, and inquiries, among other things whereas customer experience data capture customers' subjective thoughts about a particular company. Customer relationship management (CRM) tracks customer actions after the facts; customer experience management (CEM) captures the immediate response of the customer to its encounters with the company. How customer experience is best managed? There are three patterns of customer experience information...
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...Service Processes and People: Customer Experience Analysis June 3, 2012 Abstract In an article written by Chris Young of the Rainmaker Group Inc., (2008), “having a clear understanding of a customer's emotional involvement with a product or service can go a long way in helping to create a positive and memorable customer experience. Often organizations do not fully understand the high level of emotional attachment a customer may have in or with a product or service provided. The truth of the matter is that it could not be more important that organizations understand these emotions, as they are often the foundation to creating a “WOW!” customer experience. Conversely, failing to understand these emotions can cause an organization to unwittingly harm a customer and lose them for life.” Therefore the personal customer experience encountered at two organizations will be described through out this paper. If you had a formal, semi-formal, business event, or just needed professional attire to attend and needed to buy an outfit where would you go? If you choose to go to Nordstrom Department Store or the store Black and White, do not expect to be greeted with a smile if you do not look the part of a person of wealth, economic status, and maybe cultural or race majority. Excellent service is defined as satisfying the customer and meeting the strategic intention of the organization (Johnston & Clark, 2008, p. 182). Neither one of these establishments when visited utilized...
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...Week 1 Written Assignment – Customer Experience MBA Marketing There are three stages a website visitor goes through which shape the overall experience of that visitor or customer. These three stages are fundamental to the success of an organization, which is why so much time and money is spent on marketing efforts for websites. When an organization takes the time to follow a visitor's experience, that organization is in a better position to make a positive change in the visitor's frame of mind (Interbrand, n.d.). This paper will explore Reebok’s website and how the site addresses the three stages of the consumer’s experience as outlined in the Interbrand article. Visitor’s Frame of Mind When a consumer lands on a website they have a certain frame of mind or initial mindset; this is important to an organization as they create a website to anticipate the consumer’s anticipated needs and interests. Reebok had a feel as though I had landed on their page and I was ready to get active! They have four scrolling pages for their main page, all of which encourage the visitor to get moving in some way or another; one that stood out to me was the one that said, “designed for CrossFitters, by CrossFitters”. This made me feel like I had come to a site that sold a product that I neede d because others that participate in this sport have helped with the design and ensured that the product works. The page shows athletes doing some things which are specific to the sport of fitness...
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...Literature Review on Customer Experience (CE) & Customer Loyalty (CL) 2 1.2 Creating a favourable CE & Strong CL based on Conceptual Framework 2 1.3 Linkage between Customer Experience Vs Customer Loyalty 4 1.4 Conclusion 5 Task 2. Application of Key concepts and Framework 5 2.1 Cooperate Profile / background 6 2.2 Review of existing CE & CL 6 2.3 Recommendation for Improvement for Weakness 7 2.4 Recommendation for sustaining the Customer Loyalty 8 2.5 Conclusion 9 References 10 Task 1. Critical Evaluation of Key Concepts and Theories 1.1 Literature Review on Customer Experience (CE) & Customer Loyalty (CL) Given the competitive landscape today, organization are leveraging their differentiation and competitive advantages not only the innovative products and low prices, better quality but also customer experiences (CE). This experience factor has been defined in numbers of ways. Customer experience is originated from a set of interactions between a customer and a product, a company or a part of its organization which provokes a reaction (La Salle and Brittion, 2003; Shaw and Ivens, 2005). Meyer and Schwager 2007 see it as internal and subjective response that customers have to contact directly or indirectly with the company. Greval et al (2009) also discussed that it include every point of contact at which the customers interacts with the business, product or service. Providing a positive customer experience can promote the creation...
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...services provided and customer experiences. The production process, when manufacturing a product, it must go through several stages of the product life cycle. The difference in a product and service design is putting the focus on people instead of the thing. The service process focuses on how well the company production system works Mary Kay Products Design focal Point: The need for qualified products helps show customers they are getting a safe product to better their life. Mary Kay is a large company that has worked hard to build it into a multi-billion dollar company. The company has been to provide customers a chance for employment too. Process Design Approach: The strategy for Mary Kay is to compete with other cosmetic product distributors and provide a high-quality product at a competitive cost. By doing this, it gives them that competitive edge to stay at the top. Quality: The quality of services will affect all customers that come in contact with our personal and cosmetic products. Therefore, the company is liable by law to provide something for human consumption. Mary Kay offers a broad variety of competitive products such as anti-aging formula, hand and lip protection products, and personal care items for men. Mary Kay Service Workforce: The customers believe in the product, so therefore, it is easy to sell it to others. There are always ways to reach more customers when you have hands on interaction with each customer goes a long way...
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...BU1006 Managing the Customer Experience Topics: 1. Heineken Company. 2. Nokia Corporation. HEINEKEN COMPANY The Heineken beer company was founded in 1864 by Gerard Adriaan Heineken, a Netherlander, in Amsterdam. This Dutch brewing company has wide international presence so far through a global network of distributors and breweries . Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Recently, Heineken has been considered as the most successful beer brand and is an icon in the beer industry. In a market where local beer always enjoy much favor, Heineken not only occupies the hearts of Europe, but also popular worldwide, becoming the leading brand of beer, and is considered No.1 imported beer in America. Heineken beer is ubiquitous and this company owns 110 factories in over 60 countries, beer production volume up to 109 million annual hectoliter. There are two main beer products of Heineken: long neck bottle and tactile can. All the Heineken products are made in Holland by the traditional recipe from 1873. Thanks to a special enzyme, called Heineken "A-yeast", has brought Heineken beer a unique characteristic flavor. This is also a main different point of Heineken among other beer brands. Heineken approaches customers by quality factor and Heineken always ensure that their products are processed...
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...BU1006 Managing the Customer Experience HEINEKEN COMPANY The Heineken beer company was founded in 1864 by Gerard Adriaan Heineken, a Netherlander, in Amsterdam. This Dutch brewing company has wide international presence so far through a global network of distributors and breweries . Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Recently, Heineken has been considered as the most successful beer brand and is an icon in the beer industry. In a market where local beer always enjoy much favor, Heineken not only occupies the hearts of Europe, but also popular worldwide, becoming the leading brand of beer, and is considered No.1 imported beer in America. Heineken beer is ubiquitous and this company owns 110 factories in over 60 countries, beer production volume up to 109 million annual hectoliter. There are two main beer products of Heineken: long neck bottle and tactile can. All the Heineken products are made in Holland by the traditional recipe from 1873. Thanks to a special enzyme, called Heineken "A-yeast", has brought Heineken beer a unique characteristic flavor. This is also a main different point of Heineken among other beer brands. Heineken approaches customers by quality factor and Heineken always ensure that their products are processed in the most standard conditions. The slogan of Heineken is...
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...Waitrose due to their encompassing scale and obligatory coordination. One of which is to properly respond to consumer demand, specifically; ensuring the hired personal have the specifications and instruction to exercise accurate knowledge regarding a particular or fields of product /service which may interest the consumer. Example in regards to Waitrose could be directional (layout of store), or on occasion recommendatory (gluten free, lactose intolerance). In addition, qualified I.T professionals for online assistance also have to be as noted, qualified. It would be a futile contradiction of successful business practise to worsen the experience of a customer, even if it’s simply a convenience of time. Qualified staff ensures that not only does the consumer have an easier time of navigating their specific issues, but also a more pleasant experience with managerial coordination; being aware that personal are properly qualified in their respected fields of operations allows for target setting to be more accurately set and subsequently competed on a preferential time-scale (the opposite may entail a target not even being successful at all). This culture of professional awareness and reliance does a lot to make employees, though foremost people feel more comfortable at work and as such more inclined and subsequently motivated....
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...does it impact operational activities and decision making? The reservation system is highly important to airline companies, especially small ones. These companies must give over the top customer service in order to compete with the larger airlines. This means that when customers use their site they must be able to easily see their prices and book their flights. The reservation system will effect operational activities because it shows the number of reservations booked, and this helps to know how many planes will be needed during a specific amount of time. The reservation system also helps to know when to have special deals on flights, so that all seats may be filled (Laudon & Laudon, 2013). 2. Evaluate the risks of the projects to upgrade the reservation systems of WestJet and JetBlue and key risk factors. There are several risks to consider when evaluating the risks of the projects to upgrade the reservation systems of WestJet and JetBlue. First of all for customers there is one main risk. The consumer will either notice no difference in their abilities to book flights etc. or they will consider the operation failed, and this could upset the way they look at the airlines brand. The key risk factors to consider are the projects size and structure, and the experience with technology. WestJet had not anticipated the transfer time required to move the files, they had failed to reduce its passenger loads on flights operating immediately after the charge over...
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...Every company needs a “signature experience” that sets it apart. By explicitly communicating what makes your firm unique, you can dramatically improve employee engagement and performance. What It Means to Work Here by Tamara J. Erickson and Lynda Gratton IT’S THE HR EQUIVALENT OF KEEPING UP | 104 Harvard Business Review March 2007 | hbr.org Jason Greenberg with the Joneses: In their quest to find and retain top talent, businesses often try to match competitors’ offers, ensuring that their compensation schemes, health care benefits, training programs, and other talent-management practices are in line with the rest of the industry’s. While this strategy may be useful for bringing job candidates to the door, it’s not necessarily the most effective way to usher the right people across the threshold – great employees who will be enthusiastic about their work and fiercely loyal to the organization and its mission. What It Means to Work Here Nor does marching in lockstep with industry standards prompt companies to consider what’s unique about their histories and values or potential employees’ attitudes about work. Certainly, reasonable pay and a breadth of health care options matter to prospective hires, as do the tasks they’ll have to perform. But people also choose jobs–and, more important, become engaged with their work – on the basis of how well their preferences and aspirations mesh with those of the organization. Imagine yours is one of three job...
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...“A PROJECT REPORT ON ROLE OF HR IN TRANSFORMING CUSTOMER EXPERIENCE FROM GOOD TO GREAT” Submitted by PRATEIK DAS 10IMBA049 DEPARTMENT OF BUSINESS ADMINISTRATION UTKAL UNIVERSITY ORISSA. Declaration I, PRATEIK DAS hereby declare that the project titled “Role of HR in transforming customer experience from Good to Great” is an original record of work under taken by me for the summer internship project .I have completed the project under the supervision of, Dr Jyotirmayee Choudhury,Faculty Human Resource Department of Business Administration and Sarvana Sampath S Manager Human Resources at Manipal Health Enterprises Bangalore. Signature: Place Date Student Name Registration no. Department of Business Administration ACKNOWLEDGEMENTS No project can be completed without acknowledging the help and the support of the people who have helped in its successful completion. Their help, support, guidance and patience have been the key drivers for the project. ,I would like to express my gratitude to Mr. Ganesh Selvaraj, GM and Head Human Resource for giving me the opportunity to work as an intern in Manipal Health Enterprises. His words of encouragement have been an catalyst for working better. I would sincerely like...
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...your leadership team with an experienced and accomplished marketing professional known for breakthrough results, please consider my enclosed resume. I am currently pursuing my Bachelor of Business Administration in Management and marketing. I intend to graduate in May 2015 and am seeking a position that will allow me further to develop my professional skills in the field of management and marketing. I have acquired a variety of experience as well as a great deal of interest in many of the same qualities and skills your company is looking for in an employee. I spent three years as a sales manager in lady of America were I experienced and developed marketing plans, good communication, management and organizational skills. Currently, I work as a sales manager in Global Med clinic. As a sales manager in Global Med Clinic, I have resolve customer complaints regarding sales and service, while promoting all our services. I direct all phases of both the creative and technical elements of sales initiatives including data mining, lead generation, customer segmentation/profiling, as well as CRM and acquisition strategies. I also plan and direct staffing, training, and performance evaluations to develop and control sales and service programs. Given the opportunity, I am confident in my ability to achieve similar groundbreaking marketing results for M.H. Alshaya Co. I would welcome the chance to discuss your marketing objectives and ways to attain them. I would appreciate an interview...
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...lack of customer trust to the extent this area is not properly addressed. Describe the Expert Witness Trap, i.e. cause, problems generated, and how to prevent it. In litigation, we typically assume that there are two types of witnesses: the fact witness who has direct knowledge of the issues in the case and the expert witness who will use his/her specialized knowledge, skill and experience to assist the judge and the jury to understand the evidence. Most of the time these two witnesses are changed into an expert in a particular field who has first hand knowledge or involvement in the basic facts. This type of witness is called the expert witness. Calling in an expert witness can have pros and cons for the organization. The expert witness can be held in favor of the security manager but in the end the expert witness works for the courts. I think the key to deterrence of loss from the Expert Witness Trap is to first have the credentials and awareness to decrease or exclude the need for one in the first place. The experts should remained focused in various areas of the job and be able to easily communicate their education, experience and abilities. Then, when an expert witness is required, the Security Manager should be able to carefully review a pool of experts, interview them and eventually select ones that are appropriate for their situations. It is critical that such experts are ordered and there is a method to file complaints and pass along experiences through...
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...employment it’s easy to see that there is a wide range of diversity present. What aren’t visible are the many opportunities that you are presented with to broaden your experiences and knowledge. Having a diverse group of students or coworkers isn’t only beneficial to an individual but to a company as well. I am going to explain how the differences of your employees, coworkers and fellow students can be beneficial to your success as a business owner and student and how these people and their experiences can enrich your life. As a business owner having employees of different cultures, ethnicities and gender can be beneficial to your company’s success. As many patrons visit your business they will not only notice how they are treated but how your employees are treated. Many patrons’ appreciate the fair treatment of a business’s employees and will be more likely to return “Bell, 2007”. I know that two of the businesses I frequent close on holidays to allow their employees to be with their families, and another is always displaying great manners and appreciation for my business that I really enjoy going to these stores and even though they may not be the cheapest I will sacrifice a few dollars for the treatment. A second benefit to having a diverse workplace, it allows the company to appeal to a broader customer base. Having employees who have experienced different traditions and cultures gives a company a wider understanding of how their service or product may be used. Therefore...
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