BIZ104_CUSTOMER EXPERIENCE MANAGEMENT

Assessment 1

Veline Paul – 00318838T

Lecturer: Presley Semi

Briefly introduce your experience and discuss at least 2 “touch points”.

As a customer here are my experiences which I came across with two different services from
two different organizations. First one, my husband and I where on holiday in Manila and we
were at the airport checking in. We were at the counter presenting our passports and tickets
and that was when we encountered a bad customer service by the ticketing officer. She took
our tickets and walked over to her workmates and started speaking in foreign language and
they started laughing and glanced at us, than she came back to us and advised that we had to
pay an airport fee of 1,000 peso which we has already paid for when purchasing our tickets.
However, she insisted we paid or we would not board the plane so we paid the addition fee
and she said “ If you have any issues raise it with the agent of Philippine’s airlines when you
return to your country ” and she looked over to her workmates and spoke in their language
and they laughed and she just walk away. I was like God have mercy on their souls and give
me peace, because I was just fuming with anger. Anyways, when we returned home I visited
the agent and advise of what had happened and they said that I should have not paid because
it was all paid when I purchased the tickets and they advised that a reimbursement will be
done however, nothing till to-date. Therefore, my negative experience of the airlines service,
I would like to highlight on two points which I thought the ticketing officer should have
knowledge of was how to effectively communication to a customer and how to meet
customers satisfaction.
Secondly, my positive experience, was at an Eye Clinic, I went to a local eye clinic to have my
eyes checked and to get a new glass frame replacement. As I entered the clinic the receptionist
looked up and gave me a warm welcome smile and greeted me instantly unlike the ticketing
officer. The polite receptionist provided me with an appointment form which I completed.
Then I went into see the doctor who also greeted me and said “how are you and how can I
help you? I replied that I needed a replacement of my glass frame and the doctor replied and
started telling me details. He was so polite and humble, and I appreciated the services that
they gave me. As a result, I got a complete customer satisfaction and good communication
not like my previous experience.

Discuss the thoughts/actions you took during your customer journey (before, during and after).

About my first negative experience, I was surprised of the experience I encountered during
my travel because I was expecting the service to be professional. If I had known about the
poor service of that country’s airline service, I would not have booked our tickets and rather
have changed our holiday vacation. We went there because during that month there was an
independent special for that country’s airline company, so we decided to visit that part of the
world. I was so angry and wanted to give my peace of mind to that ticketing officer, but I
thought why I should argue just forgive and forget I am far away from home.
My second experience, the kindness, caring and the good assistance that I got, which I was
not expecting that but it was a great feeling for me as I got a good customer service and my
money was not wasted it was worth it. After been treatment, I thanked the doctor and his
team for the wonderful service and I always go there for my treatments and have
recommended their service too few of my friends to visit that Eye Clinic. Hence, getting a good
service from an organisation like this makes you think that they should keep on providing good
services like these to the customers.
Apply at least 2 CEM concepts in your customer journey discussion.

So, talking about CEM and customer service. The key difference between customer service
and customer experience is that customer experience involves the whole customer journey,
including customer service. Customer experience is very important because it is the
impression that you will leave with your customers, which will result in how they think about
your services across every stage of the customer journey. I will apply the CEM concepts in my
customer journey, so that you can better understand. Firstly, customers have more options
than ever with best resources of growing your organisation or brand recognition is another
positive way that your customers can grow your organisation because their recommendation
will be shared with their friends and families and you can depend on them more than your
marketing and advertising networks. It is all about Doing it Right the First Time (DRIFT) and
that is an important piece of the CEM. (Peppers & Rogers, 2011) So, this was what the airline’s
ticketing officer lacked about communication and meeting customers satisfaction whereas
the receptionist and the eye doctor provided an excellent customer service. Refer Appendix
1. Showing the Four Components of the Customer Experience Strategy.
Secondly, customer experience does not only result in making you a happy customer,
however, it can also lead to additional profits. The best market money can buy is a customer
who will promote his/her business because they will refer their friends, families, and
colleagues to you at any time free of charge. This customer experience was shown at the eye
clinic but not by the airline ticketing officer. The eye clinic was really focused into the customer
experience.

Use Proto-persona profiles to illustrate yourself relative to your customer experiences. Identify pain
points and needs and goals.

I was very unhappy regarding the customer service and the way of communication provided
by the airlines ticketing officer in my negative experience. My customer experience pain point
was directly related to the service which I got has my negative experience. I was unhappy and
not satisfied with their customer service which is my feedback as a customer.

Compare and contrast the two customer experiences and reflect, by provided examples, on what
makes a good customer experience

Comparing the positive and negative experience that I encountered as a customer, it helps
create what can make up a good customer experience. Looking back to the airline’s ticketing
officer she had no good intension of treating customers in a good manner and is considered
disrespectful to the customers. Given her bad attitude and conduct her service was not
centred around been customer driven. Whereas, in the positive encounter, the receptionist
and the eye doctor both offered a fully desirable and overwhelming customer service which
had a long-lasting customer experience.

To conclude, I have mentioned two of my personal customer experiences which is in relation to the
Customer Experience Management framework. These experiences both negative and positive are very
essential in today’s market. Like, for the negative experience the Airlines Ticket Officer it was not an
enjoyable experience and bad for the organisation in terms of the service which they provided and on
the other hand, the positive experience the Eye Clinic had a great impact on the Customer Experience
Management, in which I finally got a good CEM and strong communication which resulted in a positive
experience.
 1. Appendix

Four Components of the Customer Experience Strategy

2. Appendix

Negative Experience Component

a. Proto-persona diagram (negative experience Component): Use Proto-persona profiles to illustrate

yourself relative to the component with positive experience.

Name and Structure Values and Behaviours

Loves music
Enjoys spending time with family
Team player
Independent

Name: Veline
Demographic Information Goals and Needs
Customer satisfied was very poor which
Student, study Diploma of Business they need improvement
Female Money spent was not worth it
Full time student Very poor communication towards
customer
 3. Appendix

Positive Experience Organisation

b. Proto-persona diagram (positive experience organisation): Use Proto-persona profiles to illustrate

yourself relative to the component with positive experience.

Name and Structure Values and Behaviours

Loves music
Enjoys spending time with family
Team player
Independent

Name: Veline
Demographic Information Goals and Needs
Customer satisfied was very good
Student, study Diploma of Business Money spent was worth it
Female Good communication skills
Full time student Customer orientated
REFERENCES

1. Betdavid, P. (2016, October 13). Customer Service Vs. Customer Experience [Video file].
Retrieved from https://www.youtube.com/watch?v=bL_D-qyva0c&feature=youtu.be

2. Falcon, M. (2013, August 30). Why The Best CEO’s Invest in Customer Experience [Video file].
Retrieved from https://www.youtube.com/watch?v=Xe3lFuk5nxo&feature=youtu.be

3. Goodman, J. A. (2014). Customer Experience 3.0: High-Profit Strategies in the Age of Techno
Service. New York, NY: American Management Association. Retrieved from
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direct=true&db=nlebk&AN=686821&site=ehost-live&ebv=EB&ppid=pp_Cover

4. Lebson, C. (n.d.). Are the expected users interacting with the company in the expected way
[Streaming video]? Retrieved from: https://www.lynda.com/User-Experience-tutorials/
Customer-experience-CX/432558/472032-4.html?org=think.edu.au

5. Peppers, D., & Rogers M. (2016). Managing customer relationships: A strategic framework
(3d ed.). Hoboken, NJ: Wiley. Retrieved from https://ebookcentral-proquest-
com.ezproxy.laureate.net.au/lib/think/reader.action?docID=4729311&ppg=

6. Schmitt, B. H. (2010). Customer Experience Management: A Revolutionary Approach to

Connecting with your Customers. Hoboken, NJ: Wiley. Retrieved from https://ebookcentral-
proquest-com.ezproxy.laureate.net.au/lib/think/reader.action?docID=555034&query=