Gamueda, Jovani A.

Special Topics in Marketing

20191157138 BMM2E

A. EXPLAIN THE FOLLOWING KEY TERMS:

1. CUSTOMER EXPERIENCE- Customer experience, or CX, refers to how your

clients perceive their overall interactions with your company or brand. Every
interaction a consumer has with your company, from using the website to
contacting customer care to receiving the goods or services they ordered
from you, contributes to your customer experience (CX). A great customer
experience is your key to success since everything you do has an impact on
how your consumers see you and whether they decide to return or not.

2. CUSTOMER EXPERIENCE MANAGEMENT- Is the group of procedures

that a business employs to keep track of, supervise, and plan each interaction
a customer has with the company throughout the course of the customer
lifetime.

3. CUSTOMER EXPERIENCE MAPPING- The process of generating a

customer journey map, a visual narrative of your customers' interactions with
your brand, is known as customer journey mapping (also known as user
journey mapping). This exercise teaches firms how to put themselves in their
clients' shoes and look at their operations from their clients' viewpoints.

4. CUSTOMER JOURNEY MAP- An illustrated account of each interaction a

consumer has with a service, brand, or product is called a customer journey
map. By creating a journey map, a company may directly enter the mindset of
the client and see and comprehend their processes, requirements, and views.

5. CUSTOMER EXPERIENCE MANAGEMENT TOOL- Gartner's definition of

customer experience management, which is "the process of creating and
reacting to customer encounters to meet or exceed customer expectations
and, hence, boost customer satisfaction, loyalty, and advocacy," captures the
concept very well.

B. COMPARE AND CONTRAST THE FOLLOWING:

1. CUSTOMER EXPERIENCE MANAGEMENT FROM CUSTOMER

RELATIONSHIP MANAGEMENT- Customer relationship management
 (CRM) and customer experience management (CEM) are two distinct
concepts. While both ideas are essential to keeping consumers satisfied
and
have technology means of learning more about them through the power of
data, they differ in terms of how you manage your customer and prospect
base.

Regarding their roles in controlling the customer experience, CRM and CEM
have various functionalities and goals. CEM is more of a methodology or all-
encompassing strategy that keeps track of and draws customers by
providing an excellent experience. CRM is typically more of a platform or
software solution that enables businesses to monitor interactions with
customers and prospects, increase sales and insight, and handle problems.

2. CUSTOMER EXPERIENCE MAP FROM CUSTOMER JOURNEY MAP-

The whole marketing and onboarding process that a consumer goes
through in order to make a single purchase is mapped out in the customer
journey. It is a visual representation of each step taken from the moment a
consumer first interacts with a business until the sale has been completed.
Customer experience mapping is a comprehensive depiction of all customer
interactions with your company. It is not constrained to any one product or
service, unlike Customer Journey Maps. A customer experience map may
include a journey map, but it also considers any additional contacts the
consumer may have had with your company outside of the specific
transaction involving the product or service in question.

The main distinction between a journey map and an experience map is that
customer journey maps are exclusively focused on a specific good or
service that your company provides. Yes, it covers every single consumer
encounter with your company, but only those that are connected to a certain
product. In a nutshell, experience maps tend to be complete and specific
than journey maps. They keep track of each interaction with a customer
persona and eventually provide a comprehensive map that will enable you
to see the world from your customers' perspective.
References:

https://hockeystack.com/blog/customer-journey-vs-experience-maps-when-to-
use-what/

https://delighted.com/blog/guide-to-customer-journey-mapping

https://hbr.org/2010/11/using-customer-journey-maps-to

https://www.salesforce.com/uk/blog/2016/03/customer-journey-mapping-
explained

https://www.hotjar.com/customer-experience/