Customer Experience Strategy

Coursework FORMATIVE Assessment Brief

[Date] [Course title]

Table of Contents
Introduction......................................................................................................................................2

Customer Persona............................................................................................................................3

References........................................................................................................................................7
Introduction
We will be writing the board of director of Coca-Cola for their product sprite and specify how
customer experience effects their product. Customer experience refers to a client's internal,
subjective reaction to any direct or indirect encounter with a business. The consumer often
initiates direct contact during the course of a purchase, use, or service. Indirect contact, which
can take the shape of word-of-mouth recommendations or complaints, advertising, news stories,
reviews, and other forms, most frequently involves unanticipated contacts with representations of
a company's products, services, or brands. People and goods are the two main touch points that
shape the consumer experience.

Any company that wants to enjoy continuous success must provide outstanding customer
service. A satisfying customer experience enhances brand advocacy, loyalty, and customer
retention. A good client experience may help you stand out from the competition. CX offers a
technique to position your product and brand at the forefront as more businesses vie for
consumers' attention and as more alternatives are easily accessible. Customers have a wide range
of alternatives at their disposal as well as the tools needed to educate themselves and make
independent selections. Because of this, it's critical to deliver an exceptional experience and
encourage repeat business. Your best source for raising brand recognition is your customers.

The following are some advantages of increasing customer experience:

 Increase sales and customer or user loyalty

 Increase in number of customers or users
 Improve the image and reputation of your brand / Reduce marketing costs
 Resistance to change
 Improve resources utilization and reduce personnel costs
 Reduce complaints
 Better work environment and employee identification with Company

Soft drink companies with the highest market shares, like Coca-Cola and Pepsi, are being
threatened by a new generation of savvy customers. As a result, Coca-Cola must differentiate
itself from the competition since happy customers are the foundation of their success. Coca-Cola
has realized that putting the customer first necessitates a comprehensive understanding of the
customer experience (CX) and that CX is crucial to corporate success.

Customer Persona
Based on market research and real information about your current customers, a customer persona
is a semi-fictional representation of your ideal customer. It includes customer demographics,
behavioral trends, driving forces, and goals. Understanding your consumer and their needs is the
first step in developing a plan for a pleasant customer experience. You must research your
consumers in order to customize their experience. Make a note of the most significant results. A
consumer persona can help in this situation. It is a picture of your ideal client that includes
details about their requirements, objectives, and preferences.

Personas assist in determining the challenges that need to be solved while creating new
capabilities, goods, and services. It allows advertisers to customize their messaging and content.
For instance, a business executive has different purchase requirements than a technical IT
Manager and uses various information sources to learn about brands. Internal staff alignment is
also driven by it. An efficient strategy to transform an organization into one that values its
customers more is to involve cross-teams in the persona building process.
 Table 1 Consumer Persona of Sprite

ALPHA

Profile Motivation for using Goals for Using Story

Sprite Sprite
Occupation: ALPHA is a 27
Professional Engineer “IMAGE IS To keep itself something who lives
NOTHING. THIRST entertain in Venice, CA.
Status: Single
IS E9VERYTHING.” He cares about his
image and his 'cool
To grow strong
factor' and builds this
image through his

To have a good taste self- expression. He's

an individual who
uses his individuality
Demographics to be authentic. He
Male surrounds himself
with people who are
Age: 27
'real' and not preppy
Sex: Male
or pretentious.
Income :50000 Whether lounging on
the beach or making
 PAIN Points Sprite beats with friends, his
Solves drink of choice is the
one that inspires
An Excellent drink
creativity and
with impeccable
encourages him to
Taste
push the envelope
Helps in Digestion
and have fun.
Easily Availability

Unique looks

Affordable

The term "customer journey" refers to a sequence of contacts between a customer and a business
that take place while the consumer works toward a certain objective (1). Decision-makers may
better comprehend the path consumers take from the time they become aware of an unmet need
to the time they purchase and use a product or service by outlining this journey for them.
Businesses that put a strong emphasis on the customer journey decrease attrition rates and
customer pain points by giving consumers satisfying experiences that make them feel
appreciated. The customer journey map enables CX teams to pinpoint pain areas and the
elements that motivate customers to make purchases. It is more challenging for companies to
interact with their consumers at the right moment through the proper communication channels
without a thorough grasp of the customer journey.
 Table 2 customer Journey Map of Sprite

Stages of journey Activities Feelings and needs Potential

opportunities for
improvement

Awareness Seen add on Buying a Sprite Can do better

television advertising

Consideration Made a decision Went to store They can more for

easy availability of
product

Purchase Talked with Buying A sprite Can do more about

purchasing through
supermarket
Vending machine
employees

Retention Sharing own review Good service Can introduce direct

complaint system

Advocacy Sharing on social Rebuy Can improve Social

media media advertising
References
Austin, R. G. (1997) ‘The Sprite aerial robot’, Industrial Robot: An International Journal. MCB
UP Ltd, 24(2), pp. 152–157. doi: 10.1108/01439919710165707.

Opresnik, M. O. (2021) ‘Effective Social Media Marketing Through Customer Journey

Mapping’, in Meiselwitz, G. (ed.) Social Computing and Social Media: Experience Design and
Social Network Analysis. Cham: Springer International Publishing, pp. 461–469.

Patti, C. H., van Dessel, M. M. and Hartley, S. W. (2020) ‘Reimagining customer service
through journey mapping and measurement’, European Journal of Marketing. Emerald
Publishing Limited, 54(10), pp. 2387–2417. doi: 10.1108/EJM-07-2019-0556.

Santos, S. and Gonçalves, H. M. (2022) ‘Consumer decision journey: Mapping with real-time
longitudinal online and offline touchpoint data’, European Management Journal. doi:
https://doi.org/10.1016/j.emj.2022.10.001.