Customer Experience

How to Manage and Improve It

 To provide high quality end-to-end, order-to-
delivery customer experience
What is
Customer
Experience? To attract and attain customers with high-valued
products and services and the most satisfying
ownership experience in America
 Customer experience is the cognitive and affective
outcome of the customer’s exposure to, or interaction
with, a company’s people, processes, technologies,
products, services and other outputs.

We just do not buy products. We interact with a lot of

What is customer touchpoints.
Customer
Experience? Cognitive Impressions: Beliefs, thoughts

Affective Impressions: Feelings, attitude

The
Experience
Economy

Joseph Pine and James Gilmore, 1998

 1. Free parking

2. Easy guided store tours

3. One-way routes

4. Real-time setups and product displays

5. On arrival at a store entrance customers can pick up pencils,

IKEA paper, tape measure, store layout guides, catalogues, shopping
Shopping carts, shopping bags and baby strollers.

Experience 6. Nobody would bother you while you shop unless you want to be.

7. Shoppers note the items they want and either collect them from
the self-serve area or have a staff member arrange for it to be
available at the furniture pick-up point.

8. You can take furniture immediately as they are flat packed.

9. Cash, credit, debit, and gift cards.

How are such
experiences
provided?

Experience
and Process
Mapping
 Usability

Flexibility

High Performance
Role of a CRM
Software to Scalability
Provide
Experience
Role of a CRM
Software to
Provide
Experience