|ASSESSMENT BRIEF 2|
|Subject Code and Title||BIZ104 Customer Experience Management|
|Assessment||Customer Experience Strategy: Research Outcomes|
|Length||1750 words (+/- 10%)|
Customer experience is the perception of an organisation’ experience in the eyes of the customer. Building a customer experience strategy to improve customer experiences is important to strengthen and build long term customer relationships and align the organisation with the needs of the customer This assessment task is designed for you to apply your knowledge and understanding of the key concepts that shape the customer experience.
You are required to conceptualize customers interacting with a product or service across several touch points such as in-store, website, mobile, social media and e-mail and will then analyse and communicate how your chosen organisation will manage customer experience(s) towards achieving customer loyalty.
Your aim is to illustrate and communicate a CEM strategy proposing a better service offering
This assessment task provides you with an insight into an activity that maybe part of your job roles in the future.
You are to take the role of consultant for your selected organisation and prepare a report to persuade the management staff to adopt a better approach to managing their costumers’ experience(s).
This assessment involves the following activities:
Follow the APA 6th edition style of referencing to cite your academic resources and provide your reference list. Please see the Academic Skills page on Blackboard for information on referencing in APA 6th ed. style: https://laureate- au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&c ontent_id=_2498849_1
Add your evidence of research data as an appendix, including the link to your survey with at least 10 completed customer surveys and the screen shots of at least 3 current social media reviews.
The resources consulted and used from your secondary research on your organisation must be listed in the reference list.
CUSTOMER EXPERIENCE MANAGEMENT
The customer experience is a perception of a customer about an organization by using its product and services. The management of customer experiences increases product and organizational performance in the market. The study is based on JB Hi-Fi customer experience analysis and management. JB Hi-Fi is an Australian retail business entity, which is specialized in consumer goods and headquartered in Melbourne. The company competes in the Australian retail industry; JB H-Fi includes a product range of consumer electronics, prime electrical appliances and small appliances. The objective of the study is to evaluate and analyse the customer experiences of JB Hi-Fi through an online survey and ruling out different ways to improve it.
2. Describe and discuss your primary research method for your online survey
The primary research method introduces qualitative and quantitative methods. In qualitative research, the use of interview sessions helps to extract thoughts, views and opinions of the participants. It is stated as exploratory research that defines trends of different opinions and reasons (Bernard, 2017). The quantitative research is first-hand data gathered through survey questionnaire for get-together raw data and information from the participants. In this research, multiple-choice survey questionnaires have introduced for extracting customer experiences of JB Hi-Fi. The participants are customers of JB Hi-Fi, who were contacted through electronic mail to participate in this survey research. The participants were selected using a random sampling method. This method is used when a researcher requires to selected sample size from a large population. The descriptive research design is selected for observing the behaviour and respondents of the participant to extract information on the customer experience of JB Hi-Fi.
3. Describe and discuss at least 3 secondary research methods
The secondary research includes the collection of information and data from published sources and resources on the research topic. There are different methods used in secondary research for gathering information as per the requirement of the research. In relation to learning about customer experiences, secondary research has been introduced for learning about different determinants of customer experiences through different methods. Organizational website is one of the secondary research methods that are used for extracting the experiences and reviews of the customers (McCusker & Gunaydin, 2015). The feedbacks and corporate reports of JB Hi-Fi from its website help to extract information on the increase or decrease in the demand for its products. The increase or decrease in demand explains the customer experiences and provides assumptions about customer's likeness and dislikes of the products. Social media is one of the best and prime sources of secondary information used in the research. The feedback, comments, suggestions like and dislikes in the social media channel provides vast information on customer experiences (Kandampully, Zhang & Jaakkola, 2018). The researchers use Facebook, Twitter, YouTube, and Instagram as a source of secondary information to learn about customer experiences of JB Hi-Fi. Online journals and business reports introduce information on company performance and industry performance from different survey and assessments. The online journals, articles and business reports increase information on experiences, usage, and demand and performance level of JB Hi-Fi products in the Australian retail market. As per one of the business reports, JB Hi-Fi has been named as one of the leading furniture, and consumer electronics goods provide, which has a customer satisfaction rating of 92% in the year of 2019 (Appliance Retailer, 2019).
4. Apply CEM concepts to identify the challenges and opportunities for achieving a customer experience
Customer Experience Management (CEM) is the process of tracking, overseeing, and organizing the integration between customer and organization. The process helps to extract the information about the customer through opinion and satisfaction level over usage of specific product or service. One of the challenges of customer experience management is the lack of information accessibility. About 41% of corporate researchers believe they are not able to acquire full information and data to create proper customer experience management for the firm. The customer experience management ignores the external data of customers (Kranzbühler et al., 2018). The customers are influenced by different means and sources for purchase, usage, and changing opinion about a product or services. In some of the cases, the customers were unaware of using a product to enjoy its services. These data and information are ignored while assessing customer experience management. The introduction of CEM by JB HI-Fi, the company can access to more customers through acknowledging the aspects which influencers and increase customer experiences about the products offered by the company. In addition to that, the opportunity introduced by customer experience management is the better engagement of customers. The company is able to increase the customer satisfaction level using the CEM process. The introduction of CEO increase rate of customer retention and customer relationship in the marketplace.
5. Identify and differentiate 2 customer segments from research undertaken using personas to illustrate and communicate their unique customer perspectives
The survey has introduced ten multiple-choice questionnaires about customer service and customer experience. From research undertaken, most of the questions have addressed two basic customer segments demographical and behavioural. As per the service questions, the customer gender and age are classified, which comes under the demographical segment (Bolton et al., 2018). On the other hand, the survey has introduced questions related to usage behaviour, consumption and purchasing, which is evaluated under the behaviour segmenting of customers. The behavioural segmentation helps the firm to target its customer based on their needs, benefits, attitude, locality, consumption and purchasing behaviours. On the other hand, the demographical segmentation target customers as per their income gender and age. The demographical segmenting focuses on the customer potentiality to purchase a product, while the behavioural segmentation focuses on desire and intention of purchase of the customer (Rajaobelina, 2018). As per basic differences, the demographical segmentation is stated as a broader concept and targeting technique for grouping customers in the market. On the other hand, the behavioural segmentation is much more in detailed targeting of customer learning about their needs and requirement and relating with the product features and specification. Unique customer perspectives of customer are to purchase standard quality products within desirable price ranges. The after sales services are also one of the prime parts of unique customer perspectives that are directly related to the customer service and customer retention rate for product or service. In the near future, the customer expectations over after sales services, queries, product searches and purchases will be done mostly through online and technological tools and techniques.
6. Take the Voice of the Customer (VOC) and customer feedback obtained from primary and secondary research into account in forming the customer experience strategy.
As per Appendix, most of the customer's respondents to the customer experience queenside are under the age of 18-24 and 25-34. This means customers purchases products from the company are within the age group of 18-34. In these customers, most of them are females, that extracts the customers are most of the homemakers in the marketplace. As per the feedback and voice of customers, the customers use the JB Hi-Fi products for two years (Jbhifi, 2019). Few customers have been using the products of the company used more than two years. This can be extracted that the customer retention of the company is considerably less in the market as the customer's shifts to other brands after approximately 2-3 years. The customers also opt for Harvey Norman, Big W, Kmart and other consumer goods retailers for purchase of their product and services in the market. The changing brands by customers within 2-3 years explain the price war between competitors in the market. The feedback of customers over JB Hi-Fi products performance and usage has been provided "Good" by most of the customers. This reflects customers’ makes an average comment over three products of JB Hi-Fi based on the usage and experiences. This means there is the presence of more attractive substitute and competing products, which has increased the attention of the customers. The feedback of the customer has stated that the products of JB Hi-Fi have been able to cover the needs of customers well and fine. JB Hi-Fi products have been satisfied with its customers, although customers still find some better option that can provide an alternative to their purchase decision-making (Appliance Retailer, 2019). From the feedback, it has analysed that customers have supported the product quality after the pricing of product, these are important factor for influencing their purchase decision making. However, fewer customers have stated satisfactorily over in-store merchandising of the products of the company. JB Hi-Fi might have facing issues with product availability and desired product presentations in their stores. These have declined customer's attention and attraction towards the JB Hi-Fi product purchases in the marketplace. The online support services of JB Hi-Fi might not been able to satisfy its customers, as the survey shows less number of respondents has agreed with the fact of online shopping service satisfactory level. Customers in the stores averagely satisfy the feedback states, customers regarding the responsiveness over queries on products. JB Hi-Fi customer experiences are average rate, as the company is unable to solve the relevant queries and management of in-store merchandising, which has declined the customer satisfaction level of the company.
7. Connect customer experience maps and alignment diagrams with a business value proposition for the 2 customer segments identified above
The customer experience management introduces information about satisfaction, loyalty, issues and expressions of customers regarding a product or services of JB Hi-Fi. It certainly increases loopholes and customers through the process of product presentation usage and after-sales services. Thus, the CEM strategy can help JB Hi-Fi to acknowledge the loopholes of the product and services and resolve the queries of customers for better customer experiences. JB Hi-Fi can use the CEM strategy to observe the changing trends, opinions, suggestions and requirement of customers. This information can help to redesign its after-sales services and product performances to increase customer satisfaction retention rate for the entity in the market.