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BIZ104 Customer Experience Management

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BIZ104 Customer Experience Management

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Course Code: BIZ104
University: Laureate International Universities

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Country: United States

Brief introduction:Provide a brief introduction to each component of your selection, and a brief explanation of your service experience withboth.i. Proto-persona diagram (poor experience component):Use Proto-persona profiles to illustrate yourself relative to thecomponent with poor experience:Identify the 2 most significant “pain” points during this entire process and apply at least 2 key CEM concepts in discussing why this experience was poor.
ii. Proto-persona diagram (positive experience organisation):Use Proto-persona profiles to illustrate yourself relative to thecomponent with positive experienceiii. Discussion of 2 touch points (positive) and application of at least2 CEMconcepts:Identify the 2 most significant “touch” points during this entire process and apply at least 2 key CEM concepts in discussing why this experiencewas positive.3. Compare and contrast the two experiences to explain why one experience is better than the other.4. Brief conclusionThe 1200 word count applies only to the written discussion (intro, body and conclusion) and does not apply to the information diagrammed in the proto-personas.It is essential to make proper reference to the academic sources of the CEM concepts applied using APA referencing methods.

Customer relation depends on the verbal or non-verbal communication between customer and organisation. The trust over the brand and the effective innovation along with this is the key process of customer relation and positive experience for that is necessary. The aspect of training and the nature of behaviour is the crucial factor that the organisation provides for their employees so that they handle customers in a good manner (Fatma, 2014).
            In this paper, there are two products that have been chosen and both these products are from the gaming field. The differentiation in the product is there and that is the reason product culture is processed in that way.
Products selection
            Nintendo Switch is one of the trending products in this gaming field and Sony Play Station 4 is another top most innovative product in this business market. Both the Users have different products and they have completely different perception and feedback as well.
Proto-persona model for User 1

User 1


Ø  Sharp Eyes
Ø  Curly hair
Ø  Fair
Ø  Good strategic knowledge
Ø  Easy life
Ø  Confusing in case of approaching
Ø  Not a good buyer
Ø  Not good in Online Shopping

Ø  Love to play games
Ø  Smart movement and strategic analysis
Ø  Understand the significance of innovation and technology
Ø  Have a fun loving nature
Ø  Not a systematic life
Ø  Busy scheduled is not persisted in his life
Ø  No such hurry to making money in quick time so reluctant approach is there


Need and Goal

Ø  Male
Ø  Aged between  20-22 years
Ø  The final stage in graduation
Ø  Loves innovative things
Ø  Want to associate with new technologies
Ø  From Science background
Ø  Love to joint machine parts
Ø  Looking for creativity in life

Ø  Love for gaming is the only goal for him
Ø  Want to gain some over the company
Ø  The fascination of having the product which is one of  the trendiest among console in the market
Ø  Friends are attracted by the device
Ø  ‘Nintendo Switch’ is one of such products that can be used in TV and outdoor as well, the innovation is the key reason that widens the need for the product (Nintendo.com, 2018)
Ø  Cheaper than PS4 or Xbox as well
Ø  The features and productivity of the device is far better than other similar devices

Two ‘Pain’ points and aligned CEM approach
            There is some issue faced by User 1 in this Nintendo Switch and those problems are creating issues and stag the productive process of the particular product (Nintendo.com, 2018). The issues are the creating challenge for the company also as the product is one of the trending product on the market. These aspects are considered as ‘pain’ points of the product. The issues are the battery problem and joystick control is not working properly. The User 1 faced these problems and that is the reason customer experience is bad in that case.
The device supports USB-C, which signifies the theoretically charging of the device (Nintendo.com, 2018). The battery voltage is very low in that case and User 1 faced some difficulties in this matter to charge and play the game in the right manner. On the other hand, joystick related problem was identified at the initial stage of the device and players are losing their control over the game (Homburg, Jozi? & Kuehnl, 2017). There is a grip problem too and there is a problem in clicking the right direction button and simultaneously the direction of the player is slow in that case, so a trouble situation persists to track the player in right manner. These two pain points are creating the problem for the User and CEM approach of the customer varied in that case.
            The process of customer centricity is very relevant in that case as all the people are not approaching towards game thus they understanding and love for the game is the crucial aspect in this situation. The impeded options for customers are persisted in that situation and that is quite relevant in that case to direct choice of the customer (Rose et al. 2012). Customers experience in that case is important and their feedback over the device also suppresses the market for better production rates. The options, in that case, are increased in numbers and customer satisfaction rates are controlling the game play existence. 
Proto-persona model for User 2

User 2


Ø  Short height
Ø  Fair
Ø  Well bargaining power
Ø  Good sense of humour
Ø  Free flowing life
Ø  The positive approach to everything
Ø   Good evaluation power
Ø  Tech-savvy
Ø  Understand online marketing

Ø  Play game with strategic decision making
Ø  Good sense of movement and have a competitive nature
Ø  Motivated in life by games
Ø  Fun loving nature
Ø  Good sense of technologies
Ø  Lazy schedule
Ø  Reluctant approach
Ø  Quick decision-making approach


Need and Goal

Ø  Male
Ø  23-24 years of age
Ø  Graduate
Ø  Gamer
Ø  Champion in some of online and Sony PS4 games
Ø  Loves innovation
Ø  Graduate with humanities
Ø  Love to read books as well
Ø  Creative and patience
Ø  Good association with technologies

Ø  To win most of these kinds of games and earn money
Ø  Want to make his name in this field also
Ø  Trust over the company
Ø  Love the most innovate console in the market
Ø  Love to play in big screen with Play Station VR.
Ø  Love the incredible virtual world and put his critical thinking also
Ø  Want to explore and discover the range of games through experience the best gaming console of Sony PS4 (Playstation.com, 2018)
Ø  The feature and productivity is important in that case
Ø  Multimode and friends engagement helps the excitement of the game

Two ‘Touch’ points and aligned CEM approach
            The positives are appreciable by the User and that provides the productive nature of the product in the market. The market control in the case of the positives is important and significant as well and that highlights the business opportunity for the products. In comparison with Nintendo Switch, the battery support of Sony PS4 is good in all aspect (Playstation.com, 2018). This is one of the ‘touch’ points of the device. More than 40-ish hour charge and improve the potential of the battery life enhance the game credibility as well (Playstation.com, 2018). The improve virtual reality is also considered as ‘touch’ point as the game feels the player in the game in real and the survival or sensing reality feel by the player. So the progression of the game is systematic and realistic through the process.
            In case of CEM approach, customer centricity is also important in that case also as not all customers will buy the product, so product centricity and love for the game is there and customer positive feedback is important also in the session (Schmitt, 2016). The emotional connection with the game is important and companies also notice that and try to provide every possible feature that satisfies customers.
Product differentiation and comparison
            In case of product comparison as User 2 feedback is positive in that aspect than User 1, so Sony PS4 is better than Nintendo Switch. In case of social life, Nintendo Switch can hamper the process as people can play this in everywhere so a basic distance between people and their communication is somehow neglected and people are not sharing their feeling also (Schmitt, 2016). On the other hand, the Sony PS4 provides features like virtual reality and people play this on TV and enjoy the stipulated time for games. Sony PS4 is little expensive than Nintendo Switch but the features and facility and social life balance is more contains in PS4 also.
            Therefore it can be concluded that customer experience and their product identity and trust over the company is very relevant to increase the market position of the product. In most of the cases, the organisation has to understand the vision of the customer and the experience vision provide a clear understanding of the product and their utilisation. Customer thinking is the best way to analyse the product thinking as well and that delivers to understand the potential market of the product.
Fatma, S. (2014). Antecedents and consequences of customer experience management-a literature review and research agenda. International Journal of Business and Commerce, 3(6), 32-49.
Homburg, C., Jozi?, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308-322.
Schmitt, B. (2016). Customer experience management. Handbuch Sozialtechniken der Kommunikation: Grundlagen–Innovative Ansätze–Praktische Umsetzungen, 1-13.

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