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BIZ104 - Nguyen - Q - Customer Experience Reflection

This document is a customer experience reflection assignment for a course at Torren University. It discusses the student's negative experience using a domestic airline, VietJet, where the website was broken, the flight was delayed without a proper apology, and luggage was misplaced. It then discusses a positive experience buying electronics from a local supermarket where the online ordering worked well, customer service called to confirm the order, and repairs were provided. Applying concepts of customer experience management, it analyzes how VietJet failed to meet expectations while the supermarket exceeded them through good customer service. Proto-personas are identified for the negative experience and differences in approaches that led to positive versus negative experiences are compared.

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Quang Nguyễn
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481 views10 pages

BIZ104 - Nguyen - Q - Customer Experience Reflection

This document is a customer experience reflection assignment for a course at Torren University. It discusses the student's negative experience using a domestic airline, VietJet, where the website was broken, the flight was delayed without a proper apology, and luggage was misplaced. It then discusses a positive experience buying electronics from a local supermarket where the online ordering worked well, customer service called to confirm the order, and repairs were provided. Applying concepts of customer experience management, it analyzes how VietJet failed to meet expectations while the supermarket exceeded them through good customer service. Proto-personas are identified for the negative experience and differences in approaches that led to positive versus negative experiences are compared.

Uploaded by

Quang Nguyễn
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 10

Torren University

Australia

BIZ104-Customer
Experience Management

ASSESSMENT 1: CUSTOMER EXPERIENCE REFLECTION


ADMIN
Student Name: Minh Quang Nguyen
Student ID: A00031860
Lecturer: Allison Knight
Date: 10/10/2021
Contents
Introduction.................................................................................................................................................2
Discuss the thoughts/actions.......................................................................................................................3
Apply CEM concepts/theory........................................................................................................................3
.................................................................................................................................................................... 3
Proto-persona profiles.................................................................................................................................4
Compare and Contrast................................................................................................................................5
Conclusion...................................................................................................................................................5
Reference....................................................................................................................................................6
Appendix.....................................................................................................................................................7
Introduction
As a customer, these are my experiences after using two different services at two
different organizations. Firstly, is my negative experience when using the service of a
domestic low-cost airline, VietJet. I was planning on a long-distance trip and since I was
quite busy, I chose to order tickets via online. When I accessed into the store's website
to book, the website system was broken and I couldn't pay, then I tried to phone, but
every call was busy, so I had to go directly to the store to buy. The take off day, I went
to the airport and was informed by the airline's staff that my flight would be delayed for
about an hour. When I asked the reason, I only received a perfunctory explanation and
advice that I could change to another flight instead of waiting without any apology for
the inconvenience. I argued loudly with staffs for a while but then I tried to stay calm and
agreed to wait at the airport. Moreover, after arriving, the staff misplaced my luggage on
another flight, I had to wait until 20 minutes to get my luggage back. Through those
experience, there are 3 points I feel that this airline needs to improve, which is the ability
to operate the website system, the service attitude as well as the communication of the
staffs in customer service are still unprofessional and most importantly is customer
satisfaction.

Secondly, is my positive experience buying at a local electronics supermarket. I


have also chosen the online ordering method like when booking a plane ticket. The
difference here is that I can perform all operations from searching, selecting, and
ordering without any errors from the system. After placing the order, the supermarket's
customer service department took the initiative to call me to confirm the order, the
address, the last delivery time, and I finally received the item on time. Moreover, they
even more dedicated when committing to support home repair service for me in all
cases of damage. Using their services makes me extremely satisfied, from the process
of choosing and buying products on the website system, to the dedicated service style
of customer service department.
Discuss the thoughts/actions
In my first negative experience, I chose this airline due to its many users and low
price. Initially, not being able to buy tickets online and not being supported made me
quite uncomfortable since I was busy at that time but still had to go directly to the store.
The incident really exploded into controversy when my flight was delayed, not because I
hated waiting, but because the staff's superficial and irresponsible attitude made me
angry. Since I didn't want to cancel the flight, I chose to restrain myself and wait. If at
that time I received a reasonable explanation with a sincere apology, I would be willing
to wait patiently.

In my second positive experience, the ease of ordering goods online really didn't
impress me much. But what makes me most satisfied when using the service here is
the extremely dedicated and professional working attitude of the staff. The
supermarket's commitment to support on-site repair makes me feel secure when using
the product and feels that I have not wasted money when purchasing that and I rated for
this supermarket five star on google.

Apply CEM concepts/theory


According to Schmitt (2003, pp. 5-6) customer experience management (CEM) is
defined as a process that every organization generally applies in tracking and managing
their business' interactions with customer lifecycle.

Figure 1

Four Components of the Customer Experience Strategy


Note. Four Components of the Customer
Experience Strategy by Goodman (2014, p. 35).
Firstly, the customer experience is the result of the interaction between the business
and the customer when the customer uses their product or service. The cumulative
result between interactions at different time intervals is often referred to the "moment of
truth." (Liferay, 2018). This customer experience is something I couldn't feel when using
services at VietJet, but the electronics supermarket helped me feel this "moment of
truth" as they focus on customer service. How to make customers feel comfortable and
secure when buying their products.

Secondly, both of my experiences can be linked to the Customer Service


component. Having professional customer service means building customer trust and
loyalty when using our organization's services. Good customer service will help improve
the customer experience when using an organization's products, thereby attracting, and
building strong, long-term relationships with current and potential customers.
(Goodman, 2014, p. 24). This is what the airline is lacking while the electronics
supermarket has shown it perfectly.

Thirdly, customer loyalty is the ongoing relationship and attachment between the
organization and its customers, reflected in the level of customer interaction and repeat
purchases compared to competitors (Peppers et al., 2016, pp. 3-4). It is a by-product of
a positive customer experience with the organization and has the function of building
trust. When the customers have a bad experience about customer service as well as
the service attitude of the staff, it will affect the loyalty of customers who have been
using this airline's services, they will lose many customers. Meanwhile, supermarkets
with professional customer service, giving customers great experiences, their loyal
customers will increase.

Proto-persona profiles
As a customer, I am completely dissatisfied with the customer service style of
VietJet Airlines staff in my negative experience. Mention to the Proto Personality Profile,
the Support Pain Point and the Productivity Pain Point was directly related to my
negative customer experience. The Support Pain Point which I was completely
dissatisfied with VietJet Air's unprofessional customer service attitude. The Productivity
Pain Point related to my experience since I was waste my waiting time using VietJet's
service. There are relations between these pain point with my needs and goals.

Compare and Contrast


When compare the positive and negative experiences I have had as a customer, it is
easy to identify which are the main factors that make up the two experiences. According
to my negative experience, VietJet has performed poorly in its ability to manage
customer service, disrespecting customers by not knowing "sorry" for the flight delay.
However, in the positive experience, the electronics supermarket has shown through
both expectations when proactively communicating, delivering goods on time, and
providing home repair services, free of charge, which significantly affect positive
experience of customers.

Conclusion
In short, the electronics supermarket has adopted an excellent strategy of
exceeding customer expectations, which is a key element in a professional customer
experience. However, VietJet failed in improving customer experience, through a series
of problems from the website system, unprofessional behavior, poor customer service
that kept customers waiting. This omission will somewhat significantly affect the number
of customers of VietJet.
Reference
Goodman, J. (2014). Four Components of the Customer Experience Strategy [Image].

https://web-b-ebscohost-

com.torrens.idm.oclc.org/ehost/ebookviewer/ebook/bmxlYmtfXzY4NjgyMV9fQU41?

sid=9cf45c7a-d31d-4171-a502-51d32a29d5ba

%40sessionmgr101&vid=0&format=EB&rid=1

Goodman, J. (2014). Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service.
AMACOM. http://search.ebscohost.com.ezproxy.laureate.net.au/login.aspx?
direct=true&db=nlebk&AN=686821&site=ehost-live&ebv=EB&ppid=pp_9

Liferay. (2018, March 9). Finding the Moments of Truth: Customer Journey Mapping to Better Serve Your

Customers [Video]. YouTube. https://www.youtube.com/watch?v=s4DY7KClkfQ

Peppers, D., & Rogers, M. (2016). Managing customer experience and relationships: A strategic
framework. ProQuest Ebook Central https://ebookcentral-proquest-com.torrens.idm.oclc.org

Schmitt, B. H. (2003). Customer experience management: A revolutionary approach to connecting with


your customers. ProQuest Ebook Central https://ebookcentral-proquest-com.torrens.idm.oclc.org
Appendix

Figure 1

Four Components of the Customer Experience Strategy

Proto-persona profiles relate to Negative Experience

Proto-persona profiles relate to Positive Experience


Positive Reflection Negative Reflection

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