1. CUSTOMER EXPERIENCE DELIVERED!
This case flyer is based on an article1
from The Economic Times and discusses the concept of
customer experience. In today’s competitive business scenario, companies can no longer succeed
just by product or service leadership.They need to create a unique customer experience. What
is customer experience? How is it different from customer service? What are the scenarios in
which each of them is to be used?The case flyer enables a debate on these lines and is suitable for
teaching courses in Business Strategy (Value Chain), Retailing, Branding and Advertising/Sales
Promotion. The case flyer provides scope for discussing how a unique customer experience
could be designed and delivered. Finally, the case flyer deliberates about the customer experience
scenario of the Indian companies.
Pedagogical Objectives
• To understand and differentiate between the concepts of customer service and customer
experience
• To debate about what it takes for a company to design and deliver its signature customer
experience
• To deliberate on where the Indian companies stand in terms of offering unique customer
experience and what it takes for them to become experience leaders
ABSTRACT
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1
Makarand Kulkarni, “Experience That!”, The Economic Times, November 30th
2013