This document discusses Michael Porter's theories on competitive forces and competitive advantage. It covers Porter's five forces model, which examines rivalry, threat of substitutes, buyer power, supplier power, and threat of new entrants. It also discusses how firms can achieve competitive advantage through developing resources to achieve either a cost advantage or differentiation advantage. The document provides examples and diagrams to illustrate these concepts from Porter's work.
This document discusses a framework for customer experience co-creation developed from a literature review. It provides context on the changing nature of value creation and the importance of customer experience. The framework identifies 10 dimensions of co-creation: employee engagement, personalized experiences, use of media platforms, understanding customer behavior, building brand communities, triggering emotional/functional values, meeting/exceeding expectations, proactive customers, innovation with customers/frontline, and managing encounter processes. Real-world examples from the UK Customer Experience Awards are used to illustrate how companies achieve co-creation across these dimensions.
This document is a summer training project report submitted by Kapil Pathak for partial fulfillment of an MBA degree. The report studies customer satisfaction with Maruti Suzuki cars in Lucknow City, India. It includes sections on the introduction, literature review, company profile, research objectives, methodology, limitations, data analysis, findings, recommendations, and conclusion. The report examines factors that influence customer satisfaction such as product quality, pricing, service quality, and the role of salespeople. It also discusses the importance of internal marketing and treating employees well to improve customer satisfaction.
0601027 analysis of customer relationship managementSupa Buoy
Hi Friends
This is supa bouy
I am a mentor, Friend for all Management Aspirants, Any query related to anything in Management, Do write me @ supabuoy@gmail.com.
I will try to assist the best way I can.
Cheers to lyf…!!!
Supa Bouy
Performance measurement system for startups and scaling upBrowne & Mohan
This document discusses performance measurement systems for startups and scale-ups. It provides comprehensive lists of both financial and non-financial metrics that can be used by startups and scaling companies to guide, manage, and control their growth. For startups, important measures include revenue growth, cash burn rate, customer acquisition cost, number of active users, and net promoter score. For scaling companies, key metrics include contribution margin, cost per employee, inventory turns, customer retention cost, deal velocity, and market concentration risk. The document aims to develop an integrated framework of metrics for startups and companies in their growth phases.
Creating competitive advantage through the supply chain insights on indiaDr Lendy Spires
The document discusses a study conducted by A.T. Kearney and CSCMP India on how organizations in India define supply chain success and overcome challenges to gain competitive advantage. The study found that senior leaders now expect supply chains to provide a competitive advantage, not just optimize costs and service. It identified seven best practices that successful organizations use: 1) collaborating across the value chain, 2) tailoring approaches to different segments, 3) frequent multi-horizon planning, 4) pull replenishment across the value chain, 5) managing complexity, 6) aligning technology with business needs, and 7) developing business management skills in the supply chain organization.
Customer Service Excellence Best Practicesoovsyannikova
This document provides a summary of key aspects of service excellence best practices from an awards program. It discusses 5 elements: customer intelligence, operational effectiveness, engaging people, leadership and values, and organizational agility. For customer intelligence, it emphasizes understanding customer needs and building long-term relationships. For operational effectiveness, it focuses on delivering perfect customer experiences through continuous improvement and tracking costs. For engaging people, it highlights training employees and empowering frontline staff.
This document discusses Michael Porter's theories on competitive forces and competitive advantage. It covers Porter's five forces model, which examines rivalry, threat of substitutes, buyer power, supplier power, and threat of new entrants. It also discusses how firms can achieve competitive advantage through developing resources to achieve either a cost advantage or differentiation advantage. The document provides examples and diagrams to illustrate these concepts from Porter's work.
This document discusses a framework for customer experience co-creation developed from a literature review. It provides context on the changing nature of value creation and the importance of customer experience. The framework identifies 10 dimensions of co-creation: employee engagement, personalized experiences, use of media platforms, understanding customer behavior, building brand communities, triggering emotional/functional values, meeting/exceeding expectations, proactive customers, innovation with customers/frontline, and managing encounter processes. Real-world examples from the UK Customer Experience Awards are used to illustrate how companies achieve co-creation across these dimensions.
This document is a summer training project report submitted by Kapil Pathak for partial fulfillment of an MBA degree. The report studies customer satisfaction with Maruti Suzuki cars in Lucknow City, India. It includes sections on the introduction, literature review, company profile, research objectives, methodology, limitations, data analysis, findings, recommendations, and conclusion. The report examines factors that influence customer satisfaction such as product quality, pricing, service quality, and the role of salespeople. It also discusses the importance of internal marketing and treating employees well to improve customer satisfaction.
0601027 analysis of customer relationship managementSupa Buoy
Hi Friends
This is supa bouy
I am a mentor, Friend for all Management Aspirants, Any query related to anything in Management, Do write me @ supabuoy@gmail.com.
I will try to assist the best way I can.
Cheers to lyf…!!!
Supa Bouy
Performance measurement system for startups and scaling upBrowne & Mohan
This document discusses performance measurement systems for startups and scale-ups. It provides comprehensive lists of both financial and non-financial metrics that can be used by startups and scaling companies to guide, manage, and control their growth. For startups, important measures include revenue growth, cash burn rate, customer acquisition cost, number of active users, and net promoter score. For scaling companies, key metrics include contribution margin, cost per employee, inventory turns, customer retention cost, deal velocity, and market concentration risk. The document aims to develop an integrated framework of metrics for startups and companies in their growth phases.
Creating competitive advantage through the supply chain insights on indiaDr Lendy Spires
The document discusses a study conducted by A.T. Kearney and CSCMP India on how organizations in India define supply chain success and overcome challenges to gain competitive advantage. The study found that senior leaders now expect supply chains to provide a competitive advantage, not just optimize costs and service. It identified seven best practices that successful organizations use: 1) collaborating across the value chain, 2) tailoring approaches to different segments, 3) frequent multi-horizon planning, 4) pull replenishment across the value chain, 5) managing complexity, 6) aligning technology with business needs, and 7) developing business management skills in the supply chain organization.
Customer Service Excellence Best Practicesoovsyannikova
This document provides a summary of key aspects of service excellence best practices from an awards program. It discusses 5 elements: customer intelligence, operational effectiveness, engaging people, leadership and values, and organizational agility. For customer intelligence, it emphasizes understanding customer needs and building long-term relationships. For operational effectiveness, it focuses on delivering perfect customer experiences through continuous improvement and tracking costs. For engaging people, it highlights training employees and empowering frontline staff.
Customer experiences are more important than product features in building customer loyalty. Creating superior customer experiences requires a customer-centric approach across all business functions and touchpoints. There are seven types of customer experiences - sensory, emotional, intellectual, behavioral, social, symbolic, and functional - each influenced by different factors. Companies must understand these experiences and strategically design "wow moments" at key touchpoints to delight customers and strengthen emotional bonds with the brand.
CUSTOMARS SATISFATION OF HERO HONDA IN TIRUPUR CITYsaravana vel.k
The document provides an introduction to a study on customer satisfaction of Hero Honda motorcycles in Tirupur City, India. It discusses:
1) The growth of the two-wheeler industry in India and Hero Honda's rise as the top manufacturer through collaborations that improved engine capacity and mileage.
2) Key factors influencing Hero Honda's market leadership including price, after-sales service, aesthetics, fuel efficiency, and technical competence.
3) Definitions and importance of customer satisfaction, factors that influence it, and the objectives and scope of the study which aims to assess customer satisfaction and purchase influences of Hero Honda bikes.
E-customer loyalty in gamified trusted store platforms: a case study analysis...journalBEEI
This document summarizes a research study that analyzed factors influencing customer loyalty in online shopping platforms in Iran. The study proposed a model with customer satisfaction, trust, and loyalty as key variables. It hypothesized that customer satisfaction positively impacts trust and loyalty, and that trust also positively impacts loyalty. The study collected data through surveys to test these hypotheses and analyze how factors like website design, content, price, security, product quality, and gamification influence customer satisfaction and trust. Statistical analysis tools were used to evaluate the model and hypotheses. The goal was to identify major drivers of customer loyalty in gamified online retail platforms in Iran.
The document provides an overview of customer relationship management (CRM). It discusses the importance of maintaining good relationships with customers in today's competitive business environment. The goals of CRM are to convert prospects into first-time customers, repeat customers, clients, advocates, and ultimately partners. Implementing CRM requires identifying customers, differentiating them, interacting with them, and customizing offerings. The textile industry stands to benefit from CRM given its business-to-business model and need for customization and quality control. Introducing CRM requires steps like identifying and differentiating customers and tailoring interactions and offerings to individual needs.
The Role of Customer Relationship Management (CRM) in Improving Customer serv...AJSSMTJournal
This study aimed at identifying Customer Relationship Management (CRM) in improving customer services (responding time,
customer experience and product diversity) in the Cairo Amman Bank (CAB). The authors employed a predictive-descriptive
approach to identify the level of CRM at CAB. Male and female employees at CAB (No.327) participated in the study. A
questionnaire prepared to measure the role of CRM in improving customer services was implemented. Means, standard
deviations, multiple linear regression and 1-Way ANOVA analyses were used to examine the data. CRM from the perspective
of CAB employees scored a high level at overall test. Customer services level from the perspective of the employees at CAB
and its dimensions scored high. The predictive model of CRM and customer services from employee’s perspective was
statistically significant. Based on these results, the authors recommend ACB to take more interest in improving its CRM to
obtain customers satisfaction by encouraging customers to provide the company with feedback that improves the services
provided to them.
Impact of Service Quality on Customer Loyalty of Domestic Pumpspaperpublications3
Abstract: Service quality deals with the customer expectation and actual treatment. Better the service quality, higher will be the customer satisfaction. This can gain more and more customers and more loyal customers. The major advantage of loyal customers is that these customers will not leave because of any small reason or any minor fluctuations in company’s performance. This study is restricted to a single product domestic pump and will investigate the role of service quality in creating loyal customers.
Keywords: Service quality, Customer loyalty, Domestic pumps.
Title: Impact of Service Quality on Customer Loyalty of Domestic Pumps
Author: FAZEEN RASHEED A K
ISSN 2349-7807
International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Paper Publications
The document discusses customer experience and the customer journey. It provides definitions of customer experience from existing literature and examines the roots and development of the concept within marketing. Specifically, it traces customer experience back to theories in the 1960s around customer decision processes and buying behavior. It then discusses how subsequent areas of research like customer satisfaction, service quality, relationship marketing, and customer engagement contributed to the current understanding of customer experience. The goal of the article is to develop a stronger understanding of customer experience and identify gaps for future research on this important topic.
This live project examines the impact of relationship marketing in B2B markets. The authors conducted a survey of 25 companies using stratified random sampling. They analyzed the results based on company ownership type (sole proprietorship, partnership, private limited, public limited) and turnover. Key findings include that mid-term payment realization is the best option, and that relationship marketing plays a significant role in building long-term customer connections in B2B contexts. The project aimed to apply classroom concepts to a real-world study while facing limitations of time and sample size.
The pervasiveness of digital technologies is reshaping aftermarket. e-tailing is gnawing away the market for spare parts as more people are buying online, social media is influencing the consumption of aftermarket services and customers are demanding deeper 24*7 experiences. In this article Browne & Mohan consultants showcase the drivers of digital transformation and adoption for aftermarket.
Study of Information System & Study the Existing Material Handling Equipment...Sharon Raju
measuring effectiveness but they measured by doing some effective steps that helped them to know the job satisfaction level, their performance level, cost effectiveness, interest of the employees towards their job
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
This document proposes using social media and creating social currency to attract, engage, and retain customers to build brand equity. It introduces a two-level approach: 1) A "sweet-spot grid" to identify high-potential customer segments and 2) An "online footprint assessment" to evaluate social media performance. It then discusses creating a "social currency" based on users' social activities and influence to fund a "zero-budget marketing plan". Implementing this approach involves mapping markets, assessing online presences, profiling influential users, creating engaging content, setting a marketing budget in social currency units, and launching a social media campaign to expand sales and redefine social values over time. However, social media is broad and requires further categor
A Practical Guide to Market SegmentationResearchShare
There are ten basic steps in finding unique segments in your customer base. Segmentation can be created by looking at factors such as purchase history, industry, need, and behaviour. B2B International shares their segmentation methodology in this white paper.
Determinants of Customer Based Brand Equity A Study of Public and Private Banksijtsrd
Now a days many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 162 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression, Factor Analysis and Independent sample t test by using SPSS 20.0 Version. Correlation analysis was conducted on the study variables and the results indicated that there are strong, positive and significant relationships between demographical variable and Determinants of CBBE, and The multiple regression results showed that Brand verdict, brand felling and brand performance have significant influence on the banking customers. Bodige Mamatha "Determinants of Customer Based Brand Equity: A Study of Public and Private Banks" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-6 , October 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33560.pdf Paper Url: https://www.ijtsrd.com/management/marketing-management/33560/determinants-of-customer-based-brand-equity-a-study-of-public-and-private-banks/bodige-mamatha
This document provides information about obtaining fully solved assignments for the SMU MBA Spring 2014 semester. It lists contact information for an email address and phone number to send requests to with the required semester and specialization. The document notes that sample assignments can be viewed on their blog or by searching. It then provides 18 assignment questions across 4 subjects - Marketing, Advertising Management and Sales Promotion, E-Marketing, and International Marketing. The questions cover various topics within each subject area and request explanations, examples, analyses, and short notes.
The document discusses customer relationship management (CRM) and its importance for companies. It provides an overview of CRM, including its aims to develop long-term customer relationships and convert customers into advocates and partners. The document also discusses how to introduce CRM in companies, including identifying customers, differentiating them, interacting with customers, and customizing behavior. It analyzes the relevance of CRM for the textile industry and identifies objectives of CRM like studying current practices and their impact on profitability.
The document provides an overview of customer relationship management (CRM) with a focus on its application in the textile industry. It discusses how CRM aims to develop long-term relationships with customers by converting prospects to repeat customers and clients. The document also outlines the objectives, benefits and importance of CRM, as well as how to introduce CRM in a company through identifying, differentiating, interacting with, and customizing behavior for customers. It analyzes CRM practices in a textile company and concludes that CRM can increase sales and customer satisfaction if implemented properly.
Buying behavior of customers @ maruthi suzuki mba marketing project reportBabasab Patil
The document discusses a marketing research project conducted by Shantesha Motors Pvt. Ltd. in Belgaum, India on the impact of brand preference among B-segment cars on customer buying behavior in Belgaum city. The study aims to understand which brand is most preferred, customer buying patterns, and customer preferences regarding dealers. The research involved distributing a questionnaire to collect information needed by the company. The findings will help the company understand popular brands, customer purchase decisions, and how to improve customer service.
A Study on Customer Satisfaction in Automobile Industry wi.docxdaniahendric
A Study on Customer Satisfaction in
Automobile Industry within Saudi Arabia
RESEARCH DISSERTATION
Submitted in fulfillment of the partial requirement for the award of degree of
master of business administration
By
Fuad Abdullah Salem Hasan
Student ID: 150007035
Under the Supervision of
DR. FARRUKH RAFIQ AHMAD
COLLEGE OF ADMINISTRATIVE AND FINANCIAL
SCIENCES
SAUDI ELECTRONIC UNIVERSITY
2018
DECLARATION
I, declare that the work on which this dissertation is based, hereby submitted to the University of
Saudi Electronic University, for the degree of Master of Business Administration, has not
previously been submitted by me for a degree at this or any other university.
Student Name: Fuad Abdullah Salem Hasan
Student number: 150007035
Date of Submission: 12/04/2018
Abstract
This paper is a study on customer satisfaction in Automobile industry within Saudi
Arabia. It provides a general sight of the concept of customer satisfaction and goes more
particularity to discuss the concept of customer satisfaction from an Automobile perspective.
Because this study argues that achieving higher levels of customer satisfaction for an
organization is a multifaceted success, it tries to discuss each area that can impact the
organizational overall customer satisfaction from a management perspective and tried also to
reveal how each area affects the consumer‟s satisfaction from his point of view. The study aims
to benefit both Automobile consumers and the Automobile companies in Saudi Arabia through
providing a better understanding of the customers preferences and consumers behaving toward
the Automobile products and service that are available in the marketplace and their needs that are
not available products in order to supply what the consumers need so their need will be fulfilled
and the Automobile companies in the Kingdom of Saudi Arabia can realize a better competitive
advantage among their competitors and earn more revenues.
3
Table of Contents
Declaration
Dedication
Abstract
Chapter 1: Introduction ................................................................................................................ 4
1.1 Background ………………….………………………………………………...…… 4
1.2 Research Objectives …………………………………………………………...…… 7
Chapter 2: Literature Review........................................................................................................ 9
2.1 Research and Development: Product Design ………………..….……...…...…..… 11
2.2 Supply Chain and Logistics ……………...……..………………………………… 12
2.3 Marketing and Sales ……...……………………….……………….………...….… 13
2.4 Aftersales Service……………………...………………………..…...……………. 14
2.5 Customer Preferences and Customer Loyalty …..………………………........…… 15
2.6 Measuring Customer Satisfaction …………………..……………………..……… 15
Chapter 3: Research Methodology.......................................................................... ...
This document provides an overview of unit 32 on business strategy. It outlines the learning objectives, which include analyzing external environmental factors, assessing a company's internal environment and capabilities, and applying analytical models. It then describes the pass, merit and distinction criteria for evaluating students. Several analytical tools and models are defined, including the balanced scorecard, Porter's five forces model, stakeholder analysis, and Ansoff's matrix. Details and examples are provided for how to apply each model to strategic analysis.
AN INTEGRATED MANAGEMENT AND MEASUREMENT OF CUSTOMER FEASIBLILTY IN CONSTRUCT...IAEME Publication
Objective: Identifying different factorsand views of customers in the constructionindustry. To set a context in which produce relative and useful measures ofservice performance. Improvising the facilities in the construction industry and measuring the needs of the customer inthe construction industry. Methods: Usingthe Benchmark, the performance measurement study will be done using the data collectedthrough the questionnaire that is submitted to the customer, also issuing thequestionnaire to the company and obtain the company hierarchy and Measure thecustomer satisfaction Through analysing the results from the software SPSS(Statistical Package For TheSocial Sciences). Findings: Recognize that customer needs differsignificantly. A customer may have diverse requirements for variousundertakings; that same customer's project needs may change after some time. The expense might be the most critical standardfor a customer on one anticipate, while timetable might be an essential model on another. Therefore it isunrealistic to build up "the" rundown of customer needs that isproper for each project. A temporary worker with learning accumulated aboutevery customer and their projects will need to recognize the most imperativecriteria for its customers on every undertaking. Once those criteria aredistinguished, the temporary worker can plan the customers' desires that arecritical in any thought of satisfaction. The variables recognized must beanalyzed as far as desires to comprehend their potential part in customersatisfaction. Customer facilities are forthe most part seen as one of the variables that enhancethe execution of an association, individual or group administration'scommitment to customer facilities sways worker dispositions and seen to add tohigher customer satisfaction and maintenance. Improvements: Besides theperformance measures used in the research (internal and overall budget, qualityand deadline) customer satisfaction should be included as an additional measureof project success
Customer experiences are more important than product features in building customer loyalty. Creating superior customer experiences requires a customer-centric approach across all business functions and touchpoints. There are seven types of customer experiences - sensory, emotional, intellectual, behavioral, social, symbolic, and functional - each influenced by different factors. Companies must understand these experiences and strategically design "wow moments" at key touchpoints to delight customers and strengthen emotional bonds with the brand.
CUSTOMARS SATISFATION OF HERO HONDA IN TIRUPUR CITYsaravana vel.k
The document provides an introduction to a study on customer satisfaction of Hero Honda motorcycles in Tirupur City, India. It discusses:
1) The growth of the two-wheeler industry in India and Hero Honda's rise as the top manufacturer through collaborations that improved engine capacity and mileage.
2) Key factors influencing Hero Honda's market leadership including price, after-sales service, aesthetics, fuel efficiency, and technical competence.
3) Definitions and importance of customer satisfaction, factors that influence it, and the objectives and scope of the study which aims to assess customer satisfaction and purchase influences of Hero Honda bikes.
E-customer loyalty in gamified trusted store platforms: a case study analysis...journalBEEI
This document summarizes a research study that analyzed factors influencing customer loyalty in online shopping platforms in Iran. The study proposed a model with customer satisfaction, trust, and loyalty as key variables. It hypothesized that customer satisfaction positively impacts trust and loyalty, and that trust also positively impacts loyalty. The study collected data through surveys to test these hypotheses and analyze how factors like website design, content, price, security, product quality, and gamification influence customer satisfaction and trust. Statistical analysis tools were used to evaluate the model and hypotheses. The goal was to identify major drivers of customer loyalty in gamified online retail platforms in Iran.
The document provides an overview of customer relationship management (CRM). It discusses the importance of maintaining good relationships with customers in today's competitive business environment. The goals of CRM are to convert prospects into first-time customers, repeat customers, clients, advocates, and ultimately partners. Implementing CRM requires identifying customers, differentiating them, interacting with them, and customizing offerings. The textile industry stands to benefit from CRM given its business-to-business model and need for customization and quality control. Introducing CRM requires steps like identifying and differentiating customers and tailoring interactions and offerings to individual needs.
The Role of Customer Relationship Management (CRM) in Improving Customer serv...AJSSMTJournal
This study aimed at identifying Customer Relationship Management (CRM) in improving customer services (responding time,
customer experience and product diversity) in the Cairo Amman Bank (CAB). The authors employed a predictive-descriptive
approach to identify the level of CRM at CAB. Male and female employees at CAB (No.327) participated in the study. A
questionnaire prepared to measure the role of CRM in improving customer services was implemented. Means, standard
deviations, multiple linear regression and 1-Way ANOVA analyses were used to examine the data. CRM from the perspective
of CAB employees scored a high level at overall test. Customer services level from the perspective of the employees at CAB
and its dimensions scored high. The predictive model of CRM and customer services from employee’s perspective was
statistically significant. Based on these results, the authors recommend ACB to take more interest in improving its CRM to
obtain customers satisfaction by encouraging customers to provide the company with feedback that improves the services
provided to them.
Impact of Service Quality on Customer Loyalty of Domestic Pumpspaperpublications3
Abstract: Service quality deals with the customer expectation and actual treatment. Better the service quality, higher will be the customer satisfaction. This can gain more and more customers and more loyal customers. The major advantage of loyal customers is that these customers will not leave because of any small reason or any minor fluctuations in company’s performance. This study is restricted to a single product domestic pump and will investigate the role of service quality in creating loyal customers.
Keywords: Service quality, Customer loyalty, Domestic pumps.
Title: Impact of Service Quality on Customer Loyalty of Domestic Pumps
Author: FAZEEN RASHEED A K
ISSN 2349-7807
International Journal of Recent Research in Commerce Economics and Management (IJRRCEM)
Paper Publications
The document discusses customer experience and the customer journey. It provides definitions of customer experience from existing literature and examines the roots and development of the concept within marketing. Specifically, it traces customer experience back to theories in the 1960s around customer decision processes and buying behavior. It then discusses how subsequent areas of research like customer satisfaction, service quality, relationship marketing, and customer engagement contributed to the current understanding of customer experience. The goal of the article is to develop a stronger understanding of customer experience and identify gaps for future research on this important topic.
This live project examines the impact of relationship marketing in B2B markets. The authors conducted a survey of 25 companies using stratified random sampling. They analyzed the results based on company ownership type (sole proprietorship, partnership, private limited, public limited) and turnover. Key findings include that mid-term payment realization is the best option, and that relationship marketing plays a significant role in building long-term customer connections in B2B contexts. The project aimed to apply classroom concepts to a real-world study while facing limitations of time and sample size.
The pervasiveness of digital technologies is reshaping aftermarket. e-tailing is gnawing away the market for spare parts as more people are buying online, social media is influencing the consumption of aftermarket services and customers are demanding deeper 24*7 experiences. In this article Browne & Mohan consultants showcase the drivers of digital transformation and adoption for aftermarket.
Study of Information System & Study the Existing Material Handling Equipment...Sharon Raju
measuring effectiveness but they measured by doing some effective steps that helped them to know the job satisfaction level, their performance level, cost effectiveness, interest of the employees towards their job
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
This document proposes using social media and creating social currency to attract, engage, and retain customers to build brand equity. It introduces a two-level approach: 1) A "sweet-spot grid" to identify high-potential customer segments and 2) An "online footprint assessment" to evaluate social media performance. It then discusses creating a "social currency" based on users' social activities and influence to fund a "zero-budget marketing plan". Implementing this approach involves mapping markets, assessing online presences, profiling influential users, creating engaging content, setting a marketing budget in social currency units, and launching a social media campaign to expand sales and redefine social values over time. However, social media is broad and requires further categor
A Practical Guide to Market SegmentationResearchShare
There are ten basic steps in finding unique segments in your customer base. Segmentation can be created by looking at factors such as purchase history, industry, need, and behaviour. B2B International shares their segmentation methodology in this white paper.
Determinants of Customer Based Brand Equity A Study of Public and Private Banksijtsrd
Now a days many of the financial institutions and banking sector are using strategic branding for capturing customer attention in long run, so Banks must adopt various types of strategic planning towards develop a positive perception in the minds of customers. For that, developing and implementing customer centric strategies, banks need to provide a consistent strategic brand experience to prevent customer from switch out to other competitive banks. In order to understand customer perception towards banking sector, there is a need to understand customer based brand equity and its major determents. The current research paper deals to identify the various determinants of customer based brand equity in the banking sector. For this purpose, a structured questionnaire was developed and a sample of 162 respondents was taken from the banks customer of Hyderabad only, and tested by the correlation analysis and multiple regression, Factor Analysis and Independent sample t test by using SPSS 20.0 Version. Correlation analysis was conducted on the study variables and the results indicated that there are strong, positive and significant relationships between demographical variable and Determinants of CBBE, and The multiple regression results showed that Brand verdict, brand felling and brand performance have significant influence on the banking customers. Bodige Mamatha "Determinants of Customer Based Brand Equity: A Study of Public and Private Banks" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-6 , October 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33560.pdf Paper Url: https://www.ijtsrd.com/management/marketing-management/33560/determinants-of-customer-based-brand-equity-a-study-of-public-and-private-banks/bodige-mamatha
This document provides information about obtaining fully solved assignments for the SMU MBA Spring 2014 semester. It lists contact information for an email address and phone number to send requests to with the required semester and specialization. The document notes that sample assignments can be viewed on their blog or by searching. It then provides 18 assignment questions across 4 subjects - Marketing, Advertising Management and Sales Promotion, E-Marketing, and International Marketing. The questions cover various topics within each subject area and request explanations, examples, analyses, and short notes.
The document discusses customer relationship management (CRM) and its importance for companies. It provides an overview of CRM, including its aims to develop long-term customer relationships and convert customers into advocates and partners. The document also discusses how to introduce CRM in companies, including identifying customers, differentiating them, interacting with customers, and customizing behavior. It analyzes the relevance of CRM for the textile industry and identifies objectives of CRM like studying current practices and their impact on profitability.
The document provides an overview of customer relationship management (CRM) with a focus on its application in the textile industry. It discusses how CRM aims to develop long-term relationships with customers by converting prospects to repeat customers and clients. The document also outlines the objectives, benefits and importance of CRM, as well as how to introduce CRM in a company through identifying, differentiating, interacting with, and customizing behavior for customers. It analyzes CRM practices in a textile company and concludes that CRM can increase sales and customer satisfaction if implemented properly.
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A Study on Customer Satisfaction in Automobile Industry wi.docxdaniahendric
A Study on Customer Satisfaction in
Automobile Industry within Saudi Arabia
RESEARCH DISSERTATION
Submitted in fulfillment of the partial requirement for the award of degree of
master of business administration
By
Fuad Abdullah Salem Hasan
Student ID: 150007035
Under the Supervision of
DR. FARRUKH RAFIQ AHMAD
COLLEGE OF ADMINISTRATIVE AND FINANCIAL
SCIENCES
SAUDI ELECTRONIC UNIVERSITY
2018
DECLARATION
I, declare that the work on which this dissertation is based, hereby submitted to the University of
Saudi Electronic University, for the degree of Master of Business Administration, has not
previously been submitted by me for a degree at this or any other university.
Student Name: Fuad Abdullah Salem Hasan
Student number: 150007035
Date of Submission: 12/04/2018
Abstract
This paper is a study on customer satisfaction in Automobile industry within Saudi
Arabia. It provides a general sight of the concept of customer satisfaction and goes more
particularity to discuss the concept of customer satisfaction from an Automobile perspective.
Because this study argues that achieving higher levels of customer satisfaction for an
organization is a multifaceted success, it tries to discuss each area that can impact the
organizational overall customer satisfaction from a management perspective and tried also to
reveal how each area affects the consumer‟s satisfaction from his point of view. The study aims
to benefit both Automobile consumers and the Automobile companies in Saudi Arabia through
providing a better understanding of the customers preferences and consumers behaving toward
the Automobile products and service that are available in the marketplace and their needs that are
not available products in order to supply what the consumers need so their need will be fulfilled
and the Automobile companies in the Kingdom of Saudi Arabia can realize a better competitive
advantage among their competitors and earn more revenues.
3
Table of Contents
Declaration
Dedication
Abstract
Chapter 1: Introduction ................................................................................................................ 4
1.1 Background ………………….………………………………………………...…… 4
1.2 Research Objectives …………………………………………………………...…… 7
Chapter 2: Literature Review........................................................................................................ 9
2.1 Research and Development: Product Design ………………..….……...…...…..… 11
2.2 Supply Chain and Logistics ……………...……..………………………………… 12
2.3 Marketing and Sales ……...……………………….……………….………...….… 13
2.4 Aftersales Service……………………...………………………..…...……………. 14
2.5 Customer Preferences and Customer Loyalty …..………………………........…… 15
2.6 Measuring Customer Satisfaction …………………..……………………..……… 15
Chapter 3: Research Methodology.......................................................................... ...
This document provides an overview of unit 32 on business strategy. It outlines the learning objectives, which include analyzing external environmental factors, assessing a company's internal environment and capabilities, and applying analytical models. It then describes the pass, merit and distinction criteria for evaluating students. Several analytical tools and models are defined, including the balanced scorecard, Porter's five forces model, stakeholder analysis, and Ansoff's matrix. Details and examples are provided for how to apply each model to strategic analysis.
AN INTEGRATED MANAGEMENT AND MEASUREMENT OF CUSTOMER FEASIBLILTY IN CONSTRUCT...IAEME Publication
Objective: Identifying different factorsand views of customers in the constructionindustry. To set a context in which produce relative and useful measures ofservice performance. Improvising the facilities in the construction industry and measuring the needs of the customer inthe construction industry. Methods: Usingthe Benchmark, the performance measurement study will be done using the data collectedthrough the questionnaire that is submitted to the customer, also issuing thequestionnaire to the company and obtain the company hierarchy and Measure thecustomer satisfaction Through analysing the results from the software SPSS(Statistical Package For TheSocial Sciences). Findings: Recognize that customer needs differsignificantly. A customer may have diverse requirements for variousundertakings; that same customer's project needs may change after some time. The expense might be the most critical standardfor a customer on one anticipate, while timetable might be an essential model on another. Therefore it isunrealistic to build up "the" rundown of customer needs that isproper for each project. A temporary worker with learning accumulated aboutevery customer and their projects will need to recognize the most imperativecriteria for its customers on every undertaking. Once those criteria aredistinguished, the temporary worker can plan the customers' desires that arecritical in any thought of satisfaction. The variables recognized must beanalyzed as far as desires to comprehend their potential part in customersatisfaction. Customer facilities are forthe most part seen as one of the variables that enhancethe execution of an association, individual or group administration'scommitment to customer facilities sways worker dispositions and seen to add tohigher customer satisfaction and maintenance. Improvements: Besides theperformance measures used in the research (internal and overall budget, qualityand deadline) customer satisfaction should be included as an additional measureof project success
XYZ Company Limited is a packaging design consultancy focusing on fast moving consumer goods in personal care. It was founded in 2001 by Augustus James and others with experience in consumer design and packaging. The executive summary provides guidance on its content and style, recommending it be concise, direct, and entice the reader to request more information. It should introduce the project, products, market opportunity, competitive advantages, objectives, and financial requirements.
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Content strategists and digital marketers struggle to select the right metrics and frequently opt for measuring volume rather than impact when impact metrics are too complex to measure, or the required data or tools are not available.
This report lays out a framework for measuring the impact of content across the business, and includes a set of case studies and recommended metrics to enable content strategists to approach measurement at the outset, rather than at the conclusion, of their content development initiatives.
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The document summarizes the Business Model Canvas created by Alexander Osterwalder. It has 4 main parts: Infrastructure, Offering, Customers, and Finances. Each part contains several building blocks that provide an overview of the key aspects of a business model. Infrastructure includes key activities, resources, and partners. Offering includes value propositions and revenue streams. Customers includes customer segments, channels, and customer relationships. Finances includes cost structure and revenue streams. The document also provides tips for conducting a SWOT analysis to evaluate strengths, weaknesses, opportunities, and threats.
The document summarizes the Business Model Canvas created by Alexander Osterwalder. It has 4 main parts: Infrastructure, Offering, Customers, and Finances. Each part contains several building blocks that provide an overview of the key aspects of a business model. Infrastructure includes key activities, resources, and partners. Offering includes value propositions and revenue streams. Customers includes customer segments, channels, and customer relationships. Finances includes cost structure and revenue streams. The document also provides tips for conducting a SWOT analysis to evaluate strengths, weaknesses, opportunities, and threats.
This document provides an 18-page report on managing human resources at The Container Store. It begins with an executive summary highlighting how The Container Store uses effective HRM practices like extensive training and a culture of employee empowerment to motivate workers and achieve high performance, despite operating in a declining industry segment. The report then reviews literature on high-commitment HRM models and their application at The Container Store. Specific HRM practices at The Container Store like selective recruiting, long training programs, performance-based rewards, and emphasis on culture and communication are examined. Potential problems with flat career structures and non-transparent promotions are also discussed.
Empowering retention strategiesin the age of the customer
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Comparision between online & offline marketingSunil Kumar
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Purpose of Assignment A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels of distribution have in meeting the needs of consumers in both a brick and mortar and online retail setting. Scenario: You work for a newly formed sports apparel company
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This document discusses successful customer relationship management (CRM) projects and measures. It defines CRM and identifies key elements and modules. The document outlines factors for successful CRM strategies, implementations, and organizational changes. These include having a clear customer-focused strategy, integrating technology and processes, and transforming the organization to be customer-centric. The document also discusses various customer-focused measures that can indicate CRM project success, such as customer lifetime value, retention rates, and profitability.
The document discusses key aspects of business models, including mission statements, value propositions, customer segments, channels, revenue streams, resources, activities, and partnerships. It provides examples and explanations of various business model components, highlighting the importance of aligning all elements and clearly articulating the model. The social enterprise EMBRACE and companies like Dell, Nike, and One Laptop per Child are used to illustrate different business model concepts.
Marketing Proposal with chemical manufacturing and pharmaceuticals manufactur...Wenting Zhang, PMP
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Benchmarking the Customer Experience
1. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 1CATALYST RESEARCH REPORT
The Importance of Customer
Experience and How Organizations
Can Benchmark Themselves
BY: DAN BECA | DIRECTOR OF MARKETING TECHNOLOGY
2. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 2
TABLE OF CONTENTS
Executive Summary....................................................................................................................................3
Introduction...............................................................................................................................................3
Methodology..............................................................................................................................................3
Matrix Approach..........................................................................................................................................3
Matrix 1.........................................................................................................................................................4
Measurement...............................................................................................................................................4
Key Issues..................................................................................................................................................5
The Importance of Customer Experience...................................................................................................5
Commoditized Products and Services......................................................................................................5
Customer Lifetime Value............................................................................................................................5
Components of Customer Experience........................................................................................................5
Customer Journey.......................................................................................................................................5
Data...............................................................................................................................................................6
Organization.................................................................................................................................................6
Automation...................................................................................................................................................6
Measurement of Customer Experience......................................................................................................7
Qualitative.....................................................................................................................................................7
Quantitative..................................................................................................................................................7
Failures of Customer Experience...............................................................................................................7
Customer-Facing Failures...........................................................................................................................7
Organizational Failures................................................................................................................................8
Measurement.............................................................................................................................................8
Conclusion..................................................................................................................................................9
About the Author.......................................................................................................................................10
About Catalyst..........................................................................................................................................10
Appendix..................................................................................................................................................11
References..................................................................................................................................................11
Matrix..........................................................................................................................................................12
How to Contact Us....................................................................................................................................12
3. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 3
EXECUTIVE SUMMARY
This paper explores why customer experience is vital to companies in
today’s economy. It will take a deep dive into the key areas that define a
great customer experience and provide a measurement framework to help
organizations keep track of how they measure up against competitors and
the industry.
INTRODUCTION
In today’s business environment, the combination of technology, education
and globalization has allowed companies to produce very high-quality
products. But as technology advances and is made available to more people,
the ability to differentiate products has become less and less feasible. The
same can be said about the services provided by companies. Both products
and services have continued to become commoditized, and because they
are not differentiators on their own, the customer experience needs to be
what sets each company apart.
“Customer experience has been defined as the quality of events that
accounts for anticipation, emotional involvement, a uniqueness that makes
the aforementioned stand out from the ordinary, and reaches some form of
completion” (Ab Hamid, 2013).
This paper will explore the different areas of customer experience and
attempt to provide a scorecard that companies can use to gauge how
they are doing against the industry or their competitors.
METHODOLOGY
MATRIX APPROACH
This paper was written using a research matrix to quickly understand the
importance of customer experience, as well as the key issues that a company
needs to focus on in order to improve its customer experience. Scholarly
articles were chosen for the research. As each article was analyzed, key
issues were added to the matrix. All new articles were analyzed to see
whether they contained topics already identified. When an article introduced
new issues, previous articles were reviewed to see whether those issues
were mentioned. This led to a significant number of topics.
When looking across all the various articles about customer experience,
they tended to fall into four larger categories:
1. Overall importance: Why we need customer experience
Companies need a way to
measure how their customer
experience stacks up against
competitors and their industry.
4. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 4
2. Components: Areas a company needs to look at to understand whether
it’s creating a successful customer experience
3. Measurement: How an organization can obtain data to understand
what its customers want and whether the organization is delivering it
4. Failure: Where customer experience can go bad
Those four larger categories were broken down into ten key areas that will
be further explored throughout this paper.
MATRIX 1
Figure 1: Matrix 1 (larger version is available in the Appendix)
MEASUREMENT
In addition to the matrix that was developed from researching customer
experience articles, a section was developed about measurement. The
measurement section provides a model for how organizations can score
themselves and benchmark how they are doing against specific competitors
as well as its industry as a whole. This will be accomplished by using a
scorecard to rank several areas (key customer experience issues) and
then charting those scores using a radar graph. This gives the business
a quick visual of how it stacks up against the competition.
5. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 5
KEY ISSUES
There were several key issues revealed through the research. Four main
areas rose to the top:
1. Importance of customer experience
2. Components of customer experience
3. Measurement of customer experience
4. Failures of customer experience
THE IMPORTANCE OF CUSTOMER EXPERIENCE
COMMODITIZED PRODUCTS AND SERVICES
In an ever-changing global economy, over time we’ve shifted from
product to services as the biggest differentiating factor in the decision to
purchase. However, both are now being commoditized, and companies
are left to find other ways to differentiate. Companies must now work on
creating a best-in-class customer experience to continue to attract new
customers and retain their existing ones. Using segmentation to group
like customers, along with personalized customer information, companies
can start to tailor the customers’ experiences to groups as well as individual
customers.
CUSTOMER LIFETIME VALUE
Hand in hand with acquiring new customers and retaining existing
customers is the concept of customer lifetime value. Companies cannot
cater to every single one of their customers, but they must focus on
their best customers when crafting experiences for them. It’s the classic
80-20 rule: 80 percent of your revenue will come from 20 percent of your
customers. Identifying those customers through modeling a customer
lifetime value can help you determine where your organization should
focus as you begin to cultivate your customer experience. Creating a
customer experience that enhances your organization’s perceived value
ultimately leads to more engaged customers who will likely be advocates
of the business and help spread the word to their friends and family.
COMPONENTS OF CUSTOMER EXPERIENCE
CUSTOMER JOURNEY
Understanding the customer journey is a key step in crafting a great
customer experience. Journey mapping is the process of mapping out
all the customers’ touch points during the different stages of purchase
and understanding what they are thinking, feeling and doing at each of
those stages. This process is also sometimes referred to as customer
As products and services continue
to be commoditized, customer
experience is increasingly used by
companies to differentiate their
offerings.
6. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 6
experience mapping. Journey mapping can be used to bring people
from different areas of the organization together to get a holistic view of
customers as they interact with your brand (Fichter, n.d.). This process
also helps create consistency across all the various channels that the
customer is using.
DATA
Knowing what your customers are thinking, feeling and doing at each stage
of their customer journey is one part of the battle. Another big component
is data. What data have you gathered about your customers? Is it in a
centralized place that’s easily accessible across all channels and by all
members of your organization? Many organizations today make use of a
customer relationship marketing (CRM) database. This is a centralized
place for all customer data to be housed and accessed. Companies can
get a view of all their customers’ behavior, transactions, communication
and engagement by looking at the data in a CRM database. This data is
critical for segmenting your customers and personalizing their customer
experience.
ORGANIZATION
As customer experience has grown in popularity as a differentiator,
organizations have had to evolve and change their businesses over time.
None are perfect at becoming a customer-centric company focused on
the customer experience. Bruce Temkin, in an article from 2014 titled
“Customer Experience Management Is on the Road to Maturity,” claims
that there are six stages of customer experience maturity: ignore, explore,
mobilize, operationalize, align, and embed (Temkin, 2014). He further
states that over 75 percent of companies (at the time of writing) are in the
bottom three stages. Companies can change that and mature over time,
but there are obstacles — some more difficult to overcome than others.
Investment costs present a big challenge for companies to have the
necessary systems in place to deliver on the data needs of a successful
customer experience. There may also be challenges in aligning staff more
appropriately to focus on the customer first, instead of their products or
services.
AUTOMATION
As organizations move toward the upper end of the scale for customer
experience maturity and approach the operationalize, align and embed
stages, they can use automation to help deliver a great customer
experience. After an organization learns where and when it interacts
with customers based on its customer journey mapping and it has the
data in place to segment and personalize customer experiences, it has
the building blocks in place to support automation. Automation can take
place by setting up business rules to account for every customer interaction.
Via Bruce Temkin’s “Customer
Experience Management Is on the
Road to Maturity.”
7. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 7
Ultimately, this will not only enhance the customer experience, but also
reduce support costs to maintain that experience.
MEASUREMENT OF CUSTOMER EXPERIENCE
On the way to becoming a world-class customer experience organization,
there are a few different ways to gather data about your customers, and
that data can be used to measure how well you’re doing. There are two
types of data you can collect: qualitative and quantitative. Both can help
you understand what you are doing well and where your customer
experience is lacking.
QUALITATIVE
There are many ways to get qualitative data from your customers. This
data is the anecdotal information that can’t be measured by simply
looking into the transactional data from customer purchases. It is
obtained by talking to customers (and prospects). It can be obtained via
focus groups — either in person or online, or gathered through interviews
with customers, or even what customers are saying about your brand and
products on social media. Often this data will give you a sense of customer
satisfaction and better understanding of what your customers are thinking,
feeling and doing during each interaction with your brand.
QUANTITATIVE
Quantitative data is the complement to qualitative data. It’s the historical
truth about your customers’ purchase history, who your best customers
are based on the revenue they are generating and how engaged they are
with your marketing communications (email data, web analytics, response
to offline communications, etc.). This data can be used to model your best
customers and help you ascertain whether you’re growing the customer
value through improvements to your customer experience program.
FAILURES OF CUSTOMER EXPERIENCE
CUSTOMER-FACING FAILURES
There are some common failures that can have a negative effect on the
customer experience. One failure: not being integrated across channels.
If a customer is interacting with your brand in many different channels
(which is the norm today), there’s risk that you aren’t being consistent
across those channels. An example: you send an email to customers
alerting them to a sale, but the sale is only available in-store, not online.
Both qualitative and quantitative
data can help you understand
where your customer experience
is lacking.
8. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 8
ORGANIZATIONAL FAILURES
Another common failure: how customer research data is used within
the organization. Often this data is acquired by one department but not
shared with other departments that could utilize it (Lamont, n.d.). This is a
key sign that an organization is still at one of the early stages of customer
experience maturity.
MEASUREMENT
A scorecard can be a great way to help an organization measure how well
it is doing at delivering a great customer experience. By evaluating its
performance on the key issues outlined in this paper, an organization can
get a quick read on where it needs to improve. Using the table below, we
can rank companies on a scale of 1-10 and then plot a visual representation
with a radar graph, which can be used to chart progress over time or
benchmark against competitors or industry standards.
Key Issues Description
Customer Journey
Does the company have a solid grasp of the customer journey? Is it mapped out and
visible to all areas of the company?
Data
Does the company have sufficient data available to it about its customers? Is it in one
central, accessible location, or is it stored in disparate systems that are not readily
available?
Automation
Is the company employing automation to help drive the customer experience? Are
marketing communications automated, or is most of the interaction with customers
manually deployed?
Organization
Is the organization customer-focused or is it product- and service-focused? Does the
structure of the organization support the customer experience or detract from it?
Qualitative
Has the company ever done focus groups with customers? Does it know what its
customers are thinking, feeling and doing at each stage of the buying cycle?
Quantitative
Does the company have historical data on customer behavior? Has it developed a
customer lifetime value model?
Customer
Journey
Data Automation Organization Qualitative Quantitative
Company A 9 3 4 2 5 5
Competitor 5 5 5 5 5 5
Industry 7 8 5 4 4 2
EXAMPLE:
9. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 9
0
1
2
3
4
5
6
7
8
9
Customer Journey
Data
Automation
Organization
Qualitative
Quantitative
Company A Customer Experience Performance
Company A Competitor Industry
CONCLUSION
Although the ability for companies to differentiate themselves through
products or services alone has faded, it is possible to succeed with
customers by creating a great customer experience. Organizations must
strive to cultivate a great customer experience or risk being put out of
business by a company that offers a better customer experience. By
paying close attention to these six key areas, organizations can make sure
that they are on the path to customer experience success:
• Customer Journey
• Data Centricity
• Automation
• Organizational Maturity
• Qualitative Data
• Quantitative Data
11. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 11
APPENDIX
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Management.” Research in Business Economics Journal (2013).
Chahal, H. and Dutta, K. “Measurement and impact of customer experience in banking sector.”
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Chidley, J. and Pritchard, N. “Drivers for creating value and enhancing customer experience
through people.” Vol. 48(6). Industrial and Commercial Training, 2014. p. 293.
“Customer Experience Management Market 2014-2019 Research and Forecast Report.” PR
Newswire, 9 September 2014.
Feinberg, E. “Measuring Mobile Customer Experience Satisfaction: ABC Case Study Offers View
into How it Can Be Done.” Vol. 31(6). Customer, 2013. pp. 16-17.
Fichter, D. and Wisniewski, J. “Customer Journey Mapping.” Vol. 39(4). Online Searcher, n.d. pp. 74-76.
Flodin, M. and Norton, D. “Customer Experience Blueprint Drives B2B.” Vol. 15(11). Customer
Relationship Management, 2011. p. 38.
Johnston, R. and Kong, X. “The customer experience: a road-map for improvement.” Vol. 21(1).
Managing Service Quality, 2011. pp. 5-24.
Kosiba, R., PHD. “Customer Experience, Trends, and Staff Planning.” Vol. 31(9). p. 37. Customer, 2013.
Lamont, J. “Creating a cohesive customer experience.” KM World (n.d.): pp. 8-9.
Lemke, F., Clark, M. and Wilson, H. “Customer experience quality: an exploration in business and
consumer contexts using repertory grid technique.” Vol. 39(6). Academy of Marketing
Science Journal, 2011. pp. 846-869.
“Middle East E-Commerce Organizations Need Multi-Channel Customer Experience Model to
Build Customer Loyalty and Grow Business.” UAE Government News, 2013.
Paquin, A. “Mapping the Customer Journey.” Vol. 31(6). Customer, 2013. pp. 22-23.
Popa, V. and Barna, M. “Customer and shopper experience management.” Vol. 4(2). Valahian
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Temkin, B. “Customer Experience Management Is on the Road to Maturity.” Vol. 18(8). 2014. p. 10.
12. The Importance of Customer Experience and How Organizations Can Benchmark Themselves Page 12
MATRIX1
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