DSMM session 3_Customer Experience slides

https://www.youtube.com/watch?v=wv496AW_ZFI
October 19, 2024 DSMM SESSION 2 PROF. AMOGH KUMBARGERI

DSMM Session
3

Quick
review
1. Emergence of the unscaled economy
a. Digital Infrastructure, manufacturing, and logistic platforms
b. Digital communication platforms
c. AI for mass customization
2. Implications:
a. Tailored and personalized at an affordable prices is the new source of value
b. The 4Ps need to be much more focussed and personalized
c. The STP needs to be much more granular to enable the personalized 4Ps

Consumer Persona
A consumer persona is a semi-fictional, detailed representation of a brand’s
ideal customer based on data-driven insights and research.
It captures key attributes such as demographics, psychographics, behaviors,
motivations, pain points, and goals of a specific segment of the target
audience.
By personifying a customer segment, consumer personas help
businesses understand and anticipate customer needs, tailor products,
and create personalized marketing strategies.

1. Demographics:
Age: 32
Gender: Male
Location: Bangalore, India
Occupation: Senior
Software Engineer
Income: ₹15,00,000
annually
Education: B.Tech in
Computer Science
Marital Status: Married,
no children
Technology Proficiency:
High (frequently uses
digital platforms)
2. Behavioral Data:
Purchase History: Has
previously purchased a
Machine Learning certification
course from Coursera, prefers
self-paced learning.
Brand Loyalty: Moderate –
willing to explore other
platforms but values high-
quality content and
certifications recognized by
employers.
Buying Habits: Researches
courses on LinkedIn and
professional tech forums
before making a decision, looks
for courses with practical
projects and industry-
recognized certifications.
3. Influencers and
Decision-Making
Process:
Influencers: Peers in his
workplace, LinkedIn
professional
connections, online
course reviews, and
industry experts.
Decision-Making
Process: Researches
course content, reads
reviews and ratings,
and consults peers
before enrolling.
4. Preferred
Communication
Channels:
Email: Preferred for
receiving detailed
course
recommendations and
offers.
LinkedIn: Active user,
engages with industry
news and thought
leadership in AI and
tech.
Tech Forums:
Participates in
discussions on
platforms like Stack
Overflow or GitHub,
reads peer reviews of
courses.
Rohan Mehta

5. Psychographics:
Values/intrinsic motivation (beliefs about what
is important in life): Career growth, staying
updated with new technologies, professional
development, work-life balance
Lifestyle (activities and routines that reflect the
values): Rohan enjoys learning new skills that
directly contribute to his career growth. He
regularly attends tech meetups and is highly
engaged in the software development
community.
Personality Traits (how they think feel and
behave): Analytical, self-motivated, goal-
oriented, tech-savvy
Interests (topics passionate about): Technology
trends, coding, professional networking,
gaming
6. Goals and Aspirations:
Short-Term Goal: Earn a certification in AI or Cloud Computing
to boost his chances for a promotion at his current company.
Long-Term Goal: Transition into a leadership role in AI or
Machine Learning, aiming for a CTO position within the next 10
years.
7. Pain Points and Challenges:
Time Constraints: Rohan struggles to balance full-time work
with upskilling efforts. He needs flexible, self-paced courses.
Content Overload: Finds it hard to choose from the
overwhelming number of online courses available.
Career Progression: Worried about staying competitive in the
job market and continuously upskilling in new technologies.
8. Purchase Triggers / Extrinsic motivation:
Triggers: Promotion opportunities, new technology trends,
peer recommendations, company-sponsored learning
incentives.

How would you make use of the information in the developed persona to refine Simplilearn’s 4Ps
(Product, Price, Place, Promotion)
Product: career-relevant, industry-recognized, tech-specific
courses and certifications with a structured learning path with
defined milestones
Price: multiple certification bundle, premium high-value
courses with networking opportunities and mentorship
Place: corporate partners to offer employer-sponsored courses,
integrate reviews and peer feedback into the platform
Promotion: create content on LinkedIn and showcase
certification partnerships with global tech companies,
emphasize and provide evidence for career growth outcomes

Personas at Simplilearn.com
The Career Fast-Tracker: Mid-level professionals focused on
rapid
career growth.
The Career Switcher: Individuals looking to transition into a
new industry.
The Skill Refresher: Senior professionals updating their
skills to stay relevant.
The Young Go-Getter: Fresh graduates or early-career
professionals seeking to build a strong resume.
The Tech Explorer: Hobbyists or freelancers exploring
technology for personal interest or projects.
The Certification Seeker: Professionals aiming for
certifications to
prove expertise and increase job prospects.

Quick Case: Artisan
Eats
ENHANCING CUSTOMER EXPERIENCE FOR “ARTISAN EATS”
Customer
Experience

Background:
Artisan Eats is a niche, online-only food delivery business that specializes in delivering freshly
prepared, artisanal meals made from organic and locally sourced ingredients. Unlike mass-market food
delivery services, Artisan Eats targets a niche market of health-conscious professionals and families
who value sustainability, quality, and convenience.
The business has grown rapidly since its inception due to its focus on premium, personalized meals,
and has built a loyal customer base. However, recent customer feedback has indicated a decline in
satisfaction. Customers have reported issues with late deliveries, inconsistent quality, and a lack of
communication when orders are delayed. Artisan Eats’ management team is concerned that these
issues could harm its reputation and lose them to larger, more established food delivery platforms.
The Challenge:
The founder, Aarti, believes that Artisan Eats must prioritize customer experience to retain its loyal
base and differentiate itself further from mass-market competitors. She needs to decide where to
allocate resources and which aspects of the customer experience to focus on to ensure continued
success and customer satisfaction.

What aspects of the unscaled economy make it essential for Artisan Eats to compete on customer experience rather than price or
product alone?
1. The focus has shifted to understanding and meeting
customer needs more holistically, placing the customer at
the center of all strategic decisions.
2. Customers interact with brands across multiple channels—
websites, social media, mobile apps, physical stores—and
expect a seamless, integrated experience.
3. The unscaled world has lower barriers to entry for new
businesses due to the availability of digital platforms, cloud-
based infrastructure, and outsourcing options.
4. In an interconnected, digital-first world, customers have
access to peer reviews, ratings, and social media opinions.
5. With products and prices becoming more commoditized,
the overall experience a brand offers is what sets it apart.

How can Artisan Eats build a deeper understanding of its customers to further enhance the experience?
The customer journey refers to the
series of steps or interactions a
customer goes through when
interacting with a brand, from
awareness to consideration, purchase,
and post-purchase engagement.
It covers the full spectrum of
experiences a customer has with a
product or service, including research,
comparisons, purchases, and after-
sales support.

Customer Journey
Stage Activities Motivations Questions Barriers Touchpoints
Awareness
Research
Purchase
Post Purchase

Priya learns
about Artisan
Eats through
social media
posts,
Instagram
ads, word-of-
mouth from
colleagues,
and articles
on wellness
blogs.
Priya wants
to eat
healthy,
nutritious
meals that fit
her busy
work
schedule and
align with her
values of
sustainability.
Awareness
•What
makes
Artisan Eats
different
from
regular
meal
delivery
services?
•Are the
ingredients
truly
organic and
local?
•Priya is
skeptical
about the
authenticity
of the claims
made by
organic and
sustainable
brands.
•She is also
unsure if it is
worth paying
a premium
price for
these
services.
Social media
ads
(Instagram,
Facebook),
word-of-
mouth,
wellness
blogs,
newsletters,
and online
articles.

•Priya visits
the Artisan
Eats website,
reads
customer
reviews, and
compares it
with other
organic meal
delivery
services.
•She checks
the meal
plans,
ingredient
sourcing, and
packaging
sustainability.
She wants to
find a meal
service that
offers
convenient,
healthy
options and
transparent
sourcing
practices.
Research
•How do
I know if
the
ingredients
are fresh
and truly
organic?
•Are
there
flexible
meal plans
that fit my
dietary
needs?
• Overwhelme
d by the
number of
organic meal
options
available.
•Confused
about portion
sizes, delivery
times, and
ingredient
sourcing
details.
•Unsure if
Artisan Eats
can handle
last-minute
changes.
Website,
online
reviews,
comparison
sites, FAQs,
customer
testimonials,
product
descriptions,
and
ingredient
sourcing
pages

•Priya
decides to try
Artisan Eats
by signing up
for a weekly
meal plan
subscription.
•However,
she
encounters
difficulties
with
understanding
the delivery
scheduling
and
customization
options for
the meal
plans.
She is
motivated by
the
convenience
of having
fresh, healthy
meals
delivered to
her office or
home
without any
hassle.
Purchase
•How do I
customize
my meal
plan for
dietary
restrictions?
•How do
I change
the
delivery
address or
timing?
•Confused
about
customization
options,
unclear
delivery slots,
and the lack
of flexibility in
modifying
orders after
payment.
•Concerned
about unclear
refund and
cancellation
policies.
Artisan Eats
website
(payment
gateway), app
notifications,
email
confirmations,
customer
support chat
or call, SMS
for order
confirmation,
and app pop-
ups explaining
delivery or
order status.

•Priya
receives her
meals but
notices
inconsistent
delivery times,
and some
items in her
meal do not
match her
dietary
restrictions.
•She
contacts
customer
support but
receives slow
responses.
Priya wants
to ensure
that the
service meets
her
expectations
and provides
consistent
quality.
Post-
Purchase
•How do
I report an
issue with
my order?
•How do I
provide
feedback to
improve the
service?
•Slow
customer
support, lack
of proactive
updates on
order issues,
unclear
process for
refunds or
replacements.
•Lack of
dietary
customization
options
despite prior
selection.
Online
support chat,
app
notifications,
post-purchase
email surveys,
feedback
forms, and
customer
service phone
calls.

Transparency and Authenticity: Highlight Artisan Eats' commitment
to organic sourcing through third-party certifications and behind-
the-scenes content on social media.
Simplified Selection Process: Develop a meal plan selector tool or
interactive guide to ease the decision-making process during
research.
Improved Communication: Enhance communication during the
purchase stage by providing immediate assistance through live chat
and FAQs.
Post-Purchase Support: Upgrade customer support response
times, introduce a dedicated dietary customization team, and
ensure real-time delivery updates to minimize dissatisfaction.
Steps to correct the customer experience based on the customer journey:

DSMM session 3_Customer Experience slides

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DSMM session 3_Customer Experience slides