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Customer Experience Delivered!

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 5 pages

Case Preview

Customer Experience Delivered

 

Expected Learning Outcomes

• The concepts of customer service and customer experience and the difference
• What it takes for a company to design and deliver its signature customer experience
• Where the Indian companies stand in terms of offering unique customer experience and what it takes for them to become experience leaders

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Customers Service vs Customer Experience

1. Can you share your best product and service experience so far? According to you what can be imbibed from these memorable experiences?
2. What has been your experience of the following products and services in very recent times (Exhibit I):.................

Teaching Note Preview

Customer Experience Delivered

 

Synopsis

The focus of this case flyer is on customer experience. In the recent times customer experience has become a key differentiator for businesses. However, it differs from customer service, which starts just before the sale and ends sometime after the sale. Nonetheless, customer experience might be everlasting. The base article1 mentions two companies’ – Apple and Ikea – and how they have created a unique customer experience, which makes shopping of their products memorable for the customers. The article highlights about the Systems Approach which companies use in delivering customer experiences. In addition to these ideas the case flyer provides scope for discussing as to how companies could design and deliver unique customer experience and what it takes for them to become experience leaders.

Expected Learning Outcomes

  • • The concepts of customer service and customer experience and the difference
  • • What it takes for a company to design and deliver its signature customer experience
  • • Where the Indian companies stand in terms of offering unique customer experience and what it takes for them to become experience leaders

 

Positioning and Setting

The case flyer can be used in the following courses:

  • a) Business Strategy (Value Chain)
  • b) Retailing
  • c) Branding
  • d) Advertising/Sales Promotion

 

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$2.53
Rs 0
Product code: MKTG-4-0003, MKTG-4-0003A

Abstract


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





1 Makarand Kulkarni, 'Experience That!' The Economic Times, November 30th 2013




This Case Pack Includes:
- Abstract
- Case Flyer
- Teaching Note (**ONLY for Academicians)
$2.53
Rs 0

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