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Customer Experience Delivered!

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 5 pages
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V Chowdary

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):.................

3. Based on your above analysis, what do you think are the differences between customer service and customer experience?.............

Designing and Delivering Signature Customer Experience

1. What according to you is a customer touch point? A touch point can either be a blind spot or a sweet spot. How do you think any company should maximize the sweet spots and minimize (if possible completely do away with) blind spots?

2. “It’s true: Businesses are built on experiences.” The accompanying article1 talks about, two iconic products’ – Ikea and Apple – customer experience. What is so unique about these two products/ service experience?

3. .............

Customer Experience: The Indian Story

1. In your opinion which Indian companies are unique in delivering unique customer experiences.

2. For Indian companies either from products/manufacturing or service sectors what factors would be necessary to deliver the customer experiences of the likes of Ikea and Apple.

3. ...................

Exhibits

Exhibit I: Customer Experience for Product/Service Category

Exhibit II: Customer Experience Matrix

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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Suggested Orchestration

Before the Case Flyer Discussion in the Classroom

The students/participants were asked to:

• Students were asked to read the following articles from Harvard Business Review – “Understanding Customer Experience”, “Welcome to the Experience Economy”, and “The Truth about Customer Experience”

• Visit Ikea and Apple websites

• Watch the movie The Wedding Planner5

• The Indian students can be asked to watch the Hindi language movie Band Baaja Baaraat

• All the students should be asked to interact with a hearing impaired or a visually challenged customer to share the experience of having watched a movie

• Most importantly, the students should be encouraged to analyze all the questions given in the case flyer (either individually or in learning teams or appropriate discussion forums) to enable them to participate effectively and enrich the learning outcomes

During the Case Flyer Discussion in the Classroom

This case flyer can effectively be discussed in the classroom under three broad related topics.........

The flow of questions to be discussed in the classroom has been elaborated in Annexure (TN)-I: The Board Plan

I. Customers service vs Customer Experience

• The class was initiated by collecting information from students about their best product/service buying experience. Then a question was asked to the students about the service experiences of purchasing various products/services from their favourite brands (Exhibit I of the case flyer). The class did a comparison of their preferred brands and experiences, and the similarities and dissimilarities among the opinions was noted.

• The students were then asked to differentiate between customer service and customer experience. Customer service is offered by the company only at point of purchase/sale and might extend only to a pre- and post-sales. This is momentary and expires. Then again customer experience is all about satisfying the five senses (smell, sight, hear, taste and touch) of the customer. Imagine a hearing impaired or a visually challenged person watching a movie. The experience of watching a movie maynot be complete for them. Similarly, if a product/service creates a complete fulfilment then that kind of experience will be everlasting. If the actual experience is more than the expected, then it becomes a delight for the customer.

• Students were next asked to categorize their preferred brands and experiences (mentioned earlier in Exhibit I of case flyer) in the matrix given below [Exhibit (TN)-I] and give reasons for their categorization.

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Exhibits

Exhibit (TN)-I: Customer Experience Matrix

Annexure

Annexure (TN)-I: Board Plan

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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
- Analysis
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