Two Product Experiences for Customer Satisfaction - myassignmenthelp

Question: Discuss about theTwo Product Experiences for Customer Satisfaction. Answer: Positive customer experience yields customer satisfaction and loyalty to business organisations, which pave way to their market success. This necessitates the multinational companies, especially the service provider companies to take into account the customer perspective while designing their products to generate customer satisfaction and earn customer loyalty. However, not all service providers create positive customer experiences while others succeed in providing superior services to the consumers and creating good experiences in their mind (Agnihotri et al., 2016). A service providing company, which provided good customer experienced to me, was Vodafone while a company, which created a bad impression in my mind due to its low quality services, was KFC. I approach Vodafone stores for service related enquiry and call up their excellent customer care services department. The service experience I have with the British multinational telecommunication company Vodafone was positive. I en tered an outlet of the American multinational giant KFC and did not receive expected services from the staff. The food quality was not up to the mark and the staffs were not cooperative. The experience I had with KFC was bad and I did not experience positive service experience (Peppers Rogers, 2016). Behaviour: Belongs to the middle class society Buys KFC products every week Demographics: Manager at a multinational bank 40 years old Lives in London Married, 1 son Needs and Goals To buy high quality fast food products To become more successful Grow professionally Figure 1. Proto-persona diagram showing negative customer experience (Source: Author) I, as pointed out in the proto-persona diagram above, am a manager at a multinational bank and seek to achieve professional growth. My age is forty years; I am married and have a son. I enjoy having different types of fast food especially from international fast food outlets like KFC. It was here, at a certain outlet of KFC that I faced a poor customer service experience (O. Pappas et al. 2014). I approached an outlet of KFC to buy some latest fast food items by the international fast food manufacturer and received a very painful experience. I entered the store and asked the attendant to give a menu card. The attendant kept me waiting for half an hour and then informed me that they did not have the recent menu card. I ordered food items from the menu card he showed and had to wait for a long time once again. Then he served me the food item I had ordered but it was cold. When I inquired the reason for serving cold food items, he spoke to me very rudely (Orel and Kara 2014). I must point out that the long waiting time and the rude behaviour of the waiter were the two pain points, which I experienced at KFC. I must point that the staff of the KFC outlet exhibited poor customer experience management (CEM). First, they do not offer customers the latest KFC products and second, they do not satisfy queries of customers, which once again point out to their failure, create positive c ustomer experience (Mithas, Krishnan and Fornell 2013). Behaviour: Belongs to the middle class society Have been using several Vodafone products Demographics: Manager at a multinational bank 40 years old Lives in London Married, 1 son Needs and Goals To buy high quality fast food products To become more successful Grow professionally Figure 2. Proto-persona digram showing positive customer experiences (Source: Author) I am a branch manager and hence need to participate in conference calls over both the phone and skype through internet. Hence, I need to use a connection, which would allow me to connect to my office and colleagues even from home. I use Vodafone connection and approach Vodafone stores to know about the latest offers of the British multinational telecommunication company. I always have positive customer service experience at their store as pointed out by the proto persona diagram above. It was when I was promoted as the branch manager and felt the need to communicate with my colleagues on continuous basis to take in conferences. I approached a Vodafone store to enquire about their latest data and talk time combination packages. A staff greeted me, made me sit and offered me a glass of water. He then patiently heard about my required and suggested me several plans suitable to my huge data and call needs. He informed me the charges and advantages of the different product packages. This information allowed me to judge between different packages and choose the most appropriate package suiting my needs (Wu, 2013). I can point out that the greeting and the patient behaviour of the staff were the two positive pain points. His skill of providing me with complete and accurate data about the different Vodafone packages and his tactful and patient allowing me to choose from the various packages without interfering were the two positive customer experience management skills he exhibited. It was a positive experience because the staff instead of forcing me to buy Vodafone packages presented all the different packages suiting my need to large data and talk time allowances. He did not intervene in my purchase decision and allowed me to buy package suited to my requirement (Klaus and Maklan, 2013). The experience of gaining services at the Vodafone store was a positive experience compared to the service I received at the KFC outlet. The Vodafone staff informed me about various products suited to my needs and that helped me to choose the most appropriate internet package suited to my need. The KFC experience was negative because the staff kept me waiting, treated me rudely and served cold food items. This lack of responsible behaviour towards me as a customer made KFC experience a negative experience (Luo and Homburg, 2013). I can conclude that service providers and their staff members should try to achieve positive customer experience management. They should treat customers in a responsible and professional manner. They should create positive pain by offering the latest products to the customers and assist them to choose from these products. They must seek to achieve customer satisfaction and generate more revenue for the multinational companies they serve. References: Agnihotri, R., Dingus, R., Hu, M. Y., Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales.Industrial Marketing Management,53, 172-180. Klaus, P. and Maklan, S., 2013. Towards a better measure of customer experience. Luo, X. and Homburg, C., 2013, May. Neglected outcomes of customer satisfaction. American Marketing Association. Mithas, S., Krishnan, M.S. and Fornell, C., 2013, May. Why do customer relationship management applications affect customer satisfaction?. American Marketing Association. Pappas, I., G. Pateli, A., N. Giannakos, M. and Chrissikopoulos, V., 2014. Moderating effects of online shopping experience on customer satisfaction and repurchase intentions.International Journal of Retail Distribution Management,42(3), pp.187-204. Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market.Journal of Retailing and Consumer Services,21(2), pp.118-129. Peppers, D., Rogers, M. (2016). Managing Customer Experience and Relationships: A Strategic Framework. John Wiley Sons. Wu, L., 2013. The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust.International Journal of Information Management,33(1), pp.166-176.