• Internal Code :
  • Subject Code : BIZ104
  • University : Laureate International Universities
  • Subject Name :

Executive Summary

This study will demonstrate my customer experience of a customer for cosmetic and for jewellery shopping. From cosmetic shopping, I came to know that it is very significant to recognize the needs and demand of the customers and make loyal customers more connecting towards the organisation. While the high cost of the product and no loyalty program conducted by the organisation are the touchpoints of negative experience.

Table of Contents


Touchpoints for positive experience 

Touchpoints of negative experience 

Thoughts and actions during the customer journey 

CEM concept in customer journey 

Proto Persona profile 

Comparison between two customer experiences 




I have always enjoyed shopping and I have a different kind of love for cosmetic and jewellery. This study will demonstrate my customer experience individually for cosmetic and for jewellery shopping. As a cosmetic lover, I have a positive experience which impacted my customer journey experience fruitful. I have visited the ModelCo beauty store in Australia and the product that they deliver is so amazing and beautiful. The skincare products are always important for girls and organisation products are highly suitable for all type of skins (Man & Yang, 2018). While on the other hand the customer journey for Natasha Schweitzer which is one of the best jewellery brands and has a diverse range of necklace earring bangle necklace. I have a negative experience and the store have high prices of the products and there is no loyalty program at that time for the existing customers. 

Touchpoints for A Positive Experience

The two major touch points related to my positive experience with ModelCo beauty is that the customers are considered are addressed the main priority of the firm. The main thing that I admire about the organisation is the diversity in the products. The customer's feedback is really important for the firm and different products are involved as per the demand of the customer is available on the store. The second touchpoint related to a positive experience is the discount they provide to loyal customers. I have visited stores much time and I am the loyal customer of the organisation and there are various discounts that the organisation provides to loyal customers. Therefore this is one of the touchpoints of my experience from the store and due to the diversity of product organisation is one of the best skincare firms that I can rely on.

Touchpoints of A Negative Experience

The negative experience that I had with Natasha Schweitzer is that the cost of the jewellery is extremely high and as I am already an existing customer of the organisation but there is no discount for me as I am the loyal customer of the organisation (Ma & Yang, 2018). The high cost of the product and no loyalty program conducted by the organisation are the touchpoints of negative experience.

Thoughts and Actions During the Customer Journey

As I am a shopping lover and purchase a lot of product from different brands and organisations. But in the case of cosmetics, I am a bit fuzzy and choosy. But the experience that I had with the organisation is very different. I selected all the products and then visited the cash counter to pay bills and I got to know that I am the loyal customer of the organisation. As I am the loyal customers then the organization will provide special discounts to loyal customers. However, the experience that I have gained from a jewellery store is very disappointing because the cost of the product is very high and I will never visit the store again because the product is of high cost and there is no preference to the loyal customers of the organisation. I also reported feedback that the price is very high and the services are not up to the mark on their feedback book. 

CEM Concept in The Customer Journey

This concept is a collective process that forms often used to monitor and change their interaction with the customer through the customer lifecycle. There are majorly four kinds of components of customer experience strategy implement by the firm (Mohamed & Li, 2017). The four components of concept in customer journey doing it the first time, origin access to services, customer services and listening and learning.

The CEM concept that relates to a positive experience is the customer services as the organisation already know to retain the customers and deliver all kinds of services that attract them. The cosmetic organisation knows how to retain its customer and provide the loyalty program and give discounts on various products in order to retain its customers. The customer experience management concept related to the negative experience is the listening and learning as the organisation take no action on my feedback aid on the services that the organisation provide. Therefore the organisation needs to work on these feedbacks and enhance its services.

Proto Persona Profile

Proton persona profile is attached in the appendix which demonstrates pain points, needs and goals that have been established. Proton Persona diagram for the negative experience has the two pain points that I related to the process of pain points and support pain points (Yeo, Mohamed & Muda, 2016). I had a bad experience with their services because no action was taken on the feedback that I have provided to the organisation (Chan & Mansori, 2016). These pain points are directly related to the goals and needs. The positive points of customer experience are that organisation acknowledge the needs of customers and provide a special discount to their loyal customers. The firm effectively manages the communication with the customers and the customer is satisfied with the services.

Comparison Between Two Customer Experiences

When comparing the negative as well as the positive experience I have encountered as a customer and know the insights of good customer experience. In my positive experience with the cosmetic brand, I came to know that it is very important to acknowledge the needs and demand of the customers and make your loyal customers more connecting towards the organisation. In terms of negative experience that I came to know that it is very important to work on the feedback given by the customers and take corrective action in order to eradicate the issue faced by the customer (Abhari, Haron & Saad, 2019). After comparing both the customer experience the two points that I experience is that customer feedback is very important to enhance the services and giving more privileges to loyal customer is also important for the organisation.


It is concluded from the study that positive experience with the cosmetic brand I came to know that it is very important to acknowledge the needs and demand of the customers and make your loyal customers more connecting towards the organisation. While the high cost of the product and no loyalty program conducted by the organisation are the touchpoints of negative experience.


Abhari, K., Haron, M. S., & Saad, N. M. (2019). In Search Of Customer Experience Management In Service Industry The Importance Of Experiential Interfaces.

Chan, Y. Y., & Mansori, S. (2016). Factor that influences consumers' brand loyalty towards cosmetic products. Journal of marketing management and consumer behavior, 1(1).

Ma, Y., & Yang, S. (2018). An empirical study of female e-shopper’s satisfaction with cosmetic products in China. International Journal of Business and Management, 13(3), 211-219. 

Mohamed, R. N., & Li, Y. B. (2017). Interdependence between social value, emotional value, customer experience and customer satisfaction indicators: The case of halal cosmetics industry in Malaysia. Pertanika Journal of Social Sciences and Humanities, 25, 131-142.

Yeo, B. L., Mohamed, R. H. N., & Muda, M. (2016). A study of Malaysian customers purchase motivation of halal cosmetics retail products: Examining theory of consumption value and customer satisfaction. Procedia Economics and Finance, 37(16), 176-182.

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