Customer Experience Management

I have been working with a private company as a creative manger. I wanted to buy a laptop for my designing work and office requirements. I have heard about the Apple MacBook features and witnessed its design on the website handle. My experience with MacBook has been delightful and I am glad I purchased it. The store was designed with trained employees accommodating me on features and usability. The personalized experience at the store was useful for me. The positive experience is linked with how apple has used the design for sleek appearance and providing sales through automated physical line store. The product has appeal with design and quality in screen interface and touch buttons for screen window change for mobility to carry everywhere. Apple considers the customer's voice and puts minuscule details in packaging and customer support in product purchase (Apple, 2020). The personal setup is for device readiness at the store to help me to learn how to use the product through the setup.

The internal email system motions help the service and metrics for tracking customer companies and improvement. The visual aspect of Mac design has been smooth with voice gestures and tutorials for adaptability to the software for introduction. I had decided to purchase the product as ad camping while surfing video sharing application. The e-video kit and purchase evaluation concerned with the need for building a UX office design on my device for my office work. The product feature and design for additional support on replacement and configuration are smooth on Apple. The purchase decision I took by accessing the website that was crisp and clean in design. The packaging radiates quality with design integration and smooth accord with protective gear for the MacBook model which I had purchased. I had connected for the call through enquiring about the survey post-purchase and receive an automated survey and reminder on call/email function. The touchpoints reflect the interactions that customers feel for the product and brand and business without physical interaction. The navigation and design of the website and store have created a great environment for me to buy the product. The use of AI and interface in interaction through AI tool is representation of brand touch points (PwC, 2018). The decision before purchase was long drawn with review on tech website and friend’s recommendation for this purchase as this involved considerable amount.

Th negative experience is linked with listening and learning as I was stuck at the refund process for the order I placed for tablet, I was redirected at the IVR and unbar to connect with relevant customer care executive, they could have used auto mailer or website integrated service for cancellation and refund. This will reflect poorly on their customer service and will affect their customer base as their virtual correspondence is poor. The experience with Apple was good as they had asked for auto-connectedness but Dell had limited the customer care call connectivity timings for call assistance. Dell tablet accessory and wrong design repair process was mind taxing and results in a period 21 days before refund was issued to me. The CEM is designed to meet customer expectation and loyalty with design and reaction (Seligman, 2018).

The persona profile gathered my need for interface and usability for daily usage such as surfing and browsing data for work. As a customer my pain points, need, and goal as reactive to positive and poor experience is highlighted in the Appendix. The experience with digital functionality, dashboard collapse in support and non-customized support for my query is pain points that are directly related to resource-based experience lacking with Dell. This reflects pain points are related to my need for quick-serve and digital interface for work as goals as the need and pain point is solved by MacBook with its outreach prompt response in queries and store based support by reminder and categorization for time efficiency and readiness.

CEM Component

Figure -1- CEM Component – (Daffy, 2019)

The resaving to problem and turnaround facility created functionality for my purchase at Apple with the customization and on-tour digital extinct by Mac support. The contrast experience at Dell with an ecosystem of connectivity was missing in products available, the open stage concept of Apple is customer-centric while Dell is of more sales-based approach. The apple monitor creates assistance for new product support for connectivity to other products by virtual update creates ease in movement and using the interface. The listening and 2 way interaction was disrupted on call for connecting to the expert. The FAQ updated were not aligned for all products and were distinguished accessories and tips were uploaded for refund relating to tablet accessory. The feedback portal despite my compliant was not regularized real time and I had a hard time connecting with the team at Dell for query and resolution. The overall experience has created negative sentiment in my mind for the company products. The virtual support and tech tea failure in updates and configuration further resulted in stretched timeline of events.

The downloading and integration by iTunes and Apple products through access to digital interface encouraged me to purchase the product. The design of the store with informational and need-based interactions career reliability with the product. The quality and reassembling of products via extended guarantee and no-cost replacement increased my inclination towards product (Forbes, 2019). The voice integrated support seems is convenient and user friendly as compared to Dell’s support system. The interface transfer between Dell website and in-store required to log in access and separate login for verifying details which created a delay in applying for the refund. The apple store is the company’s hub in questions for installation that is assistance in extension installation and care facilities. The overall preference for repeat purchase and acknowledged by the Apple team has enriched my inclination towards Apple products with the positive experience in the recent time.

Reference List for Customer Experience Management

Apple. (2020).Supplier responsibility. Retrieved from

Daffy, C. (2019). Creating customer loyalty: Building lasting loyalty using customer experience management. London, UK: Kogan page publishing

Forbes. (2019). Customer experience management is all in the analytics. Retrieved from

PwC. (2018). Artificial intelligence global consumer analytics survey. Retrieved from

Seligman, J. (2018).Customer experience Management- The experiential Journey. USA: The Lulu Co.

Remember, at the center of any academic work, lies clarity and evidence. Should you need further assistance, do look up to our Customer Relationship Management Assignment Help

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