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  • Subject Name : Management

Executive Summary of Customer Experience Management

The analyses aim to highlight the positive and negative customer experience for two different fitness centers. It has been identified that organizations that failed to understand customer needs are not able to increase their loyal customer base. Furthermore, the high cost and poor service affect the overall experience of the customer. It has also been identified that businesses must focus on understanding the expectations of their customers so that they can provide the right products to them.



Touchpoints for a positive experience.

Touchpoints for the negative experience.

Thoughts and actions during the customer journey.

CEM concepts in the customer journey.

Proto persona profile.

Comparison of two customer experiences.



Introduction to Customer Experience Management

I have absolutely like fitness activities as it makes me more energetic throughout the day. I also love the feeling of being challenges and winning. When you work out and you observe results, you start building self-confidence. As a fitness lover, I have experienced some positive and negative experiences as well. I was associated with the FitX fitness club which negatively impacted my journey. According to me, fitness clubs are highly important for everyone as they provide necessary guidance about health and diet. On the other hand, I have a positive experience with Anytime fitness as their loyalty programs are attractive and they provide highly effective personal training as well.

Touchpoints for A Positive Experience

The major touch points linked to my experience with Anytime fitness is that they provide both personal trainers as well as a fitness instructor. I always had a passion for fitness and wellness and in general, enjoy working with people. Another touchpoint is that their friendly customer service (Witell et al., 2019). I was their loyal customer but due to some issues, I had to cancel my membership. I was recently put into a situation where I could no longer continue my monthly expenditure for a fitness membership. I speak to Anytime Fitness and not only did they terminate it right away but relinquish the notice period so I was not charged for the approaching month. I believe that Anytime fitness is one of the suitable, friendly, and effective fitness clubs for beginners and experienced people. Furthermore, customer service has made me realized that they care for their customers and provide maximum satisfaction to them. 

Touchpoints for The Negative Experience

I have a negative experience with Fitx fitness club as their membership plans were highly costly with no value-added services. I begin my fitness journey with the FitX fitness club so I was expecting that they can provide effective customer service to me. I have worked out for serious intention at a variety of fitness clubs but I have a negative experience with this one. Also, I choose the place as it was close to my house but later come to know about the service. The particular fitness club was my priority as it was close to my residence but they did not show any interest in providing any advice to me. As a beginner, every customer expects to receive some kind of guidance and support. Furthermore, the high cost and no personal guidance are the major negative touchpoints for me (Kuuru & Närvänen, 2019).

Thoughts and Actions During the Customer Journey

As I am a fitness lover so I always look for a fitness club that can provide maximum guidance and personal training to me. But in the case of FitX, I am a bit confused as I did not have much knowledge and experience. I have selected them as my first fitness club so I believe they must try their best to provide excellent services in order to increase their customer loyalty (Maynes & Rawson, 2016).Though the real scenario was very different as they are highly irresponsible and I was very disappointed as they spoiled my first experience with a fitness club. I also reported feedback about bad customer services and high prices. After this I have tried very hard to search new fitness club then I came to know about Anytime fitness. One of the best things about Anytime fitness is that they provide an opportunity to use the services 24/7 so I can manage my work accordingly. I was contented with the services. As a beginner, I need personal guidance about diet and training, Anytime fitness was highly effective in fulfilling my requirements.

CEM Concepts in The Customer Journey

The concept mainly focuses on designing and responding to customer interactions to meet or exceed their hope, leading to higher customer fulfillment, faithfulness, and support (Seligman, 2018). The CEM concept is highly effective in providing strategies to enhance customer journeys in the most effective manner. Furthermore, origin access to service, listening, understanding users' needs, and understanding future customer needs are some of the strategies offered by CEM. According to this concept, the positive experience is linked with customer service because the businesses know how to capture customer's attention and increase customer loyalty most effectively. In addition, customer experience management linked to negative experience is the understanding of users' needs. The organization failed to understand my needs and requirements. Hence the organization needs to review the feedbacks properly and focus on understanding their customer's needs to maintain customer loyalty.

Proto Persona Profile

The proto persona profile will reveal pain points, requirements, and objectives that have been recognized. The profile will focus on specifying the negative experience as I was not happy with the services of the FitX club. I had a negative experience with them as their membership charges were high and they denied providing any personal training to me (Kuuru, Litovuo, Stenroos & Helander, 2020). Furthermore, pain points are mainly associated with the needs and goals of the customers. On the other hand, the positive points are linked with a timely response to the customer, effective personal training programs, and cancellation of membership in case of emergency without charging anything additional.

Comparison of Two Customer Experiences

The positive experience taught me that it is highly imperative to understand the needs of the user to satisfy him. If the organization understands the goals and needs of the customer then it become easy to make effective engagement with them. I have experienced that some organizations did not take customer feedbacks seriously which affects their loyal customer base. In my case, the positive experience revealed that effective customer service and customer service support can help the company to increase customer loyalty (Zaki & Neely, 2019). The comparison was effective in understanding that businesses must put more emphasis on understanding customer needs and offering timely support to them.

Conclusion on Customer Experience Management

It has been concluded from the overall analysis that my positive experience was linked with Anytime fitness as they understand my needs and provide the right training and effective customer services. In addition, highly membership chare, and no personal guidance or support acts as negative touchpoints. Also, the negative touchpoints revealed that it is essential to understand the expectations of the customers in order to offer the right product and services most effectively.

Reference for Customer Experience Management

Kuuru, T. K., & Närvänen, E. (2019). Embodied interaction in customer experience: a phenomenological study of group fitness. Journal of Marketing Management35(13-14), 1241-1266.Kuuru, T. K., Litovuo, L., Aarikka-Stenroos, L., & Helander, N. (2020). Emotions in Customer Experience. In Society as an Interaction Space (pp. 247-274). Springer, Singapore.

Maynes, J., & Rawson, A. (2016). Linking the customer experience to value. McKinsey Insights.

Seligman, J. (2018). Customer Experience Management-The Experiential Journey. Lulu. com.

Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O., & Burton, J. (2019). Characterizing customer experience management in business markets. Journal of Business Research.

Zaki, M., & Neely, A. (2019). Customer experience analytics: dynamic customer-centric model. In Handbook of Service Science, Volume II (pp. 207-233). Springer, Cham.

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