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Customer Experience Management-Marketing-Assignment Solution, Exercises of Marketing

Bangalore UniversityMarketing

This course covers Marketing techniques, principle and theory. This solved assignment for Marketing course was submitted to Prof. Aiman Malhotra at Jnana Bharathi Campus of BU. It includes: Marketing, Management, Compeletion, Improved, Process, Service, Expecting, Extensive

Typology: Exercises

2011/2012

Uploaded on 08/03/2012

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Marketing Management
(MKT501)
Assignment No. 01
Solution
Questions:
1. Do you think that customer experience management strategy is suitable for KPI? Why
or why not?
Solution:
Yes, KPI is in desperate need of experience management strategy, some logical reasons
are as below:
• KPI is in the industry for last 25 years so it is a mature company and can afford
the infrastructural changes by finance, experienced work force, and already
established network across nation.
• KPI has diversified extensive customers’ base.
• KPI has already working with a dedicated customer service team to provide good
services.
• KPI is now facing competition and they need to retain their already established
customer base which is loosing.
• KPI customers are now expecting improved customer services and improved
customized sales order. But actually current processes of the company are not
adequate.
• Currently customer experience index score is low for KPI.
• KPI customers are now becoming aware of the problems in booking and
processing their orders. So this is crucial for company, it they do not take right
measures, soon the company will be out of the business.
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Marketing Management

(MKT501)

Assignment No. 01

Solution

Questions:

1. Do you think that customer experience management strategy is suitable for KPI? Why or why not?

Solution: Yes, KPI is in desperate need of experience management strategy, some logical reasons are as below:

  • KPI is in the industry for last 25 years so it is a mature company and can afford the infrastructural changes by finance, experienced work force, and already established network across nation.
  • KPI has diversified extensive customers’ base.
  • KPI has already working with a dedicated customer service team to provide good services.
  • KPI is now facing competition and they need to retain their already established customer base which is loosing.
  • KPI customers are now expecting improved customer services and improved customized sales order. But actually current processes of the company are not adequate.
  • Currently customer experience index score is low for KPI.
  • KPI customers are now becoming aware of the problems in booking and processing their orders. So this is crucial for company, it they do not take right measures, soon the company will be out of the business.

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2. If KPI has decided to have customer experience management strategy than how would KPI adopt this strategy?

Solution:

KPI needs to do certain activities in adopting the CEM strategy.

Step 1 Analysis of the customers’ needs and wants is required at the first stage. Looking at the provided information in the above case, customers are demanding improved sales process, timely customer services, and to have new offers in their inbox at the earliest. On the basis of this information company need to device a suitable CEM strategy (company should also consider SWOT analysis, resources, work force, and organizational structure).

Step 2 After having strategy formulation, this strategy needed to be connecting with implementation according to the customers’ expectations. A vision of CEM is to be conveyed to the employees of the whole organization.

Step 3 For implementing CEM, an infrastructure is required to be installed based on modern technology. This infrastructure should have the capability to interconnect all the working departments of the organization to share necessary details of the customers. A database of customer’s orders, delivery, and the attitude of the customers should be maintained to provide customized and experiential services.

Step 4 After planning the strategy and implementing in the company. They need to continuously innovate the different experiences for customers. Customers’ point of view in this regard is very important about the products and services. Hence, providing the demanded customized customers services to make customers happy.

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