You May Work Together With Another Student To Create A Prese

You May Work Together With Another Student To Create a Presentation In

You may work together with another student to create a presentation in which you analyze a great customer experience, and a bad one. Create and submit a presentation in which you analyze a great customer experience (CX) based on the CX learning from Chap. 4 of the text, as well as a poor CX brand experience. Include the following: What are the different aspects of the brand experience that work well to create a great CX, the multiple “touchpoints” and channels? In the poor example, what aspects detract from a good CX and why? What key data insights have informed this marketer’s strategy? Identify key points in the customer brand experience and purchase journey, and what CX components are instrumental to these points. We have learned that the CX is a multidimensional construct focusing on a combination of emotional, accessible and functional components (see figure 4.5 from Ch. 4 of your textbook). Discuss each of these components in your examples.

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Introduction

Customer experience (CX) plays a critical role in shaping consumer perceptions, loyalty, and overall brand success. According to chapter 4 of the textbook, CX is a multidimensional construct encompassing emotional, accessible, and functional components that influence how customers perceive and interact with a brand. Creating a positive CX requires strategic understanding of touchpoints, channels, and customer journey stages. Conversely, poor CX often stems from neglecting these elements or failing to meet customer expectations at key interaction points. This essay explores a exemplary great CX and a poor brand experience, analyzing the factors that contribute to or detract from effective customer engagement, supported by relevant data insights and theoretical frameworks.

Great Customer Experience: Aspects and Components

One exemplary case of a great CX is Apple Inc. This brand has mastered multiple touchpoints and channels to deliver a cohesive, emotionally engaging, and highly functional customer experience. Apple’s retail stores, website, customer service, and product design work synergistically to create a seamless experience that emphasizes innovation, accessibility, and aesthetic appeal. The emotional component of Apple's CX is rooted in its brand identity—conveying a sense of innovation, exclusivity, and user empowerment. The accessibility component is evident in user-friendly product design, intuitive interfaces, and a widespread retail presence that simplifies purchase and support processes. The functional component is reflected in reliable, high-quality products and consistent service delivery (Lemon & Verhoef, 2016).

Multiple touchpoints, such as the Genius Bar, online chat, social media channels, and in-store interactions, enhance the overall experience by meeting customer needs within various contexts. These channels provide consistency in messaging, personalized support, and real-time problem resolution, all essential to building trust and satisfaction (Klaus & Maklan, 2013). The journey map highlights significant points such as initial brand awareness, product purchase, onboarding, and ongoing technological support, where CX strategies are crucial. Each of these points emphasizes the importance of emotional attachment, ease of access, and functional reliability.

From data insights, Apple leverages customer feedback and usage analytics to innovate continuously and tailor experiences. Customer satisfaction scores, net promoter scores (NPS), and social media sentiment analysis reveal high levels of loyalty attributable to these well-orchestrated touchpoints. The company’s investment in personalized marketing and proactive customer engagement exemplifies how data-driven strategies heighten emotional and functional dimensions of CX (Foroudi et al., 2018).

Poor Customer Experience: Aspects That Detract

Conversely, a well-known example of poor CX is United Airlines' handling of customer service issues during crises, such as the 2017 incident involving forcibly removing a passenger. Multiple aspects detracted from a positive CX, including poor communication, lack of empathy, and inadequate problem resolution. Customers reported feeling ignored, disrespected, and undervalued during and after the incident. The emotional component of CX suffered significantly due to perceived coldness and insensitivity, leading to emotional trauma and brand damage.

Operationally, United’s failure to efficiently and transparently address the situation contributed to a negative functional experience. Customers faced long wait times, unhelpful responses, and a lack of restitution or apology, which eroded trust. Data insights, such as social media monitoring and customer feedback, illustrated widespread dissatisfaction, compounding the impact of the negative incident. The lack of a proactive, empathetic communication strategy exacerbated the emotional disconnect experienced by customers, illustrating the importance of emotional components in maintaining brand loyalty (Bougie & Sekhon, 2010).

This case exemplifies how neglecting critical touchpoints—such as effective crisis management and customer communication—can detract from the overall customer journey, emphasizing the need for organizations to prioritize emotional intelligence and functional responsiveness. The strategic failure to gather and act upon customer insight also meant missing opportunities for recovery and rebuilding trust.

Analysis of Components: Emotional, Accessible, and Functional

The multidimensionality of CX as outlined in figure 4.5 of the textbook emphasizes three core components: emotional, accessible, and functional. Apple’s success illustrates how integrating these components enhances customer perceptions and loyalty. The emotional component is evoked through branding that inspires feelings of innovation, pride, and belonging. Accessibility is achieved through readily available touchpoints, simplified processes, and user-centric design. Functional components are seen in product reliability and expert customer support.

In stark contrast, United Airlines’ failure primarily impacts the emotional and functional aspects. The incident spared no emotional trauma, leading customers to feel disrespected and unsafe. Functionally, the airline failed to resolve the issue swiftly or effectively, leaving customers distrustful and dissatisfied. This divergence highlights how neglecting these components can undermine entire CX efforts.

The importance of balanced integration of these components is crucial for sustained customer satisfaction. Emotional engagement fosters loyalty, accessibility ensures ease of interaction, and functional reliability sustains trust and operational reputation (Verhoef et al., 2021). Companies that excel in orchestrating these components across multiple touchpoints tend to outperform competitors and foster stronger brand loyalty.

Conclusion

In conclusion, analyzing great and poor customer experiences reveals that successful brands carefully manage the emotional, accessible, and functional components of CX across various touchpoints and channels. Apple exemplifies a holistic approach, connecting emotionally with consumers while maintaining functional reliability and easy access. Conversely, United Airlines’ negative incident demonstrates the detrimental impact of neglecting emotional intelligence and functional responsiveness. Ultimately, integrating these multidimensional components through data-driven insights and strategic touchpoints is essential for cultivating enduring customer loyalty and a resilient brand reputation.

References

1. Bougie, R., & Sekhon, Y. (2010). Service quality: A study of the American Airlines, Delta Airlines and Southwest Airlines. Journal of Services Marketing, 24(3), 181-191.
2. Foroudi, P., et al. (2018). Digital transformation and customer experience: The impact on customer satisfaction, retention, and loyalty. Journal of Business Research, 94, 311-321.
3. Klaus, P., & Maklan, S. (2013). Towards a better understanding of how customer experience drives customer loyalty: The customer experience–loyalty loop. International Journal of Contemporary Hospitality Management, 25(2), 170-192.
4. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
5. Verhoef, P. C., et al. (2021). Customer experience creation: The role of brand and engagement strategies. Journal of Business Research, 130, 639–646.