MSc Management Customer Experience Strategy Assignment Sample 2023

Introduction

From its very 1999 inception, among the products with the greatest rate of growth in the Indian beverage industry seems to have been Coca-Cola’s lime beverage. Its top seller inside this lemon beverage segment is now Sprite. It occupies the top spot globally and ranks as the third highest.

It ranks as the third most widely distributed beverage with carbonation worldwide, behind Pepsi and Coke. In a variety of settings, the company has so far been successful in building a powerful yet appealing marketing strategy. The origins of Sprite’s trademark as well as its symbol go back for further than the origins of the company altogether, giving the beverage a special heritage. The “Sprite lad,” a fictional figure invented by Coca-Cola to represent or to uphold the company’s reputation, gave rise to the moniker Sprite.

1. The importance of customer experience

Definition of Customer Experience:

All totality of a consumer’s impressions and emotions because of their encounters with just a company’s goods and offerings are known as the consumer experience (CX). Service quality includes all phases of a consumer’s interactions with a product, from the first marketing strategy to continuous utilization to reprocessing or repetition of business (Holmlund et al. 2020).

Every company that has clients offers a unique customer experience, even if the company is aware of it. Consumer experience relies upon this impression as well as the views of consumers, as the name suggests. Buyers ultimately decide if a company sells a decent result or offers exceptional consumer offerings (Rahimian et al. 2020).

Role of Customer Experience in Sprite of Coca Cola Company:

Marketing professionals get more options than before to provide customers a memorable time because of the proliferation of wireless networks and easy information accessibility. In order to constantly satisfy its consumers to stay on top of changing buyer tastes as well as behavior, Coca-Cola has adopted modern technology.

Coca-Cola vending machines can analyze shopper information in real-time and take the necessary actions to enhance buyer experience. Every distributor is given the ability via AI to market personalized and popular tastes to customers (Gilboa, Seger-Guttmann and Mimran, 2019).

Throughout each phase of interaction, consumers are perceiving and experience something, which leads consumers to make draw conclusions. From happiness to indifference to dissatisfaction, emotions may fluctuate. Whenever a consumer is helped effectively, judgments may vary from favorable to unfavorable, like evaluating the business as pleasant or inept while coping with delayed and aggravating service quality. Each interaction with the subsequent might produce completely different feelings and opinions.

As a result, providing outstanding consumer service monitoring is crucial not just since it’s typically the correct way to boost shopper retention, as well as it just creates good economic awareness (Keiningham et al. 2020).

2. Consumer persona creation

Definition of Consumer Persona

The customer persona can be described as moderately fabled representation of the intended shopper based on retail study and real information regarding company’s current customers. It includes customer characteristics, behavioural trends, driving forces, including goals.

One may comprehend diverse groupings of buyers using customer personas. To learn about a certain person’s geographic location, maturity level, as well as one ‘s typical buying habits. One may better connect such homogeneous parties’ objectives by comprehending them properly by making use of that whole knowledge (Batat, 2019).

Demographic and story	The primary target customer of Sprite is the youth or people ranging between the age group of 12 – 35. But it also includes people of above age, people having gastric issues and it also serves family packs thereby making Sprite everyone’s favourite.
Profile	As per the refreshment industry’s latest report 2022 statistics, Sprite, a lemon-flavored refreshment from Coca-Cola, had grown to be a million and million bucks’ product in India.
Motivations	The attractive slogans of Sprite such as “Sprite bujhaye pyaas, baaki all bakwas” and others connects with the youth. Moreover, its lime taste also acts as a source of motivation.
Goals	Sprite is a caffeine-free drink and is mostly consumed for its citric taste as a refreshment.
Pain points	It contains a lot of sucrose, which might lead to a rise in carbs, calories, or other negative effects including hypertension (Witell et al. 2020).

Table 1: Implication of Demographics

3. Mapping the customer journey

Definition of Customer Journey and its role

This term “customer journey” refers to the sequence of contacts among a consumer as well as a business which take place whilst consumer works toward a certain outcome. Choice may better comprehend overall route consumers take first from the time people acquire conscious about an unmet requirement to the time people purchase and utilize an offering or item through outlining the route for consumers.

Businesses that put a strong emphasis upon that shopping cycle decrease churn and consumer problem areas through giving consumers satisfying encounters which leave them feeling appreciated.

Through utilizing such customer journey method, businesses concentrate mostly on important consumer interaction points, turning problem areas into pleasurable, linked encounters and “amazing” events. As a result, advantages including an increase in consumer happiness indices, income, and overall contentment ratings are produced, converting clients towards devoted brand ambassadors (Shi et al. 2020).

Different stages of journey

Stages of journey	to communicate the hidden spirit to buyers, a allowing employees to vend one on one to buyers, massive advertising campaigns, prominent activities planned to attract scrutiny
Activities	released commercial discussing their rank; the company has collaborated with Amazon Prime Video and Voort, nation’s major OTT services.
Feelings and needs	Sprite constitutes devoted customers who refuse to consume anything except sprite. The organisation has a solid base of dependable distributor, which allows it to avoid distribution network delays.
Potential opportunities for improvement	Tackling changing consumer behavior before rivals; being part of Coca Cola can be beneficial; social media presence; health benefits (Kuppelwieser and Klaus, 2021)

Table 2: Different stages of journey

4: Omnichannel marketing

Definition of Omnichannel Marketing

In order to provide a powerful buyer satisfaction, omnichannel marketing combines identity, message, digital and physical interactions flawlessly as customers progress along the marketing pipeline.

Advertising campaigns are seen through the lens of the buyer in omnichannel marketing. Shoppers may still communicate with companies through a vast array of platforms, including the internet and customer care phone numbers (Bueno et al. 2019).

An easily recognizable branding makes it easier for customers to recognize it, while personalization depending on their needs and purchasing behavior increases the likelihood that they will engage with native advertising throughout platforms.

Role of Omnichannel Marketing

These optimal solutions may be attained by establishing omnichannel consumer connections, which could differentiate a product:

Improved Consumer Satisfaction

As omnichannel marketing puts overall consumer experience (CX) prior to platform, it boosts shoppers’ encounters. Businesses may increase revenue and boost loyalty through putting the buyer first rather than the system (Mihardjo et al. 2019).

Unified Trademark Approach and Design

Establishing an instantly recognizable customer base with that attitude is necessary for a flawless policy throughout platforms. Companies must build a reputation on the requirements as well as beliefs of their key audiences. This would result in greater commitment and thus more precise message (Godovykh and Tasci, 2020).

Raising Profits

An omnichannel strategy motivates clients to interact with a company via many interfaces or media. Studies suggest how clients who connect among many interfaces appear toward being 30% more profitable, therefore enhanced, varied connections at every step of a purchasing cycle could drastically enhance income. More personalized communication likewise fosters trust, increasing the likelihood that a consumer would use the product repeatedly (Chylinski et al. 2020).

Improved Credit Information

Adopting an omnichannel strategy must apply to both business machine learning and how people engage using the business. Companies may effectively comprehend the buyer experience, whether and how customers want to connect, as well as which initiatives really generated the greatest benefit through measuring interactions throughout platforms (Rather, 2020).

Different marketing channels of Sprite

Aiming, classification, or placement

Depending over the marketing strategies in 4 key classifications, regional, profiling, and attitudinal plays with many businesses. Sprite’s marked customer base are young individuals between the ages of 12 and 35 since studies have demonstrated that such demographic is among the product’s biggest consumers (Flavián, Ibáñez-Sánchez and Orús, 2019). Although in order to create Sprite a commodity for everyone, advertising is going to be done to attract seniors.

Media Advertising

The very first worldwide publicity stunt is called “LET’S BE CLEAR.” This contemporary promotion was designed to seem like the switch of Sprite’s old color cans and bottles into transparent ones, which made these simpler to reuse. This stance has resulted in an increase in revenue. A collaboration involving Drake and Sprite was indeed the “Sparks” Promo and profit jumped. Sprite beverages reputation been revolutionized by “Obey Your Thirst” marketing (McColl-Kennedy et al. 2019).

Cyberpessimism Techniques

The “BUY NOW” button upon that Sprite webpage links customers t websites of Sprite retailers in local area. Coca-Cola too had developed “improvise distributors,” whereby the company collaborates alongside dining and store clients to develop new methods to distribute additional beverages, such as via Amazon Echo. Several mobile applications have also been launched to facilitate the purchase (Fernandes and Pinto, 2019).

Since its creation by Coca-Cola, among the largest soft drink industries in the country, Sprite has gained international recognition. Among the most important factors is company recognition, product attributes, and product promotion. Sprite is constantly reinventing and upgrading while retaining the youngsters in consideration by incorporating new, creative concepts.

Sprite, for example, is largely dependent on brand building and is continuously searching for smart strategists.

5. CX performance metrics

Customer Satisfaction Survey

This is a statistic used by companies to determine how happy a consumer feels. Consumers’ opinions of an item or services that one had already utilised purchased are discovered through polls. Consumers rank one ‘s overall satisfaction with a range of very delighted to severely dissatisfied.

While operating a company and unsure if consumers are pleased using the good, one may use CSAT assessments to determine if they’re dissatisfied about the company as well as to develop plans in order to make provide buyers satisfaction (Febrian, Simanjuntak and Hasanah, 2021).

Keeping in mind that nowadays, anybody may post a poor review which thousands of people will see prior mending the destruction. Therefore, CSAT is necessary.

Net Promoter Score

Since consumers typically prefer to check online and consult with friends while purchasing items. So, discovering positive aspects of the company aids consumers with drawing conclusions.

Firms may determine potential consumers’ levels of happiness as well as how consumers view its product using Net Promoter Score, or NPS.

Companies may discover consumers who’d rather serve as spokesmodels using NPS: people who would also suggest company goods or offerings to everybody else.

Companies utilize surveys to learn the NPS to gauge consumer satisfaction.

Customer Effort Score

Customer Effort Score, also known as CES, aids companies in figuring out how much energy consumers must expend to perform a job, utilise goods, or access a function, such as utilizing an application facet or phoning the assistance hotline (Sánchez-Casado, Artal-Tur and Tomaseti-Solano, 2019).

User satisfaction is fundamentally cantered around the idea and implementation of consumer satisfaction survey ratings. Judgment may now concentrate on the phases or procedures a customer passes over. Consumers love interactions that do not necessitate them to spend excessive energy and are as seamless as feasible in a current online environment.

If excessive work is needed, individuals might simply feel annoyed. Because of this, many firms invest increasingly more resources in order to enhance customer satisfaction to ultimately succeed.

Ever since contact had occurred, a poll is shared to gauge CES. This could happen right away once a consumer had utilized any item or paid for delivery. Whenever a company wishes to know how its consumers feel generally about the company, they may utilize it both before and following a conversation about consumer service (Ordenes, Solis and Herhausen, 2022).

Customer Churn Rate

A consumer churn rate is among the crucial KPIs for any organization. This proportion of consumers who stop utilizing company items or interactions during a given period may be determined by looking at the consumer churn rate. Companies may determine the number of times consumers left them in a week, and a half, annually by computing their churn rate.

Role of the Metrics in Sprite Company

Customer Satisfaction Survey is crucial metric that can help Sprite strengthen its customer base by analysing the feelings of their consumer and thereby fulfilling their needs.
Sprite must utilize Customer Effort Score metric to find out the amount of time and energy a consumer is spending on a purchase so that they may not get annoyed and opt for a different brand if not satisfied.

6. CX processes in different industries

CX Critical Success Factors (CSFs) and the process to implement the CSFs

Information, Innovation, plus Assessment

This CX aspect, it must be said, misses this friendly, endearing allure of face-to-face consumer connection. However, a consumer-based IT solution would be essential for giving information requires to create the ideal interaction. Making wise IT decisions pays off in long run and is value of expenditure of corporate assets (Sánchez-Casado, Artal-Tur and Tomaseti-Solano, 2019).

Tiny companies employing networks constructed from networking equipment will eventually run into problems. It would be wise to use tools like Plume Work Pass to transform the outdated infrastructure into an advanced analytics tool within current CX context. Having complete interconnection and unrestricted accessibility to useful information out of certain place is possible with a well-constructed system for local firms.

Interactive Technique

Informal methods aren’t any more feasible in a world when firms must maximise each consumer engagement. In order to send pertinent information towards the correct consumer at proper moment, good corporate would entail choosing the optimal information flow. System reaction speed, friendliness, ease, and realistically establishing consumer requirements have all been components of integrated perspective. One may connect and communicate with company consumers through a plethora of different methods. Ensure that each aspect of the plan is developed based on consumer in mind (Ordenes, Solis and Herhausen, 2022).

Systems And procedures With a CX Concentration

Both management chart of a firm and the layout of the data analysis system are crucial. The CX objectives of the business ought to be in line with the ones of the workforce, customers, including procedures. Although the HR division, that generally had minimal client touch, may profit if a consumer-based strategy pervades the company Ethos. HR personnel can best explain client demands by having accessibility to company analytics solution. Firms may then use that information to take smarter resolution about hiring, rewarding, and retaining staff members.

Quantifiable Objectives to Assess CX Performance

Each company plan must include a quantifiable target in addition to a matching objective. Putting in place a top-notch CX isn’t any different.

A predictive analytics system’s information may be used to gauge effectiveness via a variety of statistics:

Consumer contentment
Consumer turnover, commitment, as well as persistence
Branding, image, as well as campaigning
Customer satisfaction
Participation of employees

One must have the knowledge necessary to execute all the above measures if one concentrates on the prior CX criteria. Move to a fresh company analytics solution if the current one isn’t gathering and processing information to monitor key indicators.

Applicable information includes data from market research, evaluations, online networking clicks, following, plus remarks, engagement monitoring, process quality, including purchases. However, acquiring information is useless unless it is examined and used to inform strategy. Accessibility to CX data plus up a substantial part to utilise it frequently are essential for management individuals at every extent.

Ubiquitous CX

The notion that every customer value a top-notch shopping service is amongst the most apparent nevertheless underappreciated CX truths. Consider a current item bought. What did the customer think of it? Think about the following issues.

– How pleased am consumer is with the purchase?

– Which methods did the business utilise to contact consumer?

– Which media did company employ to promote goods?

– Which branding drew customer’s attention towards the item?

– Which types of study had the customer undertaken to make decision?

– Was the customer contemplating purchasing a comparable or identical item from a different supplier?

Comparison of CX processes on Sprite and Pepsi

It has found through research and analysis that Sprite holds a major share in the market as compared to Pepsi since customers always keep Coca Cola in mind while taking any decision as they are highly satisfied by their products and services. Moreover, the catchy advertisements produced by the Sprite company attracts more youth as they well connect with its slogan. People would usually purchase Sprite over Pepsi (Febrian, Simanjuntak and Hasanah, 2021).

Conclusion

Based on the study’s findings, most consumers felt happy with the Coca-Cola Firm considering the variables which were picked. This survey clearly reveals that buyers are generally faithful to the Coca-Cola brand. In order to gauge the customer’s opinion forward towards the beverage, many criteria have been examined across the study. Since all the company is in direct rivalry with other products, there is more vigour in the industry for fizzy drinks.

Sprite now occupies the leading spot between all product lines; however, it must solidify its status if it wants to avoid attacks from rival products. Apart from these, Coca-Cola would be its closest rival, thus they must develop a successful campaign plan to take on the leading position. In order to sum up, it could be argued that a company must understand what its consumers think regarding its products if it hopes to keep them happy and generate lump sum revenue.

Reference list

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