Assignment Sample on Customer Experience Strategy

Introduction

Customer experience (CX) is a crucial component for businesses in recent years, as it contributes to their success. The current report is focused on customer experience strategy by considering Voot, video streaming as its product, and India.

1. The importance of customer experience

Customer experience significantly refers to how businesses are focusing on their business strategy in terms of engaging customers and every point of the buying journey specifically from marketing to sales to customer service (Tom Dieck and Han, 2022). In Industry 4.0, customers are heavily expecting multiple channels for engagement that significantly anticipate that the brand should focus on the needs and wants that can significantly reward brands with relevant loyal consumers (Dwivedi et al. 2023). Referring to this, connected data is one of the most crucial aspects a company focuses on in order to improve customer experience along with enhancing personalised customer experience and customer service touchpoints. In this connection, it has been noted that 42% of customers have significantly focused on paying more if they feel that a customer experience is more welcoming (Flynn, 2023). Moreover, with improved CX companies are able to increase their revenue by 10%-15% (Flynn, 2023) (Refer to appendix 1). Additionally, with poor customer experience 89% of the consumer has the possibility to switch to a competitor brand, which can directly impact the entire business operation (Flynn, 2023).

Figure 1: Voot users by age

(Source: Elad, 2022)

Referring to the case of Voot, it has been noted that in the Indian marketplace, the organisation has been operating with its video streaming aspect that has been supported by a subscription-driven strategy (Jha, 2021). Apart from this, Voot Select has been significantly relying on freemium, a combination of subscription-based strategy and advertising that significantly generates growth in the Indian market completing approximately 60 OTT platforms (Jha, 2021). This hybrid strategy has worked wonders for the organisation, as there has been a 30% increase in subscribers in July 2022 (Elad, 2022). Apart from this, there have been 12.2 million unique visitors, which have led to 93.44% of organic traffic and 6.56% of paid traffic (Elad, 2022). Thus, it can be stated that with the support of business strategies, Voot significantly refers to improving its customer experience while offering them the best possible service and experience.

2. Consumer persona creation

Customer persona is considered as a fictional representation of a consumer or target audience of an organisation (Akre et al. 2019). The creation of a consumer persona allows businesses to properly understand the requirements and desires of their consumers, which further helps them to improve their customer experience strategies. Likewise, the creation of a customer person plays a crucial role in the development of the CX strategy of businesses, as it provides a visual representation of consumers by reflecting their desires and pain points.

Considering Voot and its video streaming content, a consumer persona of a generation z customer has been structured below:

Table 1: Consumer persona

3. Mapping the customer journey

Customer journey is considered as a complete experience of an individual with a specific organisation or brand and product. Businesses create customer journey maps to have a visual story of their customer’s interaction with their brands or product and take the initiative for improving their experience (Rana et al. 2021). A customer journey map assists businesses in having an effective CX strategy, as it allows them to understand customers’ needs, identify pinpoints and areas for improvement, and ensure customer-centric decision-making.

In relation to the generation z consumer persona a customer journey map structured below:

Table 2: Consumer mapping journey

4. Omnichannel marketing

Omnichannel channel marketing is considered as a strategic approach of businesses that provides them with a seamless as well as integrated CX across multiple channels. Omnichannel marketing emphasises creating a consistent brand experience with the use of multiple channels that ensure better interaction with customers (Rodríguez-Torrico et al. 2023). Hence, omnichannel marketing is key for businesses nowadays to improve their CX. Customisation is considered as to adapt aspects such as product offerings, content, and others for improving CX in order to match specific references of every customer. In omnichannel marketing, the role of customisation has importance in terms of tailoring consumer experience to the preferences, behaviours, and requirements of individuals (Thaichon et al. 2023)

Voot is observed to have an omnichannel marketing strategy for ensuring the sales of its video streaming products. In this regard, findings indicate that the organisation uses several marketing channels including direct marketing, referrals, organic search, social media, mail, and others, as illustrated in figure 2 (Similarweb, 2023). The omnichannel marketing of the company includes digital marketing initiatives and other marketing communication initiatives such as mail and messages. In particular, direct traffic is the top traffic source of the company in its all marketing channels, which is driving approximately 78.21% of desktop visits, as of May 2023. Apart from that, it is also observed that organic search is its second leading marketing channel in terms of driving traffic, as it derived approximately 20.11% of its overall traffic in May 2023 (Similarweb, 2023). On the contrary, the most hunter utilised marketing channel of Voot is paid search.

Apart from that, in terms of social media or digital marketing, the organisation is using different social media platforms such as YouTube, Reddit, Facebook, WhatsApp, Instagram, and others. The social media traffic distribution of Voot reflects that YouTube is the leading social media traffic distribution platform for the organisation as it ensures approximately 93.38% of its traffic (Similarweb, 2023). On the other hand, Reddit is generating approximately 2.16% of its social media traffic and Facebook is generating approximately 2.01% of its social media traffic, which is significantly low (Similarweb, 2023). However, they are contributing to the customer experience of Voot, by allowing customers to interact with the company and video streaming content on social media platforms by liking, sharing, and commenting.

The use of this kind of marketing channel has been assisting the company to ensure a seamless CX, which further impacts its sales rate in a positive manner. For evidence, the organisation has approximately 98.04% of its users in the country, which is the maximum number of its users around the world (Refer to appendix 2) (Elad, 2022). The percentage of users of Voot in India indicates a growth in the number of visitors to its side by approximately 109.4% (Elad, 2022). This is clearly pointing out that the omnichannel marketing initiative of the organisation is improving its CX, which is resulting in an increased number of customers.

5. CX performance metrics

Tracking performance metrics is one of the important aspects for businesses nowadays because it has a great potential to provide them with valuable information regarding their business and CX. According to Wijaya et al. (2019), CE refers to customer experience that has the potential to provide companies with the knowledge regarding perception of their customers. CE can be used as a performance metric by businesses, as it can assist them in improving CX. This performance matrix considered different factors such as customer loyalty, engagement rate, satisfaction, and overall perception. That can be measured by feedback and surveys for gathering insights into the preferences as well as sentiments of customers. On the other hand, CES (Customer Effort Score) is a metric that can be utilised by businesses for measuring the level of effort of their customers for achieving their desired outcome while they interact with companies or their products (Agag et al. 2023).

In accordance with the study of Guillot et al. (2023), CES always emphasises evaluating the ease as well as the difficulty of the journey of a customer. In other words, this metric emphasise asking customers about their experience or rating their CX on the scale of ease and difficulty that they face during their interaction with a specific company or brand. Furthermore, the score can be evaluated and utilised for businesses for improving their CX. CES is extremely valuable for businesses due to its ability to assess the rate of customer loyalty as well as satisfaction and focus on reducing customers’ efforts. This can further lead to a higher level of customer satisfaction, which is extremely crucial for increasing sales rates.

Considering the ability of performance metrics such as CES and CE, to contribute to the improvement of CX of businesses, it is understood that CES is the most preferable performance metric. Therefore, it is recommended to Voot to emphasise using this particular performance metric for its products. This is because CES has a great ability to help the organisation to improve its CXand satisfaction rate (Agag et al. 2023). In this regard, findings indicate that organisations with a better consumer experience mindset have the potential to drive approximately 4% to 8% higher revenue in comparison to other companies in a similar industry (Morgan, 2019). This is the reason that approximately 84% of businesses around the world are working for improving their CX (Morgan, 2019).  Therefore, considering CES will be the best choice for Voot as it can ensure its revenue growth by improving CX and customer satisfaction.

6. CX processes in different industries

The structure of Voot is specifically based on Video-on-demand services that allow consumers to view TV episodes and films online (Anand, 2021). The platform company provides daily soap, shows, television, films, and reality shows centred on the four pillars of content that are drama, reality, comedy, and kids (Anand, 2021). This allows consumers towards unlimited films and episodes. Apart from this, it has been noted that the structure of the organisation offers blockbuster movies, TV shows, and Voot Originals that are absolutely free with over 35,000 hours of exciting content in different languages (Anand, 2021). Apart from this, in terms of business structure, Voot should focus on considering the business structure of other OTT platforms such as Netflix, HBO, and Amazon Prime, which are widely renowned organisations in the video streaming industry.

Referring to the people, it has been noted that Viacom18 Media Pvt Ltd has announced a change in its executive team with a specific focus on developing and strengthening its broadcast in digital operation (Jha, 2021). In this context, it can be stated that Voot is significantly focusing on the latest transformation and requirements that are essential to attract consumers to a great extent. Moreover, organisations such as Netflix, and Amazon Prime are significantly having a better perspective of their digital and broadcast operation, which are improving their business market to a great extent with a wide range of visitors (Castro and Cascajosa, 2020). Thus, in terms of improving the entire prospect of business growth the leadership and the people management at Voot have been significantly transforming in terms of positioning a better digital operation and broadcast.

In terms of measurement, it has been noted that Voot is the go-to destination for millions of consumers in terms of referring to Video-on-demand content. Voot has been able to measure both conventional and non-standard sources that include APK installed through OEM and retail outlets; this has been significantly done with the support of Apps Flyer’s extensive measurement capabilities (AppsFlyer, 2023). The Voot team has been able to swiftly test and enable partners across media sources including Twitter and Facebook (AppsFlyer, 2023). The organisation’s data-driven strategy has significantly produced excellent outcomes, which has allowed the cost per recruited to fall by 80% and an 80% increase in user quality and over 85 million additional installations (AppsFlyer, 2023). Voot is currently leading in OTT platform with a highly competitive market with a daily average of 50 minutes of video viewing and in-app engagement (AppsFlyer, 2023).

Referring to the case of the CX process, in Voot, the organisation significantly focused on a data-centric approach along with offering a context of freemium, which is a mix of advertising and subscription-driven strategy (Jha, 2021). This allows a context of better customer experience that satisfied the needs and demand respectively. However, in terms of Facebook, the organisation focuses on understanding the customer journey with three processes that is awareness, consideration, and conversion (Facebook, 2023). Through this process, Facebook significantly maps the customer journey while defining the target audience, which particularly improves the customer experience. Hence, comparing both organisations, it has been acknowledged that their way of operating with the CX process is different, however, it is supporting both companies to sustain in the marketplace.

Conclusion

Considering the entire report, it can be concluded that Voot is one of the efficient organisations that are focusing on CX strategy in terms of connecting consumers with the aspect of advertising and subscription-driven strategies. Through this context, the great importance of customer experience has been identified in the organisation, which has been showcased with consumer persona creation while making the customer journey effective. By critically analysing CX performance metrics, it is understood that CES is beneficial for Voot. Apart from this, a context of omnichannel marketing has been showcased where YouTube has been the major area of focus of Voot with a context of direct marketing.

Reference list

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