CUSTOMER EXPERIENCE STRATEGY ASSIGNMENT SAMPLE
CUSTOMER EXPERIENCE STRATEGY ASSIGNMENT SAMPLE
The importance of customer experience
The customer experience means the culmination of how a consumer interacts with a company or organization. It includes all of the many interactions a consumer has with the company, such as their interactions with customer service representatives, their experience using the products or services of the business, and their overall opinion of the company.
Gaining a positive understanding of customers is a common company objective since it may boost client happiness, loyalty, and advocacy. On the other side, a bad customer experience might result in consumers being displeased and possibly spreading unfavorable word of mouth about the business.
An Indian streaming service called Voot provides live news, TV episodes, and films (Sadana and Sharma, 2021). It is accessible on a range of devices, such as our mobile devices, tablets, and smart televisions. In addition to a variety of licensed material from Indian and other studios, Voot also provides original programming. The site is open to all users, and a premium membership option is available that grants access to extra features and content including ad-free viewing and access to live sporting events.
The user interface and navigation of a platform for streaming videos like this are straightforward and simple to use. Users should have little trouble finding and learning about fresh information that interests them. a smooth streaming experience with less stuttering and a sharp image (Saini, 2020). A supportive and accommodating customer service staff may enhance the experience.
Customers could want help with technical support, financial concerns, or other queries. By guiding customers towards new shows and films that they might like, personalized suggestions for fresh content can improve the customer experience. A video streaming platform’s user interface should be simple to use, provide a large variety of content, and offer useful support when required.
Consumer persona creation
The process of developing comprehensive personas for an organization’s target consumers is known as “consumer persona creation.” These profiles often include details about the persona’s interests, values, and motives in addition to demographic data like age, gender, income, and education level (Parnami and Jain, 2021).
The development of client personas aids businesses in better comprehending the wants, needs, and behaviour of their target audience, which is crucial for producing an effective user experience. A more individualized and gratifying customer experience for generation z may be achieved by firms by studying consumer personalities and then tailoring their goods, services, and marketing initiatives to better fit the demands of their target demographic.
| Demographics and Story of the generation z person | Profile of the generation z person | Motivation for using Product/ Service by the generation z person | Goals for using Products/ Service by the generation z person | Pain points the Product/ Service solves for the generation z person |
| Voot has been concentrating on a younger demographic segment known for being early adopters of OTT services, notably Generation Z. | The term Generation Z refers to the generation raised between 1997 and 2012. They are digital natives who place a premium on integrity, variation, and ethical behaviour (Chen, 2019). They seek personalized content that is available on-demand and delivered through mobile devices. They are also avid users of social media and crave engagement with their favorite brands and content creators. | Generation Z is motivated to use Voot streaming platform for its diverse and personalized content that can be accessed anytime, anywhere through mobile devices. They are also attracted to its interactive features, social media integration, and affordability. Additionally, Voot’s emphasis on social responsibility and inclusivity aligns with the values of this socially conscious generation. | Generation Z uses Voot streaming platform to achieve their entertainment and information goals, stay connected with peers and explore diverse content. | Voot streaming platform solves the pain point of limited access to personalized and diverse content, providing on-demand entertainment and information. |
Table 1: Promoting motivation of using products (Source: Self-created)
Mapping the customer journey
The whole series of encounters a client has with a business, from first becoming aware of it through post-purchase assistance, is referred to as the customer journey (Sundaravel and Elangovan, 2020). It encompasses all points of contact with a consumer that affect their choice, such as social media, websites, customer support, and in-person interactions. Companies may discover opportunities, pain areas, and touchpoints to optimize and create a smooth customer experience by mapping the customer journey.
The Voot streaming platform’s customer experience for Gen Z users starts with awareness and discovery via social media, search engines, and word-of-mouth. After that, they examine the platform’s features and content, assess the cost, and take rival platforms into account. After registering, users interact with the platform’s community, features, and content with the potential to become devoted users and advocates (Sharma and Lulandala, 2023).
| Stages of Journey | Activities | Feelings and needs | Potential opportunities for improvement |
| The steps are as follows: knowledge, assessment, buying, initiation, use, and renewal. | Watching and searching for content on a streaming service. | Feeling amused while resting to escape reality, as well as comprehending personal progress as he/she learns something new from the content. | Cost effectiveness, availability, and improved customer service, as well as personalized content selection, all contribute to a better user experience. |
Table 2: Different stages of journey (Source: Self-created)
Reference
Parnami, S. and Jain, T., 2021. A study on increase in the usage of OTT streaming services. International Journal of Research in Engineering, Science and Management, 4(8), pp.142-145.
Sadana, M. and Sharma, D., 2021. How over-the-top (OTT) platforms engage young consumers over traditional pay television service? An analysis of changing consumer preferences and gamification. Young Consumers.
Saini, N., 2020. Usage of OTT platforms during COVID-19 lockdown: trends, rationale and implications. PalArch’s Journal of Archaeology of Egypt/Egyptology, 17(6), pp.4212-4222.
Sharma, K. and Lulandala, E.E., 2023. OTT platforms resilience to COVID-19–a study of business strategies and consumer media consumption in India. International Journal of Organizational Analysis, 31(1), pp.63-90.
Sundaravel, E. and Elangovan, N., 2020. Emergence and future of Over-the-top (OTT) video services in India: an analytical research. International Journal of Business, Management and Social Research, 8(2), pp.489-499.
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