Analysing a Journal Piece - Assignment Example

In the article Customer Experience Management the author Plamer looks to identify the manner in which a customer experiences gets enhanced by looking towards incorporation different models like inter-personal relationship, service quality and brands. The article states that customer experience of using a product gets enhanced over a period of time especially when the customer uses the products continuously as some emotional factors help the customers to overcome the problems like service quality. This highlights the fact that organizations need to look towards ensuring that the customer experience gets enhanced by developing relationship which helps to improve the use of the product or services. The author also stresses on the fact that organizations need to look towards using different model which helps to develop interpersonal relationship thereby helping organization to concentrate on customer experience management as achieving those will help to achieve customer relationship management thereby building loyal customers for the product or services. The author also states that it is difficult to identify the different factors associated with each individual customer as every one has a different trait thereby making it difficult for the organization to use one approach. This makes it important that different approaches are used to enhance customer experiences. Organization can look forward towards using emotional and perceptual distortion as this will help the organization to build interpersonal relationship and make customer associated with the product or services. Using different models will help the organization understand over a period of time the different factors which can be looked into so that relationship between the organization and the customers develop so that they are able to be satisfied with the services. This will help organization to develop the products or services as a brand and having a close link due to the emotional touch will ensure that customers regularly purchase the goods or services. The author stresses that organization need to develop a process which ensures that customer experience increases and it has been witnessed by the world economy as organizations are looking towards it. The author also presents that it is difficult to measure customer experience as the values and novelty changes but looking into certain factors like the hygiene factors helps to improve the service to a large extent. This has also resulted in organization shifting from mass marketing to customer oriented marketing so that the individual needs can be better understood and customer experience enhanced so that the customer relationship model develops and helps to build long term relationship. The author in the article highlights various strengths which have ensured that organizations using it can improve their performance. The author states that organization should look towards identifying the needs of each customer and based on each individual services or product should be provided thereby looking towards enhancing customer experience. This is very important because “it’s very difficult to find out what customers prefer as their behaviour is irrational” (Abraham, 2009). Marketers need to be very alert and even a slightest of information needs to be communicated else it will result in piling of huge stocks. This makes personal and impersonal factors to be considered while making selling a product or services so that the customer experience gets enhanced. The author also states that organizations should look forward towards using different models which helps to understand the customer better so that they are able to enhance customer experience. A consumer preference changes with the group he is. Social factors determine his purchasing habit (Perner, 2008). Suppose, a consumer comes alone he will purchase something what he likes. It will be according to his likes. When he is with a group of friends he will be influenced (Perner, 2008). The person role or position in the society affects his buying behaviour. (Krishna, 2006) Suppose for example when a person gets promoted then his pattern of purchase changes. This is because with greater disposable income he wants better quality products. Using this and supported by various findings will ensure that the organization is able to concentrate on all customer and look towards enhancing the experience of the customer. The article strengthens by stating that since organization deal with human beings so it is essential that the organization look towards managing the people in a way that helps to accomplish long term relationship and increases the customer experience with the product. Managers manage the overall working in the organization (Rondeau, 2010) and sees that the task is achieved in the best possible manner. The toughest here is to manage people. As things and people are managed so a managers uses his maximum time to manage people and his task is more concentrated on management of people. This makes it imperative that the managers are able to develop long term relationship with the customers so that they can work on the emotional aspect and help to develop long term customer relationship. The article also strengthens the instance that organization needs to find out the individual model which will help to accomplish the task. This makes it important that the workforce has the required skills and is able to develop an emotional touch with the customers so that their experience enhances. Managers need to ensure that they have the ability to work with others to accomplish work, able to communicate effectively and clearly, ability to solve problems and being a team player (Peterson & Fleet, 2005). Managers who have these skills will be able to manage the employees, provide training to them and supervise their work. (Peterson & Fleet, 2005) Organisations that have this talent will be able to know the ways to accomplish the work. The manager will also know the time required to accomplish it. Having people with this skill will help to ahead of competitors. Managers should have the skills to ensure that results are good which will ensure that the workforce is able to provide the emotional touch to the product or services which thereby helps to enhance customer experience. The article also has certain limitations which when worked upon will help to improve the relevance and findings from the article and will ensure better results for the users. One such limitation identified in the article is that it uses quantitative approach to find out the customer experiences. This is practically impossible or limited as it id difficult to provide numbers to customers experiences. A research shows that people from different countries have different culture as a result of which their pattern of influencing other is also different there by suggesting that culture brings about a change in the way person behaves and this gets moulded by the group he belongs to (Ralston, Hallinger, Egri & Naothinsuhk, 2005). This states that using this approach will not provide the correct result as it varies from individual to individual and clubbing them all as one will make the final result appear wrong and calculated. Another limitation of the article is that it uses customer experiences over different situations but the behaviour of individual is fragmented and varies according to situations. This makes it difficult to identify the customer experiences base on different behaviour. This would make the final outcome to be wrong and situation specific instead of being generalized for all situations. This thereby increases the role of the employees who need to understand the behaviour of the customers at the point of service and ensure that the final result are delivered in that way so that customer experiences gets enhanced. Organisations need managers with the requisite ability to perform their duties. With the change business has encountered the way managers perform has also changed. The performance as a result has changed. The change is seen everywhere is reduction of layers, better communication channel, increased competition, boundaries disappearing, and adoption of more flexible work hours. (Worral & Cooper, 2010) This change has brought a change in the skills managers should have and requires that the organization is able to develop a strategy which will ensure that customer satisfaction increases and the problems based on the study provides better results. The article and the study based on it has a lot of relevance and provides some interesting areas which can help different industries as all the industries look towards improving customer satisfaction. Instead of working on customer satisfaction if organizations look towards enhancing customer experience it will have an effect on customer satisfaction and ensure better results. The findings from this are relevant to all industries and by using it better services can be guaranteed. This article has relevance for all industry as it looks into different factors which will help to ensure that consumer experiences get enhanced. One such factor considered is the culture. It is something which humans acquire. This brings a change in human pattern. It makes them do different things. Culture gets ingrained by the group he has. “People belong to different caste, country, creed, colour, and region which affect the manner in which they carry out their duties” (Corinne, 2007). Using this approach will help different industries to concentrate on each individual customer instead of mass marketing which will help to ensure better customer experience and give an emotional appeal thereby making customer more satisfied. This finding also has a lot of relevance as it helps the different industry to understand the training and talent required in the workforce so that customer experience gets enhanced. These are the skills which managers acquire in their work and some are inherited. These skills help managers to understand behaviour of people, develop interpersonal relation and improve motivation and communication (El-Sabaa, 2010). Having these skills will ensure that managers solve problems at that time. Managers who possess these skills will be able to solve conflicts. In this competitive world business units needs to ensure that managers have this skills. This should also match the culture they are working in. For example, a food and apparel industry needs manager who has the ability to manage the sales force. The ability of the manager to look into ways to motivate should transform the business by getting customers. This can be true for all industries as working on the smaller aspect and moulding it to the requirements of the industry will help to enhance customer experience. The findings from this article ensures that the user of the findings based on different industry have the skills to visualize the requirements of the customer and then develop a model which will help to achieve it. It helps the manager to see organisations on a whole and helps to create a viewpoint in the mind (Mintzberg, 2008). Organisations having people with these skills are able to solve problems better. They are better able to visualize things. Conceptual skills improve the performance as it focuses on ideas and concepts (Yukl, 2006). This brings the best out of people. Organisations having managers possessing these skills come with new ideas as the extract the best out. Managers with these skills also have the ability to bring ideas out of others. This will ensure that the different organization that uses this model are able to find important findings based on each individual situation and will help to improve the quality of service for the customers. The findings from the article thereby present imprtant facts which can be used by different players working in the industry. This will help the different players to ensure that they are able to use the findings and ensure that customer satisfaction improves. Since, the article states on the fact that organizations need to look towards enhancing the experience of the customers by having an emotional appeal so the different industries can use it as they have to deal with people to ensure that they are able to achieve the best results. The findings have a lot of relevance as it presents the different aspect of human behaviour that needs to be looked into. This will ensure that the different industries are able to concentrate on the aspect of each individual customer and mould their services which will help to ensure highest satisfaction. The findings can thereby be used for all industry dealing with human beings as it will help the players to ensure that the results help to improve customer experience thereby helping to build customer confidence. References Abraham, T. 2009. Consumer behavior, evolution of preference. Maastricht University Corinne, K. 2007. Integration of social identities in the self: towards a cognitive development model”, Social Psychological Review, Volume 11, page 364-388 El-Sabaa, S. 2010. The skill and career path of an effective project manager. International Journal of Project Management, Volume 19, Number 1, Page 1-7 Krishna, T. 2006. Consumer behaviour-approaches and applications, ICFAI University Press, India Mintzberg, H. 2008. The Nature of Managerial Work. Prentice Hall Perner, S. 2008. The psychology of marketing: Consumer behaviour”, University of South California Peterson, T. & Fleet, D. 2005. The ongoing legacy of R. L. Katz. Management Decisions, Volume 42, Issue 10, Page 1297-1308 Rondeau, A. 2010. What is management and what do managers do. Retrieved on September 11, 2011 from http://www.greatmanagement.org/blog/204/what-is-management-and-what-do-managers-do/ Ralston, D., Hallinger, P., Egri, C. & Naothinsuhk, S. 2005. The effects of culture on work place strategy of upward influence. University of Bangkok, Elsevier Inc Worral, L. & Cooper, C. 2010. Management Skills Development: A perspective on current issues. Leadership & Organisational Development, Volume 22, Issue 1, page 34 Yokl, G. 2006. Leadership in Organisation. Prentice Hall, 5th Edition Read More