Customer Experience Research – Term Paper

Customer Experience

1.0. Study Background

           Customer experience is one of the products used for interactions between clients and the business organizations for the entire duration of their relationship. The interaction between the two parties includes awareness, attraction, cultivation, discovery and advocacy among others. The perception of the customer on rational, emotions, psychological interactions and sub-consciousness with any component of the organization constitutes customers experience. The perceptions of the customers influence their behaviors and establish memories that drive their loyalties to the business enterprises and also influence the economic values attached to the organization. Customers experiences management therefore represents a complex process of comprehending the organizational relationship with their clients. When this concept is addressed efficiently, it may result into eased customers acquisitions and drive their loyalty for the business. As a result, this process results into enhanced customers retention (Schmitt, 2009, pp 705).  

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Customers experience also entails both the interactions via traditional channel including purchases, call center communications and customers service requests among others. Besides, it also entails other mechanisms such as social network including facebook and twitter among others. In order to effectively manage customers experience, businesses requires to establish strategies that entails all relevant customers touch points throughout the organization. The concept of customers experience management is therefore a collection of processes within a company that are used track, organize as well as oversee each level of interactions between clients and the organization via the customer lifecycle processes. The main aim of the customer relationship management is the optimization of interactions between customers and the business from the perspective of the clients hence fostering customers loyalty in the long-run (Frow & Payne, 2007, pp 89-91). In particular, this study focuses on enhancing customers experience management through a consideration of the automotive or car service industry. The industry has been associated with various changes in the recent times including the introduction of the modest technologies and changing consumers tastes and preferences.

1.2. Significance:

This study seeks to generate concrete analysis into the customer relationship management. In particular, the study produces an elaborate consideration of the automotive sector that entails the considerations of profound issues that influence business-customers relationship in the automotive marketing segment. In this regard, this study generates a clear understanding of the ultimate impacts of customer relationship management with special insights from the automotive industry hence enhanced moderation of customers relationship management in the automotive industry.

2.0. Research Strategies

In order to spearhead effective realization of the study objectives, this study employs several strategies that are aimed at enhancing results generation. In particular, this study considers the real intent of the study from a scientific point of view. In particular, this study will focus on both online data for up to date information regarding the automobile mobile industry and the use of other sources of secondary data that would inform some of the basic aspects of marketing in the automobile industry. Besides, this study also employs surveys on matters pertaining to data collection and processing. The study also encompasses secondary data such as internal sources such as customers data bases in the LinkedIn among other customer profile perspectives (Grewal & Kumar, et al. 2009, pp 9). Similarly, periodicals with specific focus to automobile industry trends will also constitute one of the most important sources of information to supplement primary data sources available to the researcher.

Similarly, this study also acknowledges the importance of creativity in marketing research. In particular, in order to enhance the scientific attribute of the study, this study involves conducting research in controlled environment with different variables that can be easily identified and controlled with replication capabilities. The creativity of marketing studies is essential since some individual could be reluctant to respond to marketing research while collecting primary data from individual consumers. For instance, the study acknowledges the fact that people are not always ready to express their own feelings or ideas freely. With this understanding, the study use neutral questions in moderation of the study inquest (Misztal & Belu, et al. 2016, pp 47-48). In this regard, this study will ensure non-biased inquest is manifested across the entire spectrum of review.