Impact of Customer Behavior on Marketing Strategy
The report aims to shed the light on customer experience management strategy. In the whole course of the discussionThe report aims to shed the light on customer experience management strategy. In the whole course of the discussionThe report aims to shed the light on customer experience management strategy. In the whole course of the discussionThe report aims to shed the light on customer experience management strategy. In the whole course of the discussion, the study discusses how behavior impacts on determining marketing strategy in order to attract the customers. On the other hand, there are certain factors that determine the purchasing power customers such as price, brand, choice and son. Thus highlighting these factors the report discusses all the essential aspects in line with customer experience management. The study analyses the emerging concepts along with the perceptions that have a major influence on customer experience (Abd-El-Salam, Shawky & El-Nahas, 2013). In order to discuss the paper in detail, two customer personas will be given including demographics and psychographics.
In addition to that the report includes a customer journey map which documents the customer’s planning to buy a particular product to the ultimate buying of the product. Based on the journey map and the demographics as well as psychographics a customer experience strategy will be developed. The paper gives a clear description of how customer experience management can be effective. In order to create a good customer experience management companies are required to have a 360 degree view of customers which includes four different steps to develop a successful customer experience strategy. Thus highlighting all these aspects the paper will end up with recommendations or strategies for a good customer experience strategy.
Persona 1
Demographics
The above analysis reveals two different customer personas or profiles. Both of the customers have different perception which have an influence on both the customers. The first persona implies that the first customers spends money in a calculative manner and compromises with the brand image to balance expenditure whereas the second persona implies that the customer does not comprise for the sake of budget.
Connect customer experience maps with an updated business value proposition for each segment or customer profile
Customer journey mapping is a very useful tool that helps in identifying customer experience strategy. In the context of the present discussion, it is seen that the two customer profiles imply two different type of purchase. Thus there will be two different customer journey maps.
Factors that Determine Customer Purchasing Power
Persona 1 and business value proposition based on customer feedback
The first customer purchased a basic commodity that is toothpaste. The toothpaste brand that the customer prefers is suitable for sensitive tooth care. since he has gum problems he chosess this particular brand. This brand of toothpaste is easily available in stationary shops as well as medicine shops. The toothpaste comes in a nice flavor thus his children also like it. The toothpaste can be used by anyone. In order to use the toothpaste, it is not necessary that the user need to have gum problems. He bought the toothpaste as a monthly use.
Thus it can be said this product falls under the product category in which the customer invests multiple time. The price of the product is $3.64. The customer does not research at al since he buys this particular product every month. He does not want to switch to any other brand since the product is successfully satisfying the product. The product comes in a medicated formula for which the dentist also prescribed the brand. Since he remains very busy with both the office work as well as with the responsibilities towards his family thus does not have the time to research for another brand. The price of the product is affordable thus the customer does not want to change other toothpaste brand.
Customer touch points
- The toothpaste brand is suitable for sensitive tooth care.
- The brand of toothpaste is easily available in stationary shops as well as medicine shops.
- The toothpaste comes in a nice flavor which his children also like it.
- The toothpaste can be used by anyone for which he buys it for family use.
- The price of the product is $3.64.
- The family dentist of the customer prescribed the brand.
- The price of the product is affordable thus the customer does not want to change other toothpaste brand.
Persona 2 and business value proposition based on customer feedback
The customer wanted to purchase a expensive car for quite a while. After a prolonged research when he realized that Jaguar is the best car brand he satisfied his desire (Wu, Yeh, & Woodside, 2014). The buyer was entranced for this car since it had picked up notoriety in the global market. The performance of the car is very efficient and the customer is worth buying it. The car has achieved a gigantic notoriety and an identity in the market and hence he chose to purchase this particular car. All the feature of the car persuaded the customer to purchase the auto and therefore he chose to require some time to purchase this car (Persson, 2013). After a prolonged wait, the consumer purchased this auto. Investing in buying the car demonstrates that the customer was influenced by brand name of products he buys (Solomon et al., 2014). He has a fascination for presumed brands. He chooses the best or premium brand among the presumed.
Customer touch pints
- The driving seat that gives a comfort to a driver while driving of this car.
- The car entryway as well as the start button tempt the driver and make an enthusiastic association between the driver and the car.
- The start button really inspires the driver with brilliant air space opening and the selector goes up easily.
- The interior decoration of the car is executed with extreme smoothness and innovativeness.
- The leather utilized in the car makes the interior of the car greatly extravagant and appealing.
- The appearance of the car is upgraded by great quality of leather seats.
- The outlook of the car consolidates a craftsmanship of contemporary materials.
- The aluminum body of the car is solid and unbending yet light.
- The engine of the car is driven by unique motors that are developed to fulfill distinctive driving necessities.
Customer journey map for persona 1
Customer experience management strategy
- In this manner, such sorts of customers are exceptionally beneficial for companies. The customer experience strategy must keep the accompanying contemplations to draw in such clients.
- Maintaining of quality of the product so that the customers by and large adhere to the brand and do not have any desire to change the brand. When they incline toward the quality they will be the most loyal customer for such brands. Though, the brands must ensure sustainable quality of the accompanying item.
- Unnecessary changes or modification must be avoided that will alter the originality. The customers generally adhere to brand due to the quality and traditional style. In case the organization makes changes the particular product with new alterations which will change the item from its first version, there remains high chances that the clients dislike the new item and shift to other brands.
- It must be kept in mind that the price of the product does not increase much at once. Brands ought not to raise the product cost too high at once as the dedicated customers who are the fixed client will not bolster this sudden ascent in cost and might change their brand preference. The organizations should increase the cost gradually so that the customers additionally get accustomed to the change.
Steps towards forming a customer centric organization
From the above analysis, it will be right to state that every companies need to focus on the customer requirement. In order to retain the brand image of the company as well as to retain the hold of the customer base, the organizations must consider the customer review or customer feedback. Thus to build a customer centric brand or organization certain steps must be followed.
- Improvements must be made continuously so that customers do not switch.
- A company must anticipate the change in near future.
- Organizations need to understand the changing requirements of the customer.
- Customer review programs must be conducted so that it can be understood that whether customers are satisfied or not.
- Changes must be made in accordance with the feedback acquired by customers.
- The customer satisfaction must be the main priority in order create a customer oriented organization.
- A proper management team needs to developed who will be designing a proper customer experience management team to make the organization.
References
Abd-El-Salam, E. M., Shawky, A. Y., & El-Nahas, T. (2013). The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company. Journal of Business and Retail Management Research, 8(1).
Choi, C. H., Lee, J. E., Park, G. S., & Na, J. (2013). Voice of customer analysis for internet shopping malls.
Guy, B. S. (2013). The marketing of altruistic causes: understanding why people help. Journal of Services Marketing.
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Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Lusch, R. F., &Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Maga, M., Canale, P., &Bohe, A. (2013). U.S. Patent No. 8,428,997. Washington, DC: U.S. Patent and Trademark Office.
Persson, A. (2013). Profitable customer management: reducing costs by influencing customer behaviour. European Journal of Marketing, 47(5/6), 857-876.
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Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson.
Wu, P. L., Yeh, S. S., & Woodside, A. G. (2014). Applying complexity theory to deepen service dominant logic: Configural analysis of customer experience-and-outcome assessments of professional services for personal transformations. Journal of Business Research, 67(8), 1647-1670.
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