BCO6604- CUSTOMER RELATIONSHIP MANAGEMENT

Assignment Topic- The Customer Journey

Group Name-, Dhananjay Shukla, Sainath Reddy, Liva rhi, Nitesh Solanki

Group Id- s4628029, s4628052, s4628057, s4628076,

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CONTENT PAGE NO
Introduction 4-5
Methodology
Components

Challenges 6

Strategy 7

Benefits 8

Technology 9

Conclusion 10

References 11-12

Appendix 13

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ABSTRACT

At present, the globally market is aware of the Customer importance to survive in the market. They
know the importance of satisfaction, experience throughout the journey. here I reviewing some
paper on Customer Journey, to make everyone aware about importance to customer satisfaction,
their journey among buying any product. Customer are becoming more demanding day by day and
companies has to change them according to their needs and even to fulfil their demand they have
to change in technology, system, business model. By providing their consumers their needful
products and meeting their requirements with high quality and reduced cost products. (Walters, C.
J., 2018)

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INTRODUCTION

Customer relation management is the technology to managing relationship and interaction with
consumer The elements of CRM can be different ways like analytics, business reporting, customer
services, orders, strategy sales, support, human resource of management. (Homburg, C., 2019)

CRM objectives improve customer satisfaction. As customer satisfies and remains loyal to the
business. This will improve customer interaction by social websites like services, interactive blogs
and mobile. Grow the business market with customer relationship management methods can also
increase sales and suggest sellers. Customer relation management suggests creating new sales of
opportunity. It also helps to increase business revenue. Improving workforce creativity with CRM
system can also change in an organized manner. Finance department views customer's information
and contacts through digital media and phone. They also manage task and make salespersons to
performance. The salesperson can now the customer enquires quickly and resolve the problem.
(Homburg, C., 2019)

In the past two decades, the global market shifted from retailer to customer. Today customer is the
king for sellers. If we consider driven factors of marketing, there are types of CRM. They are
social, strategic, operational, analytical. These four types of CRM help a lot for both the customers
and organizations. There are also so popular CRM software like Salesforce, cloud computing, sap
CRM, Oracle CRM, Microsoft dynamic CRM. (Yachin, 2018)

Customer journey is the path, where a customer takes to make a purchase. And it starts when a
customer begins research into certain products and brands, and continuous through consideration
to the final transaction. customers also interact with various channels like visiting store or checking
in online and getting mails or through advertisement. no two journeys are same because they
engage differently and marketing differently. Modern customer journey takes place in five major
things like interest, search, research, conversion and advocacy. There are different types of
customer journey It also has stages in customer decision journey where it could be early
consideration and active evaluation. Customer journey also differ from income, gender, current
purchase intent. Understanding the customer experience with the help of customer journey plays

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a crucial role. There are also key experiences like sense, act, relate, think, and feel. Customer
experience depends upon the statements about the brands. In customer journey B2B makes a big
role. There are four phases where there experiencing a problem, looking for a solution, on
boarding, ongoing usage. To align business processes with the customer we need to plan customer
journey not just customer experiences and build systems of engagement across the entire purchases
process and finally align the company processes with the customer journey. The journey is all
about the experience he had from triggering of need to at the and last with buying of that products
with the service and feedback he gets at the end in minimum time. It is also to make him with
company for longer time has to put 100% efforts in manner to give him offer, replacement, service,
feedback, all these should in proper manner with main important meet their requirement’s with
cheapest in cost and great in quality, if found anything not as per requirements then next time they
will not going to buy any product because of the experience during the process was not make him
satisfied to build longer experience and stay with company by emotionally, intellectually, also do
help in marketing by advertise our products among the society and make them convince to buy our
products but all these will going to happen if we will make their experience as per their
needs.(IEEE 13th International Conference on Semantic Computing (ICSC), 2019)

Components & Methodology

1. Identify customer journey Define persona & business lines

2. Segment into phases Define steps
3. Connect to channels Identify moments of truth
4. Create expectations, opportunities Identify touchpoints
5. Create action plan Sort elements (Kuehnl, 2019)

3 Steps to build Innovation around the customer journey

 Understand the customer journey

 Determine key moments to influence customer
 Link digital moments to business processes (Kuehnl, 2019)

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BRIEF LITERATURE REVIEW

CHALLENGES

Today's worlds are completely customer-oriented. every problem faced by the customer is the main
focus of the Organization. They always try to improve, listen, make the effective process for them
to meet the customer with them for a longer period. These are the things help companies to build
good trust among their customer by providing and meeting their requirements but the thing is now
a day customers are going much demanding they just need a product as per their requirements they
do care about the possibility to manufacturing problems faced by the company to manufacture that
product for them. So, the company needs to segment customer as per their product's features,
quality and need of those particular customers who need your company range of product.
According to a research 55% of consumer intended to make a purchase but due to some problems
or lack of service they backed out. Ask the customer about the problems and try to improve the
business model and also customer experience tries to listen to those customers who are not satisfied
with company service and make them stay with you by convincing them by make them sure that
they will get good service next time and ask for apologies to them.

Challenges faced by the customer in the complete customer journey.

When a customer asks questions but they don't answer on time get a different perspective in their
mind about the company. So do focus on this challenge by recruiting a team who focus customer
and listen to their problems and also make their journey great,

When customer calls to the company and company keep waiting for them on phones makes
customer unsatisfied cause they don't want to wait on calls so find a solution to overcome this
problem.

As well the company has to make a customer-oriented business model survive in the market.
Develop processes which are completely customer focus and get them good customer experience.
(Rudkowski, J. et al., 2018)

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STRATEGY

Every businesses strategy is to solve the problem of customers and fulfil the desires of the
customers. So, to solve the problems, the entrepreneurs should build personas for each of your
target customers group. By segmenting the target customers according to their profiles, analysing
customer’s data through their interaction, history, preferences and demographic data for better
understanding of what the ideal customers want. Supplying useful data to identify appropriate
opportunities at each level of the customer's journey. By acting on behalf of the customers on
social media. (Phillips, L., 2018,)

Not forgetting to realize a 360-degree (360%) observation by studying past, present and future
observation of the client or customer. By connecting operational data with the various data
collections. Having a united database by displaying all the necessary information in a protective
order. Giving an agent or client easy way to enter to this data without any confusion and error.
Cultivating a targeted culture that is focused on the customer group. Improving the business key
process and aim to increase the efficient code of conduct. Increase the quality in all processes of
the conduct. By making hassle-free of the customer journey to achieve the common Gail of the
company and fulfil the desires of customers. Presenting various alternatives across the channels to
make an effective tie-up with the customers. Using across the customer's experience solution.

The Entrepreneurs should ask their clients how they would like to be contacted- either through
mobile, email or any other social media. The answer to improving customer experience lies in
Customer Experience Optimization (CXO). Thus, it is all about taking a united approach
continuously around all channels, cover the entire customer lifestyle. (Phillips, L., 2018,)

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BENEFITS

There is no greater way to know customers' than seeing the world through their own eyes. How
easy, how long or what are the ideal ways they need to follow? Now the time has come for every
business to furnish into the top enterprise benefits of the customer journey to achieve the goal.
Those businesses which don't put ideal efforts in the process will soon be left backwards. (Yachin,
J. M., 2018)

By identifying the gaps in services and communications, the customer journey reveals the truth
where the gaps exist in customer care. Example, if one department may prove to be unqualified
and thus there is a cause of depression for the customers who prefer that department. On the other
hand, when a desktop is a switch to a mobile handset may not access well if the mobile version is
not up to the maximum level as a desktop version. For instance, marketers and product
management can learn a lot from communications from the customers and supporting team to
increase the features and send targeted group at a real-time at every stage of making the decision
process. Another benefit of customer journey mapping is the possibility to guess how users may
respond in different circumstances with the ability to find operational inadequacies. Being a
customer, he goes from one point to another, in this case, customer mapping might show how easy
he will be able to do so. A company using customer journey mapping can reduce the costs because
it increases positivity and minimizes the customer agitation, lowers the costs of accomplishing
new customers. At the same time, it will result in a high possibility of increasing sales. Such
companies enjoy an average sales cycle i.e., 10-18 times faster with more than 50% additional to
the revenue for upselling and cross-selling efforts. (Yachin, J. M., 2018)

In the same manner, the customers are provided with the experiences they want which naturally
increases his satisfaction.

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TECHNOLOGY

In the present situation, there is no doubt and undeniable that technology is changing and shaping
the world around us. There is no omission of the customer journey in every company. The
marketers are in a compulsion to reevaluate their marketing strategies towards the needs of
technological directions. Augmented Reality (AR) and Virtual Reality (VR) are ahead in making
new ways for companies to fulfil customers without them ever having to leave their couch. AR
and VR have made new ways along the customer journey, clients and companies alike begin to
change. (Verhoef, P. C., 2016)

To fully know the influence of technology having on consumers, all the company have to do is
observe at the present scenario of the customer's journey because each company's targeting group
of the customer is not the same, so it is a very crucial stage to maximize a marketing scheme by
using the right technology. As we know that customers want different experience depending upon
the brand and product of the company, they are marketing. Due to the advancement of technology,
it spread every aspect of today's marketplace. Digital collections, smart visual signal, Augmented
Reality (AR) and Visual Reality (VR) have change customers as well as the other way across, but
the customer journey has not changed from a retailer that companies or businesses influence their
message to customers has. Company treat customers as king and queen because the company
knows that the customer controls the market. Online marketing is not a new thing but with the use
of AR and VR. Companies give customers a new way to connect with the digital collection, smart
visual signal and more. With the availability of AR and VR has become a more common platform
among customers and companies that uses technologies have a competitive in the marketplace.
Augmented Reality (AR) and Visual Reality (VR) allows the customers to make a comparison
before making the final decision to purchase using technology. (Verhoef, P. C., 2016)

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CONCLUSION

In the past two decades' market shifted from retailer to customer. The main objective of customer
relationship management is to satisfying customer. As customer satisfies and remains loyal to the
business. This will improve customer interaction by social websites like services, interactive blogs
and mobiles. Customer journey is the experience gets during the journey to buy the product. Now
the customer is the king for sellers and company if the company need to survive then have to meet
customer's requirements with minimum cost and great quality. There are also so popular CRM
software like Salesforce, cloud computing, sap CRM, Oracle CRM, Microsoft dynamic CRM are
using by companies to make their experience overall great. So companies are developing some
effective business process and new methods and efficient to make them satisfy and stick them with
the company for longer periods, also make them emotionally, intellectually attached to the
company. (Verhoef, P. C., 2016)

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REFRENCES

 Walters, C. J., 2018, Customer Experience: Journey Mapping. lynda.com. Available at:
<https://search-ebscohost-
com.wallaby.vu.edu.au:4433/login.aspx?direct=true&db=cat06414a&AN=vic.b4462317
&site=eds-live>

 ‘Speaking with Actions - Learning Customer Journey Behavior’, 2019, 2019 IEEE 13th
International Conference on Semantic Computing (ICSC), Semantic Computing (ICSC),
2019 IEEE 13th International Conference on, p. 279.

 Kuehnl, C., Jozic, D. and Homburg, C., 2019, ‘Effective customer journey design:
consumers’ conception, measurement, and consequences’, Journal of the Academy of
Marketing Science, 47(3), pp. 551–568.

 ‘Evaluation of a modelling language for customer journeys’, 2016, 2016 IEEE

Symposium on Visual Languages and Human-Centric Computing (VL/HCC), Visual
Languages and Human-Centric Computing (VL/HCC), 2016 IEEE Symposium on, p. 40

 Lemon, K. N. and Verhoef, P. C., 2016, ‘Understanding Customer Experience

Throughout the Customer Journey’, Journal of Marketing, 80(6), pp. 69–96.

 Kuehnl, C., Jozic, D. and Homburg, C., 2019, ‘Effective customer journey design:
consumers’ conception, measurement, and consequences’, Journal of the Academy of
Marketing Science.

 Rudkowski, J. et al., 2018, Mapping and modeling the pop-up retail customer
journey’, Journal of Retailing and Consumer Services.

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 Vakulenko, Y et al., 2019, ‘Service innovation in e-commerce last mile delivery:
Mapping the e-customer journey’, Journal of Business Research.

 Ponsignon, F, Smart, A. and Phillips, L, 2018, ‘A customer journey perspective on

service delivery system design: insights from healthcare’, International Journal of Quality
and Reliability Management, 35(10), pp. 2328–2347.

 Yachin, J. M. (1,2), 2018, ‘The “customer journey”: Learning from customers in tourism
experience encounters’, Tourism Management Perspectives, 28, pp. 201–210.

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APPENDIX
As per survey conducted by Google and CEB shows that customers who emotionally connected
with any brand are like to purchase more than once and think of their decision four times.
Tesco CRM using CRM all the way from 1995 and now they have a Data base of 12milion. This
is the great example of CRM Innovation. Customer getting in-store offers, discount, scheme, even
when this company going to have the relation among all other companies then gave them rewards
and variety of scheme to manage and maintain relation with them. Even a unique scheme they
used different scheme for each member of that company and although as per their age. These help
them to get good reward and maintain relation among them. Data from clubCard helped them to
segment their customer and range of their products.
So these examples are just to make aware around globally that customers are the fuel to survive in
this era.

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