Customer Experience Essay

Experience

The experience that each individual receives with the company should mirror the beliefs, goals and values of the company. Customer service is the most important aspect of running a successful business. Although, the customer service interaction may be altered on a social media platform, rather than face to face, means that the business will have to adjust how they respond to consumers on that platform in order for them to achieve a successful experience within the company.

Brand experience is defined as “feeling, sensations, cognitions and behavioural responses evoked by brand-related stimuli that are part of brand design and identity, packaging, communications and environments” (Brakus, J.J, Schmitt, B.H, Zarantonello, L, 2009, pp. 52-68). The experience concept in consumer and marketing research consists of the product experience, shopping and service experience and consumption experience. The product experience occurs when the consumer interacts with the product, the interaction can be both psychical and virtual,

This comfort zone allows the consumer to customise their experience within the business, for example, with the “4 P’s” (Kucuk, SU, Krishnamurthy, S, 2007, pp52), the consumer will be able to have access to customise their desired product, the internet provides a “costless exchange of information” (Kucuk, SU, Krishnamurthy, S, 2007, pp53), as well as have the ability to compare products and services in hope to find a lower alternative, online access allows consumers to purchase items wherever they are located from the use of a computer, laptop or mobile phone, promotional emails are also a extremely popular way of receiving information about the product and sales also at the convince of their mobile phones. These factors benefit the experience of the consumer by providing convince and expertise to the