+

The Customer Experience

By: Adriana Rios

+Executive SummaryBrand Overview

Purpose

Represent brand(s) that do/do not provide an excellent customer experience.

Basis of Perspective

Customer Satisfaction• Numerical Support• Data (Charts, Graphs,

Tables)

DefinitionBrand: The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.

Branding• Significant Presence• Attracts & Retains Loyal

Customers• Tangible/Intangible Attribute• Psycho-Sociology

Variations• Businesses• Firms• Universities• Hospitals• Celebrities

+Wal-Mart

Summary • Fails

• Provide Excellent Customer Experience

BrandRanked No. 1• “Worst Customer Satisfaction

Ratings for 2013” • Performance

• “Worse than Average”

ASCI Rankings of Department and Discount Retailers• Ranked 71• 7th year• Lowest Score

“A decade of low customer satisfaction ratings demonstrates that low price does not does compensate for quality,” writes ACSI in its report, “neither in merchandise nor in service.”

+Wal-Mart

+Emirates Airlines

BrandRanked No. 1• 2013 World Airline Awards• World’s Best Airlines

• Top 100

Attributes• Aesthetics

• Luxury Feel• Entertainment

• Buffet• Bar• Shower

• Innovative

SummaryAchieves overall customer experience & satisfaction.

+Emirates Airlines

+Disney Cruise Line

BrandCustomer Satisfaction Score• J.D. Power Report• 871 on a 1,000 point scale• Average (824)

• Significantly higher

Brand Relevance• Renowned worldwide• Strong Reputation

• Financial Performance• Social Responsibility• Leadership

SummarySucceeds• Excellent Customer Experience

+Disney Cruise Line

+

Questions?