Service Marketing

1. Definition of customer experience

Customer experience is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer's attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service. Understanding the customer experience is an integral part of customer relationship management. The overall experience reflects how the customer feels about the company and its offerings. Surveys, feedback forms and other data collection techniques help a company to determine the customer experience.

1. Important of customer experience in services marketing

The important of customer experience in services marketing are:

• Improve customer satisfaction. The company creates a consistent customer experience across all touch points that meets or exceeds the standard they have set in terms of what they want to deliver in services marketing. At every touch point, they will ensure that the promise of a positive experience is being upheld and that the customer can experience a certain level of superior service: whether it is from sales, customer service, accounts or support.
• Builds stronger customer relationship. The customer experience can help the company build stronger customer relationships in services marketing by focusing on the customer experience that the company can deliver personalized communications tailored to each individual customer.

1. Important of creating experience to customer in a telecommunication

The important of creating experience to customer in a telecommunication:

• Can increases revenue and sales. When the company always keep in touch about the telecommunication’s services that provided to the customer, the company can know whether the customer is satisfied or not with the telecommunication’s services. If their customer is very satisfied, the company can increases the revenue and also sales.
• Creates competitive advantage. In Malaysia, we have many company that give services in telecommunication sector. That differentiate between company with other company is by providing superior customer experience or by offering the lowest prices. These two key ways can help to create competitive advantage.

1. Discuss the approaches/methods used in the sector telecommunication to create experience to the customers (discuss at least four (4) approaches based on relevant examples/evidence)-(40m)

The approaches/methods used in the sector telecommunication to create experience to the customers:

• Digi Telecommunications Sdn Bhd celebrated its annual Customer First Day where over 2,000 Digizens nationwide were mobilised to connect with customers. The purpose of this event is to capture the “company’s determination to create the best experiences for its customers”. This is the first time Digi has celebrated its Customer First Day in all key market centres across Malaysia with senior management team members leading customer activities in the Klang Valley, Penang, Johor Bharu, Kuantan, Kuching and Kota Kinabalu simultaneously. Besides that, Digizens helped customers “activate their digital lifestyles” through these free apps: MyDigi, Capture, Digi Music Freedom and Asia Live. Customers were also able to enjoy the special promotions by flashing any one of these app icons at any Digi Store nationwide.

This method making Digi more relatable to customers is crucial for them to better understand how they can continue delivering better customer experiences. Their customers’ honest feedback and willingness to openly engage with us inspires us to be better and become more than just a telco. When they connect with their customers like they did today, it makes it more personal and sincere. And they saw that today with the response we received from customers when showing them how to enjoy a better digital experience with Digi mobile apps – it has been a very satisfying Customer First Day. In addition, Customer First Day will remain a priority for Digi in the coming years as a strong reminder of what’s truly important to their business – their customers, and the need to bring the best of internet to them”.

For this event, some of customers have given a negative response. We can see the screenshot that I have included at appendices. In Diagram 1, the customer responds negatively and she said that Digi are most expensive charge rather than other telco. She also made a comparison between Digi and Celcom. Other than that, the employees that work in customer service are too arrogant.

• In time with Hari Raya Celebration, Malaysia mobile operator, U Mobile Sdn Bhd takes the opportunity to announce the “U Excellence” Academic Award. The award is an initiative in collaboration with the Ministry of Communications and Multimedia Malaysia to reward top students from University of Malaya for their excellent academic achievements. The “U Excellence” Academic Award is the first telco-backed award in Malaysia to offer scholarship to local university students. The students are given a chance to join U Mobile’s internship program after their graduation. This will provide them a career opportunity and a career path as well as to develop their talents within the organization.

These students come from a wide range of educational background including Economics, Education, Arts and Social Science. Each of the students have performed exceptionally well in their fields with an average CGPA of 3.5 and above in their final year. U Mobile said that priority of the award was given to students coming from underprivileged backgrounds to reward their hard work in the face of adversity. The students were selected not only for their academic success but also demonstrated exemplary leadership skills and strong participation in extra-curricular activities.

We can see Diagram 2, 10 students that receiving “U Excellence” Academic Award from U Mobile with Yang Berhormat Dato’ Seri Ahmad Shabery Cheek, Minister of Agriculture & Agro-based Industry, Yang Berhormat Datuk Seri Panglima Salleh Said Keruak, Minister of Communications and Multimedia Malaysia and Wong Heang Tuck, CEO of U Mobile.

• The upcoming Justin Bieber My World Tour in Malaysia will also be an opportunity for fans to contribute to charity. In conjunction with the concert, the presenting sponsor Tune Talk Mobile Prepaid is on a mission to ‘Sponsor a Justin Bieber Fan’. Tune Talk will work with a charitable organization to share the joy and fun in watching Justin Bieber live with underprivileged kids. Interested parties will be able to take part by purchasing VVIP seats worth RM1000 each that will go towards sponsoring 5 kids to attend the concert.

This is a special treat for their loyal Tune Talk Mobile Prepaid subscribers. Justin Bieber My World Tour is undoubtedly going to be one of Malaysia’s biggest music events this year and they would like to share this with their subscribers. Meanwhile, Tune Talk Mobile Prepaid holds a one-day only exclusive ticket sale for its subscribers at the Bangsar Village 2 shopping complex in Bangsar. A total of 17,000 tickets will be on sale and are available on a first-come, first-served basis. Only manual sale over the counter will be performed for Tune Talk Mobile Prepaid subscribers on Saturday, with Tune Talk sign-up booths also available.