ASSESSMENT 1

CUSTOMER EXPERIENCE
REFLECTION

NAME: LE THUY LINH NGUYEN

STUDENT ID: A00045045
SUBJECT: BIZ104

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 Table of Contents
Introduction………………………………………………………………………3
Positive Customer Experience…………………………………………3 – 4
Negative Customer Experience……………………………………...4 – 5
Compare and Contrast……………………………………………………..5
Conclusion……………………………………………………………………….6
Reference……………………………………………………………………….6
Appendix………………………………………………………………………7 – 9

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INTRODUCTION
All the girls in the world enjoy beauty and cosmetics, and I am not the exception.
In Australia, many famous beauty stores such as Mecca, Sephora, Myer, and I’ve
been to almost all the stores. During that experience, I’ve surveyed both positive
and negative customer service and products. One such positive experience that I
encountered was with the famous brand – Mecca Maxima. However, I’ve
negatively experienced the customer service in Sephora – which is the most
popular in Australia.

POSITIVE CUSTOMER EXPERIENCE

Before traveling to Australia, I've never heard about the brand-named Mecca
Maxima. Until one time, my friend asks me to buy some cosmetics in-store, and I
get into the store with an unwanted feeling. However, when I saw the welcoming
attitudes and professional working environment of staff in-store, my insight
changed immediately. A touchpoint is a moment in time when an interaction
happens between a customer and your product, service, or business in general
(Nagornov, 2019). The three significant touchpoints related to my great
experience with Mecca Maxima included consulting, physical objective, and
payment system. While picking up the comfortable beauty products for myself, I
received lots of consulting and care from the staff in-store; the detailed
explanation and recommendation for my skin type and makeup styles helped me
improve my look. The store's testing products are quality and nearly brand-new,
the physical objectives are decoded spectacularly for customers' sight.
Furthermore, Mecca's payment system was linked online and offline, and what
automatically changed the address while I moved due to the online payment.
As a frequent shopper, I am delighted with all the service and customers' care in
Mecca Maxima. Even though they are not a famous brand globally, Mecca used
the same methods as McDonald's by focusing on customer experience, making an
effort to listen to their customers, and providing them with a more streamlined
experience (Wallace, 2020). From the beginning until now, this excellent
customer experience that Mecca applied has positively affected me and everyone

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around me. The payment system always updates automatically, which makes a
convenient feeling whenever I go to Mecca.
Customer Experience Management (CEM) is the process of strategically managing
a customer's entire experience with a product or a company (Schmitt, B.H., 2010,
p17).

Image 1. (Successful customer experience management requires constantly

harvesting voice of the customer data.)

Source: (Galetto, 2015)

The positive experience can link to the first step, which is understanding their
customers. As the basic knowledge of business, a corporate must know how to
engage and keep the customers, and Mecca does it flawlessly with their excellent
services.

NEGATIVE EXPERIENCE
Contrary to this positive experience, I had also met some bad customer
experiences with another famous brand in the world known as Sephora. I am
used to being a fan of this brand, but it makes me so disappointed when I come to
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the store. By the touchpoint concept (Kalbach, 2016, chapter 3), Sephora has
three significant touchpoints in the customer experience: consulting, service
counter, and marketing email. When I stepped into the store and tried to look for
the products that I wanted at the consulting touchpoint, the store staff kept
staring at me and didn't help. Then I asked for a recommendation for a suitable
cosmetic and skincare product; the only thing they do is take some random
products and select them by myself. At the service counter touchpoint, it gave me
a terrible feeling in my own experience; when I came to ask the price, the counter
starred at me like I cannot afford these prices. The marketing email touchpoint
always sends me spam or unclear advertising, making me so upset about this
brand.
As the lousy customer service with contempt, my insight about Sephora is
unsatisfied and doesn't want to come back or purchase any products. The staffs
are too arrogant and disrespectful with the customers; sometimes, I also feel a
little bit of racism in their attitude. I was shocked by this poor customer service
that I have surveyed. However, when I give a complaint on the website, I can get
the only feedback from the auto-reply mode.
Based on the CEM concept above, the fourth concept's negative experience,
known as capture customer feedback, to track customer satisfaction. As the none
answer of Sephora with my input of the lousy experience in-store can show, they
do not care about their customer and not willing to hold the customers. It creates
an awful insight for me and a future customer with the same experience, leading
them to lose in the market.

COMPARE AND CONTRAST

When comparing positive and negative customer experience that I gain as a
customer, I can conclude the good reflect on the customer experience. In the
positive experience, the Mecca Maxima illustrates their attention and respect
with their customers, which will let them target many business goals. The
understanding and the related system make the customer comfortable when they
are shopping in the store. However, in the negative experience, Sephora was not
attending much more to their customers, and when I give the review on the
website, the answer was from the automatic system.

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CONCLUSION
In conclusion, both experiences give some key factors that will improve a strategy
to exceed customer expectations in the future. The target in Mecca's customer
experience was the excellent path that will lead them to their success.

REFERENCES
7 bad customer service stories (and what we can learn from them) | RingCentral.
Retrieved 9 March 2021, from https://www.ringcentral.com/us/en/blog/bad-
customer-service-stories/
7 Great Customer Experience Examples|Lucidpress. Retrieved 9 March 2021, from
https://www.lucidpress.com/blog/7-great-customer-experience-examples
Galetto, M. (2015). NGDATA | What is Customer Experience Management?.
Retrieved 9 March 2021, from https://www.ngdata.com/what-is-customer-
experience-management/#:~:text=Customer%20experience%20management
%20(CEM)%20describes,of%20its%20interactions%20with
%20customers.&text=CEM%20is%20the%20concept%20of,entire%20journey
%20with%20a%20business.
Nagornov, D. (2019). Touchpoints and Channels in Customer Journey Mapping -
UXPressia Blog. Retrieved 9 March 2021, from
https://uxpressia.com/blog/touchpoints-and-channels-customer-journey-
mapping
Wallace, A. (2020). 7 Great Customer Experience Examples|Lucidpress. Retrieved
9 March 2021, from https://www.lucidpress.com/blog/7-great-customer-
experience-examples

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APPENDIX

Image 2. Proto persona

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 Image 3. Positive Reflection

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 Image 4. Negative Reflective