Customer Experience Management Case Study

1.0 INTRODUCTION

The competitive battlegrounds of differentiators are changing than ever before in today’s globalized world. Customers are now offered different types of products or services on a worldwide basis; as such the change in demands from the customer’s requirements has increased. By examining the evolving market trends, companies are moving towards various types of competitive differentiators. It is now clear that the core factors of competitive differentiation such as quality and functionality are no longer a sustainable competitive advantage driver, rather they have become the fundamentals to run a company in its sector.

With the help of growing technology, companies have adopted different types of computerized approaches like the

The recent attention giving to customers wellbeing via customer’s experience is gaining importance in both academics and practitioners (e.g. Palmer, 2010; Schmitt, 2003; Voss et al, 2008). With such enthusiasm, a new management framework called Customer Experience Management (CEM) emerged to help increase a company’s differentiation capability.

CEM showcases a broader and more comprehensive approach when compared to other traditional marketing practices. CEM provides a systematic management of customer experiences in all key touchpoints of a company. This, in turn, enables the company to find and reduce the gaps between the customers’ expectations and the real customers experience at each identified key touchpoints (Meyer & Schwager, 2007). The successful implementation of CEM strategies can create delightful customer experiences which in turn can produce customer loyalty and customer

The closed-looped customer feedback will be directed and focused mainly on the telecommunications sector and not the broader aspect of the study of closed-loop customer feedback theory.

1.6 THE CASE COMPANY – MTN NIGERIA

MTN Nigeria has been chosen as the case company to be used as the real business situation to justify the conceptual CEM framework derived from the principal theories. The main criteria for selecting MTN Nigeria is because they have been working to be a customer driving organization for four years. It provides the perfect opportunity to analyze whether and how MTN has been applying different customer experience services to promote competitive differentiation, increase customer loyalty and customer advocacy alongside increased financial performance.

1.7 THE BACKGROUND OF MTN NIGERIA

MTN Nigeria was one of 3 initial GSM companies licensed by the Nigerian Communications Commission (NCC) to provide telecommunication services to the Nigerian public in 2000. It commenced operation in 2001 and has grown to be the biggest Telecoms provider in