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Follow the instruction to write 2500words report
The report requires a table of contents and executive summary
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Running Head: CUSTOMER EXPERIENCE IN MICROSOFT
Customer Experience in Microsoft
Student’s Name:
Instructor:
Affiliation:
Date:
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CUSTOMER EXPERIENCE IN MICROSOFT
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Tables of contents
Introduction ..................................................................................................................................... 3
Microsoft brand ............................................................................................................................... 3
Microsoft key customers ................................................................................................................. 4
Key customers by frequency of use ............................................................................................ 6
Key customer-relevant attitude ....................................................................................................... 6
Cognitive attitude ........................................................................................................................ 7
Affective attitude ......................................................................................................................... 7
Conative attitude ......................................................................................................................... 7
Statements to be used to identify what the brand says about the customer .................................... 8
Beliefs and organizational culture underpinning brand position statement ................................ 9
Audit of all the manifestations of the customer of the brand .......................................................... 9
Theories and models for customer experience.............................................................................. 10
Attitude theory........................................................................................................................... 11
Disconfirmation paradigm......................................................................................................... 11
Recommendation to improve Microsoft customer experience ..................................................... 12
Conclusion .................................................................................................................................... 12
References ..................................................................................................................................... 13
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Introduction
Customer experience, denoted as CX, is generally defined by the customers' interaction
and experience with your business throughout the entire customer journey. Therefore, customer
experience is a marketing concept that involves the internal and subjective response customers
usually have towards business direct and indirect contact (Mashingaidze, 2014). Customer
experience emerges due to the interaction of the potential customers with the organization, its
products, services, or even a departmental section of the organization. The experience from
customers is solely personal, and it incorporates customers' involvement at different levels of the
organization (Mashingaidze, 2014). Moreover, Gentile et al. (2007) elaborate that customer
experience evaluation relies on customer’s expectations and stimuli interaction comparison at
different interaction points within the organization.
Customer experience brings about an enormous contribution to an organization. Some of
the contributions include providing a new competition means, customer satisfaction, customer
loyalty delivery, expectation influencing, confidence installation, brand support, and creation of
emotional customer bond (Johnston and Kong, 2011). Developing a customer-centric mindset is
essential in both B2C and B2B. However, Maechler, Sahni, and Oostrum (2016) explain that the
B2B customer experience index rating is moderately low compared to B2C companies.
Therefore, this paper focuses on examining B2B customer experience using the Microsoft brand
as the analysis unit.
Microsoft brand
Microsoft brand is a multinational American technology company that deals with
developing, manufacturing, licensing, supporting, and selling computer software, personal
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computers, consumer electronics, and other technology-related services (Microsoft, 2020).
Microsoft brand is concerned with helping businesses and individuals realize their full potential
worldwide (Microsoft, 2020).
According to the B2B Marketing 2018 ranking of B2B brands, Microsoft emerged at its
top. At the time of the ranking, Microsoft had increased its brand value by approximately 40%
(B2B Marketing, 2018). According to BrandZ (2018), Microsoft topped the technology market
due to its ability to successfully incorporate the emerging changes of business model
transformation to cloud-based operations and B2C partnership agreements that focus on
increasing expertise and customer access. The cloud-based operation business model focused
Microsoft on having an extensive, long-term customer relationship that improve...