A study on customer's experience towards SCG experience's service.

Abstract

Traditional marketing which states that consumer’ decision to buy goods is based on the goods’ function and benefits becomes less important while experiential marketing becomes more in spotlight (Schmitt, 1999). SCG realizes this event as well so they developed SCG Experience to promote their customer experience. This study adopts the Customer Journey Map (CJM) as a tool to capture customer experience at each station of the service. Together with CJM, Strategic Experiential Modules (SEMs) is also introduced. SEMs focus on 5 modules; Sense, Feel, Think, Act, and Relate. Integration of all 5 modules is recommended to have the best experience. The applied methodology is qualitative method; Interview. The interview questions are designed based on CJM and SEMs. Interviewees are divided into 3 groups; Managerial Staff, Customer Service Officer, Walk-in Customers. And, the interview took place at SCG Experience. Findings from the interview are that whether Customer Experience is positive, neutral, or negative depends on prior expectation to the visit. This could be summarized that policy implementation and inspection are essential to create designed customer experience. Either of policy implementation or inspection is not successfully conformed, customer expectation will be uncontrolled and customer experience will be unpredictable.