SCG also realizes this event and that is why they have developed SCG Experience to promote their customer experience. In this study, the Customer Journey Map (CJM) is used as a tool to capture the customer experience at each station of the service. The interview shows that whether the customer experience is positive, neutral or negative depends on the previous expectations of the visit.
This could be summed up by saying that policy implementation and inspection are essential to creating a designed user experience. Customer experience is every touchpoint through which customers interact with a business; product or service (Grewal, Levy, & Kumar, 2009). After being dependent on dealers, SCG decided to launch the SCG Experience at the Crystal Design Center (CDC) in 2009 as a place where customers will not only see the products, but also experience professional consulting service.
As SCG believes in dominating the power of customer experience towards business growth, SCG Experience is well designed to be a modernly designed three-storey building to attract the eye. Therefore, to study the strategy in which SCG Experience has applied, the methodology of this study will be in response to the physical and emotional point of view. This paper aims to study how SCG Experience implemented its strategy to improve customer experience by considering physical and emotional factors.
This study aims to clarify whether the direction that SCG Experience has executed is beneficial for the company and able to enhance the customer experience or not.
LITERATURE REVIEW
Great customer experiences are distinguished by focusing on stimulating planned emotions” The company must plan what emotions are planned to occur when the customer reaches each touchpoint. Therefore, how to make employees happy is the job of the employer and the company. The HR department can help design the quiz or interview that can test whether the candidate can bring happiness and evoke the feeling that the company is trying to give or not.
However, to go beyond the customer's expectation, the company must focus on the needs of the customer and responsively align them with the company. Outside-In is recommended as the ideas to exceed the needs of the customer and the company is able to build an excellent customer experience. As long as the company can provide what the customer wants and is able to go above and beyond what they need.
However, these days there is a huge gap between brand management team and people who actually deliver customer experience at the company. It is believed that the brand is a promise that the company makes to the customers and it must be delivered throughout the company and every point of contact with the customer. Customer Journey Mapping (CJM) is introduced to let the company know the strength and weakness of the company's service from the perspective of customer experience.
CJM is the diagram that represents each step customers go through when they receive the services/goods from the company. This chart is designed for the customers point of view, not the way the company designs its business. At each point, the company is able to know the "feelings" and "comments" of the customers.
Internal ownership: which department or who is responsible at each stage To be successful, the company should have a well-planned strategy to achieve superior customer experience compared to competitors. The implementation of the customer journey would allow the company to perceive how the customers would act, do, feel and want at each touch point. The company can use the information from this and create the right strategy that responds well to what the customer expects or even goes beyond it.
RESEARCH METHODOLOGY
Research Approach
Data Collection
The interview questions are about their opinion of the SCG Experience environment, what should be improved, what is the basic process during the customer visit and how they think the SCG Experience could be improved. Interview questions will focus intensively on customer perceptions before-during-after entering the SCG Experience. Following are the questions for inbound customers: the questions will be based on the customer journey map which could be divided into 3 main stages; before-during-after work.
Feeling can you give one definition about your feeling towards the service at SCG Experience. Think you think you will return or recommend your friends to visit SCG Experience.
RESEARCH FINDINGS AND RESULTS
Discussion
According to the findings, the respondents of the 3 groups were asked questions on the same framework; CJM and SEM. A customer service representative is the key to a great customer experience, especially during the "During Period" phase. From the interview, the main channel informing customers about the SCG experience is “word of mouth”.
Therefore, the expectation attached "Before" the visit will be the benchmark for the service in "During period". If the service by customer service officer meets the expectation, it will probably be happy status. On the contrary, if the expectation is not met, unhappiness will be communicated to others after the visit and will subsequently lead to bad reputation.
Limitation
CONCLUSION AND RECOMMENDATION
Recommendation
SCG Experience is recommended to create a great customer experience, gain more attraction, create strong control and maintain the relationship. Previously: Currently, SCG Experience is mainly dependent on word of mouth rather than creating demand itself. That's why SCG Experience needs to be present where people surf for news and commentary to attract attention.
In the first chapter, one of the communication channels that attract visitors is the design campus. Therefore, to create a strong relationship or a concrete memory of the brand, SCG Experience should officially support the faculty's activities to create more awareness among students who will become SCG Experience's most important customers in the future. However, interviews show that policy commitment is not as important as policy implementation and control.
Currently, the staffs perform their duties based on the policy and are monitored by their seniors every quarter. To maintain the relationship, not only the membership system is required, but also the non-membership must be focused. The e-mail newsletter about the new product or promotion should be sent to every customer regardless of membership status.
With these recommendations, SCG Experience will be able to create attraction, control service quality and maintain relationship with customers. Customer experience is not just one time action but long term action; so business cannot only focus on just one phase.
