Role of technology in customer experience - MyAssignmenthelp.com

Question: Discuss about the Role of technology in customer experience. Answer: Introduction Bodybuilding supplements entail all the dietary supplements which are specifically designed for those who take part in bodybuilding, athletics, and lifting of weights. Various firms produce this supplements, including Robinson Pharma, Inc. Founded in 1990, Robinson Pharma, Inc. manufactures soft gels, powders, tablets, and liquids for supplementing the diet and the personal healthcare firms (Navarro, et al. 2013, pp. 2685). The organization aims at developing effective and beneficial nutritional supplements through the hard work of the team and innovation, and through meeting the ethical and honest business practices. Additionally, the firm aims at availing the best environment to its employees, which facilitate them manufacture best quality nutritional supplements and offer services that are of excellent value to their customers. The future goals of Robinson Pharma, Inc. is to be the leading contract manufacturers of bodybuilding supplements (Marquez, Downey, and Clement, 2015, pp. 135). They aim at achieving this through innovating better methods of production, giving substantial attention to the needs of their customers, through the vigilant performance of their employees, having the competitive advantage of offering a combination of best quality, prices, and the services that they provide. Customer Personas Customer personas do not define the buyer. Instead, personas assist the company to be aware of the measures taken by their prospective clients as they weigh the various options that they have in addressing their problems in which the organization resolves, in this case producing bodybuilding supplements (Lemon, and Verhoef, 2016, pp. 120). The personas typically demand that a firm commits its resources wholly to entirely understand the needs and the pain points of the clients, thus forcing the company to remain focused as it tries to meet its objectives. They as well assist the firm to be consistent in the manner they communicate to customers, the way they price their products and the policies of the company. There are different types of customer personas; for example, we have the price hunters personas, browser personas, and Wanderers personas. First, the wanderers personas look for various factors before deciding on making purchases. They look for lots of information concerning a p roduct and consider looking at the good pictures which give voice to the services that are offered by an organization (Rose, et al., 2012, pp. 311). Their purchasing probability is moderate. Comparison of products is their priority, thus need to ensure that the media of the firm is rich enough with data and with the best kind of navigation to locate items quickly. Second, the price hunters personas purchase a product or service based on their prices (Teixeira, et al., 2012, pp. 369). They are mostly attracted by lower prices, promotions, and even coupons. Their purchasing probability is moderate. By purchasing a product or service, they may as well consider being given coupons or gifts by the firm offering the product, and shipping the products for free (Homburg, Jozic, and Khnl, 2013, pp. 70). Lastly, there the first time persona who are trying a product for the very first time. For them, they have a low probability of purchasing. They ensure that the customer support of the organi zation is good enough to guide them through the sale process. Additionally, their first consideration is the security policies of the firm, which makes them understand their rights. They are keen to find out if they can easily navigate through the companys website as they try to look for the products that they deem will meet their needs. In the firms website, they look out for help pages which gives instructions on how they can go about looking for information in the website while at the same time seeking to purchase a product. Their probability of buying a product or service is relatively low, and they are always anxious as they do not know the result of the product. Experience Mapping Customer experience mapping is almost similar to customer journey mapping. However, a customer experience map is more advanced as it takes a step further and examines the complete picture of the client with a product, analyzing their behavior and how they interact across each touch points and the channels. It gives an understanding of the processes that each type of personas undertake while interacting with a product of a firm by visually organizing all the possible interactions the persona would likely have with a brand across the buying journey. Customers journey maps define the experience of the clients form when they have the initial contact, across the engagement process and finally to a long-term relationship. The mapping identifies significant interactions that the client has with a company, usually talking about the feelings of the user, their motivations, and questions that relate to every touch point. The map may take the form of an infographic with the aim of teaching a firm about their customers. Additionally, by using the customer journey map, managers can learn about the experience of the clients. Thus, this gives them an opportunity to note major opportunities hence enhancing the customer experience. It also shows how improved the customer service is in a position to differentiate the digital expertise of the company. The first timers are usually anxious about the new product (Wallace, 2015, pp. 105). They are never sure if it is as according to their expectations and if it will satisfy their needs (Crosier, and Handford, 2012, pp. 68). They usually do not know what to look for in the product, and they expect to know what they are paying. The price hunters typically consider the price of the product. However, the wanderers are unhappy with the previous experience and even shop for cheap alternatives and pay a higher price for the quality. Competitor Analysis Like any other organization, Robinson Pharma, Inc. has some competitors with whom they compete in producing the best bodybuilding supplements. The companies target on quality and price of their products as their main base of competition (Toivonen, 2014, pp. 60). First, NB Entrepreneurs located in India is among the many competitors. To ensure that there is quality in the design of their products, the responsibility of customer communication which involves the customer based on the QbD topics is assigned to skilled technicians. Also, there are measures put in place to review and discuss the specifications of the clients to ensure that the produced products and services are of good quality. For the first time customers, they highly consider the policies and security measures of a firm and their certifications to be involved in the market. NB Entrepreneurs had a Drug Master Files with US FDA, GMP Certification and licensed in Drug registration. They as well maintain a regulatory referen ce database with an ISO 9001 certification (Parandker, and Lokku, 2012, pp. 46). Third, customers require an experience in being in a position to interact with the products of a firm easily. Due to this, the company has enriched its social media platforms such as LinkedIn and Facebook. Their homepage as well as lots of information concerning their products, with navigations that lead to a different kind of information as the best fit the customer. Another competitor is Windsor Lab which is a nutritional and dietary supplement manufacturer, located in East Windsor, NJ. The firm encapsulates active dietary ingredients by making use of their exceptional formulation and their technology of manufacturing (Wang, 2014, pp. 31). They highly take note of the quality of their products by ensuring that their expertise is highly trained that they meet all the necessary customer specifications during manufacture of the products (Blzquez, 2014, pp. 98). Additionally, customers consider the time which an organization stakes to deliver the products. Windsor Lab ensures that the expectation of its clients are delivered in a timely a manner, on that provides the customers satisfaction is met. The firm also considers the emailing business which some of the customer personas. Conclusion Robinson Pharma, Inc. offers among the best quality products in bodybuilding supplements. The firm has a massive number of customers who have trust in their products. The rates of the products in the firm match the quality of the products themselves, unlike its competitors prices which are relatively high. Robinson Pharma, Inc. has expanded its offices for example by opening a new building at Santa Ana, to improve their manufacturing capacity, ensuring that they meet the high demand of their products by a vast number of customers. Also, to gain a higher competitive advantage, the organization has finalized the commercialization of ingredients for producing the vegetarian soft gel and currently, it is meeting the orders of vegetarian soft gel. Robinson Pharma has invested in all the aspects of its operations, not forgetting the new technology that enables it to exceed the current expectations of the industry and hence surpassing the capabilities of the companys competitors. However, c ompetition among this firms is intense since they adopt some other measures of attracting and maintaining their customers. Bibliography Blzquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience.International Journal of Electronic Commerce,18(4), pp.97-116. Crosier, A. and Handford, A., 2012. Customer journey mapping as an advocacy tool for disabled people: a case study.Social Marketing Quarterly,18(1), pp.67-76. Homburg, C., Jozic, D. and Khnl, C., 2013. Customer Experience Management.IMU Research Insights,19. Lemon, K.N. and Verhoef, P.C., 2016, November. Understanding customer experience throughout the customer journey. American Marketing Association. 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