CUSTOMER EXPERIENCE DELIVERED!

This case flyer is based on an article1 from The Economic Times and discusses the concept of

customer experience. In today’s competitive business scenario, companies can no longer succeed

just by product or service leadership. They need to create a unique customer experience. What

is customer experience? How is it different from customer service? What are the scenarios in

which each of them is to be used? The case flyer enables a debate on these lines and is suitable for

teaching courses in Business Strategy (Value Chain), Retailing, Branding and Advertising/Sales

Promotion. The case flyer provides scope for discussing how a unique customer experience

could be designed and delivered. Finally, the case flyer deliberates about the customer experience

scenario of the Indian companies.

Pedagogical Objectives

• To understand and differentiate between the concepts of customer service and customer

experience

• To debate about what it takes for a company to design and deliver its signature customer

experience

• To deliberate on where the Indian companies stand in terms of offering unique customer

experience and what it takes for them to become experience leaders

ABSTRACT

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1 Makarand Kulkarni, “Experience That!”, The Economic Times, November 30th 2013