Customer Experience Strategy

Table of Contents

1. Introduction.............................................................................................................................3
2. Task 1: Customer experience..............................................................................................3
3. Task 2: Consumer Persona and Customer journey Mapping........................................6
4. Task 3: Customer experience Metrics..............................................................................10
4.1 Introduction.......................................................................................................................10
4.2 CX metrics Explanation...................................................................................................10
4.3 Current performance analysis of Reliance Jio............................................................11
4.4 Areas of improvement and recommendations.............................................................12
5 Task-4: Key Strategies and practices...............................................................................12
6 Conclusion............................................................................................................................14
7 References............................................................................................................................14

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 List Of Figures
Figure 1: Market share of telecom companies pre and post Reliance Jio Launch (Source:
iide.co)...........................................................................................................................................5
Figure 2 : Digital Campaign of Reliance Jio (Source: iide.co).......................................................6
Figure 3: Single app platform of Jio services (Source: buildd.co).................................................7
Figure 4: Customer Journey Map (Source: Debutify.com)............................................................8
Figure 5 : Net Promoter score of Reliance Jio (Source: comparabaly.com)...............................12
Figure 6 :Customer retention Rate of Reliance Jio (Source: comparably.com)..........................13

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 1. Introduction
Reliance JIO's September 5, 2016, introduction marked a shift in the Indian telecom market. In
addition, Reliance Jio provides digital landline service, entertainment via its apps like JioTV and
Jio Cinema, and fixed-wireless broadband services. With more than 420 million customers, the
firm is among the largest networks in the nation, holding a commanding 36% of the market. The
introduction of novel services, innovative pricing schemes, and unscrupulous business tactics
by this massive telco transformed the telecoms sector beyond recognition.

This report discusses and presents the concept of customer centricity, analyzing the company’s
marketing strategies, then goes on to create a consumer persona and then the journey map.
The report further explains three CX (Customer experience) and suggest areas of improvement.
The report concludes by analyzing five key strategies and providing recommendations to
improve.

2. Task 1: Customer experience

In The notion of "experiences" was developed by Pine and Gilmore (1998, p. 3), who
distinguished them from products and services by pointing out that customers acquire
experiences in order to "spend time enjoying a series of memorable events that a company
stages... to engage him in an inherently personal way." This broad viewpoint views the customer
experience as holistic, taking into account the consumer's reactions to all contacts with a
company that are cognitive, emotional, sensory, social, and spiritual (e.g., Bolton et al. 2014).
The customer experience is crucial for many reasons, including attracting and keeping
customers, increasing spending percentages, lowering acquisition costs, and prolonging the
average customer's lifetime value. CX is the top corporate concern, according to 97% of CEOs,
and its significance has increased since the pandemic (Forrester research, 2022).

The marketing approach employed by Reliance JIO has proven to be very successful in drawing
customers and encouraging the uptake of its 4G network. The business has employed a
multifaceted strategy that includes significant data plan discounts, freebies, alluring promotional
offers, widespread advertising, and alliances with top businesses.

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Figure 1: Market share of telecom companies pre and post Reliance Jio Launch (Source:
iide.co)

Utilizing the AARRR method allowed the company's customer base to increase significantly.
Jio made a brilliant move by providing free services for three months as the initial step in the
acquisition process. The users saw a seamless data experience after activation that they had
never seen before. Jio didn't stop there; to maintain its subscriber base, it extended its free
services for a further three months in the new year of 2017. According to a 2017 Economic
Times NEWS study, around 67% of Indian consumers said they would be open to using
Reliance Jio as a backup connection rather than their primary connection. However, as the offer
got longer, an increasing number of users began to use Jio as their main connection.

Jio made a crucial shift to digital marketing. It promoted digital-first services by utilizing its vast
4G network and digital infrastructure. This includes distributing deals via internet platforms,
providing customer service via digital channels, and developing engaging app experiences. Jio
engaged with customers directly through social media sites like Facebook, Instagram, and
YouTube, promoting its offerings and providing real-time customer support. Jio's digital
promotions, like "Jio Summer Surprise" and "Jio Dhan Dhana Dhan," were quite effective at
increasing user engagement and subscriptions (Ramesh. K,2023).

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 Figure 2 : Digital Campaign of Reliance Jio (Source: iide.co)

Digital channels were employed by these campaigns to generate buzz and efficiently convey
advantages to customers. With this change, Jio was able to contact more people and collect
useful data for more focused marketing.

Jio focused on improving the user experience across all touchpoints in order to embrace a
customer-centric approach. This included personalizing offers and services based on user
behavior and preferences; streamlining the onboarding process with digital activations; and
facilitating seamless digital transactions and customer support through apps like My Jio
(Abhishek, 2024).

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 Figure 3: Single app platform of Jio services (Source: buildd.co)

With features including account management, customer care, and recharges, the My Jio app
evolved become a focal point for user interaction. In addition to streamlining processes, this
offered a customized experience based on unique usage patterns. Via digital channels, Jio
aggressively sought out user feedback and used it to continuously improve its services. High
levels of client satisfaction and loyalty were maintained with the aid of this iterative procedure.

Dependency Jio's strategic transition from traditional to digital marketing was characterized by
increased digital engagement and a focus on the customer. Through the seamless and
personalized customer experiences that Jio created by incorporating CX into its corporate
culture, the company not only stood out in a crowded market but also developed a strong brand
presence. Its continued expansion and position as a leader in the telecom sector have been
made possible in large part by this strategy.

3. Task 2: Consumer Persona and Customer journey Mapping

Customers now connect with businesses through a multitude of touch points across various
channels and media, leading to more complex customer journeys, which is why customer
experience is receiving greater attention. As a result, creating, overseeing, and trying to control
each customer's experience and journey has grown more difficult for businesses (Edelman and
Singer, 2015).

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Understanding customers' wants and values is the first step towards improving their
experiences. In order to please customers, it is first necessary to comprehend their values and
views. By creating a consumer persona, one can find profitable and potential clients. According
to research, a consumer persona is a semi-fictionalized description of a lucrative or potentially
profitable customer (Peppers and Rogers 2017). Frequency marketing and loyalty programs are
programs that give consumers discounts, points, goods, or other benefits in exchange for
disclosing personal and buying habits.
The customer journey map is created once the customer persona is constructed. Scholars and
industry professionals alike commend customer journey mapping (CJM), a growingly popular
strategic management instrument, for its capacity to shed light on an organization's customer
experience. The basic concept of customer journey mapping (CJM) is straightforward: it's a
graphic representation of the series of actions that customers can take to communicate with a
service company during the course of a purchase. Every potential organizational touchpoint that
a customer can come across during the service exchange process is listed by CJM. Senior
management can collaborate with cross-functional team members to implement strategies that
promote service innovation by having a thorough awareness of consumer touchpoints. By
enhancing the customer experience connected to every touchpoint, these strategies aim to
improve interactions between customers and customer service providers (Rosenbaum, M.S.,
Otalora,2017).

Figure 4: Customer Journey Map (Source: Debutify.com)

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Consumer Persona: Millennial Age 30-35 years.

1. Demography:

Age: 30-35 years

Gender: Male/Female

Location: Urban, Tier 1 and Tier 2 cities (e.g., Mumbai, Bangalore, Pune)

Income Level: Mid to high-income professionals.

Education Level: College graduate/postgraduate

Family Status: Single or married with one child

Occupation: Working professionals in sectors like IT, finance, media, marketing, or startups.

2. Profile:

Extremely tech-savvy individuals who enjoy digital transactions and are skilled with mobile apps.
centered on striking a balance between social activities, personal life, and career. frequent user
of over-the-top services like Amazon Prime and Netflix. like going out to eat, experiencing new
things, and placing online food orders.

3. Motivation:

They look for goods and services that save them time and effort (like digital telecom services or
on-demand meal delivery). Give preference to services that arrive quickly or produce results
right away (such as 4G internet or 30-minute meal delivery).

4. Goals:

Efficiency in Daily Life making the most of time with digital services (such as quick internet,
online ordering, and service administration via apps). Strive to keep up with the latest fashions,
technologies, and trends in your lifestyle.

5. Pain Points:

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Dislikes apps or platforms that are not intuitive or fluid, with poor customer assistance or
delayed deliveries. feels let down when goods or services aren't tailored to their tastes and
demands a high level of consistency and dependability.

Comparative Analysis: Customer Journey Maps for Reliance Jio and Domino's Pizza

1. Stages of the Journey

 Reliance Jio (Telecom) Stages: Awareness, Consideration, Purchase, Activation, Post-

Purchase.
 Domino's Pizza (QSR) Stages: Awareness, Consideration, Purchase, Order Tracking,
Post-Purchase.

2. Activities at Each Stage

 Reliance Jio: Enquires about plans, evaluates options, registers for service, turns on
broadband or a SIM card, and gets personalized help.
 Domino's Pizza: Views promotions, explores menu, places order, tracks delivery,
receives follow-up discounts.

3. Feelings Each Activity

 Reliance Jio: Affordable data, assurance in plan selection, comfort from a smooth
activation process, and confidence from continued support are all reasons to be excited.
 Domino's Pizza: Anxiety prompted by hunger, thrill of placing an order, contentment
throughout monitoring, and satisfaction from on-time delivery and quality and taste of
food.

4. Needs Each Activity Will Fulfil

 Reliance Jio: Affordable, dependable connectivity is required, along with easy

onboarding and ongoing assistance.
 Domino's Pizza: food should be easy to get, convenient to order, and delivered quickly to
satisfy customers.

5. Opportunities for Improvement

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  Reliance Jio: Improve customer onboarding speed, offer better real-time support through
chatbots.
 Domino's Pizza: Personalize promotions, enhance delivery speed during peak hours.

Jio focuses on ongoing customer engagement through data and service optimization, while
Domino's emphasizes instant gratification through fast food delivery. Jio’s journey is more
complex, involving continuous interaction, while Domino's is simpler and transactional. Jio
should focus on enhancing the onboarding experience by reducing activation time for services
like Jio Fiber. Invest more in personalized marketing campaigns based on real-time data
insights.

4. Task 3: Customer experience Metrics

4.1 Introduction
Customer experience includes all facets of a business's offering, including advertising,
packaging, features of products and services, dependability, and convenience of use in addition
to the standard of customer service. Businesses can significantly enhance both their customer
experience and financial performance by methodically tracking and measuring it (Gahler, M.,
Klein, J.F., and Paul, M., 2023).

4.2 CX metrics Explanation

 Net promoter Score:

Reichheld introduced NPS in an article titled "The Only Number You Need to Grow" that
appeared in the Harvard Business Review. The process is extremely straightforward:
clients are given the choice to rate the firm on a scale of 0 to 10 in response to the single
question, "How likely are you to recommend our company to a friend or colleague?"
Consumers who score 0 to 6 should be categorized as "detractors," 7 and 8 as
"passive," and 9 and 10 as "promoters." Subtracting the promoters' scores from the
critics' scores yields the NPS index, which is then expressed as a percentage. The sum

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 is then divided by the total number of questionnaires. No consideration is given to
passive clients (Fisher, N.I.; Kordupleski, 2019).
 Customer Retention Rate.
The percentage of users that stick with Jio's services over a given time frame is known
as the retention rate (Saleh, S. and Saha, S., 2023). computed by taking the total
number of customers at the start of the period and dividing it by the total number of
customers at the end, less the total number of new customers acquired during that time.
A high retention rate suggests that clients are happy and are not likely to go to rival
businesses. Long-term growth and recurring revenue depend on this.
 Customer Lifetime Value (CLV).
CLV calculates the total revenue a business can anticipate from a single client during the
course of that client's association with the enterprise. Jio may make decisions about how
much to invest in customer acquisition and retention tactics by using CLV to better
understand each customer's long-term worth.
CLV is calculated using the formula:
CLV = (Average Revenue per Customer) x (Customer Retention Period).

4.3 Current performance analysis of Reliance Jio.

Net promoter Score: Jio's Net Promoter Score indicates whether or not its users would
suggest utilizing the product. Jio has a 22 Net Promoter Score (NPS), including 31%
Detractors, 16% Passives, and 53% Promoters. On a scale from -100 to 100.
(comparably.com,2023).

Figure 5 : Net Promoter score of Reliance Jio (Source: comparabaly.com)

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Customer retention rate: According to data, the customer retention rate of reliance jo is 80
percent (Huzaifa Hassan, Dr. Zia ul Haq,2018).

Figure 6 :Customer retention Rate of Reliance Jio (Source: comparably.com)

4.4 Areas of improvement and recommendations

Jio's wide network coverage and competitive price contribute to its comparatively high NPS.
Nevertheless, a lot of critics are also influenced by sporadic outages in service and problems
with customer support. In cities with steady network performance, Jio has a high retention rate.

Minimize network outages in rural and semi-urban areas. Concentrate on keeping valuable
clients by providing them with individualized offers and first-rate customer service. Use AI-
powered customer support systems, particularly for high-traffic help channels, to improve
customer service and address issues more quickly.

5 Task-4: Key Strategies and practices

Dependency Leading Indian telecom provider Jio has upended the industry with its cost-
effective offerings and wide network coverage. With more than 400 million users since its 2016
launch, Jio has emerged as a major force in India's digital revolution. Customers will have a
consistent and positive experience when they can seamlessly transition between different
touchpoints (such applications, physical stores, and websites) thanks to a robust omni-channel
strategy (M.L.S., REDDY, M.S. and PILLAI, V., 2023) .

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  Unified MyJio App: Billing, data usage monitoring, customer assistance, and access to
additional Jio platforms (JioTV, JioSaavn) are all combined into one app, Jio's MyJio.
Customers may control various services from a single platform with this integrated
approach, resulting in a cohesive digital experience.

 Consistent Cross-Channel Service DeliveryJio makes sure that all channels—online and
offline—have access to its services. The MyJio app allows customers to start a
transaction online and finish it in-store, facilitating a smooth transition between digital
and physical touchpoints.

 Data-Driven Personalization: Jio delivers tailored offers and recommendations based on

client data. Customers are guaranteed to receive pertinent content through all channels,
including email, SMS, and in-app notifications, thanks to the company's analysis of user
preferences in creating tailored promotions.

 AI-Driven Customer Support: AI chatbots that offer real-time support fuel Jio's customer
service system. Customers may swiftly address difficulties without having to visit a real
store or wait for human support by using the chatbot, which can handle basic requests.

 Omni-Channel Payment Systems: Because Jio's payment systems are linked across all
platforms, users can use the app, website, or physical stores to pay bills, recharge their
accounts, or buy subscriptions. Users' transactions are made simpler and more
convenient by this standardized payment experience.

By consolidating all services onto a single platform, the My Jio app streamlines the consumer
experience. Personalized marketing is made possible by the use of data analytics, which raises
engagement. With automated support, users may quickly fix problems and become less reliant
on human agents (Kishor and Chakraborty ,2021).

For the purpose of avoiding inconsistencies in data, Jio should improve real-time
synchronization between online and offline touchpoints, including product availability and
service offerings. Improve the Escalation Procedures: For more complicated client concerns,
enhance the escalation process from chatbot to human help to reduce delays and speed up
resolution times. To minimize confusion when switching between channels, conduct UX audits
to guarantee consistency in design and functionality across all customer-facing platforms.

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6 Conclusion
Finally, Reliance Jio's success in the market may be attributed in large part to its emphasis on
incorporating customer experience (CX) into its marketing, customer journey, and omni-channel
strategy. Jio has successfully increased consumer engagement through data-driven
customization, smooth service transitions, and customer-focused innovations like the My Jio
app. Its competitive advantage can be further strengthened by advancements in cross-platform
user experience, human support, and consistency of service. Jio can sustain its exceptional
customer experiences and ensure enduring customer loyalty in the ever-changing telecom
sector by fine-tuning CX measures like NPS, retention rate, and CLV and improving its omni-
channel initiatives.

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