Perception Management

In this course, Managing the Customer Experience, we have learned and applied tools to analyze quantitative and qualitative data to improve the customer experience.  The customer experience is influenced by many factors.  However, controlling perceptions is the key to providing an experience that meets, exceeds, or falls short of expectations.  Studies have shown that organizations that consistently meet or exceed expectations increase customer satisfaction, loyalty, and advocacy.  During our final project, we analyzed the customer experience for a typical day on the National Mall.  This analysis applied the tools we learned to include mapping a customer journey, auditing marketing/public relations platforms, service mapping, blue printing, mystery shopping, user experience (desktop/mobile) evaluation, peak performance analysis, and social media monitoring.   One of the highlights of this process was learning the amount of information an organization needs to not only be aware of but engaged with. 

For example, through analyzing over 30 TripAdvisor and 30 Google reviews of the National Mall, we discovered a majority of visitors were disappointed with the current construction on the National Mall.  Despite this initial disappointment, most contributors stated they were still taken by the beautiful scenery and wonderful sites.  Had visitors been informed of the current construction on the National Mall, it would likely have resulted in less disappointment and increased customer satisfaction by meeting customer expectations.     

-Brett

Current National Mall Construction (Until 2017)