National Research University Higher School of Economics
Faculty of Business and Management
Essay on Customer Experience Management Course
Analyzing the best practices of CEM:
Moscow, 2016
Joop Cappon
Table of Contents
Introduction 3
Company background information 3
Customer experience management Heineken 5
Value Co-Creation Heineken 7
Conclusions 8
Recommendations 9
Bibliography 10
Introduction
Customer experience management is becoming more and more important for international enterprises nowadays. Every single year around 40 to 50 percent customers switch from one operator to another. One of the main reasons for this are unfulfilled promises. Besides this there is an increased competition in saturated markets[ CITATION Seb12 \l 1043 ]. So, enterprises have to move from typical service centric approach to an enriched experience of the customer throughout its whole journey. Experience in our research have three main levels; starting with the fixed direct operational efficiency, which means that if the customers is centralized in the business process the approach will be more simplified. The second level is to create the best experience for the customer as possible, this way customer will come back to the company. Thirdly, the increase of the lifetime value of the customer[ CITATION Seb12 \l 1043 ].
The primary purpose of this report is to give an insight in the application of practices with regards to customer experience management that is used by Heineken.
Firstly, a short description of background of the Heineken will be given. Followed by an analysis of the customer experience management of the company in specific. Thirdly, the value co-creation of Heineken will be discussed. In order to complete the research, there will be conclusions and recommendations for the Heineken company. The research is primarily conducted with desk research of academic articles.
Company background information
Heineken International, also known as Heineken, is a Dutch brewery of beer founded in 1864 by Gerard Adriaan Heineken in the capital of Holland Amsterdam. Currently, Heineken holds over 165 breweries located in more than 70 different countries. Heineken’s main beer is Heineken lager beer, but it also sells famous beers as Amstel, Sol and Tiger Beer. Anheuser-Beusch InBev and SABMiller are ranked as number 1 and 2 largest beer breweries in the world followed by Heineken in the ranked third in terms of production volume. In 2014 Heineken had a revenue of 19.257 billion euros and an operating income of 3.129 billion euros. The number of employees of Heineken is around 77,000 in 2014. The stakeholders of Heineken are Heineken Holding NV (50.005%), Fomento Economico Mexicano S.A.B. de CV (12.532%) and other stakeholders (37.463%).[CITATION Ann \l 1043 ]
Heineken is focused on six business priorities. They help the company to achieve sustainable growth in all markets in which it is operating to create value out of their heritage, global scale, customers, brands and the green thread that is connecting the brand all over the world.