Full Length Research Article (Monograph)
Authors:
- Rishabh Aryan, M.Des (UX), School of Design, DIT University, Dehradun (Uttarakhand, India).
- Abdul Kalam, Assistant Professor, School of Design, DIT University, Dehradun (Uttarakhand, India).
- Mahima Yadav, Assistant Professor, School of Design, DIT University, Dehradun (Uttarakhand, India).
- Subhash Chandra Pandey, Manager (Human Resources), Tata Steel Downstream Products Limited (Jamshedpur, Jharkhand).
Corresponding Author: Abdul Kalam, Assistant Professor, School of Design, DIT University, Dehradun (Uttarakhand, India)
Email ID: abdul.kalam@dituniversity.edu.in
Abstract:
In today’s intensifying business landscape, merely providing high-quality products is no longer sufficient to sustain a competitive edge. As customer expectations shift toward personalized and seamless interactions across channels, managing Customer Experience (CX) has become a vital driver of brand loyalty, advocacy, and financial performance.
This project explores the development of an extensive Customer Journey Map (CJM) for Tata Steel Downstream Products Limited (TSDPL), a major steel processing and supply chain solutions provider. Utilizing a mixed-method research approach combining qualitative customer interviews, quantitative experience surveys, website analytics, and cross-functional departmental collaboration, the study systematically tracks customer touchpoints across five critical stages: Awareness, Consideration, Purchase, Post-Purchase, and Advocacy.
The primary findings reveal a generally positive customer sentiment fueled by highly helpful sales representatives and prompt order accuracy. However, significant friction points and operational bottlenecks were identified, particularly concerning complex website navigation, user interface (UI) limitations, a desire for broader value-added services (such as specialized fabrication), and localized gaps in customer service technical knowledge. To address these challenges, distinct customer personas were formulated to guide target experiences. The report outlines critical strategic recommendations to optimize TSDPL’s touchpoints, emphasizing the enhancement of website UI/UX design, simplification of the online checkout process, integration of omni-channel communication networks via CRM systems, implementation of continuous customer feedback loops, and robust employee empowerment and training frameworks. Ultimately, this research underscores that continuous evaluation and responsive, customer-centric refinement of the customer journey are foundational to reinforcing long-term corporate growth, differentiation, and stakeholder value in the downstream steel sector.
Keywords: Customer Experience (CX), Customer Journey Mapping (CJM), Tata Steel Downstream Products Limited (TSDPL), Steel Processing Industry, Touchpoint Optimisation, UI/UX Design, Customer Personas, Supply Chain Management, Value-Added Steel Solutions, Omni-channel Communication, Employee Empowerment & Training, Design Thinking.
Accepted: 19/10/2024
Published: 10/11/2024
Author(s) Retains the Copyrights of This Article