BIZ104 Customer Experience Management

Running head: BIZ 104
BIZ 104
Name of the Student
Name of the University
Author Note

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Introduction of the organization
The Woolworths supermarket is referred to an Australian Supermarket chain owned by
Woolworths limited. The mentioned organization is highly well-known in Australia and the
company along with Coles forms a near duopoly in the retail market of Australia. Currently the
market share of the organization is more than 72 percent and the total number of employees
working in the organization includes 15000 employees (Nasution et al., 2014). The company was
well known for its quality of the products sold. However, currently the company is suffering
from intense employee attrition due to drop of the quality of the food items offered to them. In
this report identification as well as differentiation f the two consumer segment. Analysis of
consumer experience strategy, importance of CEM Strategy will be performed.
Identification and differentiation of 2 consumer segment:
The two major segmentations that are evident when it comes to the consumer base of
Woolworth are the Psychographic consumer segmentation and demographic consumer
segmentation. When it comes to the demographic consumer segmentation, it can be defined as
the segmentation that is based on the certain characteristics of the consumers that includes but
are not limited to race, age, ethnicity, gender, education, income, occupation and religion of the
consumers. It has been found that majority of the consumers at Woolworths are of the age
ranging from 26 years to 35 years. From the age range of the consumers it can be understand that
majority of the consumers are the office goers (Breese et al., 2015). Secondly from the previous
analysis it as been found that majority of the consumers of Woolworths is female.
When it comes to the psychographic segmentation of the consumers of Woolworths it can
be defined as the segmentation that is based on the lifestyle, social class, personality and values

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of the consumers. It includes clearly defining the ideal buyer persona for the product or service
and developing relationships with the customer base. 60 percent of the consumers of the
organizations are found to be more conscious about the quality of the food and grocery items
compared to the budget (Riquelme et al., 2016). The rest 40 percent of the consumers are
concerned about both budget as well as quality.
Consumers experience strategy
The consumer experience strategy can be defined as the actionable plan in order to
deliver a positive, meaningful experience to the consumer. Considering the fact that Woolworth
is suffering from major consumer attrition due to drop in quality and service of the products, it is
highly crucial for the management to develop a consumer experience strategy.
Competitive insight: Considering the fact that the consumers are shifting from Woolworths to
its competitors, the management of Woolworths should conduct both internal and external
market analysis to understand the loophole resulting in major consumer analysis attrition. While
SWOT analysis will help the organization to understand its strengths, weaknesses, opportunities
and threats, PESTLE analysis will help the management to understand the pricing and quality
maintaining strategy undertaken by its competitors.
Enhancing the quality of product and services: from the previous analysis it has been found
that the chief reasons behind the deterioration of the consumer experience of Woolworths
includes low quality product, lack of training of the sales executives and ineffective online
services. In order to enhance the quality of the food and grocery items the management should
focus on monitoring its supply chain in order to prevent any kinds of low quality products from
getting delivered (Çifci et al., 2016). Along with that, regular monitoring of the product that are

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kept in the outlet for sale should also take place. Secondly, training should be provided to the
consumer sales executive so that they can efficiently communicate and provide guidance to the
consumers. Finally, the employees associated with the online service of the organization also
need to be trained and their progress needs to be monitored on a weekly basis.

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Business value proposition
Consumer
Experience
Consumer’s
Perspective
Business Value
Proposition
Sense Of need
Expectations
Exploration
Decision Making
Purchasing
Post purchasing
experience
Promotional as
well as marketing
strategy
 Guidance
 Availability
 Communicatio
n
 Billing
 Communicatio
n (offline as
well as online)
 Consumer
Service
 Maintenance
 Client and
Personal
 Social
Influence
 Cost
 Loyalty
 Substitutes
 Sense of
Fulfillment
 Developm
ent of

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Importance of CEM strategy:
CEM or Consumer experience strategy can be defined as the next logical step that is
highly crucial for managing interactions as well as relationships with the consumers of an
organization. One basic principle of CEM software is to centrally manage all the customer's
contacts with the company, no matter what the channel. The mentioned strategy goes beyond the
conventional CRM strategy by assessing how the consumers view the totality of interactions
within the organization. Thu the CEM strategy helped the management of Woolworths to
understand the basic needs of the consumers and the reason behind the excessive consumer
attrition, not only this, this tool also helped the management to develop a consumer experience
strategy that can successfully prevent the attrition of the consumer along with enhancing their
loyalty towards the origination (Paul et al., 2016). The chief objective of CEM is to provide not
just an acceptable level of service for consumers, but a consistent, personalized and rewarding
experience that is so good it turns consumers into committed loyalists.
Conclusion
From the above discussion it can be concluded that the company posses the potential to
retain as well as enhance the loyalty of the consumers. In order to reach this goal, the
management of Woolworths is concentrating on enhancing the quality of the products as well as
services. The consumer segmentation will help the organization to identify its potential
consumers as well as their specific requirements from the company. It is expected that in near
future, Woolworths will be able to regain its fame as one of the most popular retail organization
of Australia.

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Reference List
Breese, R., Jenner, S., Serra, C. E. M., & Thorp, J. (2015). Benefits management: Lost or found
in translation. International Journal of Project Management, 33(7), 1438-1451. Retrieved
from: https://www.apm.org.uk/media/10514/research-summary-benefits-management.pdf
Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S., & Siala, H. (2016). A cross validation
of Consumer-Based Brand Equity models: Driving customer equity in retail
brands. Journal of Business Research, 69(9), 3740-3747. Retrieved from:
https://doi.org/10.1016/j.jbusres.2015.12.066
Nasution, R. A., Sembada, A. Y., Miliani, L., Resti, N. D., & Prawono, D. A. (2014). The
customer experience framework as baseline for strategy and implementation in services
marketing. Procedia-Social and Behavioral Sciences, 148, 254-261. doi:
10.1016/j.sbspro.2014.07.041
Paul, J., Sankaranarayanan, K. G., & Mekoth, N. (2016). Consumer satisfaction in retail stores:
Theory and implications. International Journal of Consumer Studies, 40(6), 635-642.
DOI: 10.1111/ijcs.12279
Riquelme, I. P., Román, S., & Iacobucci, D. (2016). Consumers' perceptions of online and
offline retailer deception: a moderated mediation analysis. Journal of Interactive
Marketing, 35, 16-26. Retrieved from:
https://www.researchgate.net/profile/Dawn_Iacobucci/publication/303437824_Consumer
s
%27_Perceptions_of_Online_and_Offline_Retailer_Deception_A_Moderated_Mediation

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_Analysis/links/59e6250ba6fdcc3dcd33e91d/Consumers-Perceptions-of-Online-and-
Offline-Retailer-Deception-A-Moderated-Mediation-Analysis.pdf