The Assignment on Customer Experience Management

Running head: CUSTOMER EXPERIENCE MANAGEMENT
CUSTOMER EXPERIENCE MANAGEMENT

CUSTOMER EXPERIENCE MANAGEMENT 2
Table of Contents
Introduction................................................................................................................................3
Company background................................................................................................................3
Research objectives to enhance the customer experience..........................................................3
Primary research method........................................................................................................4
Research planning................................................................................................................4
Research design......................................................................................................................4
Research implications..........................................................................................................4
Secondary research method....................................................................................................4
Secondary research.....................................................................................................................4
Apply CEM concepts to identify the challenges and opportunities for achieving a customer
experience..................................................................................................................................6
Identify and differentiate 2 customer segments from research undertaken using personas.......7
Take the Voice of the Customer (VOC) and customer feedback obtained from primary and
secondary research into account in forming the customer experience strategy.........................8
Results Summary.......................................................................................................................9
Connect customer experience maps and alignment diagrams with a business value
proposition for the 2 customer segments identified above.......................................................10
Conclusion................................................................................................................................12
References................................................................................................................................13
Appendix..................................................................................................................................15
Survey through questionnaire...............................................................................................15
Results obtained through online survey...............................................................................16

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Introduction
This report presents the company's backgrounds and research objectives to enhance customer
experiences. It also illustrates the primary and secondary research method for conducting the
research. It applies CEM concepts to identify the challenges and opportunities for achieving
customer experience. It explains the customer journey map and value proposition for each
segment. This report also focuses on the voice of the Customer (VOC) and customer
feedback obtained from primary and secondary research.
Company background
Woolworths is a recognized company that deals in the retail industry. It operates in
approximately 995 regions across Australia. It has recruited regarding 115,000 employees in
their supermarket as well as, distribution platforms. It aids the employees for offering the
ease facilities, added value, and premium services to their consumers. It also makes feel
hygienic to consumers who are available in the Australian sector by providing organic foods
(Woolworths, 2019).
It can also identify Australian consumers who want for practicing comprehensive as well as,
innovative technology for purchasing. Consequently, it has created its unique picture since it
is becoming innovative retailers within Australia. It also facilitates different services to their
consumers for buying products and services through ease procedures (Woolworths, 2019).
Research objectives to enhance the customer experience
 To identify the concern of consumers and to create an appropriate customer
experience
 To address the challenges and opportunities related to customer experience
management
 To suggest the customer experience strategy by executing the techniques that are
essential for evaluating and assessing the customer experience.

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Primary research method
Research planning
The planning of research considers the ways for conducting the online monkey survey that
entails questionnaires related to the firm. It supports for evaluating consumer services offered
by firms (Terblanche, 2018).
Research design
Under this investigation, a quantitative research design is selected for accomplishing the
investigation objectives. This design considers the statistics related to customer experiences
of Woolworths (Mili, et. al., 2016).
Research implications
The primary implication related to research is performed by creating a manual survey. It
entails 10 customers who were involved in the research.
Secondary research method
The secondary research tool is performed for evaluating the experience of customers of
Woolworths. This tool is supportive of achieving the research goal that entails the concerns
faced by the firm. The secondary research tool is implemented for collecting data through
business reports, company annual reports, and social media reviews. The key aim of
implementing this tool is to obtain reliable and valid information. The secondary information
is illustrated by a literature review related to customer experience (Homburg, Jozić, &
Kuehnl, 2017).
Secondary research
Business reports

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(Source: Roy Morgan, 2018).
The above chart shows that there are 34% of increment in the market share of Woolworths
limited in the year of 2018. In contrast to this, there is only 10.8% of increment in other non-
supermarkets.
Social media reviews
(Source: Social media reviews)

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From the above social media reviews, it can be illustrated that there is a number of customers
who love to shop at Woolworths. There is also a number of customers who are loyal to the
company due to getting fresh food.
Company annual report
From the annual report of Woolworths, it is illustrated that customer 1st team 1st culture us
critical in terms of sustaining higher scores in across the voice of customers and voice of tea,
despite the unique challenges at the time of F19. In the year of F19, customer feedback
measures were widened for entailing VOC net promoter scores along with store controllable
VOC (Woolworths, 2019).
Apart from VOC, NPS is used for making sure that favourable and unfavourable customer
feedback. It could be considered for increasing the minimum standard by consistently
sounding for consumers. In the context of Australian food, VOC NPS has enhanced 3 pts
from the earlier period to 51 which is led by enhancement across both in-stores and online
(Calvo-Porral & Levy-Mangin, 2016).
Store controllable VOC is in context with earlier year at 82% that is favoured by historical
highs from vegetables and fruits in spite of availability and quality concerns earlier in the
period. New Zealand food also enhanced its customer scores with higher VOC NPS i.e.
higher of 44 at the end of June 2019. It was peak in December 2018 as well as, up 2 pts
simultaneously (Woolworths, 2019).
Apply CEM concepts to identify the challenges and opportunities for achieving a
customer experience
In existing condition, it is assessed that a high number of consumers wishes to shop through
supermarket since the availability of food as well as, non-food products. It is assessed that
consumers are highly competent about fair trade activities as compared to the seller
(Terblanche, 2018). Hence, Woolworths can consider the added value and marketing