Customer Experience Management Report Introduction Customer experience management is a collection of processes that firm or a company uses to organize, track and oversee the relationship between the organization and customer during the customer lifecycle (Homburg, Jozić & Kuehnl, 2017). This ensures there is a good relationship between the customer and the firm to foster the perspective and loyalty of the customer (Walden,2017). Company background The research was conducted on customer experience management in Big W Company in Australia. It is the leading retail industry, which is a division of Woolworths limited. As for the year 2015 the company opened 186 stores nationwide and had 20000 workers across Australia and Hongkong the Woolworths established the big w brand to supply the shoppers with a variety of merchandise products ("Is this Woolworths? biggest challenge yet?," 2017). The company aims at providing quality products and putting their customers at the center of everything. The prices are great in which the favor the branding of the branding up to international brands. The customers can be able to choose a variety of products for women, men, children, home, toys, books, electronics, cosmetics, footwear and other essentials. In which the customers can be able to pay in instalments and the products are kept in store until when the customer is able to the final payment. The products can also be bought through their website in whichtheproductscanbedeliveredthroughshippingordeliverythroughtheirlocated nominated branches. The Big W Company is the second company in Australia that is able to use self-service machine (Homburg, Jozic & Kühnl, 2015).
Customer’s personas There are three customer segments or personas in the big company and they can be differentiated as follows persona 1 Carmen Bartyis a female who is 48 years married with two kid and she is a child care assistant. She loves going to shopping and she needs to buy new clothes for new season. Her customer experience journey to the Big W Company is that she evaluates the brands that are cheaper she asks the staff of the company for assistance and further information of the product and decides to get only what are essentials. Being a customer she is satisfied with the products because the purchase met the budget. She is considered as a royal customer to still come to the store but not to purchase the same brand. Persona 2 Nicki Galleri is also a female 25 years old single and an accountant. She is a book reader, regular online shopper; her goal is to spend time with family and friend, and continuous growth in profession. Her customer segment is that she is aware of the Big W Company through the social media and the website. She considers going to the reader’s online community for the recommendations for the price comparison. She went to the big w website and decided to take a book’ the girl in the train’ and she thinks whether to choose home delivery or online pick up order. During the purchase, she added an item and proceeded with the online checkouts and she received a tax invoice through the email when she selected pick up in store collection. She waited for more than 10 min to collect the parcel where there was only one staff at the pickup counter (Schäfer & Klammer, 2016). Being a customer, she considered to continue with online shopping and gave recommendations to the online community about the book and store prices. Customer persona 3 is Anthony Edwards 78 years old married with three children who is a pensioner. He likes watching TV shows and reads newspaper daily his goal is to upgrade
television and learn more about television. HIS customer segment on Big W Company is that he consideration is to get a TV from the company. He also thinks about whether the quality of the TV is worth the price and asks the daughter to gather more information about the TV that he needs to upgrade when he goes to select she is greeted warmly and she asks to be shown other brands. He purchases the TV at a discount price as discussed earlier. Being a customer, he is satisfied with the quality of the product because it works perfectly and it is worth the price. He considers continuing buying the products from the store and to become a regular shopper using the royalty card and he is able to advocate to friend and family about the good prices offered by the store. The voice of the customer The Big W Company is conducting the voice of the customer survey and the customer can be able to win 100$ gift card for each feedback they give to the company. This method is good for listening to the customers and to encourage them to voice out, give the feedback, and experience that is needed to the company (Lam & Mayer, 2014). IDIC model towards achieving a royal customer relationship The IDIC model can be used in achieving a royal customer relationship this means identifying,differentiating,interactingandcustomizing,thismodelwasintroducedby. Identifying your customer’s individually and making them feel that you know them can make a good achievement of a royal customer (Hasan, 2018). Also differentiating the customer’s value and needs with those of the organization and interacting with the customer is in order to know their values and customizing your products and services to the customer satisfaction makes the customer to be royal (Zolkiewski et al, 2017).
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Business value proposition The business value proposition helps the customers to know why they should buy your products rather than buy from your competitors and makes the benefits of your products to be clearer to your customer.The experience of segment the customer persona one is very convinced that big w company has great prices and a good customer service Persona two segmentation her love for reading books describes the experience with big w company. When she need the book the first awareness was through the website of the company and compares the price with other company. She is therefore satisfied with the company method of payment and delivery which makes the company unique compared to other companies (Schmitt, 2016). In the third segmentation, the customer is aware of the company through the mail box and the love for upgrading his TV describes the value of the big w company. When he goes to the company, he is greeted warmly, this makes him motivated, and he is able to evaluate the brand that he needs(Sukwadi, 2015). He is therefore satisfied and convinced to be a regular shopper therefore making the company worth. The customers experience, challenges and opportunity for improvement The first customer had a good customer experience although the challenge was that she had a low budget and the product had a high cost she had an opportunity to look at other cheaper brands.
How the customer experience will be measured and evaluated. The customer experience will be evaluated and measured using frontline surveys where the customer will be asked to rate the performance of the company. If the response will be low the customers will be asked to give the reason for dissatisfaction and if the response rate will be high it will improve hiring, motivates the company and makes the service delivery more effective to the customer (Moreno-Munoz, Bellido-Outeirino, Siano & Gomez-Nieto, 2016). The customer experience can also be measured using a mystery shopping it uses the brand perspective where a secret shopper is given a questionnaire that give the priority and the standard of the product. They are asked to follow a given procedure that is designed to recover the customer lost sales in the customer’s journey. The customer experience will also be measured using the customer intercepts in which they are interactive and qualitative. It will be conducted by interviewing the customers at the exit of the stores asking the customers the new product lines and the strategies to be used in merchandise (Hwang & Seo, 2016). Proposed improved service offering The big w company services on customer experience can be improved by using the self- service management where the customer can be able to access the products easily. The information is posted online in order the customers can be able to find it used and use it themselves.
The company can also use the social media support. This is where people share their experience with their families and friends. The company should monitor the conversations for the customer’s service teams by providing awareness of the company products and services and the service department should monitor the customers who need help. Document steps towards forming a customer centric organization A customer centric organization focus on supporting the existing customers, marketing, and accounting other departments of the company as well. There are four steps on how to create a good customer experience (Homburg, Jozić & Kuehnl, 2017). First step understands your customer by knowing their behaviors and needs and creating a customer segmentation. The second step is creating a customer vision this is by identifying the audience in order to create a customer map in order to identify how the customer interacts with the products. The third step is developing a connection by creating a brand personality that improves a connection to the customer and can help to know a relationship between the customer and the company. Finally, the capturing the customer feedback in order to measure customer satisfaction and the feedback helps in knowing the customer expectations, perceptions and this help in monitoring and measuring the success of customer experience. Recommendations The Big W Company should have an exceptional customer service and build the customer relationship on social media. The company should also try to work on the customers or the consumer’s satisfaction for the welfare of the company and of themselves. Conclusion
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