Customer Experience Management Assignment (CEM)
Added on 2020-05-04
15 Pages3165 Words43 Views
Running head: CUSTOMER EXPERIENCE MANAGMEMENTCustomer Experience ManagementName of the studentName of the universityAuthor note
1CUSTOMER EXPERIENCE MANAGMEMENTExecutive SummaryThis is a report, which will depict the customer experience management of the organizationnamed ALDI. The retail global market scenario is changing at a rapid arte and there is no loyaltyamong the consumers for a particular brand. The consumers are looking for best deals andsupermarkets that are able to provide them with the best experience. Thus, it can be concludedfrom the report that the organization will have pay more focus on the changing the quality of theproduct they are offering. Customer experience management is one of the major factors inproviding the organization with competitive advantage in the market. This will enable theorganization to identify their weaknesses and the shortcomings which will help in improving thebusiness model. The organization will have to pay more focus on the different types of theconsumer personas to educate their staffs of dealing with them in better way. Thus, it can beconcluded that the customer perspective will vary depending on the personas.
2CUSTOMER EXPERIENCE MANAGMEMENTTable of ContentsIntroduction......................................................................................................................................3Background......................................................................................................................................3Customer Personas...........................................................................................................................4Research Tools.................................................................................................................................5Existing Customer Data...................................................................................................................6Customer Map.................................................................................................................................7Relationship.....................................................................................................................................8Innovator..........................................................................................................................................9Analytical.........................................................................................................................................9Conclusion.......................................................................................................................................9References......................................................................................................................................10
3CUSTOMER EXPERIENCE MANAGMEMENTIntroductionThis is a report, which will depict the customer experience management of theorganization named ALDI. The retail global market scenario is changing at a rapid arte and thereis no loyalty among the consumers for a particular brand. The consumers are looking for bestdeals and supermarkets that are able to provide them with the best experience. ALDI is one suchorganization, which has gained popularity in the market due to the competitive prices and thelevel of service the hard working employees in the organization provide to the consumers(Peterson, 2016). The report will highlight different consumer personas, the research tools,surveys, interviews, customer-mapping experience, and competitor analysis of two rivalcompanies named ALDI and Woolworths.BackgroundALDI is a German retailer of grocery chain, which started in Essen in the year of 1913.The organization expanded its business to Australia in the year of 2001 and initially its growthwas slow as they faced heavy competition from the already established companies in the market.Woolworths and Coles have been the market leaders in the industry but the growth of ALDI inthe past decade has been commendable as it was able to capture a huge amount of market share.This has been possible for the organization because of their aggressive marketing strategy,backward integration and customer experience management. The organization has been able toprovide the customers with high quality of products at cheaper prices. These have facilitated inproviding them with competitive advantage in the market. Thus, the organization will be able tomaintain their long-term sustainability in the market (Welcome to ALDI, 2017).
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