Customer Experience Management in Business: A Tale of Two Stores

Running head: BUSINESS ASSIGNMENT
BUSINESS ASSIGNMENT
Name of the Student:
Name of the University:
Author Note:

1
BUSINESS ASSIGNMENT
A week before, I went to Sacca’s Fine Foods to purchase fruits. As I was new in the
town, this store was not very well known to me and it was my first visit in this store. The
price of each and every commodity in this store is much higher compared to other stores in
the locality, yet I didn’t hesitate to buy as I thought maybe the price is higher due to a greater
quality. To my surprise, later when I consumed some of them I found out that some of the
fruits were rotten and some had insects inside them. One could imagine my anger at that
moment, so, like any other consumer I called their customer care helpline.
After waiting for several minutes a lady finally picked up my call in a very disturbing
tone and said there is no way in which she can help me in this matter. So it goes without
saying that not only the quality of the products of this store is bad but the behaviour of the
customer care executives is also heinous and the helpline is useless. As a consumer it is my
right to lodge a complaint if I’m unsatisfied with a product and it is the duty of the helpline to
make sure that the grievances of the customers are managed but the company lacks consumer
management (Henning-Thurau & Hansen, 2013). As stated by Hill and Brierley (2013), the
helpline is the key to create a bond with the consumers so that it creates an advertisement
within the buyers, but I think that the store fails to understand that and should seriously
consider improving the helpline.
On the contrary, there is another experience which has satisfied me completely as a
consumer. I’ve visited another fruits and vegetables store called ‘Fresh Express’ recently.
I’ve brought apples and strawberries to make dessert for my house party and I must say that
the price was quite reasonable and the quality was top notch. They even called me two days
after my purchase to know if I was satisfied with their service and products and the person
who called was extremely polite and I must say I’m quite impressed and I will definitely
recommend all my friends to check out this store. They have a huge range of fruits and they
give special discounts on seasonal fruits. They even have an attractive webpage where they