Customer Experience Management Report 2022

Customer Experience Management
Author’s Name
Institutional Affiliation
Date

Executive Summary
The report includes a detailed description of the customer services offered by OZ laundromat
and the experiences achieved by customers. Primary and secondary data collection and analysis
methods were used to get a closer understanding of the customer experiences. Based on the
information attained from the analysis, it was observed that OZ laundromat needs to work towards
the integration of new marketing techniques to reach out to potential customers in their region.
Furthermore, recommendations on other strategies were included towards the end of the report. OZ
Laundromat might want to integrate entertainment features and added pickup services for customers
that opt for service wash.

Table of Contents
Introduction........................................................................................................................................................4
Primary Research...............................................................................................................................................4
Secondary Methods............................................................................................................................................5
CEM Conceptualization.....................................................................................................................................5
Segmentation......................................................................................................................................................6
Strategy..............................................................................................................................................................7
Business Value Proposition................................................................................................................................8
Conclusion.........................................................................................................................................................9
References........................................................................................................................................................10
Appendix 1: Personas for Housewife...............................................................................................................11
Appendix 2: Persona for Working Professionals..............................................................................................11

Introduction
OZ Laundromat is a laundry service providing organization in Caufield South, Australia. The
centre of the company is open 24 hours of day with the capability to offer extensive services and
offers for customers from different backgrounds. Recently the ownership of the company was
transferred to new individuals but it ensured the customers that the quality of services will remain the
same and would improve even further, in the days to come. New technology washing machines and
equipment are offered to the customers, to help them with laundry in the best possible manner. The
business has acquired an excellent reputation over time with the provision of high-quality services.
The leading types of services offered include, laundry, ironing services, pickup and drop of laundry
and special discounts for different industries (OZ Laundromat, 2020).
The research objective was to analyse the satisfaction rates of the customers based on which
further actions can be taken to improve the quality of services. Another objective was to understand
the problems with staff that the customers might be facing and to find out the right solutions based
on the analysis.
Primary Research
The primary research method adopted was the formulation of a survey questionnaire and
circulation of the same through email to the existing customers of OZ Laundromat. The survey was
formalized of six questions and the design was kept simple to get the best outcomes. Out of the many
existing customers of OZ Laundromat, only 23 responses were received for the questionnaire.
Through Google Forms, the link was sent to the email addresses offered by the customers. As the
subject was customer services, all questions asked were directed towards asking about the existing
experience and the things that the customers might want to change.

Secondary Methods
Secondary research conduct is based on the analysis of the online materials made available on
a particular subject. The OZ Laundromat website was visited to gain information about the
background of the company and the services it offers. Although there is very low material made
available on their website about the company specifically, special notice of the existing news
published was taken. The second resource was the analysis of the social media pages of the company
to gain insight into the promotional activities done and the customer responses over the same. Lastly,
review websites like Yelp and others were visited and read to understand the overall feedback of the
customers on the laundry services.
From the social media perspective, the company has only two reviews on Facebook which
claim to give the company 5 out of 5 stars for the exceptional services (OZ Laundromat, 2020). On
reputed review websites such as Yelp, the organization has no reviews yet (Yelp, 2020). Apart from
these two platforms, there was no web presence of OZ Laundromat on any other website.
Yellowpages also simply lists the business and offers no additional information on the same.
CEM Conceptualization
CEM Concepts can be defined as the process through which an organization is able to
analyse the experience of a customer with the organization and the actions adopted to improve the
services or products. The alignment of innovative methods to improve customer experience is the
core of CEM concepts (Das and Hota, 2014). The primary challenge in customer service for OZ
laundromat is that 56% of the respondents did not want to receive coupons or special offers by the
company through email. The second challenge is that the company does not have any pick up and
delivery customers. Some of the customers also responded that they rarely visit OZ Laundromat
anymore or visit only on a monthly basis.

Based on the customer feedback receipt, several opportunities are present for OZ Laundromat
to capture and increase its services. The company might want to extend more investment in the
marketing of its services on social media and other websites. The construction of a fully functional
website with better graphics and advertisements on different channels can help in getting a higher
amount of business. Since none of the respondents have used the Pickup and Delivery services,
concentration on promoting this feature can be done to acquire improved results in the future.
Furthermore, the web presence of the company is significantly low and thus added effort can be put
in the direction to receive higher number of reviews.
The strategic objectives of OZ laundromat, like any other organization is to gain improved
number of sales and customers for the services. New marketing channels can be opened with direct
and indirect means to acquire more business with the latest technology equipment that the
organization has successfully installed.
Segmentation
Based on the research conducted, the two major customer segments of OZ laundromat are
self-service individuals and those who acquire services for wash, dry and fold of their laundry. Self-
service customers are those that prefer to do their laundry themselves. These could include
housewives and other self-employed individuals who have spare time to take care of their laundry on
their own. Their objective could be to invest time in laundry and save the extra money that they
would otherwise pay the professionals of OZ laundromat to do the job for them.
The second line of customers who acquire Service Wash can be professionals who do not
have sufficient amount of time to take care of the laundry themselves. These customers drop and
pickup the laundry themselves while they travel to and from the workplace. The restriction of time in
their schedules is the main reason for Service Wash. 30% of the customers required dry cleaning and
21% said that they also took the ironing services. These types of services are also acquired by

professionals and thus the two types of customers that the laundromat has are housewives and
professionals.
Strategy
The customer experience strategy is devised based on the primary and secondary data
collected from the different sources discussed above. From the secondary sources, it was observed
that the customers were extremely happy with the services offered by the company, especially with
the high-volume machinery available to wash laundry. From the primary data collected as well, there
is a clear indication of positive reviews overall from the services offered by the company. 40%
respondents agreed that the service wash service of the company was exceptional and they used it
often to get their laundry washed, dried and folded. 48% of the respondents agreed that self-service
feature of the company was a success and their use was optimal. Based on other observations, some
of the leading recommendations and strategies to acquire improved customer experience are as
follows:
 Discounts and additional coupons can be distributed hand in hand rather than distribution on
emails. Customers who agree to online receipt must only be sent the coupons. Also,
housewives who opt for the self-service technique with OZ laundromat can be given special
discounts like a 10% waiver on the 6th or 11th visit in a specific duration of time.
 Music systems or televisions can be added to the infrastructure through which people can
distract themselves while they wait for the laundry to be done.
 Pickups can be made available as an additional feature to the customers who opt for service
wash. In this way, improved customer experience can be gained and people can be given the
ease and experience of the Pickup and Drop services. This will further allow the company to
acquire business for a service that is not very popular as yet.

 Customers can be encouraged to share feedback online so that others can take pointers. This
will enable the company to market itself and gain a higher consumer base, which is very
minimal as of now.
 Increase in the online marketing strategies with advertisements would further encourage
consumers to share feedback on social media and other channels. With the use of these
techniques, OZ laundromat can get a closer understanding of the problems that existing
customers are facing and the best practices that can be adopted to resolve these issues
effectively.
Business Value Proposition
The business value proposition for the two segments identified above can be the provision of
entertainment modes while people wait for their laundry to be completed. Added services and
discounts can be offered for the completed in a specific amount of time. The customers that opt for
the service wash can be given added services of pickup by which the company can acquire more
customers for the same service in the future. More information in the form of newsletters can be sent
to customers about the services of the company.
In order to improve the number of customers for OZ laundromat, the company might want to
consider direct marketing techniques through which more housewives can be made aware of the
services offered by the company. Since professionals constitute as the second most prominent
customer type for the company, they can also market their services with paid advertisements. Given
the current number of customers and the low visibility of the business, it is crucial to concentrate on
the promotion of the services first.
Business value propositions can also be extended to existing customers with special
packages. For example, a 10% discount can be offered on the 6th visit within a specific period of

time. This will allow the company to gain a strong line of loyal customers and increase the overall
visibility in the community as a whole.
Conclusion
To conclude the report, a number of important data was gathered about the existing business
of OZ laundromat and the customer experiences. The customers were seen to be very happy with the
existing services of equipment and the staff members both. However, the company has very limited
number of online reviews which does not indicate much to gain insight into customer experience.
Lack of reviews has given very less detail to focus on. On the other hand, the primary data collected
gives a strong understanding of the two customer segments of the housewives and professionals that
opt for self-service and service wash features respectively. Very few customers agreed that they also
take the dry cleaning or ironing services and hence the focus was laid on the other two services. The
company does not have any customers for pickup and drop services. Inclusion of one feature in the
strategies will give more visibility to the organization. The report also takes into account the
foremost strategies that can be applied to the existing business to acquire improved customer
experience. Although there were no specific problems identified; however, the integration of
entertainment systems and added discount features can help in acquiring new customers that can add
value and reviews towards business improvisations.

References
Das, N. and Hota, K. (2014). A Conceptual Study on Customer Experience Management.
International Journal of Management and Business Studies, 4.
OZ Laundromat. (2020). OZ Laundromat Caufield South. OZ Laundromat Official Website.
[online]. Available at: https://oz-laundromat-caulfield-south.business.site/
OZ Laundromat. (2020). OZ Laundromat Facebook Review Page. Facebook. [online]. Available at:
https://www.facebook.com/pg/OzLaundromatCaulfieldSouth/reviews/?ref=page_internal
Yelp. (2020). OZ Laundromat. Yelp. [online]. Available at: https://www.yelp.com.au/biz/oz-
laundromat-caulfield-south

Appendix 1: Personas for Housewife
Appendix 2: Persona for Working Professionals
Self Service of Laundry and
Uses coupons to get
discounts
No time for doing laundry self so
takes the Laundary services for
Washing, Drying and Ironing.