Assignment Customer Experience Management

Running Head: CUSTOMER EXPERIENCE MANAGEMENT
Customer Experience Management
Name
Institutional Affiliation

CUSTOMER EXPERIENCE MANAGEMENT 2
Executive Summary
The businesses across the world compete to make the customer experiences better
with each passing day. The customer experience is regarded to be the most influential element
that can either continue the flow of business or stop the traffic towards it if the business has
not sufficient customers. For companies that work in the retail industry, this becomes even
more challenging to consider the preferences of each customer and satisfy them due to the
variety of products that are in demand and service. Hence, there is a need for a CEM
(Customer Experience Management) strategy that can help the companies to manage
customer experience.

CUSTOMER EXPERIENCE MANAGEMENT 3
Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................4
Coles – Customer Experience Management..............................................................................4
Conclusion................................................................................................................................11
References................................................................................................................................13
Appendix A..............................................................................................................................15
Customer Survey Link.............................................................................................................15
Appendix B..............................................................................................................................17
Social Media Reviews..............................................................................................................17
Appendix C..............................................................................................................................18
Secondary Research.................................................................................................................18
Appendix D..............................................................................................................................20
Persona Diagrams.....................................................................................................................20

CUSTOMER EXPERIENCE MANAGEMENT 4
Introduction
Multiple sectors contribute to the development of a country’s economy, and one such
is the retail industry. Within this industry, Coles Supermarkets Australia, operating as Coles,
is an Australian grocery, store and public goods company, located in Melbourne. Created by
George Coles in Collingwood in 1914, Coles runs 807 supermarkets across Australia, along
with some BI-LO Supermarkets that are now rebranded. Coles has far more than 100,000
workers and, along with competitor Woolworths, shares more than 80 percent of the
Australian retail sector (Keith, 2012). The big business area of Coles in Melbourne’s central
south-east has 4,000 staff within the workplace.
Under the control of Wesfarmers, a new administration guided Coles’ transformation,
to regain confidence in the Coles name, and built a six-point strategy to offer Australian
customers a market they value, offering creativity, efficiency, service, and affordability. Coles
has engaged in significant improvements to boost the consumer experience, such as the roll-
out of modern model shops, reducing costs as an aspect of the ‘Down Down’ initiative, and
engaging in its team leaders to build a climate of identity sales and service (Coles, 2020).
Several animals cares, and ethical procurement campaigns have been initiated by Coles since
2010.
Coles – Customer Experience Management
It becomes quite essential for companies to expand their scope when the target
population increases. Similarly, Coles has been making an effort to increase customer
experience, especially in Australia. The company introduced the ‘Good Things at Coles’
initiative in 2018, representing Coles’ more comprehensive approach to the clients, vendors
and the areas they work in, through the Australian First Sourcing Policy. Wesfarmers revealed
its intention to demerge Coles in March 2018, providing Coles with an unprecedented chance
to become a separate, publicly-traded firm on the Australian Stock Exchange. In 2018 and