Customer Experience Management

This report explores the concept of customer experience management and its significance in shaping customer interactions. It focuses on the case study of Wesfarmers, a leading Australian company, and analyzes their customer experience strategy. The report includes primary and secondary research methods, findings, and recommendations for improving customer service.

Customer Experience Management

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Contents
Introduction......................................................................................................................................2
Research objectives.....................................................................................................................2
Primary research..............................................................................................................................3
Survey..........................................................................................................................................3
Secondary research..........................................................................................................................3
Literature review..........................................................................................................................3
Secondary research observations by saving screenshots.............................................................3
Primary research method.................................................................................................................5
Research planning........................................................................................................................5
Research design...........................................................................................................................5
Research implications..................................................................................................................5
Secondary research method.............................................................................................................6
Summarizing the results..................................................................................................................6
CEM concepts..................................................................................................................................7
Findings...........................................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
Appendix........................................................................................................................................10
Appendix 1.................................................................................................................................10

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Introduction
The purpose of the report is to apply the knowledge and understanding of the key concepts that
can give shapr to the customer experience. It is essential to conceptualize customers interacting
majorly with the product or service across the different touch point. The company that has been
selected for analysing the customer expeirence is Wesfarmers. The company came into the
existence in the year 1914 as the Australian farmers cooperative. It is found that wesfarmers is
largest listed who is offering diverse range of products (Wesfarmers, 2019).
Research objectives
 The objective of conducting the research is to determine the issues fcaed by the
customers and to form an appropriate experience for customers.
 To identify the challenges as well as opportunities present with wesfarmers.
 To communicate the customer experience strategy by applying the tools to evaluate the
experience of customers.

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Primary research
Survey
In this method of research, the online surve is conducted based on the customer service
experience which comes when the company offer valuable services to their customers. The
survey is conducted by Wesfarmers company in order to evlauate the experience that they
deliver.
The data has been collected from the interviewees are attaches in the Appendix 1.
Secondary research
Literature review
According to Lemon, & Verhoef, 2016, customer experience strategy is the total of every
interaction that the customer has with their business while making the purchase of the product.
Wesfarmers Company makes sure that they can attractive service and currently they need the
improvement. In the report of IBIS world, it has been determined that company is able to achieve
the leading position in the market of Australia that is possible because of services that offered by
company (Aravanis, 2018). This shows that in Australia the company is effectively growing in
order to meet the customer demand and to enhance their experience.
Secondary research observations by saving screenshots
Wesfarmers is leading performer

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(Source: Aravanis, 2018)
Reviews for Westfarmers
(Source: Glassdoor, 2019)
Customer review on Wesfarmers

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(Source: Glassdoor, 2019)
Primary research method
This section includes the primary research methods that are majorly considered for performing
primary research.
Research planning
In this research, the planning has been done by researcher for conducting the survey through
questionnaire that helps the company in determining the opinion of the customers towards the
services, which are offered by them.
Research design
There are different research designs that can be selected by the company for conducting the
research. However, for the primary research the researcher has selected quantitative method of
research that helps in accomplishing the objectives of research. The quantitative research design
majorly consists of data related to customer experience towards Wesfarmers.
Research implications
The primary research implication is done by conducting the survey through the online mode,
which include minimum of the 10 interviewees who take the participation in research.

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Secondary research method
The secondary research method is used by the researcher in order to analyse the customer
experience attain by Wesfarmers. This method supports and assists in accomplishing the
objective, which comprises of problems that is faced by company. In the secondary method, the
researcher has conducted the literature review that has been drawn from different articles, annual
reports, newspaper, journal articles, and many others. The motive for conducting the research is
to collect the reliable as well as valuable information related to the customer experience
management (Mackey & Gass, 2015). In addition to this, the secondary data has been provided
for conducting the review of literature that supports the experience that is offered by company to
their customers.
Summarizing the results
In the primary research, it has been determined that effective customer service or experience is
one of the factor due to which customers visit the store for shopping. Most of the customer visits
the store as they find better product quality while comparing it with others. However, the prices
of the product are also one of the factors, which grab the attention of the customers. In the
secondary research, the researchers stated that there are different ways through which the
company can offer improved services (Homburg, Jozić & Kuehnl, 2017). The major problem
that is faced by the company is that staff engagement is not effective, which is one of the major
factors that can enhance the experience. Along with this, most of the customer believes that
company unique selling point is their product quality that shows that they are lacking in terms of
customer service while comparing it with products. This shows that there is opportunity with
Wesfarmers to bring the improvement in customer service by adding value to their existing

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services. The company can try to make their staff friendly that will help them to engage the
customers.
CEM concepts
Wesfarmers is able to offer the effective service with improved product quality. However, the
company is still face the challenge related to the customer service. Considering the issue of
ineffective use of staff and customer service issue the company should apply the theory of
customer centricity. According to the theory, the company needs to accomplish the needs, wants,
as well as expectations of business that helps them in performing the business functions.
Wesfarmers needs to understand the needs of staff engagement and improvement in service as
this will reduce the challenge and provide a way to grab the opportunity.
Findings
In the research, the customer’s reviews have been evaluated in the secondary research that shows
that the company is able to score 3.9 out of 5. The company is offering the service but there is
need of the improvement that is supported with the findings presented by Lemon, & Verhoef,
2016. In addition, it has been found that Wesfarmers is able to score number 1 position because
of its services and effective operations that is supported with the view of author in literature.

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Conclusion
In the end, this can be said that the research has been conducted in order to accomplish the
research concern. The primary as well as secondary research methods are majorly used to
analyse the ways through which the company offer delight experience. In the primary research,
the survey has been conducted which helps in understanding the opinion of the customers.
Secondly, the secondary method is also used which reflects the customer reviews as well as
customer service experience factors. The implementation of the theory of customer centric will
support the Wesfarmers Company in covering the challenges as well as opportunities. It has been
found that major problem that is staff engagement is not effective and lack of customer service.

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References
Aravanis, J. (2018). IBISWorld reveals Australia’s Top 1000 Companies for 2017. Retrieved
from: https://www.ibisworld.com/industry-insider/press-releases/ibisworld-reveals-australia-s-
top-1000-companies-for-2017/
Glassdoor. (2019). Wesfarmers Reviews. Retrieved from:
https://www.glassdoor.co.in/Reviews/Wesfarmers-Reviews-E18089.htm
Glassdoor. (2019). Wesfarmers. Retrieved from:
https://www.glassdoor.co.in/Interview/Wesfarmers-Interview-Questions-E18089.htm
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Mackey, A. & Gass, S.M. (2015). Second language research: Methodology and design. New
York: Routledge.
Wesfarmers. (2019). Our History. Retrieved from: https://www.wesfarmers.com.au/who-we-
are/our-history

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Appendix
Appendix 1

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