Customer Experience Management

Customer Experience Management

Management 1
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

Management 2
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.

Management 3
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