Customer Experience Management

Running head: CUSTOMER EXPERIENCE MANAGEMENT
Customer Experience Management

CUSTOMER EXPERIENCE MANAGEMENT 2
Table of Contents
Introduction.................................................................................................................... 3
Background of the company............................................................................................... 3
Voice of the Customer (VOC) and customer feedback obtained from primary and secondary research....4
Customer Experience Strategy............................................................................................. 5
Findings........................................................................................................................ 7
Journey map................................................................................................................... 9
Benefits of Customer Experience Strategy............................................................................10
Conclusion................................................................................................................... 10
References................................................................................................................... 11
Appendix: Results.......................................................................................................... 13

CUSTOMER EXPERIENCE MANAGEMENT 3
Introduction
The main aim of this report is to assess the customer experience towards the products and
services of Woolworths. In this research, both primary and secondary data were collected to
obtain the information regarding the products and services of Woolworths. For primary research,
10 interviewees were recruited before conducting the interview. In this interview, the close-
ended questionnaire was used related to products and services of Woolworths. This customer
experience leads to provide a higher extent of customer satisfaction in the future. It is addressed
that the company is targeting to the different customer at one time (Homburg, Jozić, & Kuehnl,
2017).
The secondary data is also assessed to get the information regarding the customer experience in
relation to Woolworths. This technique supports to attain the objective of research such as
overcoming the issues faced by the company. The secondary data is gathered through journal
articles, websites, academic publication, articles, and textbooks. The key reason for conducting
the investigation is to obtain the reliable and feasible data. The secondary information is obtained
through a literature review regarding the customer’s experience (Kandampully, Zhang, &
Jaakkola, 2018).
Background of the company
Woolworths Company is one of the leading Retail Company that was established in New South
Wales, Australia. This company was developed in 1924. This company has covered
approximately 80% of the retail sector of the Australian nation. After the establishment of the
company, customer preference is increasing the high extent of subsidiaries was initiated in the
Australian nation. It has emphasized on American supermarket giant Safeway in the year of
1985. In 2017, Woolworths has implemented the green apple logo (Wooworths, 2019).

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Voice of the Customer (VOC) and customer feedback obtained from primary and
secondary research
Two Personas
Age: 37
Occupation: Employed in
Retail Company
Age: 28
Occupation: Research Scholar