Customer Experience Management

This report assesses the customer experience towards the products and services of Woolworths. It includes primary and secondary data collection, customer feedback, and findings. The report also discusses the benefits of customer experience strategy.

Running head: CUSTOMER EXPERIENCE MANAGEMENT
Customer Experience Management

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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

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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

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There are two types of personas such as millennial and family customers. Millennial comes
under the age of 16-35 years whereas family customers falls in 35-55 years. Millennial focuses
on unique quality product with affordable rate while family customers emphasize on quality and
durability of products and services.
Customer Experience Strategy
Primary Data collection
Customer surveys
Please tick mark on your category
Millennial: (16-35 years)
Family customers: (35-55 years)
Please chose one of the following to describe the company products?
Fine
Great
Buggy
Good, but there are some problems
Life-saving
How well the goods and services of the company attain your needs?
Fine
Badly
Very well
Well
Which key characteristics are most valuable to you?
Product quality

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Product Packaging
Customer responses
Prompt services
Custom responses
Which key features are more important that we were missing in our products/services?
Product quality
Prompt services
Organic product
Attractive packaging
App for services
How would you rate the value of money to the goods and services?
Excellent
Above average
Average
Below average
Poor
How simple is it to navigate our website?
Regular
Very difficult
Difficult
Very easy
Easy
Were you capable to address the data you were looking for on the company website?

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 No
 Yes
How much effort did you personally have to put forth to handle your request
 A great deal
 A little
 A lot
 A moderate amount
 None at all
Which source do you select for purchasing the products and services?
 Online source
 Offline source
 Others
Findings
From primary research, it was found that there are some consumers who are conscious towards
the brand with higher superiority. These customers focus on worth buying products as well as,
services because it can be potential status symbol consumers for the corporation. In addition to
this, some consumers are segmented who have specifically no clue regarding the products and
services. Therefore, they can compensate for high money for their products and services.
According to market research, there is a high amount of real customer for Woolworths. This kind
of buyer does not care regarding market hype and trend because they are influenced by word of
mouth and another type of advertisement. This type of customer does not cautious regarding the
products and services that they are going to shop. But, they make a buying decision after

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conducting the research on a different concept of food products and then purchase those products
(Lemon, & Verhoef, 2016).
Throughout the consumer survey, it is evaluated that consumers obtain favorable service
experience with respect to goods and services of Woolworths. They also give preference to food
products of this company because of effective consumer services and rapid product delivery.
Throughout the primary research, it is addressed that consumers feel positive service experience
because of added value related to products and services. Along with this, customers trust on the
product due to superiority as well as, affordable rates. There are the high amount of consumers
who are loyal with respect to products because of attaining their expected requirements. The key
cause that a consumer motivates towards particular products is an online and offline channel to
shop their products (McColl-Kennedy, et. al., 2015).
Prompt services, customer response, and product quality are key characteristics that are highly
valuable for the customer. In addition to this, the app for services, organic products, and
demonstrating packaging are missing in services related to Woolworths. Consumers are
providing good rate with respect to the value of money for particular products. Along with this,
the customer feels that websites of Woolworths are very easy to navigate. Along with this,
consumers were responded that they are competent to address the data that they were addressed
on the company’s websites (Zolkiewski, et. al., 2017). Customers make little bit efforts
individually to put forward in terms of dealing with their request.
According to Stark (2015), it is very difficult for a corporation to keep the liaison with consumer
hence, it should emphasize on effective strategies. The key concept for delivering the favorable
customer experience is to make sure what they are predicting and offering the exactly as
promised. This is also known as DRIFT.

Advertisement/
public relation
Television
commercials and
Ad boards
Social media
Instagram,
Facebook, and
Twitter
Word of mouth
Good reviews
through friends
and any known
individual, word of
mouth of
celebrities
Choosing
the brand
Evaluating the
products of the
brand with other
brands
Selecting
the feasible
Design
Comparing the
prices with other
products
Checking the
quality for
product
Addressing
cheapest rate for
the product by
accessing various
shopping portals
Buying the product
Customer relation
Currently, satisfaction
level of customers
regarding the brand is
reducing a bit because of
pricing and quality
concerns
Social media
Sharing and commenting
photos in relation to
products and by this the
goodwill of the
organization either gets
improved or gets
completely ruined
Expectation Experience
Satisfaction level
Quality: Good
Design: Good
Durability: Content
Pricing: Discontent
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According to primary research, it is identified that consumers find ineffective services in online
channels in terms of delay services. From secondary research, it is demonstrated that there are
different components of brand experience like look and feel, experience through products, and
experiential communication. After evaluating the functional attributes related to products and
services provided by Woolworth, it is addressed that delivering services is an essential business
function, however, there is a requirement for offering the attractive packaging, quality as well as,
creates a favorable brand experience (Marutschke, Gournelos, & Ray, 2019).
Journey map

Quality product
Affordable pricing
good.
The products design is unique.
Premium pricing
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Benefits of Customer Experience Strategy
Woolworths is competent to provide the prompt services with the finest quality products.
Although, the company is facing the issue related to shifting in customer’s requirements. This
indicates that the company should apply customer centricity. The model of customer centricity
involves the wants, expectations as well as, need of customers in making a business decision that
helps to operate their business significantly. Woolworths should comprehend the requirement
related to organic food and hence, they should consider in their products item. This model would
help to decline the challenges and provide the strategy for grabbing the opportunities (McColl-
Kennedy, Zaki, Lemon, Urmetzer, & Neely, 2019).
Conclusion
From the above interpretation, it can be concluded that primary as well as, secondary research
demonstrates that the company is effective to deliver a positive experience to the consumer.
Under primary investigation, the survey has been conducted that supports for comprehending the
requirement of consumers are attained or not. In contrast to this, secondary research observation
demonstrates that Woolworths is efficient in terms of offering the prompt services. The practice
of customer-centric theory would support the company to cover the challenges as well as
grabbing the opportunities. The challenges that are faced by the corporation are a shift in
customer needs and demands. Moreover, incorporating the requirement related to organic food
can help to increase the revenue of Woolworths.

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References
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.
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management:
Theoretical, methodological and cultural perspectives. International Journal of
Contemporary Hospitality Management, 28(10), 2218-2246.
Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in
hospitality: A literature synthesis, new understanding, and research agenda. International
Journal of Contemporary Hospitality Management, 30(1), 21-56.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.
Marutschke, D., Gournelos, T., & Ray, S. (2019). Understanding Fluency and Friction in
Customer Experience Management. In Predicting Trends and Building Strategies for
Consumer Engagement in Retail Environments (pp. 88-108). USA: IGI Global.
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H., &
Friman, M. (2015). Fresh perspectives on customer experience. Journal of Services
Marketing, 29(6/7), 430-435.
McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining
customer experience insights that matter. Journal of Service Research, 22(1), 8-26.
Stark, J. (2015). Product lifecycle management. In Product lifecycle management (Volume
1) (pp. 1-29). USA: Springer, Cham.

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Wooworths. (2019). About us. Retrieved from:
https://www.woolworthsholdings.co.za/overview/our-history/
Zolkiewski, J., Story, V., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., ... & Robinson, W.
(2017). Strategic B2B customer experience management: the importance of outcome-
based measures. Journal of Services Marketing, 31(2), 172-184.

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Appendix: Results

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