Customer Experience Strategy Research Analysis Report

This report analyzes the customer experience strategy of Tesco, a global retail company, through customer persona profiling, value proposition canvas, and customer journey mapping. It identifies the key customer segments and the most valuable customers for the company.

Customer Experience
Strategy-Research
Analysis Report

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Customer experience..............................................................................................................3
Customer persona profile.......................................................................................................4
Value proposition canvas.......................................................................................................5
Customer Journey Map...........................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Books and Journals:................................................................................................................7

INTRODUCTION
Customer experience involves each and every aspect of an organisation’s offering- the
quality of customer care, including packaging, advertising, product and services, convenience of
use, features and reliability. It signifies that how consumers interact with the company.
Therefore, a strategy related with customer experience should be useable, useful and enjoyable
from the customer viewpoint. As the present climate is uncertain and flexible in nature,
experience and service of customers are becoming two very important topics. The following
report will consider Tesco organisation which is one of the famous groceries and general
merchandise retailers in England (Batat, 2022). It is a global company in retail sector. It is
headquartered in Welwyn Garden City, UK. The following organisation retails in several
sections such as electronic, toys, books, financial services, internet services, clothing and many
more. It has global business operations in eleven international places. In this report, it is
identified that how customer experience is delivered to the respective organisation. It will also
identify the key customer segment which is most valuable customers for the company. Value
proposition canvas will be part of this report. Customer journey map will also be discussed in
this report in which several stages will be considered.
TASK
Customer experience
It is very essential for an organization to maintain a good customer relationship for the
growth of their organization. In context of Tesco they mainly make sure that their customers will
gain good and effective experience by purchasing the products from there supermarkets and
hypermarkets (Bolton, 2018). They performed various activities to maintain a good customer
experience which will further help them to gain good reputation within their industry. The
activities which they perform to help customers to gain effective customer experience are
mentioned below-
 Tesco employees respond to customers as quick as possible which means in case they
receive any complaint of customers on their website or their e-mail then they quickly
respond to that customer issues and try their best to mitigate the issue which is faced by
their customers.
 Tesco is the supermarket which is mainly focused on the price affordability of their
products for their customers which means they offer a good quality of products within a
lowest price in their industry to their customers which make them satisfied.

 In context of home deliveries of the product Tesco make sure that the customers will
receive their orders on appropriate time and location without any error to make their
experience for the company in a better way (Maulana and Handayani, 2021).
Customer persona profile
It is also essential for the company to analyze their main customers within the market and for
this they divide their whole market into different subsections which are known as segmentation
of the market. In context of Tesco this segment their markets in different ways which are
mentioned below-
 Demographic segmentation- In context of Tesco they segment 10 market 40 age group
of 14 to 24, 25 to 34,34 and above. In context of gender they segment their market for
both genders males and females (Dabrynin and Zhang, 2019). In context of income level
they segment their market for those customers who are earning high income plus medium
income as well as lower income of customers. All professional customers like students
housewives retired person office going person all can be segmented for Tesco.
 Geographic segmentation- Tesco is having their supermarkets at worldwide level hence
they can segment their markets at global level.
 Behavioral segmentation- In context of Tesco they mainly segment their market for
those customers who are loyal toward the brand and who have the behavior to stick
toward a particular company for a longer period of time.
On the other hand targeting the customers is the process where the company select one or
more group of segmentation to analyze their main customers within the market so that they will
offer their products and services specific to those customers only. In context of Tesco they
mainly target customers of all age group with both genders male and female. In context of
income they mainly target medium and low income level customers and in context of profession
they mainly target professional and household ladies. In context of geographical Tesco mainly
target UK based customers because they’re most of the profit gained by UK only.
Positioning is the process where the company reached to customers and aware them about
their products that what kind of products they are selling within the market (Strauss, 2021). In
context of Tesco they use social media marketing and many others advertising channels to aware
their customers about their products. Basically Tesco also aim to maintain their high position
within their industry so that they will earn maximum profit for their organization. There are main
concern is to develop high brand image so that customers will also gain positive customer
experience from the company. For this they take feedback of customers to analyze what products
and services are liked as well as disliked by customers so that they will invest more on those

products and services which are light by customers and make changes and essential
modifications on those products and services which are dissatisfying customers (Petermans,
Doucé and Willems, 2021).
Their most valuable customers are specially females because they sell household products
and females are more attracted toward household products. Tesco also value for those customers
who are loyal toward them and who shared their experience whether it is positive or negative
openly with the company.
Value proposition canvas
Customer Journey Map
A customer journey map can be understood as an idea or diagram that shows the steps the
customers go through involving or interacting with the organisation, whether it be a product
detail, online experience or a service or any kind of integration. In respect of Tesco, the
following are the five main stages of customer journey has been discussed below:
 Awareness: Most potential customers initiate their journey from the awareness stage
where they identified a need or problem and seek for the solutions. At this stage,
consumers mostly identify educational content about product and services that could
solve their issues. In respect of Tesco organisation, the marketing team in this company
should be focused on their marketing strategies and plans in order to communicate their
offerings and create their brand awareness among customers with the help of right tools
and technology such as online advertisements, offline tools to communicate such as
newspaper, magazine, catalogue and many more (Machkour and Abriane, 2022).
Customer can simply find or seek things on Google.
 Consideration phase: In this stage, customers compare one company with other
organisation in relation with its products, services or even offerings. Success stories, blog
content, email nurturing campaigns, event registration, webinar and many more can be
used for companies to continue their customer engagement. In relation with Tesco, the
customers of this retail brand can compare goods and services or even offerings with its
other competitors such as ASDA, Sainsbury's, Morrison’s and many more.
 Purchase or decision phase: Customers at this step generally identify a list of
organisations whom they can purchase or buy certain goods and services. They can ask
sales representative for the concerns they need from the particular product or services. If

the organization pass and able to meet the customer expectation, then their customer will
purchase the good and services from the brand (Klaus, 2022). Tesco should consider that
their sales representatives are well trained in order to understand what their customers
want from the company, they should be able to direct them towards the best of customer
experience (PUGLISI, 2018).
 Retention phase: In this stage, organisation implement a knowledge base or loyalty
program or regularly share offerings about products and services to their customers.
Tesco can use emails, SMS or even calls to communicate the updates or existing options
of the company.
 Advocacy phase: It relates with the word of mouth marketing which help in attracting
new customers by the current customers (Kuppelwieser and Klaus, 2021). It is important
for the organisation to satisfy the customer’s needs and requirements so that they can give
positive feedback about the brand and company. Therefore, the respective company
should work on the negative feedbacks and reviews while improving the service so that
they can be advocate of the brand.
CONCLUSION
From the above information it is concluded that every company mainly focus to provide
good experience to their customers by offering them good quality of their products and services
in affordable prices. There are various kinds of benefits which our company can gain to earn
good customer experience like they can grow well plus they can attract new customers toward
their brand as well as they can enhance their brand image and many others. There are various
kinds of activities which can perform by a company to gain good customer experience like they
can communicate with their customers on regular basis and ask them whether they need
something from their organization or not. They can offer their products and services in lower
prices as compared to their competitors who stop they can also ask feedback from customers so
that they will analyze where they need to make changes to gain high customer satisfaction. It is
also important for the company to analyze the factors which can affect the customer journey
process for a customer to purchase any product so that they will use same factors to attract the
customers toward their brand. This is the main responsibility of any company that they will
provide post purchase services to their customers which means it should not be happening that

the company will forgot their customers after selling their particular product, they must ask their
customers whether their product is working appropriately or not or they need any after services.
REFERENCES
Books and Journals:
Batat, W., 2022. Strategies for the digital customer experience: Connecting customers with
brands in the phygital age. Edward Elgar Publishing.
Bolton, R.N., 2018. Innovating the Customer Experience. Handbook of advances in marketing in
an era of disruptions: Essays in honour of Jagdish N. Sheth, p.203.
Dabrynin, H. and Zhang, J., 2019. The investigation of the online customer experience and
perceived risk on purchase intention in China. Journal of Marketing Development and
Competitiveness, 13(2), pp.16-30.
Klaus, P.P., 2022. What matters most to ultra-high-net-worth individuals? Exploring the
UHNWI luxury customer experience (ULCX). Journal of Product & Brand
Management, 31(3), pp.368-376.
Kuppelwieser, V.G. and Klaus, P., 2021. Measuring customer experience quality: the EXQ scale
revisited. Journal of Business Research, 126, pp.624-633.
Machkour, B. and Abriane, A., 2022. Connected Objects, an Asset to Improve Customer
Experience. In Distributed Sensing and Intelligent Systems (pp. 447-463). Springer,
Cham.
Maulana, F.R. and Handayani, P.W., 2021, October. Digital Business Models Evaluation to
Improve Customer Experience in A Telecommunication Company. In 2021 8th
International Conference on Electrical Engineering, Computer Science and Informatics
(EECSI) (pp. 391-396). IEEE.

Petermans, A., Doucé, L. and Willems, K., 2021. Environmental Simulation Techniques in
Retailing: A Review from a Store Atmospheric and Customer Experience
Perspective. The Value of Design in Retail and Branding, pp.209-219.
PUGLISI, E., 2018. The technological offer supporting the Omnichannel customer experience.
Strauss, P., 2021. Driving better customer experience in digital supply chains. Supply Chain 4.0:
Improving Supply Chains with Analytics and Industry 4.0 Technologies, p.16.