Customer Experience: A Case Study of Tesco

This report analyzes the importance of customer experience for the success of any business or company. It takes Tesco as an example and discusses its value proposition, target customers, and six pillars of customer experience model. It also provides strategic recommendations to improve the customer experience for customers of Tesco.

Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Value Proposition Of Tesco........................................................................................................3
How Tesco delivers positive customers' experience..................................................................4
Target Customers of Tesco.........................................................................................................5
Six Pillar of Customer Experience Model..................................................................................5
What are the implications of digital disruption to the delivery of the customer experience for
this organisation..........................................................................................................................7
Based upon 5&6 set out strategic recommendations on you could improve the customer
experience for customers of this organisation, to benefit them and the organisation itself........8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer Experience refers to the customer perception which are based upon companys
and business. It is a relation between customer and business where customer are able to
experiencing the product and services of company. For any business or business rating customer
experience is the most important part for growth. If customer likes the product and company then
their experience towards company should be good. It is depends on customer response, product,
company, service, employees etc. for good customer experience company needs to fulfilled their
needs and wants, and also provides good services to them which is helps us to attract more
customers and develop customers loyalty (Abrian, 2020). In short it is also called as feedback
where customer analysis the product and services of the company and then decide to purchase in
future. It is the experience from customer with company and services. Good customer services is
the key of success of business. It is also helps in to increased customer loyalty, satisfaction,
positive reviews and suggestions. If a company or industry provide their customer better product
& services the it will help in better customer experience and also in attract more customers.
MAIN BODY
Value Proposition Of Tesco
Value proposition is a promise to customers which is made when company's delivered
their product and services according to them. It is also helps in customer's experience. company
is the term of product which is introduced by specific sources. In other words companys
represent as the product's value, quality, design which is manufactured by a specific company
with the identity. In this report TESCO company have been taken where Tesco is the largest food
retailers in the world, which is operating around 2,318 stores and employing over 326,000
people. It is also provides the online services to customers. Tesco is a British Multinational
groceries and general merchandise retailer. It was founded in 1919 by Jack Cohen as a
classification of market stalls in Hackney, London. Tesco headquartered in welwyn garden city
England. It is the third largest retailer in the world which is measured by gross revenues and the
ninth largest in the world which is measured by revenues. Tesco has stores in five countries
across Europe. The value proposition of Tesco is improve the customer value by providing
services and product according to them.

 Use of Clubcards: it is the strategy which is develop the Tesco competitive advantages
by offer the customer their needs and wants and attract them to purchase the product and
services with them.
 E-commerce Purchasing: Tesco provide online services to their customer with their
own website www.tescoplc.com which helps the customers to purchase the product and
services online without wasting their time.
 Customer Loyalty: Tesco has a loyal customers towards their product and services.
Tesco is a company who provide best services to their customers which increase the
customer experience.
 Private Labels: Value proposition of Tesco, the company deals with some private labels
products which include bakery, meat, wine etc. which is help customers satisfaction and
experience also.
How Tesco delivers positive customers' experience
Positive customers' experience refers to the development of interaction between company
and customers where product services play a vital role in positive customer experience. To
develop a good customer experience, the customers should be listened and their feedbacks must
be collected and analysed to develop a better understanding of them and their behaviour.
Companies are required to first identify its target customers or target market segment. The better
customer experience leads to positive reviews to be received by the company and reduces the
chances of complaints and returns for the company. Benefits of delivering better customers'
experience include increased customer loyalty and satisfaction, effective marketing, positive
reviews and recommendations (Bernier, 2018).
In context with TESCO, this company is the powerful background, It is still leading in
comparison to other products. TESCO is a global company which is sells their product and
services in 5 countries around, the performance of TESCO is good since they introduced in the
industry. TESCO has the loyal customers, which has the positive experience with company
because TESCO provides customer their desirable products. And also good services to their
customers which is helps to attract the customers and also increase the customer relation.
TESCO can develop more strategies to attract customer which helps to increase sale of the
company.

Target Customers of Tesco
The company Profile: Tesco is a British Multinational groceries and general
merchandise retailer. It was founded in 1919 by Jack Cohen as a classification of market stalls in
Hackney, London. Tesco headquartered in welwyn garden city England. It is the third largest
retailer in the world which is measured by gross revenues and the ninth largest in the world
which is measured by revenues. Tesco has stores in five countries across Europe. The profile of
company easily target their audience.
Target Audience: Target audience refers to the public which are targeted for specific
product or services. It is also measure as age, gender, class etc. TESCO's target audience
strategy is to focus on all categories include male female which they produce their product and
services to them. (Froidbise, 2019). The company target audience also depends on income level
and purchasing power of consumers which help company to analysis the future sale of product.
Target Market: Target market refers to the market where company can easily target
their audience for their product. TESCO target market strategy is to target that market where the
number of market segment of individuals of all categories which can measure by customer where
the purchasing power is high.
TESCO use the mix variables to analysis the changes in customer's needs and wants
where variables are included demographics, psycho graphical, geographical. The company
choose this strategy for available the product according to customer's choice. The company
focuses on demographics- age, gender which will impact customer attitudes. For better
experience of customer Tesco provides more services to customers according to them.
Six Pillar of Customer Experience Model
Customer experience is the most critical part for the company, which is play a vital role
in any organisation because the company and products are develop for the customer so, it is
necessary to great customer's experience (Froidbise, 2019). The six pillars of customer's
experience model develop to help the industry by delivered positive and effective customer's
attitude. This model helps in to consists the customer experience by six pillars which helps in for
better customer experience. The strategy helps to develop the customer behaviour, attitude
towards the company. For successfully running the business these six pillar must be used for
creating and developing the positive attitude of customers. In context to TESCO, there are the

following six pillars of consumer experience which can apply for delivering a positive customer
experience :
 Integrity : Integrity refers to the trust where company or company build the trust bond
with customers. In other words integrity is the term of trustworthiness which are consist
for the product and services which are provide by the company. In this stage of six pillars
organisation should provide product to customers which they were promise to produce ,
which is help the company to build the healthy and trustworthy customer experience. On
the behalf of company, TESCO is the world known company, the company already build
the healthy relationship with customers by providing them better products. For more
better customer experience company should develop the quality of their product for
increase more sales and also strong customer experience (Gligorijevic, 2020).
 Resolution : Resolution refers to the feedback from customer which is the worst
experience with company from recover this bad experience this six pillar helps to
determine the problem and again build the positive attitude from customers. In other
words this pillar states to turn the poor experience of customers into a positive, for
ensure the positive customer experience. TESCO can use this pillar by understand the
culture and nature difference of its customers and build a relation with Japan and US,
which help to build more better customer experience.
 Expectations : Expectation refers to the standards of company which are based on the
customer's desire, where the people's expectation towards the company is high, because if
a person use the product for the long time with the same company then the exception of
the person is high because they expect more from the company (Hannes, 2019). In
context to TESCO customer experience is good for the company because TESCO provide
products and services as per customer's needs and wants. So TESCO should maintain the
customer's expectation as per their needs and wants which help the company to maintain
their loyal customers.
 Empathy : Empathy refers to the emotionally understand the customer's experience. In
other words empathy is define as to understand the customers' experience emotionally
which will helps in to build customers behaviour and and creating empathy behaviour. It
is also help the company to understand the customer's issues and also provide solution to
them (Kim, 2019). TESCO company consider their customer's needs and wants and also

understand the customer issues, which is good for the company and also helps in to give
them solution. For more better experience of customer TESCO should provide some
more improvements in their products which helps customer for fulfilled their desire and
also help the company to sale the product to the customer by make them believe that the
product is good for them.
 Personalization : Personalization is refers to the attention which is for individually. This
is the most valuable component for understand the customers problems personally. A
better personalization helps customer to making them feel more valued, and control after
they interact with you. In other words personalization is define as the meeting with
customer as personally which is helps in to know to understand the customer quickly.
The company TESCO should consist this pillar for individually interact with customers
for understanding them personally which helps the company to target their audience
easily (Mathi, and Bhuvaneswari, 2019).
 Time and Efforts : Time and efforts is may be define as in customer experience by
providing them product and services in a specific time, which help to build the better
customer experience. In other words time and efforts refers to the time which are taken
by the company to provide customer services. It is also depends on services which are
provided for the customer in a limited time. TESCO should determine this pillar as
providing product and service to consumer in a time which helps customer for save their
time and also helps to company to build a better customer's experience.
What are the implications of digital disruption to the delivery of the customer experience for this
organisation
Digital disruption is the term which is link with the manner if customer satisfaction. It
includes a common acceleration in the mode details is exchanged between business goods
and users. Certain features at play in the present wave of digital modification considers
cloud comping and artificial intelligence. If TESCO wants to hold the top level in the middle
of this, initiate certain disruption of company as they have a deep analyses of the whole
users learnings. Organisation that construct client navigation enjoy high return on their
marketing investments, massive breakdown in customer service (Pareek, and et.al., 2019). The
block chain has emerged in a new wave of evolution in transaction or organisation recording.

The content of collecting among engaged persons in a supply network opens up new
products with new innovation in order to attract the users as well as influence new customer. As
the product of TESCO is used by all categories include male female in high quantity, so they
must target them and they must offer new offers on buying goods and attractive things. And also
provides more better services which helps to attract more customers.
Based upon 5&6 set out strategic recommendations on you could improve the customer
experience for customers of this organisation, to benefit them and the organisation itself.
The most crucial thing is to fully understand the users experience and there responses.
This is required to have a response In order to improve the working of the employees and other
ones. Here are some ways that increases the customer satisfaction towards the company TESCO
(Rasool, Shah, and Islam, 2020). These are listed in below report -
 By understanding the users and their needs - determine the needs and wants of the
users that who they are and what they required this details will permit TESCO to
make user persons that company will utilise to design the plans.
 Analysing business goals - setting goals is important for company so that work can be
done accordingly this is being done by a TESCO In order to accomplish a goals on
duration or deadlines as it makes the business more effective and successful.
 pay attention to customer feedbacks - many companies go for feedbacks and responses
of product experience so that they can improve the product more. As well as TESCO
also organise a feedback form for them to attain a good wealth and have loyal customer
base (Ursino, 2018).
 Create a good services for user and buyers – this is link with the customer care
department as they are responsible for resolving the issues faced by them in business
to create a loyal customer base for company TESCO. It is simple to connect with them
as well as it can be integrated through websites or social media applications.

CONCLUSION
In the above mention report it has been analysed that for success of any business or
company, customer experience is a key part, because without customer there are no use of the
company and product. To achieve the goals for business success it is important to fulfilled
customer needs and wants because customer has a good experience with the company. The
company should provide product & services according to the customers which can help to
increase customer rating and good experience. TESCO aims to target all categories which helps
to increase the sales of company. TESCO deals with many brand and product. Customer
experience towards TESCO is good because the company perform in the market since it was
introduce, company has the good reputation which helps to attract more customer and growth for
future. TESCO consist the six pillar of customer experience which helps to determine the
attitudes of customers and also helps to understand the customers. The Six pillar also can help
the company by make positive customer's experience of the following elements which include
integrity, resolution, expectation, empathy, personalization and time & efforts.

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