Customer Experience Strategy for Ribena: Segmentation, Digital Influences, Journey Map, and SMART Objectives

Customer experience
strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Customer segmentation...............................................................................................................3
Evaluate key digital influences...................................................................................................4
Customer Journey Map...............................................................................................................6
Customer Experience..................................................................................................................8
KPI for customer satisfaction......................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES:.............................................................................................................................12
Books and Journals...................................................................................................................12

INTRODUCTION
The Customer experience strategy refers to the best possible efforts or strategies framed
by the organisations in order to provide a best customer experience to the customers. It's very
crucial for the businesses to provide a better customer experience as the demand of any product
or services of the company depends on the customers (Batat, 2022). If the customer feel satisfied
with the product then the chances of converting that customer into the repeated customer
enhances, with this they will do free publicity of the company in the form of word of mouth.
Where as, a customer who is not satisfied with the product and services of the company then a
negative publicity of the company will take place. This would affect the brand image of the
company so its crucial to make the customer feel satisfied and provide them a better experience.
For preparing this particular report the selected organisation is Ribena. It's a company which is
involved in producing health drinks for the customers. Its headquartered is in United Kingdom
and was founded in 1938 by Dr. Vernon Charley. The flavours produced by them are black
current, orange, strawberry and blueberry. This natural healthy drink was produced in order to
fulfil the requirement of Vitamins with the pregnant women and children. Along with UK, they
were operating in Asia, Africa and Oceania, but with the situation arises due to Covid – 19
pandemic they hold their operations in those places. As per the reports the annual sale of
company is 106.6 million euros. The Net Promoter Score refers to the score which helps in
determining the level of customer experience towards the product or services after it's
consumption (Villani, 2018). The Net Promoter Score of Ribena is 60 which is bit low because
of its less popularity and brand image of the company. This files includes the customer
segmentation and customer persona which helps in determining to which group the company is
targeting. With the help of digital touchpoints the journey of customer is being understood.
Further all the process of customer journey is being discussed. The SMART objectives of the
company is framed and lastly to evaluate the performance key performance index is used.
MAIN BODY
Customer segmentation
The Customer segmentation refers to the process of dividing the customers into
different small segmentation on the basis of their taste and preferences. The customers are being
segmented on the basis of Demographics, behavioural, Geographical and psychographic

segmentation (Pine, 2020). It's necessary to segment customer in order to understand the pitch
the customers easily, as it's not possible for the companies to produce products as per the
requirements of each and every customers so the companies use to segment them. The
segmentation strategy used by Ribena is Demographics segmentation.
Demographics segmentation refers to segmenting customers on the basis of Age, Sex,
income, level of education, size of family and occupation. The company Ribena is targeting high
income, highly educated women and children. The reason behind targeting them is that high cost
is being induce in the production of these healthy drinks, which could only be afford by the
people belonging to high income group. With this the parents who are highly educated will use
to spend a lot of money towards the healthy of children. This is how the company can keeps the
prices of it's products high and still the demand of its products would not be affected and decline.
The Customer persona refers to the details of the customer which helps the companies
in understanding the taste and preferences of the customers and helps them in pitching the
products and services required by the customers. With the helps of reach and analytics the
Ribena company is able to collect the whole data. With the help of digital tools the company
will be able to acquire focus of more customers as now a days customers are spending lot of time
social media platforms so it's a best tool for promoting products. The company has to face a bit
difficulties by performing international trade as well as the a huge fund is required in order to do
international trade. The customers faces barriers in international travel in all the document
related work.
Evaluate key digital influences
The digital influences refers to the changes occurred in the behaviour or attitude of the
customer through the digital outcomes (Pekovic and Rolland, 2020). Now the social media
influences are the only which is affecting the attitude and behaviour of the customers. They act
as a leader for them and the followers follows all the activities performed by those influences.
The information on social media has a high reach, the customers are able to get information
through these platforms very quickly. The changes of purchase also increases with the increase
in the promotion of any product or services over the internet.
Digital touchpoints
The places where customer engagement with the businesses take place with the help of
online mode is termed as digital touchpoints. The Ribena use to keep in touch with there