Tesco Customer Experience: Digital Disruption and Key Pillars

This report provides an analysis of customer experience at Tesco, focusing on key elements such as value proposition, strategies for enhancing customer experience, customer identification through demographics, and the application of the Customer Experience Model with its Six Pillars (Personalization, Integrity, Expectations, Resolution, Time & Effort, and Empathy). It also explores the implications of digital disruption on customer experience delivery for Tesco, emphasizing the importance of adapting to digital changes to maintain and improve customer satisfaction. The analysis highlights the need for Tesco to focus on providing value, understanding customer needs, and leveraging digital advancements to ensure sustainable success.

Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The term customer experience refers to the presentation of the by the customers regarding
the various types of products and services provided by the organizations in the market (Ceesay,
2020). Therefore, it is quite important and essential that the Customer Experience can be
improved in such a manner so that the attainment of the goals and objectives can be done by the
organizations. Thus, it can be stated that it is quite important for the various customers that they
are able to manage out their needs and requirements in an appropriate manner. This report will
highlight several operational affairs being taken into consideration for the provided firm i.e.
Tesco. The given report will deliver its research focus towards highlighting various operations
produced in the corporate firm that relates to ensuring effective customer relation in provided
marketplace. The given company operates as a British multinational grocery store which has its
existence since 1919 and is being headquartered in England, UK.
MAIN BODY
Value Proposition-
Value Proposition refers to the value which is provided by an organization to the
customers by providing them the products and services according to their specific needs and
requirements in the market (Godovykh and Tasci, 2020). Therefore, it becomes quite important
that the way in which it can be developed can be identified and thus the appropriate steps can be
taken for ensuring that the right value is provided to the different customers who exist in the
market. Effective standards of working in a corporate firm is being developed to ensure desirable
working of the corporate firm. This would ensure effective relation with company's customers
and will further enhance better brand image of products and services being delivered by
respective company in given marketplace.
Therefore, Value Proposition has to be created so that the management of the appropriate
level of needs and requirements can be carried out (Keiningham and et.al., 2020). This can be
done in the following way-
 Identification of the customer's main problem- It is quite important and necessary that
the identification of the customer's main problem can be done. Tesco has to do this for
framing its Value Proposition.
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 Identification of the benefits- It is also necessary that the identification of the benefits
can be done in the organization which will be highly helpful. This is required for a
company like Tesco.
 Description of the reason due to which benefits are valuable- It is necessary that this
is done so that the organization can take the right steps towards the attainment of success.
This is essential for a company like Tesco.
 Connection with the problem- It is important and should be done so that the problem
can be identified and the right steps are taken in quite a proper manner to solve the
problem. In Tesco this can be quite important.
 Differentiation- It is quite important that the Differentiation must be ensured. For an
organization like Tesco it is necessary so that the customers can be provided with the
right products and services.
Thus, it can be stated that for a Brand like Tesco it is necessary that the focus is made by
it on Value Proposition because if it provides the desired value to its customers on the products
and services. This would prove to be a crucial step for the said organisational firm through which
productive operations can be produced which will further provide better growth opportunity to
the respective firm. The given techniques value proposition will allow effective development of
the corporate firm and can deliver best output of efforts through investment of optimal or
reasonable amount of human efforts and resources.
The way in which the organization can manifest itself to deliver the customer
experience-
It is important for the organization that it is able to manifest itself for delivering the
customer experience (Khan and et.al., 2020). This is necessary and should be done so that the
firms are able to deliver the right customer experience to the customers. This can be done in the
following manner-
 Assessment of the different types of needs and requirements of the customers- It is
required so that the customers are able to take actions so that they are able to take the
necessary actions quite effectively and efficiently (Makudza, 2020).
 Enhancing the customer satisfaction level- It is necessary that the following segment
should be focused by managers of the corporate firm. This will ensure that a right review
and feedback is provided by the customers regarding the products and services which are
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provided by the organization which will be helpful for the organizations. This will also
aid towards effective brand building and will shape effective goodwill of the given
corporate firm.
 Enhancing the overall level of efficiency and effectiveness- This is particularly
important for the purpose of ensuring that the attainment of the goals and objectives in
the future can be done (Pekovic and Rolland, 2020).
 Ensuring a constant review- It is absolutely necessary that a constant review can be
ensured so that the conclusions and recommendations can be drawn in quite an
appropriate manner. Therefore, in this way it can be ensured that the company can take
the right steps so that it is able to attain the desired level of success quite effectively and
efficiently in a proper manner. Thus, it becomes quite important and the managers of the
organization should ensure that this can be done. Tesco therefore is required to make sure
that it can do this to improve the customer experience.
Thus, better working of the given organisational firm can be ensured through following
the above mentioned techniques. Such techniques provides with better efficiency of the given
corporate to tackle with present business complexities and also derives better competitive
advantage to the firm. The provided techniques also focuses on simplification of individual
efforts and defining an effective technique to handle business complexities an operating
operations with presence of internal and external business environmental factors that highly
affects effective working of the organisational firm.
Identification of the customers-
It is quite necessary to make sure that the identification of the customers can be done
through making the use of Key Demographics (Quynh and et.al., 2020). The Demographic
Segmentation Variables which can be used by the customers are as follows-
 Age- Most of the Tesco's customers are young customers. This is the generation which
likes to make purchase of the different types of goods in the supermarkets. Therefore, it
can be stated that Tesco has to prepare strategies for the purpose of enhancing their
satisfaction level.
 Gender- Men and Women have their separate likes and dislikes and therefore both are
the customers of Tesco. Therefore, the company is required to make sure that it can
enhance the satisfaction level of both of them which will therefore be quite useful in the
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attainment of the goals and objectives and will thus help in the attainment of sustainable
success in the future in quite a proper manner.
 Income and occupation- Most of the customers of Tesco belong to the Middle-Income
Group and Higher-Income Group. Also people from the different occupations like to visit
the retail outlets of the company. Therefore, it is necessary for Tesco that it is able to
satisfy them by fulfilling their needs and requirements which will help it a lot in the
attainment of sustainable level of success in the future.
 Ethnicity and Religion- It is also an important factor which is required to be considered.
For an organization like Tesco, it is quite important that the needs and requirements of
the different types of people belonging to the different ethnic groups and religions can be
fulfilled so that the management of the needs and requirements can be carried out quite
effectively and efficiently.
 Family Structure- It is also quite a crucial factor which is very important and therefore
must be considered. Tesco therefore has to make sure that its managers are able to pay
appropriate attention towards this particular factor which will therefore lead towards
ensuring that the company can attain its goals and objectives in the future.
Customer Experience Model-
In this model there are Six Pillars and therefore it is necessary that an appropriate
analysis of these pillars can be carried out so that it can be ensured that the appropriate steps can
be taken for the attainment of the goals and objectives through making the right use of this
particular model (Rather, 2020). Therefore, it is quite important and crucial that the use of this
model can be made quite effectively and efficiently. Therefore, the Six Pillars which are
important to be considered by the organizations are as follows-
 Personalization- It means that the assessment of the needs and requirements of the
customers is required to be carried out and thus it has to be ensured that they can be
fulfilled quite appropriately and properly (Siqueira and et.al., 2020). Thus, it is quite
important and necessary for Tesco to consider it.
 Integrity- It refers to the degree to which the customers believe that an organization is
trustworthy and can act in their best interests. Thus, it is very necessary that it can be
maintained in quite a proper and appropriate manner effectively and efficiently which
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will be quite helpful for the organizations. Therefore, this is quite important for a
company like Tesco.
 Expectations- This refers to the level of expectations which the customers have from the
organizations. For an organization like Tesco, it is important that the identification of the
way in which these expectations can be fulfilled can be done so that the right steps can be
taken for the attainment of success in the future. Thus, it is necessary for Tesco to pay
attention here.
 Resolution- This means the way in which the organizations deal with the problems
which they can face. For Tesco, it is quite important and necessary to make sure that it
can consider it so that it can attain sustainable level of success quite effectively and
efficiently in a right way.
 Time and effort- This refers to the level of convenience and efficiency which can be
provided by the firms on every customer transaction and interaction. Therefore, for Tesco
it is quite important that it puts its particular focus on it so that the attainment of
sustainable level of success in the future can be carried out.
 Empathy- This means the demonstration of the view of the world from the perspective
of the customers- their priorities and challenges, the obstacles that will get in the way,
their fears and worries. Therefore, it is important for the organizations like Tesco to make
sure that the consideration is provided in this regard.
Implications of Digital Disruption to the Delivery of the Customer Experience for Tesco-
Digital Disruption- This refers to the various types of digital changes which can take
place in the market (Turunen, 2021). Therefore, it is quite important to make sure that Tesco's
managers are able to consider it so that the changes and identify the particular changes which can
be implemented in a right way. This will therefore help a lot in ensuring that the attainment of
the goals and objectives can be done in a proper manner.
Delivery of the Customer Experience- This means the way in which the Customer
Experience can be appropriately provided so that the enhancement in the overall level of
Customer Satisfaction can be carried out which will therefore help in attaining the goals and
objectives and therefore it has to be ensured by the managers of the organization that they are
able to identify the right way through which this can be improved (Verhulst and et.al., 2020). For
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Tesco, it therefore becomes quite important that this can be provided so that the management of
the needs and requirements can be carried out.
Thus, it can be stated that for an organization like Tesco it is required that both Digital
Disruption and Delivery of the Customer Experience can be considered so that the appropriate
and right steps can be taken for the particular purpose of managing out the different types of
needs and requirements in quite an appropriate and proper manner. Therefore, the company will
be able to make sure that it can take the appropriate route towards the attainment of success in
this case which will therefore help it a lot (Witell and et.al., 2020).
Strategic Recommendations- There are various types of strategic recommendations
which can be used in quite a proper and appropriate manner so that the various types of
improvements can be made highly effectively and efficiently. Therefore, the strategic
recommendations are as follows-
Following are the recommendations that TESCO managers are required to adhere for
improving customer experience:
 Politeness in communication: Employees of TESCO should communicate with
customer in a very polite manner as it may reduce stress of customer. It can develop trust
between employees and its customers during conversation. When speaking to customers,
employees should be stay positive, calm, genuine and catchy, even if customer is
annoyed. Employees should welcome their customers by their body language, words and
tonality when they are on telephone as these features convey appreciation to customers.
 Analyse customer feedback: Feedback system is drawn to help customers and
encourage them to share their opinions and thoughts about a particular product or service.
Customer's feedback should be analysed by employees of TESCO as they can pick out
requirements and frustrations of customers from that feedback. By doing so, they can
refine customer gratification and will be able to sort out complications timely and in an
accurate manner. Paying attention to customer's feedback makes them feel important and
involved.
 Knowing products and services: Knowing and understanding products and services
makes customer service providers confident, efficient and competent. Human resources
of TESCO must know and understand about products and services provided by them to
their customers and they also must know about their functioning so that they can be
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answerable to customer's queries. They must know and understand the pros and cons of
their products so when customer asks for their issues, employees get sort it out easily.
 Clear communication: Customers wants their queries answered but it should not take
too much time to get their query resolved. Communication should be to the point and
very clear to customers. Employees of TESCO should communicate clearly with their
customers so that what customer wants to know should be answered correctly and in a
nice tone. Communication both in vocal and in written should be clear and perfect so that
a different native language person can understand it clearly and may get its problem
resolved. Employees should neglect negative phrases and interrupting the customers.
Instead of that they must listen to their customers very attentively and closely.
 Look for common ground: Customer wants to have a feeling of interconnection while
telling their issues. But communication through email, chat or even on a telephone seem
impersonal with them because human resources can't read out body language and facial
expressions of their customers. Employees of TESCO must pay attention to this issue and
should look for a common ground to listen to their customers. It makes customers feel
appraised and it can introduce a better path to address and communicate with customers.
 Improvement in technical skills: Quality of customer service will either increase
customer loyalty or decrease it to company's brand and business. Employees of TESCO
should provide areas on their website where customer can put their queries and easily get
them resolved. They must use e-mail as a way to improve customer-service so that
customer get satisfied with answers to their query.
CONCLUSION
From the above analysis presented in the given report paper it can be concluded that,
Consumer Experience refers to the experience of the customers regarding a product or service of
a particular organization. It has to be ensured by the management of the organizations that they
are able to put their focus on enhancing and improving this particular experience promotes better
level of satisfaction of the customers can be ensured and thus in this way the attainment of the
future goals and objectives can be done within the organization. It will be quite useful in
ensuring that the management of the requirements and needs which are related with the
customers of the organization.
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