Woolworth Customer Experience Management - Assignment

Running Head: CUSTOMER EXPERINCE MANAGEMNT
Woolworth Customer Experience Management
Name:
Academic Affiliation:
Date:

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 2
Customer Experience
Customer experience refers to the entire interaction of a customer with a product or
services and the company. Therefore customer experience management refers to the management
of the entire interaction of a customer with a product and services to build a strong mutual
relationship resulting in customer satisfaction and loyalty (Rajaobelina,2018). The entire
management relies on the three 3Ps that are: people, process, and the product. The paper explores
the customer experience in hospitality industry with a focus on the Woolworth supermarket
Woolworth Group is An Australian Supermarket Chain that supplies various products in
various countries such as New Zealand (Graulich, 2015)). And have to affiliate in various
countries such as South Africa and the UK. The company customers are segmented into the
following: preferential, occasional and passers-by. The preferential customers are the ones that
have to dedicate a certain percentage of their salary to make their monthly purchase. The
occasional purchasers are those that do go into the supermarket once in a while, and the
passersby are the ones that either do impact buying or just because they were passing by (Battini
et al., 2010).
Customer persona
Customer persona refers to the marketing aspect that has fictional representation of ideal
customer. The internalization of the ideal customer helps the business to relate the product and
the customer after an understanding of the buyer’s feelings, nature of buying, likes and many
other aspects (Idoughi, Seffah & Kolski, 2012). The customer persona helps business operators
to message, develop product and services to achieve full customer satisfaction through
personalization. The improved customer satisfaction eventually leads to customer loyalty(Joshi,

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 3
Waghela & Patel, 2015). The customer persona can be created through research, interviews,
surveys of the targeted customers to collect the required information.
PERSONNA NAME
NAME: Tala Weaver PERSONA: Preferential purchaser
OCCUPATION :Marketing officer
PERSONALITY: Married with two kids
GOALS: To capture the attention of
people to like his products
PRODUCTS
Coffee
Fried chicken and
French fries
SEX: Female
AGE: 46
OCCUPATION: Accountant
director
STATUS:
LOCATION:
MOTIVATIONS
Getting a reliable
retail store that has all
products under one
roof.
Finding the nearest
coffee shop to have
breakfast before
proceeding to meeting
FRUSTRATION
S
Noisy places
Poor customer
services
INFLUANCES
Places with strong
web
Spacious meeting
points

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PERSONNA NAME
NAME: Donald Charles PERSONNA: occasional purchaser
OCCUPATION: Operations manager
PERSONALITY: Single
Goals: Being promoted to the most highest
position in the company
REASONS FOR
PURCHASING
Likes looking and
purchasing new
trends of clothes
SEX: Male
AGE: 35
OCCUPATION:
STATUS:
LOCATION:
MOTIVATIONS
/INTREST
Taking pictures of the
scenic places
Social responsibility
Likes new food and
beverages
FRUSTRATION
S
Someone being a
liability to him
New systems that
are not upgraded
INFLUANCES
Retail news
Social networks
sites
PERSONNA NAME
PROFILE SUMARY: Passers-By
Occupation: Internee
REASONS FOR
PURCHAISNG
Home proximity

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 5
PERSONALITY:
INTRESTS /BEHAVIOURS
AGE:
OCCUPATION:
STATUS:
LOCATION:
MOTIVATIONS
To have an hotel in
the future.
Get insight about the
career
FRUSTRATION
S
Being unsure of
where to start
from
INFLUANCES
Networking with
other students
Social interactions
Hourly wage
Customer Experience and Journey Map
CUSTOMER EXPERINECE MAP
PERSONA USER STATE JOURNEY CHANNEL CONTENT
Preferential
purchaser
To be in a place
that offers
adequate and
reliable shopping
mall at
reasonable price
Telephone calls
emails
Occasional
purchaser
To receive
money value
products

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 6
Passers-buy
purchaser
Mostly pass to
pick items to eat
while travelling
Social media
sites
Customer persona Proposed
business plan
Customer experience
Preferential purchasers 20% discount on
large purchase.
The customers are always pleased with the
assisted and self-service within the facility
Occasional purchasers Subsidized
transportation of
large and delicate
purchases
Always attracted by the low price of some
commodities that make them to come to the
retail market once in a while
Passers-by Purchasers Free cocktails in
waiting room
Customer experience strategy refers to the ability to have a clear focus on the customer
vision that is compatibles with the organizations r business objectives(Tuunanen & Govindji,
2016). The customer experience is created by capturing the customer feedback and using the
available tools to develop a proper strategy theta will ensure that all the customer's concerns are
addressed.

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 7
Discounted Transport to preferential customers -The discounted transport to the preferred
purchase that does bulk buying every month in the Woolworth will reduce their expense on the
transport and at the same time will attract more customers to be frequent in the retail shop.
Small gifts to the occasional purchaser-The proposition by a business to offer small gifts to the
occasional purchasers helps in motivating the customers to increase the percentage of frequency
hence increasing the number of the purchaser in the retails market.
IDIC Model
Customer loyalty is the unwavering customer’s believe in a particular product or
organization achieved after effective experience and good relationship with the organization
(Gjekanoviki, 2015). Customer loyalty is achieved through various ways such as IDIC models.
IDIC is an approach used by organizations to build customer relationship on the internet and was
developed by Pepper and Rogers. The IDIC comprises four actions on the customers that are:
customer Identification, Differentiation, Interaction, and Customization.
Customer identification focuses on the urge to identify each customer on the initial visits
through the use of cookies or asking a customer to log into the hotel or organization site.
(Saetang & Pathomsrikul, 2016) Through logging in the customer information such as contact,
name and other additional information is captured through the process known as “Drip
Irrigation.” During this process, the customers are always unaware as the information is always
tapped at the information technology department. The obtained information is used by to create a
profile for each of the customers a process known as customer identification depending on their
needs. Customer identification helps in understating customers and spotting the top customers,
largest customers and non-profitable customers (Cerr, 2012).

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 8
After the identification of the customers into different categories, the organization goes
further and engages every customer through a process known as customer interaction. The
interactions provide onsite customer service questions to capture the feelings of the customers
that are delivered through customers preferred channels such as email, or phone calls. Finally,
customer customization refers to the varied ways of personalizing the contents or messages about
the segmentation created.
IDIC helps in identifying the customers according to their needs and assist the
organization/hotel prices the customer's expectations, thereby working on various aspects to
ensure satisfaction (Jiang et al.,2017). Various aspects that can be captured are such as the price
of the product/food/room and the quantity needed. With the information, the hotel is capable of
providing discount and subsidy on the services and products sought by the customer to create the
first impression. The customer's feedback can be reviewed, and recommendations addressed
This can also be further reviewed depending on the nature and frequency of purchase. Those
customers that do bulk buying, or frequent purchases tend to have normalized prices than single
purchasers, this in return create a mutual relationship.
Value Proposition
Value proposition refers to the marketing report that an organization applies to
summarize reasons why a consumer should purchase a product or a service(Ming-Ten, Chung-
Lin & Han-Chao, 2010). The report always persuades the prospective customer that the
suggested product or service will add more value or solve other problems.
The value proposition for the Preferential purchasers-The construction of conference hall that is
capable of holding about 300 will capture the Tala Weaver and other business operator more

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 9
opportunities to hold their meetings within the facility and save their worries of spending the
night in the hotel and holding a conference in another venue(Latif & Khan, 2016). Having three
conferences within a week with above 300 packs, the company is capable of improving revenue
and improving the customer’s experience. Averagely the hotel will be making about $ 900,000
per week translating into about $ 3,200000.
The value proposition for the potential customers-With the initiative of the transport services to
the potential customers to the various homes within a range of 500 will reduce the customer's
worries of looking for other means of transport that tend to charge high and at times are always
inconvenient. The inconvenience caused by the public and the taxi results in poor customer
experience, therefore with the introduction of the transportation service, both the customers and
organization will gain. The customer will be using $ 30 per 1 Km, while with our service the
customer will be paying $ 25, saving about $ 5 resulting in customer loyalty
The value proposition for the occasional purchasers -The idea of gifting the occasional customer
will cost the Woolworth some amount of money at the start, but with the success of the strategy,
more customers will be attracted hence increasing the number of the potential purchasers, in the
long run, it will add value to Woodworth revenue.
How customer experience strategy contributes towards an intended brand perception
The customer service experience will focus on three different categories that are preferential,
occasional and passer-by will lead to specialization of the services. The specialization on three
brands will increase the market command of the hotel. Each customer will be pleased with the

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 10
new strategy, for example the provision of adequate and reliable shopping mall enables the
passer-by to have whatever they need through their journey.
Customer Experience Evaluation Tools
Customer experience can be measured using different tools that will lead to better
customer retention, reduced operation cost, and increased sales and faster growth of a company
these are mobiles customer support, social media support tool and customer feedback survey.
Mobile Customer Support-Mobile customer support is the application of mobile phone devices to
develop the customer experience (Shang et al., 2018). The tool is popular since quite a large
number of customers have mobile phones hence making the interaction a between customer a
business a constant activity through calls and messaging.
Social Media Support-Social media entails the internet platforms such as Facebook, Twitter
Instagram among others, where people tend to group together and here their experiences through
posts of pictures and conversation (Haripriya, Asiff & Jahnavi, 2018).
Customer Feedback Survey-Customer feedback surveys are short questions administered to
customers after every experience. The short questions always collect information about
customers feeling about a particular product and services(Song et al.,2017)
Customer-centric is the process of being organization placing customers first and proptize in
providing exceptional customer experience to gain a large number of customers for a competitive
ability (Kirkwood, 2015). The steps followed are: making customer satisfaction an
organizational value through addressing all the issues raised by customers and by rewarding

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 11
employees for customer satisfaction (Younghee, Won-Moo & Minsung,2012). Then the creation
of awareness of organization through marketing by getting everyone in the organization get
involved in the process while hiring and firing employees for customer satisfaction, lastly, the
organization should celebrate customer satisfaction
Propositions of improved Service Offerings
The management should create a service culture that will ensure that all the three brands of
services are to the highest quality so as to retain the existing and attract new customers. This can
be achieved through personalization of every potential customer.

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 12
Steps towards Forming a Customer Centric-organization
Today marketers are under pressure in trying to understand customers’ needs and provide
customer experience since advertising does not perform enough. Therefore customer centric-
organization is the solution. The process entails:
Power of co-design- entails the process of designing a brand that creates a close relationship with
the customer and is incapable of altering the power. Customer-focused leadership- the leadership
of the organization should focus on delivering the promised experience to the customer.
Customer feedback process- there should be an effective way of receiving the customer feedback
since are important in creating and improving of the customer experience,
Conclusion
Customers are the critical pillars of business growth; therefore good or poor service
influences the business command on the market. Customer expectations keep on changing,
varied and are always higher, thus servicing one to the fullest is difficult. Customer experience
travels faster than word of mouth. Therefore it is upon the business to learn how to build a
purposeful customer experience strategy. Customer loyalty is easy to achieve whole it is difficult
to maintain. Therefore, organizations should work toward creating a customer-centric
organization to maintain and increase the number of potential customers.

WOOLWORHT CUSTOMER EXPERIENCE MANAGEMENT 13
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