Customer Experience Management in Woolworths Limited

This presentation discusses the customer experience management in Woolworths Limited. It includes the background of Woolworths, products and services demanded in the market, and two customer personas to conduct a consumer survey. It also presents the responses of consumers towards Woolworths limited products and services.

S C H O L A R I D :
CUSTOMER EXPERIENCE
MANAGEMENT

INTRODUCTION
• This presentation demonstrates the background of
Woolworths as well as industry of relation in the
Australia.
• It also discusses products and services that are
demanded in the market.
• It presents two customer personas to conduct the
consumer survey like Millennial and Family
customers.
• It also discuses the responses of consumer towards
the Woolworths limited products and services.

INTRODUCTION TO INDUSTRY
• In the current review, Australia get positive
response form retail sector (McColl-Kennedy, et
al., 2015).
• Despite lower growth in the wages and increasing
household debt, the higher housing market,
developed by the lower interest rates and
encasement in the lower interest rates,
encourages the customers to spend more as
perceived value of its assets enhanced (Homburg,
Jozić, and Kuehnl, 2017).

CONT…
• The enhancement of internet application in the
Australia could also make easier process to
enhance the growth of retail sector (Peppers, and
Rogers, 2016).

COMPANY BACKGROUND
• Woolworths is supermarket and famous t global
level to offer the quality products and services in
reasonable price (Stark, 2015).
• It operates approximately 995 stores across
nation (Shin, 2015).
• It has more than 1115,000 employees in their
stores as they offer the quality products and
services and convince customers.
• It offers premium goods and services to their
consumers.

PRODUCTS AND SERVICES
• It acquires about 97% of all fresh vegetable and fruits
and 100% fresh meat from Australian farmers and
growers (Ren, L., Qiu, Wang, and Lin, 2016).
• It produces fresh food for the consumers in Australia
(Lemon andVerhoef, 2016).
• This organization believe in offering innovative
products and services to their consumers as it could
support to make reliable decision (Liotou, Tsolkas,
Passas, and Merakos, 2015).
• It offers their products and services by considering
supermarket app to offer groceries goods and services
(Holland and Ramanathan, 2016).

2 CUSTOMER PERSONAS
• Millennial: (16-35 years)
• Family customers: (35-55 years)

CUSTOMER SURVEYS
• Please tick mark on your category
• Millennial: (16-35 years)
• Family customers: (35-55 years)
• Please chose one of the following to describe the
company food products?
• Fine
• Great
• Buggy
• Good, but there are some problems
• Life-saving

CONT…
• How well food goods and customer services of
company attain your needs?
• Fine
• Badly
• Very well
• Well
• Which three characteristics are most valuable to you?
• Product quality
• Product Design
• Customer responses
• Prompt services
• Custom responses

CONT…
• Which three features are more important that we
were missing?
• Product quality
• Prompt services
• Organic product
• Attractive packaging
• App for services
• How would you rate the value of money to the
goods and services?
• Good
• Bad
• Regular

CONT…
• How simple is it to navigate our website?
• Regular
• Very difficult
• Difficult
• Very easy
• Easy
• Were you capable to address the data you were
looking for on company website?
• No
• Yes

CONT…
• How much effort did you personally have to put
forth to handle your request
• A lot of effort
• A small amount of effort
• A usual amount of effort
• Which source do you select for purchasing the
food products and services?
• Online source
• Offline source
• Others

CUSTOMER INTERVIEWS
• Please justify me one thing if you move on
competitor products from our food products?
• How did you compare the personal efforts of the
company towards your expectation?
• Please give me feedback towards the position of
the food products and services of the company as
compared to competitors?

CONT…
• Why you select our products and services as
compared to the competitor's food products.
Please justify?
• Which factor or option you consider at the time of
consuming any food products and services for
satisfying your desire. Please justify?

CURRENT STATE OF THE SERVICE EXPERIENCE
OF THE PRODUCT OR ORGANIZATION
• From the customer survey and interview, it is
assessed that customers obtain positive service
experience towards products and services of
Woolworths.
• They also prefer the food products of this
company due to effective customer services as
well as delivery of product is also prompt.
• Customers feel favourable service experiences
due to getting added value of products and
services (Verleye, 2015).

CONT…
• Customers trust on the products because of
superior products quality and affordable price
• Most of the customers are loyal towards the
products due to meeting their expected needs
and requirements
• The one reason that customers encourage
towards its products is offering both online and
offline mode of purchasing the products

HOW THE CURRENT CUSTOMER
EXPERIENCE RATES OR COMPARES
WITH COMPETITOR OFFERINGS
• Customers give five rates on the behalf of getting
superior quality products.
• The delivery time of products and services is
lower as compared to their market player. It could
mandate the consumer to give higher rate.
• Prices of products are also reasonable than their
market player. It could also support to make
unique image among consumers.

SUMMARIZE THE RESULTS OF RESEARCH
• About 65% of customers come under the
millennial category i.e. 16-35 years while about
35% of customers come under the family
customers i.e. 35-55 years.
• Approximately 75% of the customers believe that
‘Great’ is the best way to describe the food
products of Woolworths.
• About 80% of the customers consider that very
well product of Woolworths meet their needs

CONT…
• Approximately 65% of customers stated that
product quality, prompt services and customer
response is three key features that are most
valuable for me
• About 80% of customers believe that organic
products, attractive packaging, and app for
services are missing in the services of
Woolworths.
• About 74% of the customers give good rate
towards value of money to products

CONT…
• About 65% of customers believes that ‘very easy’ to
navigate the websites of Woolworths
• Approximately 87% of customers were responded
that they were able to find the information that they
were looking for on the websites of Woolworths.
• About 89% of customers gives small amount of
efforts personally to put forth to handle their request
• About 65% of customers use online mode while 35%
of customers use offline mode to purchase the
products

CONT…
• From the interview, it is stated that the one thing
that 5 out of 4 customers move on competitor
food products from Woolworths products is
superior products quality with low rate.
• 5 out of 3 customers believe that company makes
personal efforts to meets the expectation of
customers in terms of providing effective
customers services and products features.

CONT…
• 5 out of 4 Customers have created favourable
position towards Woolworth’s products as compared
to competitors due to getting added value from
services.
• 5 out of 4 Customers select Woolworth’s food
products and services as compared to the
competitor's food products due to different sources
of purchasing the food products such as online and
offline channels
• 5 out of 3 Customers consider product quality
consider at the time of consuming any products and
services for satisfying their desires.

CONCLUSION
• From the above interpretation, it can be
concluded that Woolworths limited offer unique
and innovative food products in reasonable prices
to attract consumers.
• It can also be summarized that Woolworths
limited has conduct the consumer survey and
collect the opinion and views of consumers
towards their food products and services of the
company.

REFERENCES
• Holland, H., & Ramanathan, N. (2016). Customer Experience
Management. In Dialogmarketing Perspektiven 2015/2016(pp.
83-101). USA: Springer Gabler, Wiesbaden.
• Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer
experience management: toward implementing an evolving
marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
• Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer
experience throughout the customer journey. Journal of
Marketing, 80(6), 69-96.
• Ren, L., Qiu, H., Wang, P., & Lin, P. M. (2016). Exploring
customer experience with budget hotels: Dimensionality and
satisfaction. International Journal of Hospitality
Management, 52, 13-23.

CONT…
• Liotou, E., Tsolkas, D., Passas, N., & Merakos, L.
(2015). Quality of experience management in mobile
cellular networks: key issues and design
challenges. IEEE Communications Magazine, 53(7),
145-153.
• McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E.,
Klaus, P., Radnor, Z. J., Perks, H., & Friman, M. (2015).
Fresh perspectives on customer experience. Journal
of Services Marketing, 29(6/7), 430-435.
• Peppers, D., & Rogers, M. (2016). Managing customer
experience and relationships: A strategic framework.
USA: John Wiley & Sons.

CONT…
• Shin, D. H. (2015). Effect of the customer experience
on satisfaction with smartphones: Assessing smart
satisfaction index with partial least
squares. Telecommunications Policy, 39(8), 627-641.
• Stark, J. (2015). Product lifecycle management.
In Product Lifecycle Management (Volume 1) (pp. 1-
29). USA: Springer, Cham.
• Verleye, K. (2015). The co-creation experience from
the customer perspective: its measurement and
determinants. Journal of Service Management, 26(2),
321-342