Customer Experience Management at Woolworths: A Study

This presentation explores the customer experience management at Woolworths, a leading supermarket in Australia. It includes customer surveys and interviews, and compares the company's offerings with its competitors. The study reveals that Woolworths provides innovative and unique products at an affordable rate, and conducts customer surveys to gather opinions and views of consumers.

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

INTRODUCTION
• This presentation exhibits the background of
Woolworths and industry with regards to Australia
• It also explains products and services that are
required in the market
• It demonstrates two customer personas to obtain
the customer survey such as family customers
and millennial
• It also exhibits the responses of customers with
regards to Woolworth’s limited products and
services.

INTRODUCTION TO INDUSTRY
• Under the current review, Australia obtains favorable
feedback from the retail sector (Ainin, et al., 2015).
• In spite of lower growth in the wages and gaining
household debt, the higher housing market and
lower interest rate lead the customers to spend high
amount as compared to the perceived value of its
assets (Barnard, et al., 2016).
• The enhancement in the application of the internet
in Australia can make the easier procedure to
improve the progression in the retail sector.
•

COMPANY BACKGROUND
• Woolworths is one of the leading supermarket and
renowned global level that offers the quality
products and services at the affordable rate.
• It deals in about 995 stores in across the
Australian cities (Calabrese and Corbò, 2015).
• It has employed 115,000 workforces in their
stores who provide the finest and convince
products and services to their customers
• It also facilitates superior products and services
to their customers (Cheema, et al., 2015).

PRODUCTS AND SERVICES
• It collects 95% of all vegetables fruits, and meat
from local farmers of Australia (Company and
Briner, 2015).
• It provides fresh foods for their Australian
consumers.
• This company believe in offering the quality and
innovative products and services to their
consumers as it will support to make reliable
decision (Esbenshade, et al., 2016).

CONT…
• It provides their goods and services
• It offers their products and services by
considering supermarket app to offer groceries
goods and services (Ferrer and Medhekar, 2017).

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 select one of the following to assess
the products of the company?
• Fine
• Great
• Buggy
• Good, but there are some problems
• Life-saving

CONT…
• How well the products and services of Woolworths
can attain your needs?
• Satisfactory
• Severely
• Very well
• Sound
• Which three features are appreciated to you?
• Quality of Product
• Design of Product
• Customer responses
• Prompt services
• responses of Customer

CONT…
• Which three characteristics are more significant that
were missing in Woolworth’s products and services?
• Quality
• Prompt amenities
• Organic product
• Eye-catching wrapping
• App for services
• How would you rate the value of money for products
and services?
• Good
• Bad
• Regular

CONT…
• How easy is it to direct our website?
• Consistent
• Very difficult
• Problematic
• Very easy
• Easy
• Were you proficient to identify the facts and
figures that you were looking for on
company’s website?
• No
• Yes

CONT…
• How much effort did you individually have
to put forth to solve your issue
• A lot of effort
• A small amount of effort
• A usual amount of effort
• Which source do you choose for buying the
products and services?
• Online source
• Offline source
• Others

CUSTOMER INTERVIEWS
• Please justify me one thing if you shift their
preference towards products and services of key
market players from our products?
• How did you compare the individual efforts of the
company with regards to your expectation?
• Please provide your feedback with respect to the
position of products and services of the company
as compared to key market participants?

CONT…
• Why you choose our products and services as
compared to the products of key market players.
Please justify?
• Which factor would you like to consider for
consuming any products and services for filling
your wish? Please justify?

CURRENT STATE OF THE SERVICE EXPERIENCE
OF THE PRODUCT OR ORGANIZATION
• Through the customer survey and interview, it is
evaluated that customers can get favorable
service experience with regards to products and
services of Woolworths
• They also give preference to food products
because of effective customer services and
prompt delivery of services.
• Customers feel positive service experiences
because of getting added value in products and
services

CONT…
• Customers faith on the products due to its finest
quality with affordable rate
• Large numbers of customers are loyal with
regards to products because of accomplishing
their expected needs as well as desires.
• The key reason that customers lead with regards
to its products is providing both offline and online
mode of purchasing the products

HOW THE CURRENT CUSTOMER
EXPERIENCE RATES OR COMPARES
WITH COMPETITOR OFFERINGS
• Customers give five rate due to getting the finest
products
• The delivery time of products as well as services
is lower as compared to their key competitors. It
could influence the consumers to give a higher
price
• The rate of products is affordable as compared to
Wesfarmers i.e. key competitors. It could aid to
create a unique image in the mind of customers.

SUMMARIZE THE RESULTS OF RESEARCH
• Approximately 68% of customers comes in the
category of millennial such as 16-35 years
whereas about 32% of customers come in the
category of family customers such as 35-55 years
• About 65% of customers agree that ‘great’ is a
significant mode to demonstrate the food
products of Woolworths
• Approximately 78% of customers believe that
products of Woolworths are very well in order to
accomplish their requirements

CONT…
• About 64% of customers opined that product’s
quality, customer response as well as prompt
services are different features that are valuable
for me
• Approximately 75% of customers agree that
organic products, app, and attractive packaging
are missing in the products and services of
Woolworths.
• Approximately 64% of customers give a good rate
for the value of money in order to buy the
products

CONT…
• There are a large number of customers agree that
‘very easy’ to direct the websites of Woolworths
• There are a large number of customers who
believe that information can easily access via
websites of Woolworths
• Approximately 77% of customers give their fewer
efforts individually to handle their issue

CONT…
• About 68% of customers use online channel while
32% of customers use the offline channel to buy the
products
• Through the interview, it is evaluated that the one
things that attract the customers towards
competitor’s products are the finest products with
low rate
• It is also assessed that the company makes personal
efforts in order to accomplish their expectation of
customers and facilitating the effective customer’s
services as well as containing special product’s
feature.

CONT…
• Customers have generated a positive position with
regards to products of Woolworths as compared to
key competitors because of getting added value in
services
• Customers choose products and services of
Woolworths as compared to competitor’s products
because of different sources of purchasing the
products like offline and online channels
• Approximately 75% of customers buy food products
of Woolworths due to product’s quality as it
provides the high extent of satisfaction to them

CONCLUSION
• As per the above interpretation, it can be
summarized that Woolworths provides innovative
and unique products at the affordable rate in
order to persuade the consumers
• It can be concluded that Woolworths conducts the
customer survey and gather the opinions and
views of consumers with regards to the products
and services of this company.

REFRENCES
• Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N.I. and Mohd
Shuib, N.L., 2015. Factors influencing the use of social media by
SMEs and its performance outcomes. Industrial Management &
Data Systems, 115(3), pp.570-588.
• Barnard, F.L., Akridge, J.T., Dooley, F.J., Foltz, J.C. and Yeager,
E.A., 2016. Agribusiness management. UK: Routledge.
• Calabrese, A. and Corbò, M., 2015. Design and blueprinting for
total quality management implementation in service
organizations. Total Quality Management & Business
Excellence, 26(7-8), pp.719-732.
• Cheema, S., Akram, A. and Javed, F., 2015. Employee
engagement and visionary leadership: Impact on customer and
employee satisfaction. Journal of Business Studies
Quarterly, 7(2), p.139.

CONT…
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Customer-driven management models for choiceless
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• Ferrer, M. and Medhekar, A., 2017. The factors impacting
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