Customer Experience Management in Woolworths: A Study on Products, Services, and Competitor Analysis

This presentation discusses the background of Woolworths and retail industry in the nation of Australia. It also describes food product that are required by customers and illustrates the two customer personas to conduct the survey and interview on consumers. The presentation also explains the summary of results and competitor analysis. The study focuses on customer experience management in Woolworths, including products, services, and competitor analysis. The subject, course code, and college/university are not mentioned.

Scholar ID:
Customer Experience
Management

Introduction
This presentation discusses the background
of Woolworths and retail industry in the
nation of Australia.
It also describes food product that are
required by customers
It also illustrates the two customer
personas to conduct the survey and
interview on consumers
It also explains the summary of result

Introduction to industry
In the current review, Australia get positive
response form retail sector (Benzarti, and
Mili, 2017).
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 (Blázquez, 2014).

Company background
 Woolworth Company is one of leading Retail Corporation, which
was developed in New South Wales, Australia.
 This corporation was founded in the year of 1924.
 Woolworths has captured about 80% retail area in the nation of
Australia.
 After 1924, preference of customers is boosting and the high
amount of subsidiaries is initiated in the nation of Australia
(Wu, Yeh and Woodside, 2014).
 Woolworths has captured American supermarket giant Safeway
in 1985.
 In the year of 2017, Woolworths has applied the green apple
logo (Woolworths group, 2017).

Products and services
It acquires approximately 97% of all fresh fruits
and vegetables together with 100% fresh meat
acquired via Australian farmers and growers
(Holland, and Ramanathan, 2016).
It manufactures fresh food for consumers in the
Australia
The company believes to offer the innovative
products as well as services to their consumers
as it could aid to make the reliable decision
It provides products as well as services by using
online and offline channels (Grønholdt,
Martensen, Jørgensen, andJensen, 2015).

2 customer Personas
• Millennial: (16-35 years)
Family customers
(35-55 years)

Methodology
For collecting the primary data, 5 customer
interviews were conducted.
For this interview, an open questionnaire
was used to obtain the depth facts and
figures regarding the research issue.
Both open and close-ended questions will
be used
The survey was conducted on 55
participants who were selected as per the
convenience and the technique used to
conduct this questionnaire was Google
forms.

customer surveys
What is key Reason of buying?
Please specify your Age?
Please mention your Gender?
Please mention your Experience?
How frequently do you buy?(Marchesani, Piccoli, and
Lui, 2017).
Where do you order your food product?
Which describes Woolworth’s food products? (Ren,
Qiu, Wang, and Lin, 2016).
How would you rate overall exp (5 being highest)
What needs improvement? (Homburg, Jozić,
andKuehnl, 2017).

Interview
Why did you buy food product from
Woolworths?
Reason for last buying?
Tell me about your overall experience?
Which retail store is your preferred store
and why?
Do you think there could be any
improvements and if so what
improvements would you like to see
them make? (Peppers, and Rogers, 2016).

Summary of result (survey)
Persona 1 (Millennial) 2 (Family customers)
Reason of buying Range of products convenience
Age 16-35 years 35-55 years
Gender Female Male
Experience 2-5 years of experience more than 5 years of
experience
How frequently do you buy? twice a month monthly
What do you value the most? Price and discount Member Rewards and loyalty
plan
Where do you order your food
product?
Online offline
Which describes Woolworth’s
food products?
Value for Money Delay services due to lack of
availability of salesperson
How would you rate overall
exp (5 being highest)
4 3
What needs improvement? Organic products, fresh and
quality food products and
efficient services, member
rewards and some extra
remuneration for being loyal
Attractive packaging such as
detail of product’s ingredient,
and price
Availability of mobile App for
ordering products and services

Summary of result
(interview)
Key findings Participa
nt A
Participant
B
Participant
C
Participant
D
Participant
E
Why did you buy
food product from
Woolworths?
Price and
quality
packaging
and price
Availability
of both
local and
internationa
l brands
Customer
services
Brand loyalty
Reason for last
buying?
Healthy
existence
Healthy
standard of
life
Healthy
way of life
Healthy daily
life
Healthy
standard of
living
Tell me about your
overall experience
Overall
great
experience
for the
price I
paid, and
range of
products
But,
experience
e in
product
quality is
less than
fantastic to
get organic
products
Not good as
it takes more
time in
refunding so
I bought
products
from
Wesfarmers
as there is
easy process
of
replacement
and
refunding.
Good.
Deliver
before
expected
time
It was ok
but return
process was
very
complex so I
had switched
with this
company’s
products
It was good
and great
customer
service on
store and
comfortable
environment.

Cont…
Which retail store is
your preferred store
and why?
Wesfarmer
s due to
easy
refund and
return
process
Woolworths
due to range
of products
Woolworths
due to
availability
of both
local and
internationa
l brands
Wesfarmers
due to
affordable
price
Woolworths
due to
customer
services
Do you think there
could be any
improvements and
if so what
improvements
would you liketo
see them make?
Communic
ation with
customers.
A
comprehen
sive
message
both in
advertising
and in
products
packaging
would
benefit all
customers
Good , no
need to make
improvement
Changes in
pricing
policy could
attract more
customers
Sales
discount
Provides the
organic
products
.

Journey map
Customer
Journey
Awarenes
s
Resear
ch and
evaluat
ion
Purcha
se
Mem
ber
Rewa
rds
Offline
retail
store
Online
retail
services
Division
Accountable
Marketing Marketi
ng
Sales
and
Service
depart
ment
Mark
eting
and
Servi
ce
Services
departme
nt
Services
department
Touch
Points
• Email
 Advertis
ing
• Social
Websit
e
Searchi
ng
online
Compar
ison of
sites
Travel
agent
Online
purchas
ing via
website
s or
affiliate
sites
Prom
otion,
adver
tising
and
paym
ent
 In
offline
retail
stores,
numbe
r of
salespe
ople
 Securit
y
 Sales
annou
nceme
nt
 Range of
products
 Sales
Discount
 Quality of
products
and
services

Cont…
Millennial Customer
Feelings
Good
BAD
Brand and Value
perception
Believ
es they
adverti
se low
rate
produc
t and
service
s as
well as
deliver
on the
promis
e
Researches
and
product’s
order is
based on
the value as
well as the
quality of
products
and
services
Believes
Woolworth
s are not
honest with
their
pricing and
so find it
rigid to
compare
the
products
and
services
Online
purchas
e does
not like
paying
for
extras
such as
deliver
y
charges
and
product
’s range
Mem
ber
rewar
ds do
not
comp
are to
other
comp
etitor
s such
as
Wesf
armer
s.
Not
adequate
communi
cation
with a
customer
about
delays
can lead
to
canceling
the
product’s
order (see
appendix
b).
Need to
enhance the
food quality
and prompt
services
Needs to
offer
affordable
price (see
appendix
A).

Cont…
Family
customers
Customer
Feelings Good
BAD
Brand
and
Value
perce
ption
Believes they
advertise high-
quality products
and deliver on the
promise
Researches
and
evaluation
relies on
product’s
quality
reliability
and timing
It also
believes
Woolworth
s does not
offer
organic
product
and mobile
app
services
(see
appendix
B).
Purchas
e online
when
necessa
ry at
the last
momen
t
Online
service
can
benefici
al to
access
the
availabi
lity of
product
and its
price
Order
ing
produ
cts
mem
ber
rewar
ds do
not
comp
are to
other
comp
anies
such
as
Wesf
armer
s
Need
Assuranc
e and do
not like
when
faced
with
delays
(see
appendix
A).
Need to
Enhance the
product’s
quality and
rapid
services (see
appendix
A).

Competitor Analysis
Customer Experience Issue 1
Price (what is included in the
price and what is additional)
Customer Experience Issue 2
Delays
Woolworths After products are selected based
on the price, customers are taken
to bundle page that demonstrates
option for add-ons. (Lemon, and
Verhoef, 2016).
Business class involves carry on
and nothing else (Marchesani,
Piccoli, and Lui, 2017).
Retailers must pay $50 extra if
they wish to get services before
expected time or within 1 day.
Customer faces issue in terms of
refundable items and applicable
sales coupon discount (Holland,
and Ramanathan, 2016).
When a product is canceled and
replaced by customers then,
Woolworths will SMS, phone,
and email with changes and
additional options without taking
any charge (Grønholdt,
Martensen, Jørgensen, and
Jensen, 2015).
In their retail stores, the company
should provide space, water, and
air conditioner environment with
sound music and parking
facilities (Benzarti, and Mili,
2017). Lack of these services
creates an issue for the customer
to purchase from Woolworths.

Cont…
Wesfarmers
Wesfarmers provides the
business loyalty cards, e-
deal services, and reward
points. E-deal is the
cheapest alternative that is
nearest to Woolworth’s
membership services
(McColl-Kennedy,
Gustafsson, Jaakkola,
Klaus, Radnor, Perks, and
Friman, 2015).
Wesfarmers use the online
function in which customers
can check the product’s
status and availability of
products to make sure that
they are aware of the
product’s specifications
(Seligman, 2019).

Results Summary
Result shows that sometimes customer prefers
to buy products from competitors of Woolworths
such as Wesfarmers due to ‘delay service’ and
‘value for money’.
It can happen in the case of a lack of
understanding regarding the customer-centric
approach at the workplace.
When assessing the touch points of Woolworths
in the customer journey map, the overall
customer is satisfied with online ordering and
assessing the techniques provided by
Woolworths and related websites

Cont…
Zero Moment of Truth (ZMOT) is when a
consumer researches regarding products
and services of company and bases of
making purchasing decision such as on
behalf of customer’s review of the products
and services.
Woolworths should also prepare the VOC
program to enhance the value and loyalty
of customers to differentiate themselves
from their key market players in terms of
offering the products and services

References
Benzarti, I., & Mili, H. (2017, November). A Development Framework
for Customer Experience Management Applications: Principles and
Case Study. In e-Business Engineering (ICEBE), 2017 IEEE 14th
International Conference on (pp. 118-125). IEEE.
Blázquez, M. (2014). Fashion shopping in multichannel retail: The
role of technology in enhancing the customer experience.
International Journal of Electronic Commerce, 18(4), 97-116.
Grønholdt, L., Martensen, A., Jørgensen, S., & Jensen, P. (2015).
Customer experience management and business performance.
International journal of quality and service sciences, 7(1), 90-106.
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.

Cont…
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Marchesani, D., Piccoli, G., & Lui, T. W. (2017). The Impact of IT-Enabled Customer
Experience Management on Service Perceptions and Performance. In Information and
Communication Technologies in Tourism 2017 (pp. 377-386). USA: Springer, Cham.
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.
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.
Seligman, J. (2019). Customer Experience Management: Service Design and Delivery. UK:
Routledge.
Woolworths group (2017). About us. Retrieved from:
https://www.woolworthsgroup.com.au/page/about-us
Wu, P. L., Yeh, S. S., & Woodside, A. G. (2014). Applying complexity theory to deepen
service-dominant logic: Configural analysis of customer experience-and-outcome
assessments of professional services for personal transformations. Journal of Business
Research, 67(8), 1647-1670.