Customer Experience Analysis: Big W Survey Results Report

This report presents a comprehensive analysis of the customer experience at Big W. It begins by defining customer personas, detailing their profiles, purchasing power, and preferences. The analysis incorporates findings from customer interviews, highlighting both positive and negative feedback regarding staff friendliness, helpfulness, and store experiences. Survey results are summarized, addressing customer frequency of visits, demographics, and their ability to find desired items and staff assistance. A customer journey map is included to visualize the customer's experience. The report concludes by summarizing the key findings, emphasizing how understanding customer preferences, as determined by buying power and needs, can inform strategic adjustments to product offerings and customer service to better meet diverse customer needs. The analysis focuses on how Big W can tailor its offerings to different customer segments like musicians, online shoppers, and retired individuals.

Running head: CUSTOMER EXPERIENCE
CUSTOMER EXPERIENCE
Name of the student
Name of the university
Author note

1CUSTOMER EXPERIENCE
1. Customer persona
Name: Becky
Profession: Advocate
Age: 27
Hobbies: Online shopping, Internet surfing
Salary: US$ 2000/month
Requirement: having all the goods for daily
usage under one roof.
Purchasing power: High
Name: Francis
Profession: Musician
Hobbies: Listening hard rock music
Salary: $ 300/month
Requirement: discounted products at low
price
Purchasing power: Moderate

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2. Customer feedbacks from the interview at BIG W Kilkenny Branch
Customer #1
Success of Shop Comment
“I was given exceptional customer service.”
Staff Friendliness and Helpfulness Comment
“The staff went out of her way to assist me.”
Name: Alison
Profession: retired cook
Hobbies: interior designing, shopping
Salary: $ 250/month
Requirement: Convenient shopping
experience and quality products
Purchasing power: Moderate

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Customer #2
Success of Shop Comment
“I found what I was shopping for and at good prices”
Staff Friendliness and Helpfulness Comment
“Was greeted warmly as I entered the store and asked if I needed assistance
or direction finding what I was looking for”
Customer #3
Success of Shop Comment
“This store was the only one that had what I wanted”
Staff Friendliness and Helpfulness Comment

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“Very helpful and cashier packed properly”
Customer #4
Success of Shop Comment
“Eftpos is not working. I had to get cash out at ATM and come back”
Staff Friendliness and Helpfulness Comment
“Cashier who served me apologized and is very friendly”
Customer #5
Success of Shop Comment
“Found a bargain on clothings”
Staff Friendliness and Helpfulness Comment
“Staff assisted me from looking for the items until the checkouts”

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3. Completed Survey Results
Q1. How often do you visit Big W?

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Q2. What gender are you?
Q3. What age are you?

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Q4. During your most recent visit at Big W, did you find the item/s that you were looking for?

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Q5. Did you easily find staff if you needed assistance?

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4. Customer journey map
3. Summary of the results
The survey has helped in understanding the different preferences of the customers. The
identification of the various aspects of the customer persona helps in identifying the preferences
based on the buying power, which is dependent on the profession and the remuneration of the
customers. The first customer, Becky, seems to be choosy while marketing her needs. The
preferences of the customer have helped in making the required changes. On the other hand,
Francis is an average musician who prefers discounted yet durable product as per his budgets. it
has helped the organization in making way for identifying the needs of Francis and amending
him with the same. Lastly, Alison is a retired cook who has moderate buying power and prefers
quality products has helped the organization in bringing in changes in their product offerings.

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