Analysis of Customer Experience Management at Big W Retail Company

This report provides a comprehensive analysis of customer experience management within Big W, a prominent retail company in Australia. The study examines the company's background, focusing on its commitment to customer-centricity and quality products. It identifies and details three distinct customer personas, analyzing their individual journeys and experiences within Big W, including their interactions with the brand and their levels of satisfaction. The report also explores the 'voice of the customer' through surveys and feedback mechanisms. It then applies the IDIC model (Identify, Differentiate, Interact, Customize) to achieve a royal customer relationship. The business value proposition is assessed, highlighting how Big W differentiates itself from competitors. Challenges and opportunities for improvement in customer experience are discussed, along with methods for measuring and evaluating customer satisfaction, such as frontline surveys, mystery shopping, and customer intercepts. Proposed improvements include enhanced self-service management and social media support. The report concludes with recommendations for improving customer service, building customer relationships, and maintaining customer satisfaction, emphasizing the importance of customer experience for business success. The report includes references to key academic sources.

Running Head: CUSTOMER EXPERIENCE MANAGEMENT 1
Customer Experience Management
Student’s Name
Affiliation Institution

Customer Experience Management Report
Introduction
Customer experience management is a collection of processes that firm or a company
uses to organize, track and oversee the relationship between the organization and customer
during the customer lifecycle (Homburg, Jozić & Kuehnl, 2017). This ensures there is a good
relationship between the customer and the firm to foster the perspective and loyalty of the
customer (Walden, 2017).
Company background
The research was conducted on customer experience management in Big W Company in
Australia. It is the leading retail industry, which is a division of Woolworths limited. As for the
year 2015 the company opened 186 stores nationwide and had 20000 workers across Australia
and Hongkong the Woolworths established the big w brand to supply the shoppers with a variety
of merchandise products ("Is this Woolworths? biggest challenge yet?," 2017).
The company aims at providing quality products and putting their customers at the center of
everything. The prices are great in which the favor the branding of the branding up to
international brands. The customers can be able to choose a variety of products for women, men,
children, home, toys, books, electronics, cosmetics, footwear and other essentials. In which the
customers can be able to pay in instalments and the products are kept in store until when the
customer is able to the final payment. The products can also be bought through their website in
which the products can be delivered through shipping or delivery through their located
nominated branches. The Big W Company is the second company in Australia that is able to use
self-service machine (Homburg, Jozic & Kühnl, 2015).

Customer’s personas
There are three customer segments or personas in the big company and they can be
differentiated as follows persona 1 Carmen Bartyis a female who is 48 years married with two
kid and she is a child care assistant. She loves going to shopping and she needs to buy new
clothes for new season. Her customer experience journey to the Big W Company is that she
evaluates the brands that are cheaper she asks the staff of the company for assistance and further
information of the product and decides to get only what are essentials. Being a customer she is
satisfied with the products because the purchase met the budget. She is considered as a royal
customer to still come to the store but not to purchase the same brand.
Persona 2 Nicki Galleri is also a female 25 years old single and an accountant. She is a
book reader, regular online shopper; her goal is to spend time with family and friend, and
continuous growth in profession. Her customer segment is that she is aware of the Big W
Company through the social media and the website. She considers going to the reader’s online
community for the recommendations for the price comparison. She went to the big w website
and decided to take a book’ the girl in the train’ and she thinks whether to choose home delivery
or online pick up order. During the purchase, she added an item and proceeded with the online
checkouts and she received a tax invoice through the email when she selected pick up in store
collection. She waited for more than 10 min to collect the parcel where there was only one staff
at the pickup counter (Schäfer & Klammer, 2016). Being a customer, she considered to continue
with online shopping and gave recommendations to the online community about the book and
store prices.
Customer persona 3 is Anthony Edwards 78 years old married with three children who is
a pensioner. He likes watching TV shows and reads newspaper daily his goal is to upgrade

television and learn more about television. HIS customer segment on Big W Company is that he
consideration is to get a TV from the company. He also thinks about whether the quality of the
TV is worth the price and asks the daughter to gather more information about the TV that he
needs to upgrade when he goes to select she is greeted warmly and she asks to be shown other
brands. He purchases the TV at a discount price as discussed earlier. Being a customer, he is
satisfied with the quality of the product because it works perfectly and it is worth the price. He
considers continuing buying the products from the store and to become a regular shopper using
the royalty card and he is able to advocate to friend and family about the good prices offered by
the store.
The voice of the customer
The Big W Company is conducting the voice of the customer survey and the customer
can be able to win 100$ gift card for each feedback they give to the company. This method is
good for listening to the customers and to encourage them to voice out, give the feedback, and
experience that is needed to the company (Lam & Mayer, 2014).
IDIC model towards achieving a royal customer relationship
The IDIC model can be used in achieving a royal customer relationship this means
identifying, differentiating, interacting and customizing, this model was introduced by.
Identifying your customer’s individually and making them feel that you know them can make a
good achievement of a royal customer (Hasan, 2018). Also differentiating the customer’s value
and needs with those of the organization and interacting with the customer is in order to know
their values and customizing your products and services to the customer satisfaction makes the
customer to be royal (Zolkiewski et al, 2017).

Business value proposition
The business value proposition helps the customers to know why they should buy your
products rather than buy from your competitors and makes the benefits of your products to be
clearer to your customer. The experience of segment the customer persona one is very
convinced that big w company has great prices and a good customer service
Persona two segmentation her love for reading books describes the experience with big w
company. When she need the book the first awareness was through the website of the company
and compares the price with other company. She is therefore satisfied with the company method
of payment and delivery which makes the company unique compared to other companies
(Schmitt, 2016).
In the third segmentation, the customer is aware of the company through the mail box and
the love for upgrading his TV describes the value of the big w company. When he goes to the
company, he is greeted warmly, this makes him motivated, and he is able to evaluate the brand
that he needs (Sukwadi, 2015). He is therefore satisfied and convinced to be a regular shopper
therefore making the company worth.
The customers experience, challenges and opportunity for improvement
The first customer had a good customer experience although the challenge was that she
had a low budget and the product had a high cost she had an opportunity to look at other cheaper
brands.

How the customer experience will be measured and evaluated.
The customer experience will be evaluated and measured using frontline surveys where
the customer will be asked to rate the performance of the company. If the response will be low
the customers will be asked to give the reason for dissatisfaction and if the response rate will be
high it will improve hiring, motivates the company and makes the service delivery more
effective to the customer (Moreno-Munoz, Bellido-Outeirino, Siano & Gomez-Nieto, 2016).
The customer experience can also be measured using a mystery shopping it uses the
brand perspective where a secret shopper is given a questionnaire that give the priority and the
standard of the product. They are asked to follow a given procedure that is designed to recover
the customer lost sales in the customer’s journey.
The customer experience will also be measured using the customer intercepts in which
they are interactive and qualitative. It will be conducted by interviewing the customers at the exit
of the stores asking the customers the new product lines and the strategies to be used in
merchandise (Hwang & Seo, 2016).
Proposed improved service offering
The big w company services on customer experience can be improved by using the self-
service management where the customer can be able to access the products easily. The
information is posted online in order the customers can be able to find it used and use it
themselves.

The company can also use the social media support. This is where people share their
experience with their families and friends. The company should monitor the conversations for
the customer’s service teams by providing awareness of the company products and services and
the service department should monitor the customers who need help.
Document steps towards forming a customer centric organization
A customer centric organization focus on supporting the existing customers, marketing,
and accounting other departments of the company as well. There are four steps on how to create
a good customer experience (Homburg, Jozić & Kuehnl, 2017).
First step understands your customer by knowing their behaviors and needs and creating
a customer segmentation. The second step is creating a customer vision this is by identifying the
audience in order to create a customer map in order to identify how the customer interacts with
the products. The third step is developing a connection by creating a brand personality that
improves a connection to the customer and can help to know a relationship between the customer
and the company. Finally, the capturing the customer feedback in order to measure customer
satisfaction and the feedback helps in knowing the customer expectations, perceptions and this
help in monitoring and measuring the success of customer experience.
Recommendations
The Big W Company should have an exceptional customer service and build the
customer relationship on social media. The company should also try to work on the customers or
the consumer’s satisfaction for the welfare of the company and of themselves.
Conclusion

The customer experience is very essential to the company and so the companies should
be ready to create a good customer experience in their services and products. The company that
fails to address the satisfaction of its customers does not go far as the customer is the heart of
every business or organization.
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