Customer Experience Management Report - Module 2 Analysis

This report provides a comparative analysis of customer experiences at OZ Laundromat Caulfield South and Coles Australia, examining both positive and negative interactions. The student analyzes the customer journey for each organization, highlighting touchpoints, and applying customer experi...Read More

Running head: CUSTOMER EXPERIENCE MANAGEMENT
CUSTOMER EXPERIENCE MANAGEMENT
Name of the Student
Name of the University
Author Note

1CUSTOMER EXPERIENCE MANAGEMENT
Introduction
Customer experience management is defined as the practice of reacting and designing
to the interactions of a customer in order to exceed or meet their expectations in order to
achieve better customer satisfaction, advocacy and loyalty (Andajani, 2015). Many
organisations have been putting emphasis on customer experience management in order to
satisfy customers which will help them in gaining profits and gain the loyalty of the
customers. This paper will reflect on the customer experiences of two organisations, OZ
Laundromat Caulfield South and Coles Australia.
Discussion
Coles Australia and OZ Laundromat are both popular organisations in Australia and
both the organisations have garnered a positive and a fruitful reputation in the market because
of their services they provide to the people in Australia.
Experience at OZ Laundromat
Laundromat is an organisation which is service based which highly emphasizes on
self-service. The organisation basically provides the people with an opportunity to do their
own laundry according to their own preference. The organisation provides good discounts
which is one of their touch points and the company has made a name especially because of
the positive reputation and the word of mouth which is another touch point. However, my
customer experience has not been a positive one according to the other people.
Customer journey at OZ Laundromat
My customer journey at Laundromat has not been a positive one because of the
expectations which were there with the company. The first touch point of the company which

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encourages and influences people to go and visit Laundromat is the positive reviews and
ratings of the company on various sites and also the positive reputation of the company
through the word of mouth by family members and friends. During the visit to the store the
quality of service provided did not match the reviews by other people as the store was not
attractive enough and the other thing which did not provide good customer experience was
the lack of staff for assistance. Self-services are often difficult and sometimes need assistance
with small things. The lack of assistance led to the poor customer experience which I had
which made me have a different perception about the company.
According to the concept of customer experience management there should be a
connect with the product which I could not experience as it was complicated for me which
did not get established which made me frustrated when I was confused. One of the other
concepts of customer experience management is timeliness where the customer would like to
be answered immediately to the questions they have so that the issue is resolved immediately
(Shelby, 2017). There was nobody appointed to answer to my queries and to help me out
when I was finding the work difficult. Thus, the customer experience for me here was
negative.
Referring to appendix 1, I am the kind of person who likes doing things by myself as I
call myself self-dependent however, I like to get help immediately when I am confused or
having some difficult to get my things done within no time which I did not receive here. I
also like to get proper details about products which I am buying so that I am aware of the fact
that what I am purchasing however, as a first time customer I did not understand and get to
know about the different detergents as they were no proper details of the detergents and even
the machines that were present there.

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Customer journey at Coles
Coles is one of the most popular supermarkets in Australia and has nearly about
everything in their store and has about 2, 500 retail outlets nationally (Colesgroup.com.au.,
2020). Coles has a great social media presence, ratings and reviews which is one of the
biggest and most important touch points of the company. According to scholars, reviews and
rating have a huge role in encouraging customer to visit a store or avail the service of the
company (Singh et al, 2017). During the visit to the store, I had experienced great customer
service from the employees of the store because of their assistance. The employees or the
staff are the biggest touch points of the store because of their concern and their help which is
useful in selecting of products or services and other minor queries. I faced small issue
because I had bought a box of cereals and the packaging was torn. I had complained about it
and asked for another box. They had been patient with me and helped me resolve this issue.
The billing counter of the store is very nice and they are very fast and also listen to any issues
that are faced by the company which provides a positive experience to the customers.
One of the concepts of customer experience is ownership which is when the seller
owns up to their own mistake and tries to rectify themselves by acknowledging it (Lemon &
Verhoef, 2016). This was there in Coles which made me feel good. The other concept is
active listening where it is important for the service providers or sellers to listen to the issues
of the customer which I saw in Coles where the patiently listened to my issue with the cereal
box.
Referring to appendix 2, I am a self-dependent person however I would like to have
some help when I need it so that I can get done with the work. My needs and goals are to get
the work nicely and immediately.

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The experience in Coles for me was better because of their services and the customer
experience which satisfied me completely in terms of assistance and their active listening of
the issues that I faced which showed their concern and their interest in listening to the issues.
Conclusion
Customer experience is important for every organisation so that they can satisfy the
customers. The customer experience in Coles for me was better because of the assistance they
provided and their concern for their customers when they are in trouble and because of their
ownership which shows their hard work to attain customer satisfaction whereas the
experience in Laundromat was not good for me as they had failed to provide any help when I
was in need and there the store does not provide efficient self-service as well.

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Reference
Andajani, E. (2015). Understanding customer experience management in retailing. Procedia-
Social and Behavioral Sciences, 211, 629-633. doi: 10.1016/j.sbspro.2015.11.082
Colesgroup.com.au. (2020). About us | Coles Group. Retrieved 10 March 2020, from
https://www.colesgroup.com.au/about-us/?page=about-us
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96. DOI: 10.1509/jm.15.0420
Shelby, L. (2017). Getting Back to Basics with Modern Technology: Accuracy, Timeliness,
and Customer Service. International Journal of Business and Economics, 16(2), 201-
204. Retrieved from http://www.ijbe.org/table%20of%20content/pdf/vol16-2/12.pdf
Singh, J. P., Irani, S., Rana, N. P., Dwivedi, Y. K., Saumya, S., & Roy, P. K. (2017).
Predicting the “helpfulness” of online consumer reviews. Journal of Business
Research, 70, 346-355. Retrieved from
https://internet.psych.wisc.edu/wp-content/uploads/532-Master/532-UnitPages/Unit-
10/Singh_JBR_2017.pdf

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Appendix 1
Proto person profile of Laundromat
Name: XYZ
Demographic:
 Student
 Lives in ….
Behavior
 Independent
 Likes doing things
on my own
Needs and goals
 To do things
efficiently with some
guidance

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Appendix 2
Proto-persona profile of Coles
Name: XYZ
Demographic:
 Student
 Lives in ….
Behavior
 Likes shopping
 Use specific
products
 Loyal towards
brands
Needs and goals
 Shopping efficiently
 Positive customer
experience