Customer Experience Evaluation Report: A Study of Tesco Plc, UK

This report evaluates customer experience at Tesco Plc in the United Kingdom, focusing on its impact on customer retention. It explores the role of positive customer experiences, barriers to providing exceptional service, and methods for enhancing customer engagement. The research uses qualitative and quantitative methodologies, including questionnaires, to gather data on consumer perceptions. Key findings highlight the importance of personalized service, easy-to-use digital channels, and well-trained staff in fostering positive customer experiences. The report concludes with recommendations for Tesco to improve its customer service strategies, emphasizing the need for employee training, digitized services, and individual customer attention, ultimately aiming to boost customer loyalty and market growth. Desklib provides access to similar solved assignments for students.

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TABLE OF CONTENT
Title : an evaluation of study of customer experience at Tesco Plc. - United Kingdom.................4
Introduction......................................................................................................................................4
Research Aim...................................................................................................................................4
Research objectives..........................................................................................................................4
Research questions...........................................................................................................................4
Literature review..............................................................................................................................5
Role of consumer experience in increasing consumer retention..............................................5
Barriers in providing exceptional consumer experience...........................................................5
Methods of providing exceptional consumer experience.........................................................6
Research Methodology.............................................................................................................6
Results and Discussion.............................................................................................................7
Recommendations..........................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Title : an evaluation of study of customer experience at Tesco Plc. - United
Kingdom.
Introduction
Customer experience plays a major role in the workings as well as profitability of the
company. It is important for the organisation to make sure that they are providing best in class
services as well as products to their customers so that they can attract potential customers and
can retain their existing customers. It is important for the companies to make sure that their
customer are is satisfied with their efforts as the major part of the marketing is done with the help
of word of mouth (Van Vaerenewyck and et. al., 2021). In case of Tesco Plc, the company is one
of the largest groceries and merchandise retailers in UK. The company was established in the
year 1919 by Jack Cohen ad is currently headquartered in UK. On an average 28% of
supermarket share of the market is acquired by the company and is working extremely efficiently
in the market. In this report, is to provide understanding about the customer experience and why
it is necessary for generating profitability. It will also help in understanding more about positive
customer experience and how it can help the retail stores.
Research Aim
The major aim of the research is to provide importance of the customers experience for the
companies in order to attract and retain their customers.
Research objectives
 To understand the concept of positive customer experience.
 To understand issues faced by the companies in providing positive customer experience.
 To provide strategies to the company in order to enhance their customer experience.
Research questions
 What is positive customer experience?
 What are the major issues faced by the companies in order to provide positive customer
experience?
 What are some strategies which can help the company in enhancing customer experience?

Literature review
Role of consumer experience in increasing consumer retention
According to Sophia Bernazzani, once the company has provided exception services or
product to customers they ca easily have market growth for some time but in order to keep that
market growth it is important for the companies to make sure that they are retaining the existing
customers and area also creating new customers with the help of effective pitch. It is important
for the company to create value for the customers so that the company will be able to attract the
potential customers for the company (Here’s Why Customer Retention is So Important for ROI,
Customer Loyalty, and Growth, 2021). By providing positive customer experience the company
will able to communicate the customers that how much they value their support and trust on the
brands with the help of efforts made by the company. The factors through which the company
can have customers experience are behaviour of employees as well as the attention that the
employees of the company is providing to their customers. Along with that, the customers of the
company are also wanted some special offers which can provide them some benefits as well.
Barriers in providing exceptional consumer experience
According to Hideki Hashimura, there are some factors which can be considered as barriers of
provide customer experience are :
Misplaced resource: if the company is unable to allocate their resources correctly then they will
not be able to provide exceptional customer services to their customers. It is extremely important
for the organization to delegate and allocate responsibilities as well as resources correctly and
appropriately (4 barriers to customer service excellence. 2018). It is important for the
organization to provide training to their employees as well so that they can provide effective
services to their customers.
Insufficient budgeting: if the company is unable to budget their financial resources correctly
then they will not be able to survive in the market or can cater to the market. Financial resource
are considered to be one of the most important resources for the company and with the help of
these resources the company will be able to provide training and development to employees so
that they can provide effective services ad experience to the customers.

Methods of providing exceptional consumer experience
According to Rafi Cohen, there are several methods through which the company can
provide exceptional services to their customers. First of all it is important for the company to
make sure that their customers are feeling special. It is important for the organization to make
sure that not even a single customer is feeling ignored and every customers is getting appropriate
attention. Secondly, it is important for the company to provide exceptional services which are
beyond the expectations of the customers (5 Ways to Create an Exceptional Customer Service
Experience (& 4 Mistakes to Avoid), 2021). It will help the company in retaining their customers
and will make sure that the customers of the company are happy with the services. Thirdly the
company must keep a close check on the activities of the competitors of the company so that
they can make sure that they are working according to the trends of the market.
Research Methodology
Qualitative Methodology
This type of research believes in collecting data with the help of open communication.
retaining customers is an important aspect for the companies and can also impact the survival of
the company in the market (Koetz, C., 2019). In order to do qualitative research it is important
to develop and gather a certain set of people which can communicate with the researchers and
provide their opinion. It is an authentic way of collecting information. It will help the researchers
in collecting the actual view point and opinions of the customers.
Quantitative methodology
The research strategy focuses more on numerical and statistical data which helps in
providing accurate measuring of any tasks or activity (Kushwaha and et. al., 2021). As the name
suggests this research is based on quantifiable data which can help the researchers in collecting
gathers statistical data with the help of computer techniques an this data can easily be measured
as well.
Primary Data
This data refers to as the information collected through the first hand resources or sources
and require a high amount of involvement of researchers as well (Rajaobelina and et. al., 2018).
It helps the researchers in getting actual and authentic information by themselves and without the
involvement of any third party. Some of the popular ways of doing primary research are
observations, interviews, personal conversations, face to face communications.

Secondary Data
It refers to the data collected by any source which is a primary research of any other
researchers. Collecting information online is one of the major way of secondary research. It will
help the researchers in gathering information about specific topics from someone else research
paper whereas the main requirement of the information collected is to provide proper citation to
the original owner of the work. If not done then the work will be considered under the category
of plagiarism. Some of the major methods of collecting secondary data are online sources, books,
journals, articles or websites.
Results and Discussion
Questionnaire
Q1) Do you agree that positive consumer experience increases consumer retention?
a) Yes
b) No
Q2) What are the factors which contribute to positive consumer experience?
a) Quick consumer service
b) Easy to use digital channels
c) Personalization
d) Dependability
Q3) What are some consumer experience issues faced by the company?
a ) Lack of trained staff
b) Outdated technology
c) Limited consumer service staff
d) Inability to develop consumer centric mindset
Q4) What are some ways to enhance consumer experience at the company?
a) Digitized consumer service
b) Giving each consumer individual attention
c) Omni-channel business practices
Data analysis
Question 1: Do you agree that positive consumer experience increases consumer retention?

Q1) Do you agree that positive consumer experience increases
consumer retention?
Frequency
a) Yes 30
b) No 20
Interpretation: From the above diagram it has been concluded that a group of 50 people
was asked about the question in which they have to provide their opinion about whether
customers experience helps in retaining customers or not. Out of 50 people, 20 people said that
no positive customer experience does not help the company in retaining their customers whereas
30 people answered that yes positive customer experience will help the companies in retaining
customers (Barretto, L. and John, J., 2018). At the end of the research majority of the people
answered that yes it is important for the companies to provide positive customer experience.
Question 2: What are the factors which contribute to positive consumer experience?
Q2) What are the factors which contribute to positive consumer
experience?
Frequency
a) Quick consumer service 10
a) Yes b) No
0
5
10
15
20
25
30
35
30
20
Column B

b) Easy to use digital channels 20
c) Personalization 15
d) Dependability 5
Interpretation: from the above diagram it is stated that each and every customer has their
own way of judging positive customer experience. Some customers say that personalized
experience contributes highly in positive experience whereas some customers feel like quick
customer services contributes to positive customer experience (Belabbes, I. and Oubrich, M.,
2018, November). From the above diagram, it is stated that out of 50 people around 20 people
like the easy use of digital channel whereas 15 people like personalization factor in the customer
experience. A group of 5 people stated that dependability is the key factor whereas 10 people
stated that quick customer services are key to positive customer experience.
Question 3: What are some consumer experience issues faced by the company?
a) Quick consumer service
b) Easy to use digital channels
c) Personalization
d) Dependability
0
5
10
15
20
25
10
20
15
5
Column C

Q3) What are some consumer experience issues faced by the company? Frequency
a ) Lack of trained staff 16
b) Outdated technology 18
c) Limited consumer service staff 10
d) Inability to develop consumer centric mindset 6
Interpretation: from the above diagram, it is stated that their are certain issues faced by the
companies in providing customer experience (Ammari, N.B. and El Hassoumi, I., 2021). The
company face issues which is sometimes related to the limited availability of the trained staff as
well as lack of service staff are some of the factors which is a major issue in the customers
experience provided by the company. The above diagram states what people think about the
main issues faced by the companies while providing positive customer experience.
Question 4: What are some ways to enhance consumer experience at the company ?
Q4) What are some ways to enhance consumer experience at the Frequency
a ) Lack of trained staff
c) Limited consumer service staff
0
2
4
6
8
10
12
14
16
18
20
16
18
10
6
Column D

company ?
a) Digitized consumer service 12
b) Giving each consumer individual attention 30
c) Omni-channel business practices 8
Interpretation: from the above diagram, some of the ways through which the company
can enhance their ways of providing customer experience is given along with the opinion of
customer group (Devillez, F. and Van Noten, S., 2018). The factors which can help the company
in enhancing their services according to the majority of the customers is by providing attention to
each customers. Whereas second opinion of people stated that by digitizing services the company
can enhance their customer experience.
a) Digitized consumer service
c) Omni-channel business practices
0
5
10
15
20
25
30
35
12
30
8
Column D

Recommendation
It is recommended to the company to provide appropriate training to their staff so that they will
be bale to provide best in class experience to their customers also it is important for the
organization to provide exceptional value to their customers so that they well be able to attract
more customers as attraction is as much important as retention.