This report analyzes Customer Experience Management (CEM) at Coles Supermarkets, examining the company's efforts to enhance customer experiences in the competitive retail industry. It explores the importance of CEM, highlighting the significance of customer satisfaction and loyalty for business success. The report introduces Coles, its background, and its initiatives to improve customer experience, including the use of online surveys and analysis of customer feedback. It also discusses the Customer Satisfaction Theory, customer centricity, and customer lifecycle. The report investigates the challenges Coles faces, particularly in managing customer concerns across online and physical stores. It suggests improvements, such as a dedicated section for unavailable items on the online store, and advocates for a comprehensive CEM strategy that considers primary and secondary research methods. The report emphasizes the need for Coles to prioritize customer needs, manage touchpoints effectively, and foster long-term customer relationships to gain a competitive edge. The report also contains appendices with survey links, social media reviews, secondary research, and persona diagrams to support the analysis and recommendations.
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