This report provides a comprehensive analysis of Dove's customer experience management strategy, focusing on how Dove creates value for its customers. It begins by introducing the importance of positive customer experiences in revenue generation and then identifies two key customer segments for Dove products sold at Woolworths: demographic and psychographic segments. The report details various customer personas, particularly those of millennial customers, including Hipennials, Old School, Gadget Gurus, Clean and Green millennials, Millennial Moms, and Anti-millennials. It examines how Dove can tailor its strategies to meet the unique needs of each persona. The report also addresses the role of customer feedback and the formation of an experience strategy. It proposes value propositions for different customer segments and suggests experience and journey maps for upper-class and working-class customers. The report concludes by summarizing the key findings and providing a basis for enhancing customer loyalty.