Report on Customer Experience Management at Woolworths, Australia

This report examines customer experience management at Woolworths, a major Australian supermarket chain, focusing on declining consumer satisfaction. The research employs a mixed methodology, including primary data collection through surveys and secondary data analysis of scholarly articles and social media reviews. Key objectives include identifying factors causing dissatisfaction and suggesting improvements. Findings reveal issues with product quality, pricing, service, and home delivery. The report concludes with recommendations to enhance product quality, adjust pricing strategies, improve customer service training, and address home delivery concerns to regain competitive advantage and boost consumer satisfaction. The research highlights the importance of understanding consumer needs in a competitive retail market.

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

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Research objectives.....................................................................................................................2
Research methodology.................................................................................................................3
Data collection.............................................................................................................................3
Sampling......................................................................................................................................3
Data Analysis...............................................................................................................................3
Result and Findings.....................................................................................................................4
Primary data collection result......................................................................................................4
Secondary data collection result..................................................................................................9
Summary of the Results.............................................................................................................10
Conclusion.....................................................................................................................................11
Reference List................................................................................................................................12

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Introduction
The term consumer satisfaction is referred to the measurement of the satisfaction level of
the consumers when a particular service or product offered by an organization is used by him or
her. In this era of technological advancement, the competition between the organizations has got
increased by a tremendous level. Considering the fact that the product, and price range of
majority of the organizations established in a specific industry is more or less of similar margin.
Hence, in order to gain competitive advantage over the competitors, organizations should
considered strategies that can enhance the satisfaction of the consumer. The Woolworths
limited, one of the most popular supermarket chains in Australia is currently experiencing
consumer attrition. This decrement in the consumer base of the company is negatively affecting
its yearly revenue. The purpose of this research paper is to investigate the reason behind
gradually decreeing consumer satisfaction of the Woolworths Company.
Discussion
Research objectives
The chief aim of the research is to enhance the experience of the consumers of Woolworths
Australia. The chief objectives of the research paper include:
1. To identify the issue those are causing decrement in the consumer satisfaction.
2. To identify the specific requirements of thee consumers
3. To suggest efficient method that posses the potential to enhance the consumer experience
of Woolworths

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Research methodology
In order to conducted the research, the researcher have used both primary as well as
secondary data. Hence for this research, a mixed methodology has been followed.
Data collection
In order to ensure the authenticity as well as the feasibility of the research, primary data
has been collected in the form of a survey. For the survey a questionnaire have been designed fr
the samples which has 5 questions. In order to gain in-depth knowledge about the specific
requirements of the consumers and methods to ensure consumer satisfaction, secondary research
has been conducted,. In order to conduct the secondary research, 5 scholarly articles relevant to
the research issue have been reviewed.
Sampling
In order to conduct the survey, samples has been chosen randomly. 10 consumers who
had visited the mentioned organization on the day of the survey has been interviewed
(Ramanathan, Subramanian & Parrott, 2017). For secondary data collection 5 scholarly articles
which are relevant to research topic has been reviewed along with that 3 social media reviews
from social media platforms has been analyzed.
Data Analysis
In order to analyze the data, the mixed data analysis method has been followed. For
analyzing the primary data, the quantitative data analysis method has been followed and for
secondary data analysis, the quantitative data analysis method has been followed.

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Result and Findings
Primary data collection result
From the above result it has been found that that majority of the consumers of the Woolworths
organization are of the age range 35 years to 44 years.

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The above graph demonstrates that majority of the consumers are female.

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It has been found that majority of the consumers of Australia shops from retail sectors more than
once in a month or at least once in a month.

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According to majority of the respondents the quality of the product offered by the Woolworths
Company is of low quality.

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When it comes to the price range of the products, majority of the respondents agreed to the fat
that the price of the product offered by the company is remarkably high.

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According to majority of the consumers, they dont feel comfortable enough while availing the
consumer service of the mentioned organization.
Secondary data collection result
Bansal, & Taylor, (2015) stated that the main reason behind the increasing importance of
consumer satisfaction is the high saturation of the Australian retail market. According to Eid,
(2015) considering the fact that the power of the consumers, in the mentioned industry is high
since similar quality as well as quantity of products has been provided by the retail companies,
the consumers tends to switch from one organization to another in case of the slightest
dissatisfaction in product or services of the former. Thus, it can be clearly understood that
Australian retail organizations like Woolworths needs to invest on consumer satisfaction instead

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of investing on new product innovation, endorsement or promotion. According to Raharjo &
Amboningtyas, (2017), there are several factors on which the satisfaction of the consumers is
highly dependent. This includes the capability of the suppliers, the behavior of the consumer
service executives (Hill, & Brierley, (2017). The issues that have been detected from the social
media platforms pointed out the lack of quality of the product offer to the consumers by the
organization. Considering the fact that the mentioned organization is highly popular, for its high
quality, decrement in the quality o f the product is implementing highly negative impact on its
yearly revenue e as well as competitiveness. Another issue that has been encountered is the lack
of cooperation of the sales executives and commitment of the management when it comes to
home delivery. According to a survey, since Australia has aging population, more than 63.2
percent of the consumers prefers to buy their grocery online instead of offline shopping
(Raharjo, & Amboningtyas, 2017). Thus, this issues posses the potential to decrease the
competitive advantage of the Woolworths Company in the long Run.
Summary of the Results
 The product quality of Woolworths is highly decreasing.
 The price ranges of the product offered by the company are much higher than that of its
competitors.
 The service provided by the sales executive is low
 When it comes to the home delivery service, the management of the company lacks
commitment.

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Conclusion
From the above discussion it can be clearly understood that Woolworths needs to invest
on effective strategies in order to enhance the consumer satisfaction of the company. In order to
enhance the quality of the product offered by the company it is highly crucial for the
organization to monitor its supply chain. not only that regular monitor of the products that are
being put at the self and removal of rotten food item is also crucial. Secondly in order to gain
competitive advantage, the management of the Woolworths Company must assess the price
range of its competitors. Not only that the company must reduce the price range of its product
slightly than its competitors in order to gain competitive advantage. Finally, in order to enhance
the consumer care service, the organization must train its sales executive in order to enhance
their communication skills.

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Reference List
Bansal, H. S., & Taylor, S. (2015). Investigating the relationship between service quality,
satisfaction and switching intentions. In Proceedings of the 1997 Academy of Marketing
Science (AMS) Annual Conference (pp. 304-313). Springer, Cham. Retrieved from:
https://link.springer.com/chapter/10.1007/978-3-319-13141-2_107
Eid, R. (2015). Integrating Muslim customer perceived value, satisfaction, loyalty and retention
in the tourism industry: An empirical study. International Journal of Tourism
Research, 17(3), 249-260. DOI: 10.1002/jtr
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge. ISBN no: 0-
566-08595-X
Raharjo, C. A., & Amboningtyas, D. (2017). THE EFFECT OF SERVICE QUALITY, PRICE
AND BRAND IMAGE ON CONSUMER LOYALTY WITH CUSTOMER
SATISFACTION AS MODERATING ON THE POINT" BAROKAH"
SIKOPEK. Journal of Management, 3(3). Retrieved from:
https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?
article=2402&context=dissertations
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management, 37(1), 105-123. Retrieved from:
http://irep.ntu.ac.uk/id/eprint/28817/1/PubSub6354_Ramanathan.pdf

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Appendix
Link of the survey: https://www.surveymonkey.com/r/VK2B3TT
Screenshots of Survey

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Screenshots of Social Media reviews

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