Customer Experience Management: Woolworths Case Study Analysis

This presentation analyzes the customer experience at Woolworths, a leading retail corporation in Australia. It provides an introduction to the retail industry and Woolworths' background, including its products and services. The presentation identifies two customer personas: Millennials and Family customers, and details the methodology used to collect primary data through customer interviews and surveys. It presents the survey and interview results, highlighting key findings related to customer preferences, reasons for buying, and overall experiences. A customer journey map illustrates customer interactions across various touchpoints. The presentation includes a competitor analysis, comparing Woolworths to Wesfarmers, and concludes with a summary of findings, emphasizing the importance of customer-centric approaches and the Zero Moment of Truth (ZMOT) in shaping customer decisions. References are provided.

Scholar ID:
Customer Experience
Management

Introduction
This presentation discusses the background
of Woolworths and retail industry in the
nation of Australia.
It also describes food product that are
required by customers
It also illustrates the two customer
personas to conduct the survey and
interview on consumers
It also explains the summary of result

Introduction to industry
In the current review, Australia get positive
response form retail sector (Benzarti, and
Mili, 2017).
Despite lower growth in the wages and
increasing household debt, the higher
housing market, developed by the lower
interest rates and encasement in the lower
interest rates, encourages the customers to
spend more as perceived value of its assets
enhanced (Blázquez, 2014).

Company background
 Woolworth Company is one of leading Retail Corporation, which
was developed in New South Wales, Australia.
 This corporation was founded in the year of 1924.
 Woolworths has captured about 80% retail area in the nation of
Australia.
 After 1924, preference of customers is boosting and the high
amount of subsidiaries is initiated in the nation of Australia
(Wu, Yeh and Woodside, 2014).
 Woolworths has captured American supermarket giant Safeway
in 1985.
 In the year of 2017, Woolworths has applied the green apple
logo (Woolworths group, 2017).

Products and services
It acquires approximately 97% of all fresh fruits
and vegetables together with 100% fresh meat
acquired via Australian farmers and growers
(Holland, and Ramanathan, 2016).
It manufactures fresh food for consumers in the
Australia
The company believes to offer the innovative
products as well as services to their consumers
as it could aid to make the reliable decision
It provides products as well as services by using
online and offline channels (Grønholdt,
Martensen, Jørgensen, andJensen, 2015).

2 customer Personas
• Millennial: (16-35 years)
Family customers
(35-55 years)

Methodology
For collecting the primary data, 5 customer
interviews were conducted.
For this interview, an open questionnaire
was used to obtain the depth facts and
figures regarding the research issue.
Both open and close-ended questions will
be used
The survey was conducted on 55
participants who were selected as per the
convenience and the technique used to
conduct this questionnaire was Google
forms.

customer surveys
What is key Reason of buying?
Please specify your Age?
Please mention your Gender?
Please mention your Experience?
How frequently do you buy?(Marchesani, Piccoli, and
Lui, 2017).
Where do you order your food product?
Which describes Woolworth’s food products? (Ren,
Qiu, Wang, and Lin, 2016).
How would you rate overall exp (5 being highest)
What needs improvement? (Homburg, Jozić,
andKuehnl, 2017).

Interview
Why did you buy food product from
Woolworths?
Reason for last buying?
Tell me about your overall experience?
Which retail store is your preferred store
and why?
Do you think there could be any
improvements and if so what
improvements would you like to see
them make? (Peppers, and Rogers, 2016).

Summary of result (survey)
Persona 1 (Millennial) 2 (Family customers)
Reason of buying Range of products convenience
Age 16-35 years 35-55 years
Gender Female Male
Experience 2-5 years of experience more than 5 years of
experience
How frequently do you buy? twice a month monthly
What do you value the most? Price and discount Member Rewards and loyalty
plan
Where do you order your food
product?
Online offline
Which describes Woolworth’s
food products?
Value for Money Delay services due to lack of
availability of salesperson
How would you rate overall
exp (5 being highest)
4 3
What needs improvement? Organic products, fresh and
quality food products and
efficient services, member
rewards and some extra
remuneration for being loyal
Attractive packaging such as
detail of product’s ingredient,
and price
Availability of mobile App for
ordering products and services

Summary of result
(interview)
Key findings Participa
nt A
Participant
B
Participant
C
Participant
D
Participant
E
Why did you buy
food product from
Woolworths?
Price and
quality
packaging
and price
Availability
of both
local and
internationa
l brands
Customer
services
Brand loyalty
Reason for last
buying?
Healthy
existence
Healthy
standard of
life
Healthy
way of life
Healthy daily
life
Healthy
standard of
living
Tell me about your
overall experience
Overall
great
experience
for the
price I
paid, and
range of
products
But,
experience
e in
product
quality is
less than
fantastic to
get organic
products
Not good as
it takes more
time in
refunding so
I bought
products
from
Wesfarmers
as there is
easy process
of
replacement
and
refunding.
Good.
Deliver
before
expected
time
It was ok
but return
process was
very
complex so I
had switched
with this
company’s
products
It was good
and great
customer
service on
store and
comfortable
environment.

Cont…
Which retail store is
your preferred store
and why?
Wesfarmer
s due to
easy
refund and
return
process
Woolworths
due to range
of products
Woolworths
due to
availability
of both
local and
internationa
l brands
Wesfarmers
due to
affordable
price
Woolworths
due to
customer
services
Do you think there
could be any
improvements and
if so what
improvements
would you liketo
see them make?
Communic
ation with
customers.
A
comprehen
sive
message
both in
advertising
and in
products
packaging
would
benefit all
customers
Good , no
need to make
improvement
Changes in
pricing
policy could
attract more
customers
Sales
discount
Provides the
organic
products
.