Customer Experience Analysis: Woolworths and AMC Housekeeping Services

This report delves into the realm of customer experience, analyzing two distinct encounters: a positive experience with Woolworths and a negative one with AMC housekeeping services. The report meticulously examines the customer journey, highlighting key touchpoints and applying CEM concepts like the IDIC model to both scenarios. The positive experience with Woolworths is contrasted with the negative encounter with AMC, where the customer faced issues with service quality and communication. The report also includes customer personas to illustrate different customer profiles and identifies pain points in each experience. Finally, it concludes by emphasizing the importance of maintaining positive customer relationships and understanding customer satisfaction. This report offers a comprehensive analysis of customer experience management, providing valuable insights into building customer loyalty and improving service delivery.

Running head: CUSTOMER EXPERIENCE IN PRODUCT AND SERVICE SECTOR
CUSTOMER EXPERIENCE IN PRODUCT AND SERVICE SECTOR
Name of the Student
Name of the University
Author note

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CUSTOMER EXPERIENCE IN PRODUCT AND SERVICE SECTOR
Introduction
For the creation of brand loyalty and a sense of liking, it is very important to ensure a
positive experience which will help to give positive reviews from the customers helping the
business to grow and stay strong (Goodman 2014). The most important thing that should be
kept in mind is to know and understand the need of the customers which would also help the
organization to get a knowledge of what their customers want and what are the areas of
improvement (Goodman 2014). Knowing customers helps in making the product or service
available to the customers and is considered as the most effective way of communication
(Lemon Verhoef, 2016).
Customer experience management is the way of designing the interactions made with
the customers to meet, in fact, exceed the experience they have with the product that would
help in leading a greater sense of satisfaction and loyalty among the customers (Goodman
2014).This report discusses the experience made by me as a customer with two different
product and service, one with a positive and one with a negative one and also tells the
customer journey and the need of customer experience management and the importance of
understanding customer’s perspective.
As a customer, it is very important to have a pre-requisite knowledge of what we want
only then we would be able to communicate our thoughts clearly to the one serving us.
I was once going through my television and found a mouth-watering recipe that
would delight my family and me as well. For the making of that particular dish, some
ingredients were missing, and I could not ignore those as they were the main hero of my dish.
Consequently, I thought of getting it from Woolworths. Woolworths being the largest
supermarket chain in Australia, could not have let down my hopes ("Woolworths
Supermarket - Buy Groceries Online", 2020).

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Therefore, I thought of getting it online, and I made an order to the Woolworths and
was provided with a list of menu they were dealing in and that I needed to do with my recipe
accordingly, I ordered a fresh cream, butter, some red and white onions, mozzarella cheese
and some spring onions too. Even though, there was a continuous dilemma of the product
being good or not, will the price worth the quality; but to my surprise, I found that the
product that I received from their end was extremely fresh like they have been just plucked.
Besides, a free delivery option was provided to me as I purchase groceries from there for the
first time.
This was a delight to me as I didn’t have to pay any extra bucks for the delivery
option. The delivery person came was very decent and calm, and we also interacted; he told
me about what his company does and what the perks of getting associated with them were.
This gave me a sense of satisfaction somehow, as what I perceived and what I received as a
packet both were considerably good and it quite met my expectations which I had with them
(Hill & Brierley 2017).
The biggest challenge was still left, and I badly wanted to know how the products that
I have ordered tasted. Whether it was actually fresh or not, how creamy was the fresh cream,
how dense and what proportion of butter was there, the thickness of the cheese and many
more. A moment was truth was awaiting, and it was very important as they determined the
essential part of my recipe.
This was again a surprise to me because the result that came after doing my kinds of
stuff was incredible, and I was astonished after getting such a beautiful result that tasted
heavenly good. It was a very good experience that I had with Woolworths and would
probably look forward to keeping continuing my purchase from there frequently. The only
pain point I faced here was regarding the taste and the quality of the product being fresh. The

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time I was about to sing-off, I found a pop-up on the screen that I could avail a discount of
about 30% on my next purchase. The two touch-points are: the brick and mortar store in the
city and the delivery boy providing the products after paying online (Stein & Ramaseshan
2016).
Another experience I have which was considerably bad was with the AMC
housekeeping services ("Commercial Cleaning | AMC Commerical Cleaning", 2020). It was
the worst decision ever made by me; the person over the phone was rude and did not pay any
attention or interest in the type of service I actually wanted. Besides, I was put on hold for a
very long time and no response was acknowledged. When I was about to hang up the phone I
heard some bad languages which was not to be used at least over the phone, however, I
ignored it. During the call I almost repeated the same thing 8-9 times yet the person on the
other side was not able to understand. Consequently, they ended up providing very wrong
personnel who had no clue in doing stuff I wanted.
Before availing the service, I was a bit eager to know what will be the service kind,
but lastly, I ended up with the worst experience ever and all the money spent went wasted. I
was disheartened yet no apology or emphatic behavior was shown on their part. The service
had two touch points: one the facilitation of the service in house and the place they had their
office that was needed in case of deposits and help.
The pain point was mainly as the service didn’t meet my expectations, and the price
was not worth the service provided, and I would not prefer using that service again in my
lifetime. The experience was bad with a damped reputation of the company plus they lost a
customer for life. I will definitely find a better option next time and avoid this kind of
situations further.

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CUSTOMER EXPERIENCE IN PRODUCT AND SERVICE SECTOR
Good customer experience is not just when one gets the product or the service at a
lower price or gets pleasant surprises but then, when experience becomes greater than the
expectations, only then we would call it as a customer delight (Goodman 2014).
CEM CONCEPTS:
IDIC MODEL WOOLWORTHS AMC commercial cleaning
IDENTIFY
It is important to identify the
target audience of the
organization and then develop a
relation which is positive in
nature and listen to what they
want.
The company was not clear
about the target market as
it served or tried to serve
all. Moreover, it failed to
develop any kind of
relationship with the
customer.
DIFFERENTIATE
After recognizing the target
market it is very important that
the product attracts the
attention of the customers. Here
Woolworths was able to do it
exactly as they recognized what
I needed actually and provided
me with that. Also, they tried to
develop a healthy relation with
me and guided me about what
they have and what I can get
Customers brings value to
the organization and it was
important to allocate
resources or services to the
customers they wanted.
But, the company failed at
this to as they did nothing
to differentiate their
service.

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CUSTOMER EXPERIENCE IN PRODUCT AND SERVICE SECTOR
from them.
INTERACT
The delivery person who came
to deliver the product tried and
interacted with me and asked
about the service they were
providing and was I really
satisfied or not. It was
important to collect feedback
which would help the
organization to know what they
deliver and what they lack.
The interaction that the
customer had with the
organization was not
satisfactory at all and
definitely the organization
must try to resolve this and
improve the interactions
and needs to deal with the
complaints and address the
requirements given by the
customer.
CUSTOMIZE
Now the organization knows if
they are lagging behind. If this
is done properly Woolworths
may now realize the
customization need according to
the feedback given.
The company must focus
on customizing the service
and make the service
available that is actually
required by the customers.
Personalized benefits if
incorporated will result in
better position of the firm.

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CUSTOMER EXPERIENCE IN PRODUCT AND SERVICE SECTOR
DRIFTS FOR WOOLWORTHS AND AMC COMMERCIAL CLEANING:

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CUSTOMER EXPERIENCE IN PRODUCT AND SERVICE SECTOR
This concept relates to JIT, DRIFT is the wants of all the processes of management
that make things done effectively and correctly. It must be kept in mind that if there is even a
slight error whole stage will get effected therefore DRIFT helps in smooth production of
goods and services without increased cost. Both the companies should follow this concept in
order to make a profit and make a good customer base in the market.
Hence, from the above discussion it can be concluded that maintaining a healthy and
positive relationship with customers is very important as it helps in the growth of the firm as
well. Good experience is not only about surprising customers but also about how customers
feels at the end of the day after using that product or service and how satisfies he is with the
product or service availed.
APPENDIX
Determination of customer personas:
Figure 1
Name: Elena Douglas
Age: 33
Marital status: married
Lives: Melbourne, Australia

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CUSTOMER EXPERIENCE IN PRODUCT AND SERVICE SECTOR
Occupation: private service sector, earning a quite good sum of money in the marketing
department. Had done Masters in marketing, and now planning for a business.
Family: a small family with two children and a husband staying together.
Problems: issues of time management due to the burden of the family.
Experience: had a great experience with Woolworths in terms of quality and CRM.
Figure 2
Name: Daemon Salvatore
Age: 58
Marital status: married
Lives: Sydney, Australia
Occupation: private sector about to retire
Family: a small family with a spouse and a son
Problems: health issues due to ageing.
Experience: had a bad experience with AMC housekeeping in terms of quality and CRM.

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REFERENCES
Commercial Cleaning | AMC Commerical Cleaning. (2020). Retrieved 25 February 2020,
from https://www.amcclean.com.au/
Goodman, J. (2014). Customer experience 3.0: High-profit strategies in the age of techno
service. Amacom.
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.
Stein, A., & Ramaseshan, B. (2016). Towards the identification of customer experience touch
point elements. Journal of Retailing and Consumer Services, 30, 8-19.
www.amcclean.com.au .(2020)."Woolworths Supermarket - Buy Groceries Online", 2020).