Customer Experience Management: Woolworths Supermarket Analysis

This essay provides an in-depth analysis of customer experience management (CEM) at Woolworths Supermarket in Australia. The author shares personal experiences with Woolworths, focusing on two product categories: fruits and vegetables, and health drinks. The essay employs proto-persona diagrams to illustrate both positive and negative customer experiences, highlighting pain points and goals. It then applies key CEM concepts such as customer centricity, customer convenience, and the customer life cycle to explain the differences in these experiences. The author contrasts the experiences, pointing out inconsistencies in service and product quality. The analysis concludes with recommendations for Woolworths, emphasizing the importance of consistent service quality and transparency. The essay references various academic sources to support its arguments, providing a comprehensive overview of customer experience within the retail context.

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

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Introduction
This essay highlights my experience with Woolworths Supermarket in Australia which is
considered as second largest company in Australia in terms of revenue (Woolworths
Supermarkets 2018). I have often purchase things from Woolworths and have both good and bad
experience with their products and services. However, I will discuss about two products that that
are Woolworth’s fruits-&-vegetables and Woolworth’s health drink products with which I have
experienced bad and good experience.
The poor and good experience will be illustrated by Proto-persona diagram followed by
two most significant points during the process supported by two key Customer Experience
Management concepts. I will also compare and contrast the two experiences to explain the
difference in two experiences which is followed by an overall conclusion for the discussion.
Discussion
Proto-persona diagram for poor experience
The image illustrate that the pain points are the packaging of the fruits that are pre-
matured. Moreover, when a customer desire to buy products from online portal, it is difficult to
identify the combination of the fruits and the quality of the products from the items displayed on
the website. I have also faced the problem in improper staff assistance when need help as they do
not have proper information. Thus, I have opted for shopping personally rather than shopping
from online. Even though I have to shop from online, I consider all the users comments and
feedback prior making any order. I have also decided to raise complaints to the organization and
give them suggestions on improving their service transparency and service improvement.

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Behavior & Actions
- Opt for personal experience of
shopping
- Consider online feedback prior
purchasing fruits online from
Woolworths
- Use social media to get the
feedback of the customers
Pain Points
- Pre-matured fruits were
packaged
- No list of mixed fruits items
when placing order online
- Suffer from necessary staff
support
Goals
- Complaints about the products
and service quality
- Give suggestions to Woolworths
regarding their service
transparency and service
improvement
Image 1: Proto-persona diagram illustrating component with poor experience
(Source: Created by Author)
Two most significant “pain” points during the process along with concept of CEM
The two major pain points that I have highlighted through the process are- packaging of
pre-mature fruits that they offer to customer at lower rates and inability to identify the fruits
combination when I have opted for ‘mixed fruits’ options.
The first concept of customer experience management (CEM) that I want to discuss is
customer centricity. Lemon and Verhoef (2016) stated that a company should have to place
customer needs, wants and expectations in the top priority. Woolworths is best known for the
materials that are used on the daily basis. They claim that they contact local farmers for getting
the fresh materials but in reality they do not keep their words and they offer less cost due to their

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Student
Fit Physic
Twisted hair
Behavior & Actions
- Opt for personal experience of shopping
- Consider online feedback prior purchasing fruits online from Woolworths
- Use social media to get the feedback of the customers
Goals
- Give suggestions to Woolworths for introducin
- Always choose Woolworths when need for pur
Pain Points
- Correct composition mentioned in the drink pr
- Sealed packaging with recently manufacturing
- Ease in determining which drink to choose
poor quality and premature fruits and vegetables. The second concept that I want to discuss here
is customer convenience. According to this concept, Bilgihan et al. (2016) depicted that user
should feel easy to use the things and get the quality products. If problem occur, the staffs should
give assistance to the customer. This is the thing I do not like in Woolworth as they breach their
words and also have poor customer service providers.
Proto-persona diagram for good experience
Image 2: Proto-persona diagram illustrating component with good experience
(Source: Created by Author)
The image represented above highlighted that the good experience comes from the
quality of the products and get proper things available. My experience with the health drink
purchase from Woolworths is good I always get recently bottled items with proper sealed

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products. Moreover, even if I opt for online shopping to purchase health drinks, I get correct
information in the website and get fast delivery. Though I prefer to shop directly from shop and
consider user’s feedbacks through different social media. However, I have planned for two goals
that are asking for the organization to formulate more flavors in drink section and decided to
chose Woolworths whether I need to shop for health drinks.
Two most significant “pain” points during the process along with concept of CEM
The two major points through which I can say that I always have the good experience
while purchasing health drinks from Woolworths are the composition of the drink is clearly
mentioned and all the products are bottled recently.
One of the CEM concepts that is customer life cycle comprises of several stages. These
stages comprised of reaching to the target audience, acquisition, conversion, retention and
offering loyalty (Irvine et al., 2015). In case of Woolworth’s health drinks products, I felt that
they formulate products aims to target people with all ages as they use quality ingredients to
manufacture these drinks. They have also produced a huge range along with describing the
benefits of these drinks. I have also felt that Woolworth in this case, established a good
reputation with their users and in terms of retention, Woolworths also opted for taking valuable
suggestion from their employees, I want to mention that since people do not feel any problem in
finding drinks, they do not need any assistance and even any user do I always found a staff to
instruct theme properly. The second concept of CEM that I want to share is making the
experience pleasurable. I have never faced problem in selecting the desire health drink that I
want to buy, there is always stock of these drinks and all of them are recently bottled and in a

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good position in the shelves. Starting from the stack appearance, behavior of the staffs to the
final packaging in the time of delivery, I enjoy their services.
Compare and contrast of the two experiences
The two products that I have selected are from same organization. It is however
outrageous to say people have two different perception regarding two different things that is
served by a single company. In case of fruits and vegetable they have not kept their promises and
do not mention the combination of fruits if anyone order ‘mixed fruits’ from online. This resulted
in delivery of a combination that user might not like. However, in case, the user wan further
assistance regarding the products, they do not help the customers. This will hamper the brand
reputation.
On the other hand, in terms of health drinks or any other drinks, they have transparent
information given on the website through which the user can easily make the purchase that they
want to buy. The user can assist themselves as all the information is clearly mention. Moreover,
in both cases, the behavior of the staffs is difference. When a user ask question about the fruits
and vegetables, the staffs are unable to help them; while the same thing does not happen when a
user ask information about health drinks. I think this is because the staffs also lack knowledge of
all the products on a same scale.
Conclusion
I have selected two products that are Woolworth’s fresh fruits and vegetables and the
other is Woolworth’s health drinks. I have face poor services for fruits and vegetables. The poor
experience is due to fact that I have receives a combination of fruits that I do not like. The
information is also not present on the website. Moreover, in case of health drinks my experience

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is different as I always found transparent services from the same organization. All the
information is cleanly mentioned and even the staffs are aware of these health drink items.

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Reference List and Bibliography
Allwood, A. (2015). Customer Experience is the Brand: Getting in the Game. BookBaby.
Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences, 8(1), 102-119.
Doherty, E., Carcary, M., Conway, G., & Crowley, C. (2017, September). Customer Experience
Management (CXM)–Development of a Conceptual Model for the Digital Organization.
In ECISM 2017 11th European Conference on Information Systems Management (p.
103). Academic Conferences and publishing limited.
Fatma, S. (2014). Antecedents and consequences of customer experience management-a
literature review and research agenda. International Journal of Business and
Commerce, 3(6), 32-49.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Irvine, P. J., Park, S. S., & Yıldızhan, Ç. (2015). Customer-base concentration, profitability, and
the relationship life cycle. The Accounting Review, 91(3), 883-906.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Woolworths Supermarkets - Woolworths Group. (2018). Woolworthsgroup.com.au. Retrieved 20
March 2018, from
https://www.woolworthsgroup.com.au/page/about-us/our-brands/supermarkets/
Woolworths.

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