Tesco Customer Journey Report: Stages, Customer Care, and Impact

This report delves into the intricacies of the customer journey, using Tesco as a case study. It begins by identifying the five key stages of the customer journey: awareness, engagement, evaluation, purchase, and post-purchase. The report emphasizes the significance of customer service at Tesco, highlighting its impact on revenue, reputation, and customer retention, ultimately influencing the overall customer experience. It provides examples of effective customer care practices within the organization, particularly focusing on Tesco's social media customer service strategies, including setting expectations, avoiding redirects, delivering on first contact, providing local services, and personal engagement. The report concludes that understanding customer sentiments and experiences is crucial for business growth and profitability, underscoring the importance of customer service departments in fostering trust and ensuring long-term customer relationships.

Customer journey

Table of Contents
Customer journey.............................................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Identify stages of customer journey.............................................................................................3
Significance of customer services along with the impact on customer experience.....................4
Identify and discus effective customer care examples within organisation................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The consumer is the king of any type of the industry as whole business operation,
sustainability and profitability is depending upon them. So it is most important for business to
enhance their consumer base as well as their experience throughout their journey. In respect of
that company establish their own consumer service department that solve query and issues in
their journey and leads towards effective customer care (Barwitz, 2018). The chosen organisation
in this report is Tesco PLC. It is grand merchandise retail grocery hub established by Jack Cohen
in 1919. The report combines of identifying stages of customer journey. It aims towards
significance of customer service along with the impact of customer experience. The report
include identify and discus effective customer care examples within organisation.
MAIN BODY
Identify stages of customer journey
The Tesco is the multinational hub that is mainly concern with the improving the journey
of their customer so that it will aid in increasing long term survival in competitive market, also
increase their revenue level (Grewal, 2020). So it is most essential to understand stages of
customer journey. The journey of customer help in recognise the consumer buying process from
point of starting to end. This will reveal the prospect of consumer and business during the
process. Generally there are five stages in respect of customer journey.
Awareness- In this starting phase it consist of awareness that leads towards prospect of
aware of consumer need. This will cover the fulfilment of need with the proper solution of
question. In this process consumer started searching company brand name for the primary time.
After that it will increase their understanding of awareness towards company offerings. This will
recognise them how company can satisfy them in fulfilling their want. On the other hand Tesco
is working in order to attract the more attention to enhance gain as well as visibility to attract
consumer in order to fulfil goals so that all needs and wants gets fulfilled by the consumer.

Engagement- In this phase consumer gets well recognizable with company in process to
understand them with learning. The brand name has form of correlation prospect to collect
information in more useful ways. Prospect can allows up in the form of social media presence or
email content. This is one type of funnel marketing that Tesco generate warm leads in order to
engagement through delivering useful information.
Evaluation- In the process of evaluation the consumer is familiar that company can solve
all types of problems in satisfying their needs. This will cover full consideration of the brand
withy optimum availability to solution (Kuehnl, 2019). Consumer perform research and start
doing comparison from other competitive brand in market. This will provide more alternative
opportunity in comparison what offering can satisfy their needs and wants as per superiority of
product. This will support consumer while choosing most superior brand.
Purchase-In purchasing phase, most the prospect convert in respect of paying costumer.
At this stage consumer decided to buy particular brand and ready to pay. It will only require toll,
process as well as path for their purchasing. The Tesco assist consumer to buy while creating
path for them through useful content on making easy to purchase decision.
Post purchase-This is the end of consumer journey or may not as it is associated with the
additional support services. This will refers to more engagement of company towards continuous
buyer phase. This will aid company to keep on connected in long term. This will aids in
improving happy consumer so that they will purchase company product and services again and
again. This is one type of marketing tactics in order to bring back potential consumer and
enhance consumer buyer’s journey.
Significance of customer services along with the impact on customer experience
There is great importance of customer services in Tesco as it help in retaining potential
consumer and deliver more value to them. This will aid in increasing more loyal consumer with
more effective services (Rudkowski and et.al., 2020). Here are some good example of Tesco in
respect of importance of customer services such as-
Revenue increase- In Tesco the overall business revenue with good customer service.
Organisation measure its success on the basis of monetary term. Profitability will leads to
increase due to their effective customer services that is why they correlate revenue while
analytics to track revenue Profitability will leads to increase due to their effective customer
services that is why they correlate revenue while analytics to track revenue.

Build reputation- The happy customer of Tesco established positive image to form the
good reputation for long period of survival. This can be only happen by the excellent improved
reputation of the Tesco.
Add value- For long strong sustainability of Tesco good and services has to add value that
is done by the effective customer services. This will offer immediate purchase.
Consumer retention- Tesco is famous for their consumer retention as they deliver best
service even after purchasing of goods and services. Through this it will brings back towards
company brands. This is most effective and very cheapest form of advertisement.
Enhance Morale- Through effective customer services it will automatically increase the
morale of target consumer so that it will increase more purchasing activity towards brand
offerings.
Trust- The team of customer service develops trust of consumer towards good brand name
of company. The proactive actions of the customer service aims towards solving more all the
problems related with their brand products. The Customer service provides valuable information
to attract mass audience while generating interest in minds of consumer through establishing
trust.
There is great impact on customer experience due to customer service of Tesco. As per the
survey it is clearly define as that good experience of customer services impact upon changed
future behavior of the consumer towards purchasing of goods and services. The potential
consumer always remembers bad experience rather than good one (Santana, 2020). The ultimate
consumer will stop buying company products if they feel poor experience while purchasing
service or product of company. This will influence overall health and profitability level of
business. In short period of time it impact upon overall sales of company. On the other hand the
business gets affected with their reputation that gets diminished due to bad experience of
potential consumer. This will decrease the sustainability of the company. In simple words it can
be define that customer services covers subset in respect of customer experience. That is why
customer services always try to enhance experience of consumer in more productive abs creative
way so that their purchasing habit with company product and services increase.
Identify and discus effective customer care examples within organisation
Here is some real example of effective customer care example of the Tesco that is critically
identified. The Tesco is the biggest retail brand mainly focus upon social customer services as

most of the gods and services are purchased in the form of online (Tueanrat, 2021). The teams of
Tesco are more effective to handle social media for more engagement and their improvised
consumer services. These are the examples of their effective social customer care.
Set expectation- Tesco does not leave their potential consumer in dark as they quick and
easy to support their potential consumer through Facebook or Twitter. The team of Tesco
become very proactive so that maximum reach of their effective customer services established.
Don’t redirect- Redirecting is most effective form example of Tesco as some time
consumer has more confidential information they want secure medium of exchange to solve their
query with private or direct message that can be done through Facebook. This will help them in
delivering actual goods and services.
Delivery on First contact- The first contact delivery is most effective solution of
developing positive customer services. They focus upon building connection of whole business
on platform of social media. They trained their staff so that they can quick and easy to response
while dealing with consumer specific queries. This is add upon straight value in more effective
way.
Local services- Tesco created local centre that ultimately support generic offer and
strengthen company position in providing more valuable services and deliver more optimised
solution. This will resolve more specific problems and connect consumer through internally.
Personal engagement- The team of Tesco personalized their services to support potential
consumer while engagement through effective message with the help of sensitive tone of solving
consumer data. This will improve their corporate image while understanding value of consumer.
CONCLUSION
From the above report it has been concluded that understanding of the consumer sentiments
is most important for the company growth and profitability. That is why each business plays
important role for improving its productive operations to enhance customer experience. Bad
experience of consumer can decline profit of the company. The journey of customer has to go
through from lots of stages from deciding to final purchasing of goods and services. The
department of customer service resolve all the problems and query related with brand offerings
and develop more trust. This will help in long retention of potential consumer.

REFERENCES
Books and Journals
Barwitz, N. and Maas, P., 2018. Understanding the omnichannel customer journey: determinants
of interaction choice. Journal of interactive marketing, 43, pp.116-133.
Grewal, D. and Roggeveen, A.L., 2020. Understanding retail experiences and customer journey
management. Journal of Retailing, 96(1), pp.3-8.
Kuehnl, C., Jozic, D. and Homburg, C., 2019. Effective customer journey design: consumers’
conception, measurement, and consequences. Journal of the Academy of Marketing
Science, 47(3), pp.551-568.
Rudkowski, J and et.al., 2020. Here Today, Gone Tomorrow? Mapping and modeling the pop-up
retail customer journey. Journal of Retailing and Consumer Services, 54.
Santana, S., Thomas, M. and Morwitz, V.G., 2020. The Role of Numbers in the Customer
Journey. Journal of Retailing, 96(1), pp.138-154.
Tueanrat, Y., Papagiannidis, S. and Alamanos, E., 2021. Going on a journey: A review of the
customer journey literature. Journal of Business Research, 125, pp.336-353.