Customer Experience Management Report: Morrison vs. Ellados Eikones

This report presents a comparative analysis of two customer experiences: a positive experience at Morrison supermarket and a negative experience at Ellados Eikones restaurant. The report delves into the customer journey, examining touchpoints such as mobile apps, service counters, marketi...Read More

Customer Experience Management
7/12/2019

Customer experience management 1
Contents
Introduction......................................................................................................................................2
Experience with Morrison supermarket: Positive experience.........................................................3
Touch points................................................................................................................................3
Experience with Ellados Eikones restaurant: Negative experience.................................................4
Touch points................................................................................................................................4
Actions taken during customer journey...........................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
Appendix........................................................................................................................................10
Proto-persona diagram (Morrison Company)............................................................................10
Proto-persona diagram (Ellados Eikones Company).................................................................11

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Introduction
The aim of the report is to reflect upon on two customer experiences that have been encountered
with the different products as well as services from two different organisations that is Morrison,
one of the supermarket as well as Ellados Eikones restaurants. I availed the services from the
both the organisations in which I was delighted with the experience provided by Morrison
supermarket. On the other hand, I had bad experience with the Ellados Eikones restaurant. These
experiences are explained with the help of the customer experience concepts which customer
journey.

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Experience with Morrison supermarket: Positive experience
I visited Morrison supermarket for making the purchase of the product and found that they have
improved their services with the motive to offer effective shopping trip to their customers. I
found that the store of Morrison is well organised not even a single miss. Moreover, the staff to
whom I asked for the product availability guided me well due to which I was able to make the
purchase faster and easily. In end, at the cash counter, I chosen personalised offers which were
provided by company through app. These offers give shoppers more control towards the offer
and enhance their customer delight (Rigby, 2019). I also got the credit points after the purchase
that leads to the delight experience. (Refer Appendix)
Touch points
Mobile app: - Mobile app leads to the customer experience for Morrison’s company as they got
the personalised services with the help of app. The app contributed effectively in improving the
experience due to which the customer likes to visit again within the store.
Expected gains from employees: - The staffs of the supermarket were able to meet the expected
gains by providing the proper guidelines as well as services. I gained the expected services from
the employees due to which I get delighted. Company has the bonus scheme that provides the
rewarding services to their employees which leads to the rise in customer service (Ruiter, 2015).
Service counters: - The service counters of the supermarket are likely to offer the effective
services by making them aware about the offers that exist which remains in the favour of
employees that offer delight experience (McColl-Kennedy, Zaki, Lemon, Urmetzer, & Neely,
2019).

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This affect the concept of customer loyalty as guest will remain loyal with the brand that is able
to meet the needs of customer by offering the expected services (Homburg, Jozić, & Kuehnl,
2017). The loyalty will contribute effectively in improving the sales as well as revenue. In
addition, the customer service is improved which contribute in customer experience.
Experience with Ellados Eikones restaurant: Negative experience
I visited the Ellados Eikones restaurant two weeks ago with my friends to eat the traditional
Greek cuisine and we get to know about the restaurant with the help of Athinorama Magazine
that is considered as a type of guide magazine that is published every week for Athens city as
well as from marketing emails (Trip Advisor. (2019). While making the advance booking with
the restaurant I found that women at the restaurant were not friendly at all and she had an
unpleasant looking on every guest all the time. One of the major factors that ruin the experience
is the loud noise and music at the place. The menu does not include any kind of the speciality
that affected and exploits our visit. I found that the food, which is served by them, is not that
much good in quality, also the wine that was served by them was not in taste due to quality of
wine. (Refer Appendix)
Touch points
The touch points with the restaurant majorly include the pain points, as my experience with the
restaurant was not good enough.
 Service counters: - I found that service counters where not effective enough as this
created the negative impact on the experience. The women at the counter for the
reservation were not friendly which affected me because I visited the place to avail the
best experience and was looking for the support.

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 Marketing emails or magazine: - The magazine or marketing e-mails reflects about the
restaurant and promote the same that leads to the awareness about the restaurant in the
market (Schmitt, 2010). However, the details which were shared by the magazine for
restaurant related to traditional cuisine where not turned to be true.
 Service staff: - The staffs of the restaurant were not proactive, as they did not appear to
come back for asking anything that is required or not affected me the most.
This affect the concept of customer retention as guest will not retain if they get such a service at
the beginning only. The customer retention is the concept, which makes the customer, remains
with the restaurant after availing all the services.
Actions taken during customer journey
In the restaurant, my experience was not good enough comparing it with the expectation that I
was having with the restaurant (Lemon, & Verhoef, 2016). In the customer journey, I have taken
different actions that include -
 Before: - I being the customer starts searching for the places where I can visit and get the
best services for which I fetch the details on magazine, website and many others. I
believe that before making the purchase, I should have all the details. I gather all the
information related to restaurant as well as supermarket where I was willing to visit.
 During: - After visiting the place, I avail the service at the restaurant and supermarket
where it was bad and good experience respectively. In the restaurant, my friends and I
were disappointed with the cuisine order by us as well as service provided by restaurant.
On the other hand, in supermarket I availed the services effectively as I purchased the

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product easily because it was easily accessible. Moreover, I did get any waiting list at the
cash counter that improved the services at the place.
 After: - After making the purchase of product, I was not satisfied with the restaurant
service and I was not given the chance for sharing the feedback with them. On the other
hand, in supermarket after purchasing the product I got the credit points as well as
opportunity to share my views about their services.

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Conclusion
In the end of the report, this is concluded that customer experiences are essential for the
companies that are performing their business operations. The above report shows the positive as
well as the negative experience related to the Morrison Company as well as Ellados Eikones with
the touch points that are supported with the Customer experience management theory.

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References
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.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), 69-96.
McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining
customer experience insights that matter. Journal of Service Research, 22(1), 8-26.
Rigby, C. (2019). How Morrisons and Sainsbury's are focusing on the customer experience.
Retrieved from: https://internetretailing.net/themes/themes/how-morrisons-and-
sainsburys-are-focusing-on-the-customer-experience-17684
Ruiter, Z. D. (2015). Morrisons Launches Bonus Scheme to Improve Customer Satisfaction.
Retrieved from:
https://www.cxnetwork.com/cx-employee-engagement/articles/morrisons-launches-
bonus-scheme-improve-customer-satisfaction
Schmitt, B. H. (2010). Customer experience management: A revolutionary approach to
connecting with your customers. John Wiley & Sons.
Trip Advisor. (2019). Bad restaurant, bad experience (Fully detailed review). Retrieved from:
https://www.tripadvisor.in/ShowUserReviews-g642168-d1382106-r25715234-
Ellados_Eikones-Alimos_Attica.html

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Appendix
Proto-persona diagram (Morrison Company)
Name- Margareta
Smart Homemaker
Behaviors
She prefers to visit supermarket on
weekly basis to purchase the
product.
She is friendly and likes to interact
with the people to attain
knowledge.
She keeps updated with technology
and knows effective use of it for
attaining the benefits.
Demographics
Adult
Homemaker
(Age- 30 years)
Lives in Australia
Needs/Goals
Requires a place where she gets all
the things in single goal.
Good support from the staff of
supermarket for the effective
services
Effective environment
Maintaining the loyalty

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Proto-persona diagram (Ellados Eikones Company)
Name- Sherry Behaviors
Friendly in nature, remain joyful
and likes to visit different
restaurants twice a month.
Interest in the food cuisines as
well as new dishes at different
places
Behaviour of retaining with
company
Demographics
Adult
Age group- 21 years
Lives in Australia
Needs/Goals
Need good quality food within the
restaurant.
Improved services from the staff
Welcoming as well as friendly
nature of employees within
restaurant