MKTG60338: Ribena Customer Experience Strategy Report - BA Business

This report provides an analysis of Ribena's customer experience strategy, focusing on customer segmentation using demographic approaches to target high-income, educated women and children. It evaluates key digital influences and touchpoints like social media, online advertising, and e-commerce, illustrating how Ribena interacts with customers. The report also includes a customer journey map, outlining the stages customers go through when interacting with the company, from initial awareness to purchase and post-purchase feedback. Key performance indicators (KPIs) for customer satisfaction are identified to measure and improve the overall customer experience, with a focus on SMART objectives to enhance Ribena's market position. The report also briefly touches upon the Net Promoter Score (NPS) of Ribena and strategies to improve it.

Customer experience
strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Customer segmentation...............................................................................................................3
Evaluate key digital influences...................................................................................................4
Customer Journey Map...............................................................................................................6
Customer Experience..................................................................................................................8
KPI for customer satisfaction......................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES:.............................................................................................................................12
Books and Journals...................................................................................................................12

INTRODUCTION
The Customer experience strategy refers to the best possible efforts or strategies framed
by the organisations in order to provide a best customer experience to the customers. It's very
crucial for the businesses to provide a better customer experience as the demand of any product
or services of the company depends on the customers (Batat, 2022). If the customer feel satisfied
with the product then the chances of converting that customer into the repeated customer
enhances, with this they will do free publicity of the company in the form of word of mouth.
Where as, a customer who is not satisfied with the product and services of the company then a
negative publicity of the company will take place. This would affect the brand image of the
company so its crucial to make the customer feel satisfied and provide them a better experience.
For preparing this particular report the selected organisation is Ribena. It's a company which is
involved in producing health drinks for the customers. Its headquartered is in United Kingdom
and was founded in 1938 by Dr. Vernon Charley. The flavours produced by them are black
current, orange, strawberry and blueberry. This natural healthy drink was produced in order to
fulfil the requirement of Vitamins with the pregnant women and children. Along with UK, they
were operating in Asia, Africa and Oceania, but with the situation arises due to Covid – 19
pandemic they hold their operations in those places. As per the reports the annual sale of
company is 106.6 million euros. The Net Promoter Score refers to the score which helps in
determining the level of customer experience towards the product or services after it's
consumption (Villani, 2018). The Net Promoter Score of Ribena is 60 which is bit low because
of its less popularity and brand image of the company. This files includes the customer
segmentation and customer persona which helps in determining to which group the company is
targeting. With the help of digital touchpoints the journey of customer is being understood.
Further all the process of customer journey is being discussed. The SMART objectives of the
company is framed and lastly to evaluate the performance key performance index is used.
MAIN BODY
Customer segmentation
The Customer segmentation refers to the process of dividing the customers into
different small segmentation on the basis of their taste and preferences. The customers are being
segmented on the basis of Demographics, behavioural, Geographical and psychographic

segmentation (Pine, 2020). It's necessary to segment customer in order to understand the pitch
the customers easily, as it's not possible for the companies to produce products as per the
requirements of each and every customers so the companies use to segment them. The
segmentation strategy used by Ribena is Demographics segmentation.
Demographics segmentation refers to segmenting customers on the basis of Age, Sex,
income, level of education, size of family and occupation. The company Ribena is targeting high
income, highly educated women and children. The reason behind targeting them is that high cost
is being induce in the production of these healthy drinks, which could only be afford by the
people belonging to high income group. With this the parents who are highly educated will use
to spend a lot of money towards the healthy of children. This is how the company can keeps the
prices of it's products high and still the demand of its products would not be affected and decline.
The Customer persona refers to the details of the customer which helps the companies
in understanding the taste and preferences of the customers and helps them in pitching the
products and services required by the customers. With the helps of reach and analytics the
Ribena company is able to collect the whole data. With the help of digital tools the company
will be able to acquire focus of more customers as now a days customers are spending lot of time
social media platforms so it's a best tool for promoting products. The company has to face a bit
difficulties by performing international trade as well as the a huge fund is required in order to do
international trade. The customers faces barriers in international travel in all the document
related work.
Evaluate key digital influences
The digital influences refers to the changes occurred in the behaviour or attitude of the
customer through the digital outcomes (Pekovic and Rolland, 2020). Now the social media
influences are the only which is affecting the attitude and behaviour of the customers. They act
as a leader for them and the followers follows all the activities performed by those influences.
The information on social media has a high reach, the customers are able to get information
through these platforms very quickly. The changes of purchase also increases with the increase
in the promotion of any product or services over the internet.
Digital touchpoints
The places where customer engagement with the businesses take place with the help of
online mode is termed as digital touchpoints. The Ribena use to keep in touch with there

potential customers. Being in touch with individual customer is not possible so in order to keep
in touch the online median are being used by them. It can be through social media, search engine
optimisation, websites or through social media (Mclean, Al-Nabhani and Wilson, 2018). The
companies are able to gather a lot of information about the customer through these platforms and
by analysing this data they are able to understand the need and wants of the customer and then
they pitch the product and services to the customer as per their requirement. This helps the
companies in attainting focus the customers and a large customers base could be gathered by
them. The digital touchpoints which is being followed by Ribena are as follows -
 Social Media – Now a days Social media marketing is being considers as the most cost
effective source of marketing. With the help of social media marketing the Ribena is able
to identify lot of customers and grab their attention. The company is able to build interact
with it's customers by circulating the necessary information and message over the social
media platforms.
 Online advertisement – The Ribena use to display advertisement on the webpage of
other websites (Kumbhojkar and Menon, 2022). This enhances the interaction of
customers towards the product and services produced by them. With this, they are able to
generate a huge traffic over their websites.
 Digital marketing content – The content produced by the companies in the digital form
and then publish it into different online platforms with the motive of interacting
customers and promoting it's products is termed as digital marketing content. The digital
content produced by Ribena is in the form of infographic posters, blogs and short videos.
 Organisational events – The Ribena organises certain events within the company, which
leads to interaction of company with huge amount of customers. The company involves
in making interaction of customers though which it's products and services is being
promoted.
 Peer referral – The best way to promote the product or services of the company is word
of mouth. As the customers believes that the person who is know to them will always
suggest the best product (Ugwuanyi, Uduji and Oraedu, 2020). The Ribena is involved in
providing high quality healthy drinks to it's customers which influences them to promote
their product with others.

 Interaction with company representative – When the customers make direct
interaction with the representative of company then they are able to create better
understanding about the product or services offered by them. With this, the direct
interaction with customer influences them to take immediate decision towards purchase.
This is why Ribena is involved in selling it's products with the help of using personal
selling marketing strategy.
 Product Catalogues – The catalogues is the hard or online copy of the products or
services offered by the company. The customers will be able to get a clear idea about the
product line of company (Kim and So, 2022). The Ribena showcases it's hard copy of
catalogues to customers and had uploaded it's online catalogues over it's website to make
provide a better experience to customers.
 E-commerce – Now a days the most effective way of purchase found by the customer is
selling it's products through E-commerce. The Ribena has taken action towards selling it's
products through online popular e-commerce platforms in order to satisfy requirements of
customers.
 Product Review – While making online purchase the customers use to provide it's
feedbacks upon the product purchased by them (NGUYEN, 2021). The Ribena consider
all this reviews of customers in order to make improvement in it's existing products. With
this, the positive review is able being provided by the customer this help other customer
at the time of making purchase.
 Point of sale – The last step is the point of sale when the customer is involved in making
purchase. The journey of customer is being ended with the sale made by the company.
The better experience faced by the customer will transforms them into repeated
customers.
Customer Journey Map
The Customer Journey Map is a virtual tool which is used to identify the stages customer
went through in order to make interactions with the company. This enhances the customer
experience and the companies will be able to forces on the flaws and take timely actions towards
it (Sfakianaki, Vrechopoulos and Lazaris, 2022). Their are certain stages which is included at the
time of framing Customer Journey Map, which are mentioned below -

 Set targets – The Ribena company should set the targets which they want to achieve.
This improves the efficiency of company, as they will get the clear idea what work has to
be performed by them. Starting from the setting targets each and every employee will be
able to determine on which path they had to move so that the objectives of company
could be accomplish.
 Create user personas – The buyer persona refers to the segmentation of customers
towards the particular brand. The characteristics such as background of customer, their
lifestyle, attitude and personality is to be considered at the time of creating personas of
buyer (Hurriyati and Gaffar, 2021). The Ribena conducts interview with the potential
customers in order to collect data.
 Determine scenario and buyer expectations – The expectations refers to the buyers
behaviour what they aspects from the company. This helps in organisations in order to
understand the need and preferences of it's potential customers and they will be able to
frame their product and services as per the demand of the customers. The Ribena
company is able to identify the expectations of the customers by collecting information of
customers through interviews and surveys.
 Identify touchpoints – The touchpoints is considered as the internation of customers
with the product or services produced by the companies. The Ribena should make a
proper analysis of pain points of the customers (Han, Lee and Kim, 2022). This will help
them in understand the flaws done by them and take timely action towards it so that the
customer so not feel dissatisfied with the products and services offered by them.
 Consider buyers interaction – The Ribena should identify the factors which is
motivating the customers to make interaction with the products and services offered by
the them. The Ribena is also involved in identifying the challenges faced by the
customers, it make the customers feel motivated to make purchase from the company
who is making it's best possible efforts in order to enhance customer satisfaction.
 Map the journey – The company should sketch the step by step journey of the
customers. The interaction made by the customer towards the product and services have
being collected and framed into informative information by the Ribena.
 Consider buyers emotions at the time of interaction – The company should never
overlook the feeling that is being faced by the buyers at the time of consumption of

product or services. The emotions of customers helps the organisation in connecting with
the customers more deeply. This is why Ribena monitors ups and downs phases of
customers in order to connect with them. Revise – At this stage the journey of customer mapping ends, but the organisations
should be involved in refining the procedure in order to enhance customer satisfaction.
The customers can switch to some other brand but by making some efforts Ribena is able
to grab attention of customers.
Importance of Customer Journey
The importance of customer journey are as follows -
 The customer journey helps in evaluating the experience faced by the customers against
the experience they wants to avail.
 The customer journey helps in understanding the changing buying pattern of the
customers as they have taken entry into buying funnel.
 The customers are able to avail better experience with the help of customer journey
mapping (Batat, 2020). As the companies will be able to identify where they are lacking
in fulfilling the needs or requirements of the customers and are involved in continuous
improvement.
 By enhancing in the experience of customers the companies will be able to position itself
at high place and will be able to accomplish it's goals smoothly.
 The organisations are able to get a new and innovative idea with the help of customer
journey, as they are involved in conducing survey and interviews through will the
companies get an idea.
Customer Experience
The feeling or experience that a customer faces at the time of interacting with the product
or services offered by the organisation is considered as Customer experience.
SMART CX objectives
SMART objectives refers to the objective which is specific, measurable, achievable by
the organisation, relevant can could be achieved within a specified time period. The two SMART
objectives which are being used by Ribena are as follows -

 Enhance customer satisfaction – The Ribena should be involved in identifying the level
of customer satisfaction, as this will help them improving its performance and take action
against it. Customer advocacy – The Net promoter score is being used to rate the level of customer
satisfaction. This score helps in understanding the rate of satisfaction faced by the
customers.
CX Framework
The CX Framework helps the organisations in creating an emotional connection with the
customers. The framework of customer experience is being mentioned below -
 Deliver informative information – The company should be involved in delivering the
information to the customer which is being informative for them. The information could
be include an information regarding launch of new product or information regarding
attractive offers.
 Solve organisational problem – The organisation should be involved in solving the
organisational problem when the feedback is being provided by the customers (Pantano,
Pedeliento and Christodoulides, 2022). As this is can be considered as the warning that
the customer is not satisfied with the product.
 Solve customer problem – There are certain problems which is being faced by the
customers, the organisations should take necessary steps in order to solve them as the
customer has to face issues with it.
 Fulfil requirements of customers before they ask for – The problem or requirement
that a customer have should be resolved by the organisation before it is being asked by
the customers because it enhances the level of customer satisfaction. Provide safety – The data of customers is being gathered by the companies, so it should
be kept safe and secure by the companies. This is how the customer will able to develop
trust among the companies and will become loyal, with this they will be transformed into
repeated customers.
KPI for customer satisfaction
The KPI or Key performance indicator helps the business units in order to measure or
evaluate the performance of employees as well as of the management. The most common KPI's
used by the Ribena are as follows -

 Customer Satisfaction score (CSAT) – In order to check the loyalty of customer
towards the products or services provided by Ribena customer satisfaction score (CSAT)
is being used. The survey form is being send by the company to it's customers and they
rate it as per their experience.
 Customer Effort Score (CES) – If the problem of the customer is being solved by
organisations quickly then the rate of customer satisfaction enhances. This tool helps in
reducing the time taken by the company for the work which take lot of time.
 Overall Satisfaction – With the help of this tool the companies are able to evaluate the
overall satisfaction level of the customers. This tool is the combination of various tools
which makes the customer feel satisfied.

CONCLUSION
From the above file it can be concluded that the, customer experience is the experience
which is being faced by the organisations at the time of interaction with the product or services
produced by the companies. The customer segmentation strategy used by the Ribena is
demographics segmentation. The digital touchpoints are the most common tools which are being
used by companies. Customer journey mapping helps the companies in understanding the buying
pattern of the customers. The performance of the organisation could be improved with the help
of customer journey mapping. The framework of customer experience is also being discussed in
the report, which states that proper efforts should be made in order to satisfy customer. The KPI's
helps the organisations in evaluation the overall performance of organisation and of the
management team. In order to measure the condition of the customers the KPI's is being used.

REFERENCES:
Books and Journals
Batat, W., 2020. Experiential Marketing: Case Studies in Customer Experience. Routledge.
Batat, W., 2022. Phygital customer experience strategy enabled by extended reality technology
(ERT). In Strategies for the Digital Customer Experience (pp. 97-114). Edward Elgar
Publishing.
Han, M., Lee, S. and Kim, J., 2022. A hybrid approach to discern customer experience for
facilitating the adoption of smartwatches. Technology Analysis & Strategic
Management, 34(5), pp.535-549.
Hurriyati, R. and Gaffar, V., 2021, September. Omnichannel Customer Experience: A Literature
Review. In 5th Global Conference on Business, Management and Entrepreneurship
(GCBME 2020) (pp. 585-589). Atlantis Press.
Kim, H. and So, K.K.F., 2022. Two decades of customer experience research in hospitality and
tourism: A bibliometric analysis and thematic content analysis. International Journal of
Hospitality Management, 100, p.103082.
Kumbhojkar, N.R. and Menon, A.B., 2022. Integrated Predictive Experience Management
Framework (IPEMF) for Improving Customer Experience: In the Era of Digital
Transformation. International Journal of Cloud Applications and Computing
(IJCAC), 12(1), pp.1-13.
Mclean, G., Al-Nabhani, K. and Wilson, A., 2018. Developing a mobile applications customer
experience model (MACE)-implications for retailers. Journal of Business Research, 85,
pp.325-336.
NGUYEN, H.N., 2021. Channel Integration Quality, Customer Experience and Patronage in
Omnichannel Retailing. Journal of Distribution Science, 19(12), pp.23-32.
Pantano, E., Pedeliento, G. and Christodoulides, G., 2022. A strategic framework for
technological innovations in support of the customer experience: A focus on luxury
retailers. Journal of Retailing and Consumer Services, 66, p.102959.
Pekovic, S. and Rolland, S., 2020. Recipes for achieving customer loyalty: A qualitative
comparative analysis of the dimensions of customer experience. Journal of Retailing and
Consumer Services, 56, p.102171.
Pine II, B.J., 2020. Designing employee experiences to create customer experience
value. Strategy & leadership.
Sfakianaki, E., Vrechopoulos, A. and Lazaris, C., 2022. Conceptualizing Green Strategies’
Effects on Customer Experience in the Context of Omnichannel Retailing. International
Journal of Innovation and Technology Management, p.2241004.
Ugwuanyi, C.C., Uduji, J.I. and Oraedu, C., 2020. Customer experience with self-service
technologies in banking sector: Evidence from Nigeria. International Journal of
Business and Systems Research, 14(4), pp.241-270.
Villani, I., 2018. Transform Customer Experience: How to achieve customer success and create
exceptional CX. John Wiley & Sons.