Improving Customer Experience: A Strategic Report on Sainsbury's MG526

This report assesses Sainsbury plc's customer experience, starting with its value proposition of quality products and services at a fair price, and how this is manifested through marketing efforts and customer-centric programs. It identifies key customer demographics, particularly women and families, and examines how Sainsbury's caters to their needs. The report then applies KPMG Nunwood's Six Pillars of Customer Experience model—personalization, integrity, expectations, resolution, time and efforts, and empathy—to Sainsbury's practices, highlighting both strengths and areas for improvement. It further explores the implications of digital disruptions, such as the pace of innovation and increased competition, on customer experience delivery. The report concludes with strategic recommendations for Sainsbury's to enhance personalization, build trust, and improve overall customer satisfaction in the face of digital challenges.

MG526 CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Value proposition-.......................................................................................................................3
Manifestation by Sainsbury plc-..................................................................................................3
The customers of Sainsbury plc-..................................................................................................4
Six pillars of customer experience model-...................................................................................5
Critical application of the model-................................................................................................6
Implications of digital disruptions on the delivery of customer experience-...............................7
Strategic recommendations for Sainsbury plc-............................................................................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Customer experience is the notion which refers to the emotions, feelings of a customer
which drive him to decide its life with the organization. It mainly consists three components such
as discovery, delivery and engagement (Guo and Wang, 2019) The report is aimed to evaluate
value proposition of Sainsbury plc which is an influencing entity specially in UK. The report will
be covering various aspects as how it manifests itself to the customer experience, who are the
customers and who are they getting influenced, six pillars of customers experience model etc. at
the end of the report the model will be critically analysed and some recommendations would be
extended for further improvement of the customer experience in the taken organization.
MAIN BODY
Value proposition-
Value proposition stands for the notion, which says that what values the organization is
promising to deliver to its customers if they chose its products. Sainsbury is one of the salient
organization. Sainsbury plc is having over 23000 product lines and getting operated across the
world with its more than 1400 suppliers (Upadhyay, Kumar and Akter, 2022)
Value proposition of Sainsbury plc is part of its marketing strategies and the entity is very
much conscious about the value it offers, mainly it promises to its customer about quality
products and great services at fair price. The entity is committed to help its customer in all
situation. The personal requirements of the customers are also taken into consideration by the
organization. With higher presence on social media platforms and some other micro blogging
sites it makes the tasks of looking up and selecting, getting delivery of products easier.
With lower prices customers are delivered good products and services which surges their
value of experience with the organization. The reputation of brand and strong innovation
practice are some other values which are being delivered to customers. While making purchase
with the entity they not only get good products and services but sense of superiority it beings to
them, makes the brand with higher value (Ali, 2022)
Manifestation by Sainsbury plc-
Sainsbury plc is second biggest super market giant after TESCO plc so having severe
competition in the market. The entity is having its well articulated policy to manifest itself to its
customers.

The marketing efforts are totally inclined to hike customer experience. With this regard,
it extends the sense of superiority to the customers. While picking online customers it gives
slogan “test, improve, test again” so the customers can feel innovative aspect of the products.
The queries of customers are also heard and immediate actions are taken which gives a
great value to them about the brand they are choosing. If the company is paying microscopic
attention to them then they feel safe while placing orders and purchasing products.
“Make my day” is the theme, the entity ensure that the customers must get absolute
product and services on reasonable prices, so they can be retained for longer. In the year 2021 it
tossed the programme “I care” for the customers so can surge their value about the products of
the company (UddinAhmed, Mazid and Ahmed, 2020)
For winning the belief of the customers the organization is using online feedback
mechanism too, so the queries and suggestions of customers can be taken into focus and
countering actions can be taken. The modern era of business demands creativity and sort of
innovative performance of the business. Considering the notion, Sainsbury plc is paying deep
attention to its creativity factor so can deliver higher value to its customers.
The customers of Sainsbury plc-
Sainsbury is mainly engaged in retain sector so the majority of customers are grocery
buyers. Per fortnight over 40 million shoppers are making purchase from the stores of the entity.
People who are having need of retail products are accounting bigger in the share of the
organization. For selling retail products Women are targetted, and they are one of the biggest
customers of Sainsbury (Fanton, Droukopoulos and Johnson, 2019)
Female of age group between 25-35 and 35 to 44, 45-54, 55-64 are constituting big share
as a customer of retail products. The family units and specially mothers are key customers since
they have to make purchase of retail products for running the household operations (Benghezal
and Izadi, 2022)
Demographically the women are main buyers and are also being targeted by the
organization too for the purpose of achieving goals. Women who are having families make most
frequent entry to the stores and buy grocery products in access amount.
The values which are being given to the organization may affect the customers. The
group of customers which is mainly buying products form the entity are looking for lower prices
and higher quality which is only possible if they are being offered these values. So Sainsbury is

delivering it to its customers which may hike their loyalty to make more frequent purchase to the
entity.
One of the biggest value proposition which is being used by the organization is to provide
better products and making the customers believe in the brand of the entity. It is behind their
motivation to buy the products of Sainsbury plc.
Six pillars of customer experience model-
The model was developed by KPMG nunwood of UK. It has presented six key elements
of principles which are very essential for the organization, for giving better experience to the
customers it is essential for the organization to abide with the given six principles (Rahimian,
ShamiZanjani, 2020)
These pillars are personalization, expectations, integrity, resolution, time and efforts, and
empathy. Sainsbury is having its wide operations across the globe and having rigours demand of
practising or abiding with the six principles to hike its customer experiences.
Personalization- an entity is needed paying attention to its customers and their individual needs
so can fabricate its products and services which suits to them and can surge their experience with
the organization.
Integrity- just considering personal needs of the customers is not enough in the modern age it is
also very prominent to develop a strong trust with them so can ensure their safety and
consistency with the organization.
Expectations- The modern age is all about innovation so for an entity it is important to fulfil the
expectations of the customers and what they are expecting must be executed, so they do not get
driven to other alternative.
Resolution- the problems of customers are one of the biggest issue they take their steps back so
for an organization like Sainsbury which is operating a great business, resolving issues of
customers (Bolton, McColl-Kennedy, 2018)
Time and efforts- fulfilment of customers need is not enough but on time it must be done so can
hike their belief in the organization. At the same time right efforts are also should be there, at
least minimum amount of efforts from the entity what customers expect.
Empathy- for building intensive relationship there must be empathy for them. It will make them
believe that the organization is much concerned, which will ultimately drive them to believe in
the brand.

So these are those six pillars of customer relationship which suggest different principles to an
organization to enhance its customer experience.
Critical application of the model-
Sainsbury plc is abiding with the all six norms and tries its best in order to build strong
relationship with customers. The HR department is constantly focusing on the principles and
drafting policies to assist them. The organization is very inclined since the business is already
having a great competition in the market, the only way to eradicate it and make a strong place by
developing good customer relationship with higher customer experience.
Personalization- Sainsbury always pay attention that the demands and requirements of
customers may get fulfilled.
But it is not much easier due to wide prevalence of the operations and having a huge
constellation of customers (Holmlund, 2020)
Integrity- for creating trust Sainsbury plc is having good mechanism for creating its credibility
in the market.
Yet due to higher competition and social media issues there are some jeopardies with
integrity factor.
Expectations- Sainsbury plc timely introduce new products as it is having around 23000
products at present so can meet expectations.
But due to wide range of customers it is not utterly possible to meet the expectations of
all.
Resolution- Sainsbury is very conscious about its customers and resolve their problems or any
type of issues with either product or services. Yet there are some issues which can not be sort out
handily.
Time and efforts- Sainsbury always accentuates to meet the needs and sort out queries of
customers on right time (Schallehn, Seuring, 2019)
But efforts are still having need to do something more in order to hike the final outcomes.
Empathy- organization has drafted well articulated policy of communication so can extend the
value of empathy but due to use of social media platforms and over use of some sort of digital
tools it is now not much feasible and there is need to go for some other ways.
The organization must go for hiking its level of empathy since in the market already there
is a high competition so with empathy it can be copped up.

Implications of digital disruptions on the delivery of customer experience-
The customers of Sainsbury are widely disseminated and digital disruptions are having
hyper capacity to bring bigger changes to the organization. These are some implications which
may take place-
Pace of innovation- in modern age the pace of innovation is very hyper, due to hyper rate now
customers are having conception to be more sceptic and it is very hard for organization to
understand the expectations of customers and carrying out it.
Drastic competition- technological disruptions are paving way for higher competition in the
market. Sainsbury is currently having 16% of the market share in retail sector on the other hands
TESCO plc is having around 31%. The competition is still taking new highest due to
technological enhancement (Trivedi, 2019)
Personalization of interactions- now with the help of big data analytics it is possible for the
organizations to manage intensive amount of customer data. It would be having sort of drastic
implications on the performance of the organization. If it is being used properly then may have
better results, on the other side it can bring negative implications too.
Speed of interactions- now for the organization it is so handy to interact with the customers
using such new technology so it may help them in building mammoth customer relationship with
customers. Over the time it has been seen that with higher speed of interactions company may
have upper hand in the market.
Customer management- now with technological disruption it is possible to manage customer
more efficiently since the organization is having wide operations so for managing it, such tools
may help them. On the other side data leak may help competitors or other troublemakers to affect
performance.
Opening new ways- the entity would be able to understand more about the customers and use of
AI, machine learning will enable entity to know deeply. By using it the needs of customers can
be understood in more realistic and rational way so doors of opportunity will be opened.
Strategic recommendations for Sainsbury plc-
The performance of the organization is going well yet the fact can not be ignored that there is
need to go for further improvement in order to perform better and hike the performance in the
market with higher satisfaction to customers. With this regard these are some suggestions to the
entity-

The organization is having need to develop a good policy for personalization, since in the
market there is severe competition and other entities such as Morrison and Tesco are having big
share so by perceiving personalization factor the entity may hike its performance, so here the
organization is suggested to form well articulated policy.
With the progress of time use of modern technology such as AI and machine learning can
not be avoided so the organization may form new policy in order to meet the demands and
expectations of customers. Robotics is such a new dimension which is empowering organizations
to hike their ability of operations so Sainsbury plc may go with the notion.
Sainsbury is operating business with a great number of stores so resolving issues of
customers on time is a bit hard, here the management is recommended to execute new policy or
sort of changes in their existing policy so can install better mechanism to handle the issues.
There are a range of such tools as SurveyMonkey, Hubsopt, Qualaroo, Hotjar etc are available
which can be used (Pantano, Pedeliento and Christodoulides, 2022)
For resolving issue of Empathy with customers the entity is suggested to follow some
practices such as read and listen them carefully, be respectful to higher level, let them understand
the process, confirm their satisfaction etc. sometime customers avoid extending their issue so
organization must try to know common problems with their policies or product, services, it will
give them privilege to sort out barriers and achieve higher rank in the market.
With the progress of time the technological disruptions are also changing the
circumstances in the market and raising need for the organization to articulate appropriate policy
to abide with the changes and be suitable for the customers in order to hike their experience with
the organization.
Here some actions such as installation of Robotics and using AI to the fullest extend may
be carried out. It will help entity in many ways, with the help of AI Sainsbury will be able to
know more about customers and their expectations, demand, feelings etc., so on time and with
proper strategy their issues may get addressed.
Current CRM of the entity is good but the market is now very changed specially after hit
of pandemic, here the management must make sure that all their regular customers must make
frequent entry. As it is seen women are constituting big share of the market so their safety
concerns and belief in the product quality are some essential aspects where immediate actions are
needed to be taken.

The recommendations above will be helping both organization and customers. By
practising the suggestions Sainsbury would be able to have better position in the market and
current market share may get boost, at the same time with such improvement organization will
be offering good services and products which will be surging experience of customers. Sainsbury
is mainly getting operated in the market of UK so with such improvement it may explore new
markets.
CONCLUSION
From the report above it can be concluded that for an organization the perception of
customer about their experience with some brand paves way for the entity. The report had
covered these aspects for Sainsbury plc. The value proposition system. Its manifestation of itself
were evaluated. Report further described customers of the company and used six pillars of
customer experience model with respect to Sainsbury plc. At the end of the report implications of
digital disruption and delivery of customer experience were discussed and set of some
recommendations were also extended in order to direct the entity to perform better and hike its
customer experience.

REFERENCES
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strategic framework. Journal of Business Research. 116. pp.356-365.
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Schallehn, H., Seuring, S., 2019. Customer experience creation for after-use products: A
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Trivedi, J., 2019. Examining the customer experience of using banking chatbots and its impact
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