Customer Experience Management at Woolworths: An In-depth Analysis

This presentation provides a detailed analysis of Woolworths' customer experience management, focusing on identifying and differentiating customer segments, connecting customer experience maps with business value propositions, and incorporating the Voice of the Customer (VOC) into the experience strategy. It presents value propositions for each customer segment, maps improved customer journey experiences, and discusses how a recommended customer experience strategy contributes to brand perception. The presentation also covers customer touchpoints, steps toward forming a customer-centric organization, the IDIC model for achieving loyal customer relationships, moments of truth, and brand experience, ultimately aiming to enhance customer satisfaction and brand loyalty. This document is available on Desklib, where students can find a wealth of study resources.

Running Head: CUSTOMER EXPERIENCE MANAGEMENT
CUSTOMER SERVICE MANAGEMENT

CUSTOMER EXPERIENCE MANAGEMENT 1
Table of Contents
Introduction.................................................................................................................................................2
Identifies and differentiates 2 customer segments and profiles (with personas)..........................................2
Connects customer experience maps with an updated business value proposition for each segment or
customer profile...........................................................................................................................................3
Takes the Voice of the Customer (VOC) and customer feedback obtained from research into account in
forming the experience strategy...................................................................................................................4
Presents the value proposition for each customer segment..........................................................................6
Maps the improved or suggested experience and journey maps for each of the 2 customer profiles...........7
Experience of two customers after using Gucci products..........................................................................10
Explains how your recommended customer experience strategy contributes towards an intended brand
perception..................................................................................................................................................10
Customer Touch-points.............................................................................................................................11
Documents steps towards forming a customer-centric organization..........................................................11
IDIC model towards achieving loyal customer relationships.....................................................................13
Moment of truth.........................................................................................................................................14
Brand experience.......................................................................................................................................15
Conclusion.................................................................................................................................................16
References.................................................................................................................................................17

CUSTOMER EXPERIENCE MANAGEMENT 2
Introduction
Woolworth is a leading supermarket in the retail Australian industry. This organization has more
than 995 stores across Australia. This company is recruited more than 116,000 employees in
their distribution channel and retail stores. It enables employees to provide premium, added
value, and ease services to their potential consumers. It makes feels hygienic top their consumers
who are located in Australia by providing organic foods. In addition, it is stated that Woolworths
also address consumers who desire to use the creative and inclusive technique to purchase goods
and services. In the current business scenario, Woolworths is known for their innovative features
in Australia. Hence, it makes their unique image in the marketplace as it would support to
influence a huge amount of the consumers in the least time and cost. It provides their services by
App to save time and cost of the consumers.
Identifies and differentiates 2 customer segments and profiles (with personas)
Customer perspective
Woolworth supermarket segmented their consumer on the different aspect as it is discussed
below:
Type 1
In Australia, there are large numbers of consumers who believed in the brand and gratified with
the quality of the brand. These kinds of consumers emphasize on purchasing value-based
products and services, which could be for obtaining profit. Firstly, the organization categorizes
those consumers who spend a higher amount on branded products and services (Langfield-Smith,
et al., 2017).
Type 2

CUSTOMER EXPERIENCE MANAGEMENT 3
On the basis of the market investigation, it is found that there is a number of genuine customers
who maintain the record of goods and services as it is made by Woolworths. These kinds of
buyer never will be influenced by market trend and market hype as they are only influenced by
word of mouth and another advertisement sort. This sort of consumer does care about goods and
services that they are prepared to buy and they execute it through investigation towards different
features of food goods and they purchase that product (Powers, et al., 2015).
Connects customer experience maps with an updated business value proposition for each
segment or customer profile
From the market research, it is seen that many consumers are not happy with the quality of the
consumers as it could be a major concern for the Woolworths Supermarket. Consequently, it
would decline demand of company product and services. Thus, it is analyzed that the
management department of Woolworth’s supermarket should need to negotiate on the quality of
goods and services and deliver superior quality of products and services (To, et al., 2015).
It could be effective for retaining the consumers and obtain higher profit. From the
investigation, it is also addressed that the higher price of products and services lead the
consumers to switch on another brand. It is addressed this organization offers their services at a
higher price with the lowest quality that could lead to making a negative image of the
organization in the consumer’s mind (Wood, 2018).

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Takes the Voice of the Customer (VOC) and customer feedback obtained from research
into account in forming the experience strategy

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CUSTOMER EXPERIENCE MANAGEMENT 6
Presents the value proposition for each customer segment
Woolworths use different approaches like club and loyalty cards for retaining their consumers
and enhancing their productivity in the least time. Apart from this, there are many approaches
that are considered by the company to enhance their demand such as consumer-oriented
products, and quality goods and service at the reasonable cost (Barnard, et al., 2016). The
organization should use many promotional techniques and spread awareness about products and
services as it would enable them to attract a large number of consumers to purchase goods and
services of the firm (Calabrese and Corbò, 2015).

CUSTOMER EXPERIENCE MANAGEMENT
Getting started
Brands that the individuals would support
Are they planning to change the company?
What are the pros and cons of the organization?
The changes that the management can bring in
7
Maps the improved or suggested experience and journey maps for each of the 2 customer
profiles
It is hardly seen that consumers of Woolworth were not satisfied with their goods and services.
Since, this organization offers quality products and services to their consumers. It is also
addressed that administration department of Woolworths never compromises with the products
and services quality thus, it is analyzed that they always deliver quality products and services to
their consumers as it enables to make a reliable relationship with others (Conway and Briner,
2015).
But at the same time, it is analyzed that consumers think that they pay more for the products and
services of Woolworth hence they move to another brand. Thus, it can be evaluated that the
higher price enhances switching level of consumers. Further, it is seen that consumers have to
get defective products and services who ordered such products via mobile apps and websites. It
could also a negative impact on the demons of consumers (Lai, 2015).

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(Atwal and Williams 2017)
Journey map

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Journey map
Advertisement/
public relation
Television
commercials and
Ad boards
Social media
Twitter, Facebook,
and Instagram,
Word of mouth
Positive views form
the friends and
family or celebrity‘s
word of mouth
Selecting
brand
Comparing the
company brand
quality with
others
Selecting
appropriate
design
Price comparison
Evaluating
product
quality
Lower price with
highest
satisfaction
Buying the product
Customer relation
The customers satisfaction
level is declined due to the
lower quality and higher
price of the company’s
products and services
Social media
It enables the consumers
to share information on
company web towards the
products and services.
Expectation
Value product
Long-lasting product
Lower price
Experience
Quality and durability of goods and services is
better.
Unique image of brand
Higher prices
Satisfaction level
Quality: Reasonable
Design: Good
Durability: content
Pricing: not satisfy

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Experience of two customers after using Gucci products
After the completion of the market survey and interview method, it is also observed that 80% of
the consumers of Woolworths who are practicing products and services for a long time are
satisfied with their products quality. But at the same time, it is also evaluated that the pricing of
goods and services is a major concern for the firm (Esbenshade, et al., 2016).
In addition, It is also addressed that young adult consumers who do not have time to purchase
their goods and service by retailer then thy use the online method to purchase goods and
services. But, they have some concern regarding product quality and get defective goods and
services as it declines the trust of consumers in purchasing goods and services. For resolving this
problem, Woolworths might have a sit down with administration department of shopping portals
whom they are associated with and assure that these issues do not happen in the upcoming year
as it could potentially harm brand reputation (Cheema, et al., 2015).
Explains how your recommended customer experience strategy contributes towards an
intended brand perception
The organization should use many customer experience strategy with respect to the intended
brand perception like quality products, customers oriented products and services, marketing mix
strategies, social media, and prompt customer services. These strategies could enable the
organization to retain their consumers for long-term by making a realistic relationship with them
(Poniman, et al., 2015).

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Customer Touch-points
The customer touch point is an effective technique for the organization as it allows developing a
connection between brand and consumers. In addition, it is also analyzed that a consumer touch
point is a way by which a consumer contact with the brand of the company from startup to end
process.
Documents steps towards forming a customer-centric organization