Customer Experience Management Strategy Report

The assessment will communicate and illustrate a customer experience management strategy that will point out the service gaps in the present Woolworth and propose ways to offer better services. The proposed approach will provide Woolworths Supermarket with a competitive advantage over similar businesses. Customer Personas The first customer persona is known as Tracy. Tracy is a third-year interior design student. She is drawn to the brand image of a Woolworths supermarket. The second persona is called John. John enjoys using the internet on his phone and laptop. Whenever new services and products are launched, he likes to get firsthand information about the products from the social media websites. Woolworths appeals to John’s specific needs by using the social media platforms to reach out to him efficiently (Dijkmans, Kerkhof, & Beukeboom, 2015).

This is one of the main aspects that attracted John to Woolworths. I want a secure setup payment and delivery scheme. I want to manage and view my expenditure at the site. Opportunities Leading supermarket in Australia for fresh farm produce. Focus on the provision of basic groceries, then dive into other areas such as furniture later. The online website allows signing in and placing orders all day and night. For her to gather more shopping points and stand higher chances of getting rewards, she should engage more in online shopping. Online shopping at Woolworths enables her to collect more points for every purchase and even more loyalty programs. Woolworths provides an opportunity for her to shop through a variety of products.

Fresh farm produce is an exceptional service provided by Woolworths. Tracy will also get the chance to experience the fast delivery services available after online purchases. The can efficiently act on these updates and get the products delivered to them within a day of purchase. Experience Strategy Mobile devices and applications improve the customer experience because they have allowed Woolworths to comprehensively reach out to a broader number of the target audience, connect with the audience, as well as collect information from the shopper for instance through the interactions with managers (Agnihotri, Dingus, Hu, & Krush, 2016). Customer experiences through mobile are supported by offering personalized content on this platform. Personalised content offers can be realized by allowing new members that sign up for a Woolworths account to fill a comprehensive form that covers all the details of their preferences.

The other way is that it enables an easy way of collecting feedback once the client has completed an action, such as the purchase of items or placing requests that have not yet been activated. Secondly, Woolworths staff actively interact with clients on social media channels to build an emotional relationship between the customer and the brand. When clients such as John lack time to visit the stores physically, Woolworth staff are readily available on a majority if not all the social media platforms to listen to and act on the grievances he may need to air. Therefore, John is shopping with the right online service because his needs will always be attended to regardless of the time. Furthermore, the fact that the supermarket does not charge for return and exchange of goods gives them an edge over their competitors because they value their customer satisfaction.

Third, Woolworths has been able to blend the use of social media into the operations to construct a holistic customer perception. The strategy focuses on web content and the application of social media. It will aim for the company website to become a channel of choice for customers with assisted service by phone, we chat and instant messaging and bring out the best in customer experience management. Such a strategy will primarily serve the needs of John because he enjoys the back and forth interaction with the Woolworth staff. The engagement allows him to make better decisions regarding his purchasing options. As for Tracy, the strategies applied will give her an opportunity to get the best that Woolworths has to offer.

Steps to a Customer-Centric Organization The most crucial stage with the advent of social media is to monitor customer experience on various social media platforms. Woolworths can detect potential reputational crisis on social media by tracking customer complaints that are attracting virality, growing negative customer comments towards the brand compared to that of rivals, and sudden-spikes in brand-related posts within a short duration that are not associated to a campaign the company has initiated (Agnihotri, Dingus, Hu, & Krush, 2016). Depending on the severity of the issue, the best way is to respond to the original post, and then move the discussion offline with the customer who started the debate. In the meantime, the company should share a factual public statement on their social media pages.