The biggest challenge for the company is its gloomy shoppers. It has been experienced that people who are coming for shopping activity are not interested to use their discretionary income. It was reported that sales have been flattered due to foreign competition and marketing. Myer needs to understand who are its customers and must create strategies to target them. It needs to come up with certain strategies that can help in getting the customers back (Witell et al., 2020). People in Australia are bit emotional and thus the department store must find out ways to target them. Another challenge for the company is to increase competition in the market. Customers are getting attracted to international brands due to their loyalty programs and better customer experience.
Myer’s objective is to provide high standard services to the customers so that they come back again. The company to attract customers emotionally has attached the in-built seller rating system on the website. It provides a new experience to the customers because the company understand the people in Australia does not buy products rather memories and thus it has come up with a new feature by which customers can rate their favourite sellers and brands. The purpose of bringing this option is to layer emotion in the shopping process (Tivasuradej & Pham, 2019). Besides, the company to achieve customer experience has created an on-site and off-site ecosystem in such a way that people come back and purchase goods from the store.
Myer departmental store needs to build customer loyalty and decrease customer churn rates by understanding the personal requirements of the customer. The company needs to make it's the in-store experience of its customers unique so that they enjoy shopping with the store. It needs to work on both physical as well as e-commerce platforms. Rich customer insights and data analytics will help the company to achieve good customer experience (Dou, Zhu, Zhang & Wang, 2019). Powerful customer experience will help in increasing the revenue of the organization. It can also collaborate with international brands like Amazon and Coles supermarket. This opportunity will help increase the sale of the store.
After analyzing the feedback stored from the primary and secondary resources it has been found that customers are satisfied with the store but they have many options available from where they can get the products (Tivasuradej & Pham, 2019). The frequency of most of the customers visiting the store is within two months. It was also found from the primary data that people mostly visit the store for getting the product from for themselves and the most purchased section of the store is clothing. The secondary data revealed that different people have a different level of satisfaction generation X were most satisfied and baby boomers, generation x, millennials were not that satisfied as generation X. In comparison to 2016, the sale percentage of Myer departmental store has increased but still, there are a lot of areas where the company needs to work. The data extracted from primary and secondary research helped in forming customer experience strategies to get more and more customers. These strategies include the following things.
It is observed that customers get attracted to the place where they find something special from them like Mayer can compete with international brands by offering free coupons, carry bags and goodies for children. The company can also provide free loyalty coupons for next purchase. They can create a playing area for the children so that parents can purchase items without worrying for their children (Lee, Lee & Choi, 2018). One of the major issue identified with the customer is that they are unable to find the product that they wish to purchase. Sufficient staff may cater to this need and give a personalized touch to the people by initiating conversation with them to know their needs better.
Most of the young generation spend their leisure time on Facebook and other social media apps. These people can be easily targeted from shopping at the store. It is often seen that people visit the online store but return without purchasing anything in such cases the department can use re-marketing techniques.
Customers prefer those stores where they are treated as the part of a team where the valuable feedback is taken and worked upon where the customer does not have to wait for log in queues where they can build an emotional connection and have easy return policies.
A customer experience map is something which shares all the touchpoints which attract the customer towards them. It goes far behind the customer journey as it also includes the behaviour of the customer while purchasing the product (Overkamp, Liefhebber & Lu, 2017). The data is gathered through different forms. After collecting the data, it is visualized so that the experience can be properly depicted through lines and boxes. The customer experience map of a departmental store would be like following.
From both the diagrams, it is clear that customers are not much satisfied with the services of the departmental store. Customer is facing issue in return policy of the organization as it is complex. They are not able to return the products as a result they do not wish to come back to the store for purchasing things. The company needs to work on the pain points of customers so that they come again and again. There are few gain points of the company as well on which the company gains the trust and attention of the people (Overkamp, Liefhebber & Lu, 2017). It was also found from the analysis that customers were happy because they could purchase products along with the children. They got a child care place in the department where they can leave their children and purchase all the essential items required by them. They were also happy because the company also keep gift wrap to cover all the gifts that the customer buys for the beloved person, friends or relatives.
Dou, X., Zhu, X., Zhang, J. Q., & Wang, J. (2019). Outcomes of entrepreneurship education in China: A customer experience management perspective. Journal of Business Research, 103, 338-347.
Lee, H. J., Lee, K. H., & Choi, J. (2018). A Structural Model for Unity of Experience: Connecting User Experience, Customer Experience, and Brand Experience. Journal of Usability Studies, 11(1).
Overkamp, L., Liefhebber, K., & Lu, Y. (2017). Mapping customer experience: The importance of asking the right questions. Touchpoint, the Journal of Service Design, 8(3), 64-68.
Tivasuradej, Y. C. T., & Pham, N. (2019). Advancing customer experience practice and strategy in Thailand. Asia Pacific Journal of Marketing and Logistics, 31(2), 327-343.
Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O., & Burton, J. (2020). Characterizing customer experience management in business markets. Journal of Business Research, 116, 420-430.
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