MG526 Customer Experience Assignment Sample

Introduction of MG526 Customer Experience Assignment

In the current times, for building and sustaining competitive position business units are required to provide customers with the high quality products or services. With the motive to offer high quality experience to the customers companies are striving for undertaking innovative tools and techniques. Morrison is the well-known supermarket chain in the UK (Morrison, 2024). The company mainly focus on food and groceries which include fresh food with quality. The firm’s digital marketing efforts emphasize on using the technology to improve the customer experience as well as drive sales. With the clear brand-positing strategy, the brand aims to offer their unique value propositions to clients. The brand’s marketing strategy aligns with the prevailing market conditions as well as external influences which ensure continuous success in the dynamic retail landscape.

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Value proposition of the Morrison

Morrison is the major retail organization that committed towards understanding as well as meeting customer needs efficiently. By adopting the customer-centric approach, the firm aims to differentiate itself from the competitors as well as create the lasting relationship with the customers. With the comprehensive market segmentation analysis as well as an in-depth competitive analysis, the firm identifies their key target segments as well as implements customized promotional strategies (Becker and Jaakkola, 2020). By providing quality products, unbeatable customer services as well as competitive pricing, the brand strives to prefer the choice of customers seeking a convenient shopping experience.

For branding and customer engagement, the firm focuses on growth opportunities as well as efficiency. Morrison invests in the information technology up-gradation to streamline the operations as well as capture development within the convenience sector. By analyzing as well as adapting to the external factors, Morrison can ensure their marketing strategies which aligns with the prevailing market conditions. The firm uses the market segmentation as well as competitive analysis to customize their promotional strategies as well as advertising campaigns for the various customer segments (Godovykh and Tasci, 2020).

The firm replaced its point-based loyalty programs naming my Morrison with the instant-reward structure. This allows customers to collect the money instead of the points which is used to deduct the money on buying. The customers can join the My Morrison Club of their choice to get more benefits. The customer gets regular personalized offers on the basis of purchasing behavior. They can enjoy the bonus on the purchase with unique rewards and experience.

Delivers the customer experience

Morrison’s strategy is based on offering high-quality of client service and good feedback from customers which offers a positive side and motivates them to deliver better service. The firm has digitised the customer shopping experience through programs like the Go app, Scan and launch of loyalty app for the cardholders. The firm has used Blue Yonder’s Luminate plan for replenishment to optimize the merchandise availability at every store. Click and collect enhances the online shopping experience of the customers which allows them to pick up the order at the designated store (Hoyer et al, 2020). Customers can place their order online and then go for the in-store pickup at the physical location despite of getting the delivery. This is easier to ensure same-day delivery. By saving the shipping costs, customers can spend more on click-and-collect buying.

On the basis of TGI, by customizing rewards and offers for every customer, Morrison can create the unique as well as engaging experience which keeps the customers from repeating. The personalized loyalty programs assist in companies to understanding the customer preferences and needs which allows them to offer more relevant and targeted products. By enhancing customer retention, companies can enhance their bottom line as well as build a customer base. When customers are more engaged with the firm are likely to interact with offering feedback as well as make purchases. Personalized loyalty reward programs can assist Morrison in offering rewards as well as offers which are customized to every customer needs and buying habits (Ameen et al, 2021). This creates the sense of anticipation and excitement which motivates the customer to stay engaged in the firm. These programs also include interactive elements such as surveys and quizzes which assist the client feel more related to Morrison and offer valuable feedbacks. When customers are more recognized and rewarded for their loyalty feel satisfied with the overall experience with Morrison.

Customers by frequency of use by key demographics

• Segmentation: Company mainly targets young families which appeals to the broad demographics with low to middle-income customers. The income of the target market helps the firm to determine their product and service affordability. The firm caters to low-income customer which might experience high price sensitivity among the target audience. By offering different pricing tiers, Morrison efficiently caters with the needs of the price-sensitive as well as price-insensitive customers (Bascur and Rusu, 2020). Low-priced alternatives to popular products outcome in rising sales among the price-sensitive customers while maintaining the original among the price-insensitive customers. This highlights the efficiency of providing the different pricing alternatives to cater with the diverse income levels of the customers.
• Targeting: The firm has recognized the opportunity as a food specialist for people aged 40-50. They have launched a market street concept which promotes the individual fresh food counters, friendly customer service as well as in-store specialists. The firm also targets the customers with young families who are seeking for healthy convenient solutions to feed their families. The firm has launched ‘Little Kitchen’ range which includes products which are full of nutrition and approved by the children. Customer compliments the excellence range as well as value for money which allows the convenience of picking up party items with the regular grocery shopping.
• Positioning: According to Mintel, Morrison has recognized the importance of adopting the sustainable marketing practices to connect with the eco-friendly customers. As a concern regarding the environmental degradation, customers are seeking for firms that focus on sustainability as well as ethical business practices. The firm is also transparent about its sustainability efforts such as ethical sourcing practices as well as carbon reduction strategies which resonate with the environmentally conscious customers. Morrison prioritizes eco-friendly packaging solutions like biodegradable and recyclable materials which appeal to the eco-conscious customers (Zaid and Patwayati, 2021). Corporate social responsibility initiatives like community engagement as well as environmental conservation efforts improve Morrison’s reputation as well as attract eco-conscious customers.

The Six Pillars of Customer Experience Model

The six pillars of the customer experience reflect the significant characteristics required for customer experience.

• Personalization: This is the main demand and awareness of the customers, as companies invests in offering hyper-personalized experiences, customers are accustomed to the services tailored to their needs, demands and tastes. Leaders define their company which contributes to the success of their customers by selling products which enhances the quality of the life of the customers.
• Integrity: This is an outcome of the constituent organizational behaviour which highlights the trustworthiness (The Six Pillars of Experience, 2024). The quick uptake of e-commerce in all the age groups has brought the privacy, data security as well as cybercrime for both customers and organizations. ESG has become a preoccupation as companies seek to handle the quickly growing desire in customers.
• Expectations: Clients have the expectations regarding their needs to be met with the companies they encounter. New technologies like machine learning and AI are enhancing the customer experience (Gerea et al, 2021). Customers expect connected journeys, end-to-end experience as well as seamless transitions across channels which are customized with the situations.
• Time and effort: Customers are time-poor and are seeking gratification. Many corporations are determining how to use time as a foundation of competitive gain (The Six Pillars of Experience, 2024). The rising fusion of offline and online experience take into consideration which customer needs to browse, inspired, evaluated and stimulated.
• Resolution: Customer problem-solving has caused for the customer into the focus on client's lifetime issues mechanism for extending the trusted relationship. Digital solutions and applications are rapidly being rolled out which handle the customer problem-solving requirements.
• Empathy: Consumers have expectations about just how their requirements will be met, progressively set by the best products they have come across. Customers are seeking the simplicity of the physical ease, transactions as well as psychological satisfaction for the human relationships.

Critically apply this model to the Morrison

Morrison is bolstering their loyalty scheme with the trial of the personalized system which efficiently rewards the customers for shopping. The firm has launched “my point’s Boosters trial which provides more customized and great value to customers. Digital screens are being introduced in the Morrison market street food counters. Engagement allows Morrison to gather feedback for constant improvement as well as innovation which drives business development profitability (Chen et al, 2021). A community of loyal customers is invaluable in the digital world where the social media and online reviews are significant.

Morrison measures and reports progress against the food waste and sustainable sourcing certification. The company understands customer expectations, offers high-quality products as well as engages customers for building brand loyalty. Sustainability drives the customer loyalty with the customer values as well as highlights the commitment for eco-friendly practices. Embracing sustainability enhances the brand purpose, enhances customer lifetime values as well as attracts new customers to reduce environmental influence.

In-store communication is significant for the firm to maintain a positive brand experience for the customer as well as an efficient sales strategy for the organization. Digital signage includes the price of tags for in-store promotional screens. This reduces the wastage as well as facilitates for coherent updated communication with the customers. However, the major issue in in-store communication is keeping the price up to date as well as maintaining a seamless purchasing experience.

Morrison resolves and manages customer complaints quickly which enhances business reputation as well as procedures (Witell et al, 2020). However, clear policies as well as procedures must be established which allow for handling complaints. The supermarket chain works to offer the positive employee experience as well as elevate the working environment in stores.

The brand offers customers three payment options in-store. The standard checkout caters for the large trolley shops and the manned express checkout offers customers with more choices for small shops. In a self-service checkout customers can scan their items they want to buy using the barcode scanner. Customers can pay using cards, cash and various other methods accessible on the machine. A self-checkout is a better options which allow a customer to pay for their purchase without the help of in-store staff.

Morrison also offers doorstep delivery services for the shielding, vulnerable and self-isolating people. Customers can order the products on their mobile and are delivered at the doorstep delivery service. The customers can” takeaway” menu of 47 essential groceries with the alternatives such as eggs, milk, butter, potatoes, bananas, pasta, flour as well as cornflakes. They also pay for delivery on their doorstep through the mobile chip as well as pin device.

Digital disruption to the delivery of customer experience for Morrison

Artificial intelligence (AI) plays a significant role in assisting companies to understand their customer preferences and also offer personalized user experience. Morrison targets and reaches customers more effectively by gathering their buying history as well as social media data. AI algorithms analyze the vast datasets to customize promotions, recommendations as well as content which caters with the individual preferences. This allows Morrison to customize their interactions and suggestions for each customer. AI streamlines the checkout procedure which makes it faster as well as more efficient. This is mainly vital in enhancing the customer shopping experience (Temizkan et al, 2022). AI allows retailers to offer customized shopping experiences which allow customers to find particular products quickly on the basis of past behaviors and preferences.

AI-powered chatbots offer with the round-the-clock support which helps in product selection, seamless transactions as well as enhanced customer satisfaction. They are accessible 27*7 to handle round injuries for the more complicated tasks. AI algorithms constantly monitor transactions which mitigate the fraudulent activities in the real time which safeguards customers as well as retailers. By evaluating customer interactions as well as buying history, AI maps in the customized customer journey as well as optimizes the pricing strategies to enhance the profits and revenue. Using AI-based tools assists Morrison to accomplish the high level of connectivity which facilitates for great transparency as well as better collaboration. AI-driven content management systems can also customize website content, email campaigns as well as mobile app interface aligns with the customer behavior and preferences.

Virtual reality (VR) in-store allows a more engaging and immersive shopping experience which is significant for Morrison in a competitive e-commerce environment. Virtual shopping application for analyzing customer behavior which allows users to interact with the solution and gather insights for making improved decisions. VR has revolutionized the customer experience in the retail sector. This cutting-edge technology provides Morrison opportunity to offer a more engaging shopping experience for customers. The firm gathers data on customer preferences as well as uses that information to provide personalized recommendations as well as product displays (Popescu et al, 2022). VR experiences are interactive which can be personalized which enhances the probability of creating the long-lasting impression.

Blog post and CE survey results

Through the survey, it has been analyzed that the brand regularly measures performance using the clear metrics to recognize areas for enhancement in the product development and marketing. Morrison highlights their commitment to sustainability as well as appeal with the eco-conscious customers.

Customers rated the quality of the products at Morrison

In-store services customers aware about the most

Strategic recommendations

• Digital integration: AI creates the major opportunity for the personalized commerce which is the practice of tailored shopping experiences using real-time data and technology. This allows the company to personalized shopping experience beyond the demographics. Recommendation systems enhance sales, customer loyalty and satisfaction which enhance the experience of users.
• Hybrid model: This approach allows Morrison to tap into the wide audience by reaching both offline and online customers. The firm needs to focus on integrating key elements like personalized communication with clients, product knowledge, data-driven insights as well as seamless omnichannel experience for Morrison. Using the hybrid approach to meet the requirements of customers as well as enhance the product efficiently.
• Sustainable practices: By embracing the circular economy principles like resource recovery and product redesign, Morrison needs to ensure that their marketing messages are transparent, truthful as well as aligned with the sustainable effort to avoid the chance of greenwashing. Educating customers regarding the environmental influence of their buying decisions as well as empowering them to make more informed choices can enhance for green economy. Morrison can offer information, resources as well as incentives to motivate eco-conscious behaviors among customers.
• Customer feedback: This offers real-time data which is used to refine the strategies, enhance products as well as customize services to meet the demands of customers. By systematically gathering the customer insights, Morrison can gain a better understanding of their expectations as well as needs. This empowers the organization to enhance their offerings to build loyalty and drive sales for long-term success.

 References

Books and Journals

• Ameen, N., Tarhini, A., Reppel, A. and Anand, A., 2021. Customer experiences in the age of artificial intelligence. Computers in human behavior, 114, p.106548.
• Bascur, C. and Rusu, C., 2020. Customer experience in retail: A systematic literature review. Applied Sciences, 10(21), p.7644.
• Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and implications for research. Journal of the academy of marketing science, 48, pp.630-648.
• Chen, J.S., Le, T.T.Y. and Florence, D., 2021. Usability and responsiveness of artificial intelligence chatbot on online customer experience in e-retailing. International Journal of Retail & Distribution Management, 49(11), pp.1512-1531.
• Gerea, C., Gonzalez-Lopez, F. and Herskovic, V., 2021. Omnichannel customer experience and management: An integrative review and research agenda. Sustainability, 13(5), p.2824.
• Godovykh, M. and Tasci, A.D., 2020. Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, p.100694.
• Hoyer, W.D., Kroschke, M., Schmitt, B., Kraume, K. and Shankar, V., 2020. Transforming the customer experience through new technologies. Journal of interactive marketing, 51(1), pp.57-71.
• Hoyer, W.D., Kroschke, M., Schmitt, B., Kraume, K. and Shankar, V., 2020. Transforming the customer experience through new technologies. Journal of interactive marketing, 51(1), pp.57-71.
• Popescu, G.H., Valaskova, K. and Horak, J., 2022. Augmented reality shopping experiences, retail business analytics, and machine vision algorithms in the virtual economy of the metaverse. Journal of Self-Governance and Management Economics, 10(2), pp.67-81.
• Temizkan, V., Yetgin, M.A. and Yılmaz, K., 2022. Motivations of retailers accepting cryptocurrency payments and their implications on retail customer experience. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(1), pp.25-48.
• Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O. and Burton, J., 2020. Characterizing customer experience management in business markets. Journal of Business Research, 116, pp.420-430.
• Zaid, S. and Patwayati, P., 2021. Impact of customer experience and customer engagement on satisfaction and loyalty: A case study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(4), pp.983-992.

Online

• The Six Pillars of Experience, 2024. Online. Available through. :<https://kpmg.com/nl/en/home/insights/2021/11/the-six-pillars-of-experience.html>.
• Morrison, 2024. Online. Available through. :<https://www.morrisons-corporate.com/about-us/company-history/>.
• Morrison supermarket, 2024. Online. Available through. :<https://www.trustpilot.com/review/groceries.morrisons.com
• Digital Marketing Funnel Stages, 2024. Online. Available through. :<https://firstpagesage.com/seo-blog/digital-marketing-funnel-stages-fc/ >

Author Bio

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