This is a report, which describes the customer mapping experience of grocery products in a company named ALDI. ALDI has large number of retail outlets in Australia and they have using aggressive marketing strategy to acquire more and more consumers (Aldi.com.au., 2017). The company has been known for the level of customer experience and have received several awards for being the best customer experience providers. The report includes description of the different customers and the research tools that can be used to identify the customer experience mapping process. The report will also include the challenges and the opportunities that the company will have to face to identify the customer personas and mapping of the experience of the various consumers.
The three personas that has been chosen for the discussion of the report are innovator, analytical and relationship. There are some personas that are more interactive and social and this type of personas can be recognised as relationship (Homburg, Jozi? & Kuehnl, 2017). They are not at all interested in the specification of the product and they are more focused on the usage of social interaction. Therefore, when analysing ALDI these consumer types will have to be loomed with aggressive strategies of promotion. The effect of advertisement and promotion is much more on these customer types. Online marketing media is one of the methods which can attract these consumers effectively.
The next customer type is more focused on their experience in the past and they are classified as analytical personas. The rules and procedures that have been established in the market are more comfortable for this kind of personas (Homburg, Jozic & Kühnl, 2013). Thus, we can say that differentiated products have minimal effect on this kind of consumers. Thus, for this kind of consumers the products will have to standardized and all the compared to the requirements in the market has to be followed.The tradition approach of marketing has to be used in this regard as they are critical about buying a product and they will compare and analyse all the similar products in the market before making the purchase (Arkadan, Macdonald & Wilson, 2017). ALDI is known for all their brand of grocery products which have the same quality as their rivals but are cheaper compared to the products sold by their rivals. This feature of the products will have to keep intact if they company wants to acquire this kind of consumers.
The third type of consumer persona is the innovator and it is relatively easier to grab the attention of this kind of personas. They are quite flexible and independent and very much different from the previous type of consumers. Innovation and creativity are two important aspect for this type of consumers and they prioritize this principles over any other feature of a product (Peppers & Rogers, 2016). This kind of consumers can be attracted by the usage innovative ideas in promotion and product. However, various interviews and surveys have shown that this type of consumers are the ones who try innovative and lesser known products. ALDI has the best opportunity to attract these consumers are launching new products which are innovative and have a cheaper price than the rest of the products in the market.
The five tools that can used to enhance the customer experience are as follows:
The customer is used to portray the experiences of a consumer before, after and during the procurement of the product. Initial consideration and need generation are the factors which analyses the experience before the buying of the product, evaluation and engagement analyses the experience at the time of procurement and the remaining factors analyses the consumers experience after the procurement of the product (Bernard &Andritsos, 2017). The customer mapping or three different types of consumers is shown in the analysis.
The relationship personas buy product based on the relationship with the company and the staffs working there. A new product was launched by ALDI and this customer bought the product without any hesitation. However, the staff had to engage in a conversation with the consumer to pursue her to buy the product (Peppers & Rogers, 2016). The consumer had a good experience before and during the procurement but the product did not meet her expectation.
The customer in this segment always searches for new and innovative products and very much easy to convince. The consumer readily bought the product; the consumer experience before and during the purchase was satisfactory. However, after the usage of the product the consumer was not happy with the quality of the product and expected better quality from the company.
The consumer was very critical about the product and made lots of queries about the specification and ingredients in it. The consumer experience before the purchase was satisfactory but the consumer was not satisfied with the answers provided by the staff during the process (Lemon & Verhoef, 2016). Moreover, the quality of the product sold by the consumer was not at all up to the market standard and was expecting much better-quality product froma reputed brand.
Thus, it can be concluded from the report that customer experience mapping is one of the important factors which can be used by the company for the improvement of the services offered. The company can identify the shortcomings of their services and the products they offer. This will help the company to rectify their problems and improve their business model. The survey conducted for different consumers personas shows that the company will have to make improvements to the new product they have launched. The comparison of the three personas portray how the selling patterns change with customer types and how the customer experience also varies with different consumers.
Aldi.com.au. (2017). ALDI Australia - ALDI Australia. Aldi.com.au. Retrieved 5 August 2017, from https://www.aldi.com.au/
Arkadan, F., Macdonald, E. K., & Wilson, H. N. (2017). Customer Experience Management Practices: A Systematic Literature Review. In Creating Marketing Magic and Innovative Future Marketing Trends (pp. 1361-1361). Springer, Cham.
Bernard, G., &Andritsos, P. (2017). A Process Mining Based Model for Customer Journey Mapping.
Du Plessis, L., & De Vries, M. (2016). Towards a holistic customer experience management framework for enterprises. South African Journal of Industrial Engineering, 27(3), 23-36.
Homburg, C., Jozi?, D., &Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
Homburg, C., Jozic, D., &Kühnl, C. (2013). Customer Experience Management. IMU Research Insights, 19.
Lemon, K. N., &Verhoef, P. C. (2016, November). Understanding customer experience throughout the customer journey. American Marketing Association.
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H., &Friman, M. (2015). Fresh perspectives on customer experience. Journal of Services Marketing, 29(6/7), 430-435.
Peppers, D., & Rogers, M. (2016). Managing Customer Experience and Relationships: A Strategic Framework. John Wiley & Sons.
Peppers, D., & Rogers, M. (2016). Managing Customer Experience and Relationships: A Strategic Framework. John Wiley & Sons.
Peppers, D., & Rogers, M. (2017). Evolution of Relationships with Customers and Strategic Customer Experiences. Managing Customer Relationships: A Strategic Framework, 3-42.
Shaw, C., & Hamilton, R. (2016). Customer Experience Is a Journey, Not a Destination. In The Intuitive Customer (pp. 193-200). Palgrave Macmillan U
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