Customer Experience Management
Harvey Norman is Australian based multinational retailer of bedding, furniture, communication, computer and consumer electronic products. This report would explore the customer personas and would analyze their experiences regarding the product and service of Harvey Norman. Current report would also explore the journey map of customers of Harvey Norman to find out their need and expectancy. This report would focus on the experience that customers have gained by using service of Australian multinational retailer Harvey Norman. Current report would also explore the journey map of customers of Harvey Norman to find out their need and expectancy. Critical comparison of two different customers would be done to analyze the customer experience management strategies in Harvey Norman
Customer experience management is important aspect in business landscape which deals with customer preference and customer behavior. This report would focus on the experience that customers have gained by using service of Australian multinational retailer Harvey Norman. Harvey Norman is Australian based multinational retailer of bedding, furniture, communication, computer and consumer electronic products. This report would explore the customer personas and would analyze their experiences regarding the product and service of Harvey Norman. Current report would also explore the journey map of customers of Harvey Norman to find out their need and expectancy. Critical comparison of two different customers would be done to analyze the customer experience management strategies in Harvey Norman.
Used research data:
There are three sections of Harvey Norman customers such as unsatisfied, satisfied and neutral. An open-ended interview has been generated with five questions which makes which would be asked to these here sections of Harvey Norman customers.
Q1. How is your experience with Harvey Norman?
As per satisfied customer, they are happy to use the goods of Harvey Norman. They appreciate the well-organized way of product delivery and strong customer relationship management of Harvey Norman. As stated by Suk wadi (2015), customer’s relation is important aspect which would be maintained with proper communication with them. In his aspect, Whereas, unsatisfied customer is highly disappointed with online delivery process and product quality of Harvey Norman. Most of them face problems during using kitchen appliances of Harvey Norman. They also experience delivery of damaged furniture instead of the good one. The neutral group does not make any comments regarding the product and service of Harvey Norman.
Q2. Is there any requirement of betterment of product and service of Harvey Norman to retain its long-term customers?
Satisfied customer stated that, urgent improvement is not obligatory for Harvey Norman, as its managers and staffs are highly committed and dedicated to their works. As stated by Srivastava & Kaul (2014), dedication towards customers is highly important aspect in business to make friendly relation with them and to release their exact requirements as well as preference. Whereas, in unsatisfactory customers highly recommend product quality improvement and service improvement for Harvey Norman.
Q3. Is there any requirement of improvement of proper communication management by staffs of Harvey Norman
As per satisfied customers, it is important for any organisation to improve the quality of communication management by staffs and managers. Furthermore, the also stated that, there is little need of improvement of communication management in Harvey Norman as it deals with large number of customers at a time. Customer care executives would be more skilled and supportive when communicating with customers. However unsatisfied customers highly recommend better communication management in Harvey Norman. As per Homburg, Jozic & Kühnl (2013), communication would be, maintained with high level, of commitment and dedication to customers. Unsatisfied customers also recommend proper product delivery channel for the company to discard chances of delay delivery. Neutral candidates do not make any effective comments regarding the communication management.
Q4. Do you face any type of inconsistency and mismanagement made by staffs of Harvey Norman?
Satisfactory customers do not face any type of mismanagement and inconsistency of staffs and they highly appreciate their work and active participation. In this aspect Holland & Ramanathan (2016), stated that, mismanagement in customer service force customer to choose other alternative options to meet their requirement. Satisfied customer is disagreed with any type changes regarding management and activities of staffs during maintaining customer relationship. Unsatisfied customer faces severe mismanagement by staff during online payment and online order placing. They also face several issues regarding quality of some products such as furniture and kitchen appliances. Therefore, unsatisfied customers’ needs better improvement of service and product of Harvey Norman, so that customers would not get any type of damages product or poor service. Neutral customers do not make any satisfactory comments in these aspects.
Q 5. What do you want to recommend to Harvey Norman to improvement and further betterment of their service?
As per satisfactory customers. SD the service and product quality of Harvey Norman are equally good, they can focus on different consumer market which enhance their staff’s ability to handle variety of customers. They can update their payment system and customer feedback system to keep track of customer order and can get proper feedback from different customers at a time. Unsatisfactory customers highly recommend improvement of management by recruiting high skilled staffs and smart managers with well-organized tactics. Neutral candidates do not make any recommendation regarding this issue.
Existing customer data:
There are three types of customers groups such as satisfactory, unsatisfactory and neutral groups. Satisfied group of existing customer data: customers consist of young people who prefer highly fashionable and smart look kitchen appliances and light weight as well as smart looking furniture. In Harvey Norman, they can get highly fashionable furniture’s and kitchen appliance which are reliable and useful for them. On the other hand, unsatisfied groups consist of middle age and aged people who prefers traditional and trendy looking product which they can hardly get from Harvey Norman. Therefore, they are unsatisfied with the service and customers.
Journey map and Current experience of customer:
Customers choose their product through window shipping and then place order online according to their preference. Before and after delivery they can communicate with customer care executives and customer relationship managers regarding the order. After delivery customer use the product and represent their feedback through feedback pages via official websites. In this aspect it can be stated that, customer experience is made up of mixed reactions with both positive and negative factors. Some customer care happy with service of Harvey Norman and they appreciate the service, product of Harvey Norman such as furniture, bedding and electronic appliances. In case of unsatisfied buyers, the service is highly poor and full of mis-management.
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