Customer experience management (CEM) model, IDIC, helps to establish a customer value to build a customer relationship (Peppers, Rogers, and Kotler, 2016, p

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Customer experience management (CEM) model, IDIC, helps to establish a customer value to build a customer relationship (Peppers, Rogers, and Kotler, 2016, p. 73).

Woolworths state their core values are, care deeply; always do the right thing, and listen and learn (Woolworths website, n.d.). The IDIC model could assist Woolworths in reaching their core values by establishing what it means to do the right thing in the perspective of their customers.

Identify as stated by (Peppers, Rogers, and Kotler, 2016) means an organisation needs to be able to recognise a customer in store may be the same customer online or on the phone. Woolworths are currently identifying their customers through their Woolworth rewards card.

This loyalty program is designed to track customers by obtaining contact information and having customers scan the card at checkout to earn points on their groceries.

 

Woolworths may find it challenging to differentiate customers whom they are yet to identify. Evidentially, the completed Woolworths surveys showed half of Woolworths loyal and return customers are not a-part of the rewards programs and thus behaviour and patterns are unable to be tracked.

Interacting with customers can be challenging for an organisation continuously trying to identify their customers. Woolworth Product Review page currently has a star rating of 2.1 out of 5 stars (Product Review, n.d.). This suggests room for improvement in terms of interacting with their customers. An opportunity lies in embracing the online world and responding to customers publicly to show they care deeply, as stated in Woolworths core values.

 

Woolworths have adopted a strategy to customise interactions and products based on their customer's needs and wants. This strategy includes serving customers with more healthy-friendly options. This opportunity emerged with healthy eating becoming so mainstream. "Ninety-three percent of consumers want to eat healthy at least some of the time, with 63% trying to eat healthy most or all of the time" (Food Industry Executive, 2019).

Woolworths invested in low sugar and sugar free brands. They stoked their shelves with more gluten free and whole foods alternatives. Furthermore, this led to Woolworth creating their own gluten free brand called free from gluten.