CUSTOMER EXPERIENCE MANAGEMENT IN HORTICULTURAL VALUE CHAINS

K. Sparke
Customer experience is the sum of all experiences a customer has with a supplier of products or services over the duration of their relationship. Customer experience management (CEM) represents a holistic concept combining both strategic and tactical customer retention management. In this research project, strategic customer retention research was conducted in an online survey with 600 consumers of garden and leisure products. Two main sub-groups - customers of garden centres and Do-It-Yourself (DIY) stores - were compared. The level of satisfaction for garden centre customers significantly exceeded the level of satisfaction for DIY store customers. Furthermore, customers’ expectation and experience were higher for garden centres. Consequently, garden centres as specialist horticulture retail stores have profitable strengths and sustainable market opportunities compared to DIY stores. In a second study focused on tactical CEM and performance at customer touch points, a newly developed methodological concept and survey instrument for mystery shopping was tested in a study of 230 shop visits in a service sector. The most important competencies of a salesperson which impacted on customer experience were sales talent and the soft skills. The most important aspect of the selling process was the presentation and recommendation of a product. The mystery shopping instrument enabled retailers to zoom in on the critical moments of a service interaction, to identify basic problems and areas of improvement and to resolve them directly. It can be applied to all horticultural retailers such as garden centres, food stores, whole food shops and landscape designers.
Sparke, K. (2012). CUSTOMER EXPERIENCE MANAGEMENT IN HORTICULTURAL VALUE CHAINS. Acta Hortic. 930, 183-188
DOI: 10.17660/ActaHortic.2012.930.24
https://doi.org/10.17660/ActaHortic.2012.930.24
customer experience, customer satisfaction, mystery shopping, survey, horticulture
English

Acta Horticulturae