Customer Centricity Research Report
Submitted in partial fulfillment of
the requirements for
Customer Centric Strategy
School of Business, Centennial College
Professor Kerri Shields
Xxxxxx xx, 2019
Target Customer and Customer Experience
Customer代写 Target Customer：The target markets have the benefit of shopping and making payments online and have home deliveries.
Target Customer Customer代写
Canadian Tire is a Canadian company dealing with a wide range of retail products in automobile, hardware, sports and leisure, and home products. Some of its stores spread across the country also sells toys and food stuffs. The automobile products that that the company sells include Hillman metric automobile studs, Haynes repair manuals, Cargo Smart aluminum s-curve fixed ramp repair, MasterCraft 8 gallons vertical compressor, MotoMaster AWII tire, MotoMaster SE3 tire, MotoAaster aluminum and steel garage jack, among other automotive products. Sport and leisure products range from bikes and accessories, boating and water sports equipment, camping and hiking, fishing, team sports, golf, and fitness and exercise products. Customer代写**范文
Hardware products include garage storage, organization and solutions, power tools, air tools and compressors, plumbing, tool storage and workbenches, power tool accessories, hand tools, electrical, garage door openers and hardware, ladders and scaffolding, welding, soldering and torches, shop vacuums and air movers, measuring tools among other hardware tools. The company also sells home and essentials used in the kitchen, home furniture, cleaning supplies and vacuums, storage and organization, small appliances, home décor, lighting, heating and cooling appliances, home electronics, outdoor living products, laundry room products, bathrooms, home ventilation among other products and appliances. Customer代写**范文
Besides, Canadian Tire sells outdoor living products which range from outdoor furniture, BBQ, smokers and accessories, outdoor power equipment, watering and irrigation, outdoor heating to shed and outdoor storage among other quality products. The wide range of products targets a large market of consumers in Canada.
The target market for Canadian Tire is homes, adventurers, hotels, building and constructions, auto mechanics, children, and parents. Customer代写
The company is not limited to specific customers since it sells variety of products that can be used by many customers in various industrial and home applications. The target market is divided into homes, automobiles, hardware, and sports. The products are of quality, affordable and available on the online company market. Consumers seek to have a variety of products which they can compare prices, quality, and usability. Customer代写**范文
The target markets have the benefit of shopping and making payments online and have home deliveries. Also, most of the products, especially electronic products, have warranty and guarantee of quality which assures customers the value for their money and investments besides having flexibility in ordering and deliveries. The company customer oriented approach has built a large pool of customers across Canada and neighboring countries.
Customer Experience Customer代写
Customer experience is critical in creating satisfaction and brand loyalty (Homburg, Jozić, & Kuehnl, 2017). By knowing the vital roles customers play, the company creates a customer experience that exceeds expectations. It takes more than quality products and services to win in the market. Successful businesses understand how building customer service that translates to memorable customer experience. Customer代写**范文
Good customer experience is built on great customer service relative to the competitors in the market. If a competing company offers a better experience, then it wins the loyalty in the market and hence a larger market. When a company fails to deliver competitive customer experience, it risks losing the hold of its customers and diminishing market.
Canadian Tire has mastered the art of offering the best experience that has won the heart of many Canadian customers. Customer代写
In so doing, the company has an online retail store that buyers can access a wide variety of products of their choice under one site. Each of the products is sorted in groups as per the needs of the various customer. For instance, there are hardware, sport and leisure, home, and food stores that make it easy to access. The management has learned that when interacting with customers, patience is not a virtue in the market full of competition but rather offers prompt services that save on time. It has been established that consumers and business buyers need real-time responses (Meesala & Paul, 2018). Customer代写*范文
The state of interaction with customers is expected in the purchase process where the company has installed computer devices that create an on-demand consumer culture of prompt services. In all its retail store, the company has integrated computer systems that ensure purchases, packing, and delivery are up to the speed that exceeds expectations of its customers. Also, Canadian Tire offers 24/7 customer services that have extended the brand loyalty. Research shows that the 24-hour service and personalized care influences consumer loyalty for brand loyalty. Therefore, the company employees work closely with customers and have authority and resources solutions when issues arise.
Additionally, the company provide support to the customers, make transaction clear, and close any gap between the customer and the company. Customer代写
In the e-commerce era, customers opt for self-service, but the company has not taken this for granted to leave online shoppers with no choice but to fend themselves. Creating autonomy in shopping has always been the aspiration of many companies in response to customer preferences. However, not all customers are tech savvy or need to be self-sufficient during shopping and hence need support. At times, some customers may not figure out how and what they need and where to get it and thus need to ask for guidance. Customer代写**范文
May it be online on in person, some of them may prefer human interaction to complete their transactions. In this context, Canadian Tire has ensured that every customer receives the support they need in both in person and online interactions. Research has shown that 80 percent of the customers say their loyalty is influenced by how companies react to their help (Meesala & Paul, 2018). On the other hand, when customers are making transactions need them to be straightforward. In the digital age, the use of mobile devices to make online transactions is imperative to consumers.
Fifty percent of consumers feel that if the company does not offer an easy-to-use mobile experience, they may switch brands. Thus, a clear FAQ is needed to provide guidance and direction to customers who are not sure what to do. Furthermore, Canadian Tire has tried to build much needed trust. Customers need to be attracted to come back a second time by providing them what they are looking for when they need and expect them which build trust between the company and the consumers. Canadian Tire’s market has continued to grow over the last decade, and management is optimistic of making it a global company.
Customer Centric Strategy Customer代写
A customer-centric strategy is a way of doing business that provides customers with great experience before and after the transaction so that to create brand loyalty (Palacios-Marques, Guijarro, & Carrilero, 2016). In involving the strategies at the start of the transaction and post-purchase services. Customer代写**范文
Initiative 1: Online Shopping
The company has a website through which customers can make orders, pay for items purchased, and receive deliveries. According to Bilgihan, the online purchase has become a modern trend in making transactions and reach out to the broader market (Bilgihan, 2016). The initiative has not only made operations faster but also convenient and safe to consumers. For instance, using Canadiantire.ca website, customers can make purchases while adding them to a cart, then pay for deliveries.
Initiative 2: Chat Rooms And Social Media Interactions Customer代写
The company management has created chat rooms on the company website and social media platforms on Facebook, Twitter, and Instagram, which are used to share photos, videos, stories, and advertisements. The platforms are used to create close contact with customers, offer customer services, and make advertisements (Kasemsap, 2016). Customer代写**范文
The use of the internet in making businesses communications and customer pitching and services has gained popularity with the emergence of social media. For instance, @canadiantire is the Canadian Tire Instagram page, Canadian Tire is used as the Facebook page, and @CanadianTire is the Twitter handle (Canadian Tire, n.d). The company use these social platforms to connect with its customers.
Initiative 3: Special Offers And Discounts Customer代写
The initiative is widely used by businesses to create traffic in sales. Discount is the amount deducted from the total price so that the customer ends up paying less than the marked price. Special offers, on the other hand, are used to attract sales on particular products by reducing the selling price. The company has special online buys where products like Worx 12A Dethatcher is selling at $149.99, and Yardwork Dry Seal Oscillating Sprinkler is selling at $31.99 instead of $39.99 (Canadian Tire, n.d). The strategy attracts more customer to buy the company products.
Initiative 4: Variety of Products Customer代写
Canadian Tire offers a variety of products under one roof. Each of these products is grouped in categories such as hardware, home, sports, and automotive, and some of its stores are selling foods. The primary aim is to serve the largest market possible. The variety of products also tend to build brand trust and loyalty with customers since the company satisfies all their needs. For instance, an automotive customer needs spare parts for the car which are also available, while a household and essentials buyer may need to buy kitchen and electronics which are available. Hence, buyers feel they can get all they need in Canadian Tire at all time.
Employee Training Customer代写
According to Cohen employee training and development is a critical element in ensuring excellent service delivery that provide company success (Cohen, 2017). All new employees are trained to orient them with the company goals, processes, and systems. Each of the company employees is expected to master the art of customer service. Customer代写**范文
The training for other employees is done annually to update on changes in the company. The primary aim of training on how to build active employee customer strong relationships. One of the critical job positions in Canadian Tire are the cashiers. The roles of cashiers are to facilitate the purchase process at the point of sales. The cashiers ensure prompt services and good relations with customers.
Their duties include:
i. Great customers as they access the stores
ii. Handle cash transactions
iii. Receive payments
iv. Handle customer queries
The roles of a cashier align with the company goals of establishing customer-centric services. Proper handling of customers at the point of sales by the cushier contributes to good customer experience with the company and hence creates customer loyalty. Notably, a customer-centric strategy is fulfilled by employees in contact with customers.
Bilgihan, A., (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience, and branding. Computers in Human Behavior, 61, 103-113.
Cohen, E., (2017). Employee training and development. In CSR for HR (pp. 153-162). Routledge.
Canadian Tire. (n.d). Hot online deals. Available in https://www.canadiantire.ca/en/hot-deals.html
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
Kasemsap, K., (2016). Utilizing social media in modern business. In Encyclopedia of e-commerce development, implementation, and management (pp. 2171-2182). IGI Global.
Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction, and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40, 261-269.
Palacios-Marques, D., Guijarro, M., & Carrilero, A. (2016). The use of customer-centric philosophy in hotels to improve customer loyalty. Journal of Business & Industrial Marketing, 31(3), 339-348.