In an era where consumers have a multitude of choices, brands no longer compete solely on product quality and pricing but on the experience they offer customers. This case study examines Xperia Retail, a premium electronics retail chain that faced a decline in repeat customers despite offering high-quality products.

Xperia Retail, known for selling top-tier smartphones, laptops, and accessories, prides itself on technological innovation. However, customer feedback indicated dissatisfaction with after-sales service and in-store experience, leading to decreased customer retention and a drop in brand loyalty scores.

Despite having competitive pricing and high-end products, Xperia Retail observed:

1. A 20% drop in repeat customers over the past two years.

2. Increasing negative reviews regarding customer support and after-sales service.

3. A significant gap between customer expectations and actual service delivery.

4. A decrease in Net Promoter Score (NPS) from 72 in 2021 to 58 in 2023.

5. A shift in customer behaviour toward online competitors who provided better post-purchase engagement.

Feedback & Data Collected From Customer Through Our In-Person Interaction With Them:

Considering you are appointed the manager in charge of creating a turnaround for this premium retail brand, please determine the following:

1. Define The Actual Problem At Hand

2. Your Solution Strategy & 7-Step Approach Point

3. Specific Actions You Will Take in 3 Phases during the execution of your solution

The Solution

Analysis:
These issues indicated that Xperia Retail’s challenge was not its products but the overall customer experience (CX), which directly impacted brand loyalty.

Statement:
Xperia Retail needs a detailed Customer Experience Plan that will help the brand to retain its customer base and grow with a steady brand progression. The strategy needs to be defined:

1. Ideas to elevate the In-Store Experience

2. Seamless after-sales service support

3. Engaging Digital platforms for quicker online support

4. Better buying experience

5. Offers & Loyalty Programs

Solution Strategy
Strategically we need to focus on the two important factors.

Factor 1: we need to look into the sales team and increase customer engagement, sales support and customer experience factors.

Factor 2: We need to look into post-sales service support and also increase the online support systems. We need to create active visibility about our customer experience testimonials and get people to buy from us. Also, we need to create Platinum benefits for our repeat customers.

7 Step Approach:

1) Design SOPs for Customer Walkthrough Experience & Train All The Staff Members in Customer Experience

2) Sales Conversions & Sales Effectiveness Training

3) Section Wise Sales Drive & Customer Engagement Initiatives

4) Service SOPs to be designed & Service TAT Incentives TO Be Launched

5) Driving Online Customer Engagement models to produce Social Media Visibility

6) Special Initiatives To Attract & Increase Customer Footfalls

7) Launch of Doorstep Service Facility Through Our Online Service Engagements

Solution Phase Wise - Execution:

Phase 1: Training & SOP Designs – For Customer Experience / Product Service & Post Sales Support

Phase 2: Launch Of New Customer Engagement Models & Drive Footfalls – Creating Visibility

Phase 3: Customer Testimonials, Referral Programs & New Customer Drive