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Report Prepared for:

Subway New Zealand

Customer Experience Model

Analysis

By Udara Wickramasinghe.

POSTGRADUATE DIPLOMA IN BUSINESS

APMG 8119: DIGITAL ENTERPRISE

2014

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Company Background

42,302 Restaurants worldwide

260+ Restaurants in New Zealand

50,000 outlets by 2017

USA 1965 + 30 = NZ 1995 + 19 = 2014

4th Biggest Global Fast food brand – Forbes (2012)

Fast foods’ global kind - Business Week Magazine (2013)

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Subway New Zealand’s...

Industry - Food

Core business – Fresh and healthy diet

Markets – Main target market –

Kiwis and other Europeans

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Interactive Platforms of Subway NZ

Subway NZ website - http://www.subway.co.nz/

Subway Express Website -http://www.subwayexpress.co.nz/Default.aspx?ReturnUrl=%2f

Subway NZ Mobile App - http://m.subway.co.nz/

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Promised Experience of the online brand

Fast

FreshHealthy

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How they stimulate customers to go online...

In-store hoardings – to inform about online service

POS Advertising – to let the customer ask about online service from the staff in store

Flyers – Let the customers take away the required information and pass word of mouth

“Win a free cookie” online survey – to make customers visit the website

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Customer Experience Map

Need Generation

Initial Consideration

Engagement

Evaluation

Moment of Purchase

Delivery

Usage

During

AfterBefore

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Before and After Interaction behaviour...

Engage Buy Use Share Complete

Before After Interaction Behaviour

Engage - Information search

Use - Collect in store

Share - Information dissemination behaviour

Complete - Become loyal, get the membership

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Sample – 3 frequent customers, 1 male & 2 females, Middle Aged

Method – Questionnaire assisted face to face interview

Findings

•Web design – was ranked high. Not aware about different websites for different purposes

•Order fulfilment – Satisfactory. Online process has a clash with brand promise

•Communication – Interactivity is high in mobile app

•Merchandising – Good Suggestive selling, mobile app is better

•Information - Overall – information rich. Real-time info source was suggested

•Security and privacy concerns – Customers feel comfortable in using online payment

•Promotions – everywhere, good online presence

Real Virtual Experience

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Managerial Implications

Challenge of building up relationships in online interaction

Requirement of delivering a complete virtual experience

Testing satisfaction frequently

Theoretical Implications

Customer goes through an information rich experience

Experiential transition has not taken place as suggested in theory

The outcome of well-versed online experience is creating a common service offering. But this is not true for Subway

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