Comparing Customer vs Employee Perception of Leroy Merlin Loyalty Program

Abstract

The thesis includes the analysis of the Leroy Merlin loyalty program customer journey as perceived by customers and employees. The author identifies various factors that affect the customer experience, such as the quality of sales advisors, personalized advice, availability of services, loyalty benefits, and product warranty. It also highlights discrepancies between the internal and external studies on customer loyalty and proposes measures to improve customer satisfaction and loyalty. The data has been collected through semi-structured interviews with Leroy Merlin employees and customers. These interviews allowed for the collection of qualitative data about the perception of the customer journey at Leroy Merlin. The journey involves a five-step process, starting with a welcome from staff and followed by salespersons who offer advice and assistance. Overall, the thesis aims to provide insights into how Leroy Merlin can enhance the customer journey experience to achieve a strong competitive position in the market. The customer journey at Leroy Merlin is perceived as satisfactory and comprehensive by the customers interviewed. Customers appreciate the availability of various services such as equipment rental and professional assistance. Customers consider the customer journey at Leroy Merlin as a personalized experience that meets their needs. However, negative experiences with unresponsive or pushy salespersons can affect customer loyalty. Based on the results multiple actions are proposed to enhance the customer experience, boost customer satisfaction, foster loyalty, and ensure sustainable growth and a strong competitive position in the market. These actions could include training sales advisors, developing digital tools, and taking customer feedback into account to improve the shopping experience continuously. Future studies could compare Leroy Merlin's loyalty program with its competitors to identify best practices and areas for improvement. Additionally, it could examine the impact of salespeople on customer loyalty and suggest ways to improve their training and effectiveness in providing quality customer service. Finally, additional solutions could be explored for improving communication channels, including the use of community managers and online chat platforms, to enhance customer satisfaction and loyalty.