Introduction
Sprite CX technique from Coca-Cola strives to progress client experience by using effective innovation and restricted marketing activities, driving upgraded brand loyalty and deals development. Sprite, a product line of Coca-Cola, has established itself as a formidable player in the highly competitive beverage market by prioritising customer satisfaction and responding to their needs.
Importance of customer experience
How a customer feels about a product or service in general is known as their “consumer experience” (CX). It includes everything from a customer’s first exposure to a brand to any support they get after making a purchase. Client satisfaction, loyalty, and word-of-mouth marketing all stem from a positive customer experience. There are several reasons why CX is crucial for Coca-Cola Sprite. First, CX helps a company stand out from the competition by providing customers with unique and memorable experiences. The second benefit of CX is the potential increase in sales and consumer loyalty that it brings about (Guo, and Wen, 2021). CX has the potential to provide useful details on customer habits, inclinations, and pain points. By analysing customer data, Coca-Cola can find opportunities for growth, strengthen its CX strategy, and adapt to the ever-changing beverage industry. Keeping the Coca-Cola Sprite brand relevant, competitive, and customer-focused in a dynamic market is impossible without customer experience (CX).
In recent years, “customer experience” (CX) has gained a great deal of attention. As the company’s initial competitive differentiation, providing customers with unique and memorable experiences helps it stand out in a crowded market. By tailoring marketing campaigns and promotions to the specific needs and interests of each client, Coca-Cola Sprite can win over their patronage for the long haul. Second, CX is critical to building customer loyalty, which is a driving force behind every successful business. Customers that experience a positive CX are more likely to become advocates for the business, sharing positive feedback with others via word of mouth and online platforms (Guo, and Wen, 2021). By analysing customer data and comments, Coca-Cola Sprite can identify areas for improvement, improve its CX strategy, and stay up with evolving market trends. With this data-driven approach, the company has a better chance of developing and thriving in a highly competitive market.
Consumer persona creation
A consumer persona is a fictitious representation of a typical buyer for a certain product or service, complete with typical characteristics such as age, gender, income, education level, and marital status. A successful CX strategy relies heavily on developing customer personas to get insight into consumers’ wants and desires (Tien, et al. 2019). An individual over the age of 65 who drinks Coca-Cola Sprite as their target demographic.
Customer Persona:
| Demographic | Age: 72
Gender: Female Marital Status: Widowed Education: High School Graduate Occupation: Retired
Income: Fixed income from social security and savings |
| Story | Older woman Margaret Johnson is mostly a homebody. She enjoys spending time with her grandchildren and reading. Margaret has been a loyal fan of Coca-Cola Sprite for a long time. |
| Profile | Margaret, who is a senior, is a strong individual who takes initiative. She is savvy with technology and often texts her family members. |
| Motivations | Margaret is motivated to drink Coca-Cola Sprite by the positive effects it has on her mood and body. She likes that it has no added sugar, is naturally caffeine-free, and has no artificial flavours or preservatives. |
| Goals | Margaret chooses Coca-Cola Sprite because she values her health and wants to drink something tasty without worrying about its impact on her body. |
| Pain point | Margaret has a difficult time finding drinks that satisfy both her nutritional needs and her personal tastes. She is worried about the consequences that sugary and alcoholic beverages may have on her body. Coca-Cola Sprite helps Margaret avoid these issues by giving her access to a refreshing and nutritious beverage option. |
Mapping the customer journey
Figure 1: Customer Journey
(Source: Self-developed)
| Stage | Activities | Feelings and Needs | Opportunities for Improvement |
| Awareness | Sees a Coca-Cola Sprite commercial in a magazine or on television | Curious to find out more about the item | Advertise more effectively by targeting senior-oriented media. |
| Consideration | Goes to the store and finds Sprite available for purchase | Evaluates the health benefits and price of Sprite compared to other beverage options | Improve labelling to highlight health benefits and pricing information |
| Purchase | Obtains a Sprite from the shop. | Completely happy with the purchase and like the crisp flavour of Sprite | None |
| Usage | Uses Sprite as a regular soft drink | Feeling content with Sprite’s flavour and health advantages | Make the package simpler to open for the elderly. |
| Loyalty | Continually buys Sprite | Satisfied with Sprite’s reliability and high standard of quality | Incentivize repeat business via discounts and special offers for loyal customers. |
Omnichannel marketing
The customer journey encompasses all of a customer’s encounters with a company, from their first awareness through their post-purchase feedback. It shows the many points in a customer’s interaction with a firm and the associated feelings, wants, and expectations those points elicit (Sultan et al. 2019). Successful CX strategies start with an in-depth understanding of the customer experience, as this provides insight into where enhancements can be made and how products and services may be tailored to better meet the needs of a certain demographic. The customer path for the above-mentioned senior consumer profile is graphically or tabularly represented. The customer journey map traces Margaret’s steps from first learning about Coca-Cola Sprite to becoming a devoted client. Margaret’s needs and expectations shift as she moves through the levels, from more information at the beginning to more user-friendly packaging later on.
By learning from Margaret’s experience, Coca-Cola Sprite can enhance the quality of their CX and forge stronger bonds with their customers in areas like targeting and the provision of loyalty perks. The customer’s journey should be the focal point of any CX strategy (Batra, 2019). Tracking a customer’s journey via their interaction with a brand may help businesses learn more about their customers’ needs and wants. They may then modify their offerings to provide a more consistent and pleasurable service.
It explains the many ways in which people engage with a brand. Contact is most successful when it consists of a two-way discussion in which both parties actively listen to one another and use the information gained to tailor future contacts and services. Coca-Cola and Sprite reach out to consumers via a wide range of advertising and promotion methods, such as in-store promotions, online ads, social media campaigns, mobile apps, and more. These mediums are designed to reach consumers no matter where they may be and to provide a consistent brand experience across all customer touchpoints. Sprite uses promotional contests and other interactive methods to encourage consumers to engage with the brand and provide feedback (Sultan et al. 2019). The streamlined customer experience that has resulted from Sprite’s omnichannel marketing efforts has been well received. By honing its omnichannel marketing strategy, Sprite can provide its target audience with a more streamlined and fruitful customer trip. Sprite has a second shot to improve its omnichannel marketing if it can better integrate its physical and digital channels.
There is room to grow the connections between the two areas even if the brand is already popular in both. In-store displays for Sprite may use augmented reality or QR codes to drive online engagement, and Sprite could provide exclusive content or discounts to customers who make in-store and online purchases. A more all-encompassing data approach may also help the company better understand customer behaviour and preferences across channels (Sultan et al. 2019). Gathering and analysing data from all touchpoints may help Sprite figure out what’s working and what isn’t, allowing the company to refine its marketing strategy. Although Sprite has come a long way in its pursuit of a seamless consumer experience via its omnichannel marketing efforts, there is always room for development. Sprite may use data to inform its marketing decisions and better integrate its physical and digital platforms, both of which will lead to an enhanced customer experience.
CX performance metrics
This strategic analysis examined the opportunities and challenges currently facing Amnesty International UK. Political, economic, social, technological, environmental, and legal factors, among others, were considered to determine their overall impact. Internal factors such as skills, materials, and the relative power of various departments were also assessed (Gahler et al. 2023). Market research and forecasting were used to identify unrealized prospects and emerging dangers. The proposed method prioritises increasing participation in digital activities, bettering the capacity for independent research, and forging strategic partnerships. It stresses the need of being flexible in the face of change, engaging with a wide range of stakeholders, and drawing on both internal and external resources in order to maintain a competitive advantage over time. If Amnesty International UK implements the proposed activities and consistently monitors success, it may become a world leader in the advancement of human rights. A customer’s “lifetime value” (LTV) measures their total value to a company over the period of their relationship with the company.
Figure 2: Advantage of NPS
(Source: Gahler et al. 2023)
Average order value, buy frequency, and customer retention are all taken into account. To calculate LTV, we first multiply the average order value by the number of times per year a client makes a purchase. Multiplying this figure by the average lifespan of a client yields the LTV. Coca-Cola Sprite uses NPS and LTV as two key performance measures. NPS may provide insight into how satisfied customers are with a product and how likely they are to recommend it to others, which can assist build brand loyalty and speed up business development. By analysing NPS data over time, Sprite may identify problem areas and evaluate the efficacy of its customer experience efforts. Sprite recognises the importance of LTV as a tool that might direct its marketing and customer retention efforts by helping it better understand the value of its customers over time.
Figure 3: Lifetime value
(Source: Bennett and Molisani, 2020)
Sprite may use LTV to zero in on its most valuable customers and tailor marketing efforts to keep them engaged and loyal. In conclusion, NPS and LTV are two of the most important performance measures for Coca-Cola Sprite (Bennett and Molisani, 2020). Brands may learn about customer loyalty and retention by tracking these metrics, and then using that information to improve the overall customer experience and drive expansion. Coca-Cola Sprite relies heavily on Net Promoter Score (NPS) and Lifetime Value (LTV) to evaluate customer satisfaction and loyalty. NPS may be used to get insight into how likely consumers are to recommend the brand to others, which can then be used to prioritise development efforts (Bueno et al. 2019). Furthermore, the company may enhance LTV by zeroing in on its most valuable customers and tailoring marketing and retention initiatives accordingly. These actions may help Sprite enhance the overall customer experience and propel expansion by attracting and retaining a loyal consumer base.
Sprite must track NPS and LTV to evaluate the performance of its customer experience strategy. Combining NPS with LTV data allows Coca-Cola Sprite to more accurately gauge customer lifetime value and identify areas for improving the customer experience, both of which will lead to increased brand loyalty and sales (Salminen et al. 2020). These metrics are essential for an effective CX strategy since they provide useful information on customer loyalty and satisfaction.
CX processes in different industries
In order to provide satisfactory services to customers, businesses should focus on the CX Critical Success Factors (CSFs). Three critical success factors (CSFs) for customer experience are governance, culture, and strategy design. Determining who does what and how decisions are made is an important part of governance for customer experience initiatives. Setting CX goals and objectives, allocating resources, and monitoring progress toward those goals are all components of this process. An organization’s culture consists of the values, norms, and practises that shape its CX strategy (Arco et al. 2019). Creating a customer-centric culture requires a commitment to open lines of communication, empathy, and professional growth. Customer experience strategy design refers to the process of developing a comprehensive plan to meet the needs of customers in all of their interactions with a company. This includes creating a customer journey map, identifying customer pain points, and working to alleviate those pain points.
Before these CSFs can be implemented at Coca-Cola Sprite, the company must establish a CX governance framework with clearly defined responsibilities for CX initiatives. Selecting a CX leader or team, establishing performance metrics for CX, and aligning CX initiatives with business goals may all be part of this process. A company’s culture should emphasise putting customers’ needs and desires first (Cui et al. 2021). This might mean providing employees with resources like training and tools, establishing regular channels for customer feedback, and recognising and rewarding customer-centric behaviours. Coca-Cola Sprite has to create a strategy for its customers’ overall satisfaction that aligns with its business objectives and meets the needs of its core demographic. Personalized marketing campaigns, simplified checkout procedures, and enhanced customer support are just a few examples of activities that may be designed based on the results of consumer research and path mapping.
There are a few key distinctions between the customer experience (CX) approaches used by Coca-Cola Sprite and Instagram. Customer experience (CX) for Instagram, a social media platform, is mostly digital, but CX for Coca-Cola Sprite, a physical product, is distinct. Instagram puts a lot of effort into the design and user interface of its platform to ensure that its users have a pleasant experience. Using feedback from users and statistical analysis, the company is constantly improving the app’s usability and use (Hossain et al. 2020). Instagram also has features like comments, likes, and direct messaging aimed at encouraging user interaction and building a sense of community. Coca-Cola Sprite’s CX strategy, on the other hand, places more emphasis on the product itself and the shopping experience. The company has been working on innovative packaging and advertising methods to help it stand out from the competition. Coca-Cola Sprite has also made expenditures, such as the installation of self-checkout kiosks and the creation of individualised advertisements, to improve the retail experience.
Instagram’s and Coca-Cola Sprite’s CX practises take governance in very different directions. Instagram, in contrast to Coca-Cola Sprite, is an integral component of Facebook, which has a mature CX governance framework. Instagram, on the other hand, has access to greater resources and expertise for CX initiatives (Rodrguez-Torrico et al., 2023), whereas Coca-Cola Sprite must put up its own governance system. Cultural differences also exist between Coca-Cola Sprite and Instagram. Instagram has a strong culture of creativity and user-centered design that permeates all aspects of the company, from product development to customer interactions. However, Coca-Cola Sprite has been around for far longer, and its more established culture may make it more challenging for the company to adopt a customer-centric approach. Data and consumer research are used by both Coca-Cola Sprite and Instagram to inform their customer experience initiatives (Imhof and Klaus, 2020). Instagram, on the other hand, is able to quickly respond to user needs and preferences because of the greater ease with which it can acquire this information. On the other hand, Coca-Cola Sprite may benefit more from using focus groups and market research to learn about its target audience’s needs and issues.
Conclusion
Through the development of client personas and the mapping of the customer journey, Coca-Cola Sprite has shown a serious dedication to providing an outstanding CX. Important CX performance indicators are used by the company, such as Net Promoter Score and Lifetime Value, to monitor results and make strategic choices. The company might benefit from developing a more customer-centric approach, and there is room for improvement in areas such as CX governance and culture. The CX strategy at Coca-Cola Sprite has paid off in terms of increased customer engagement and loyalty, but there is still more to be done to stay up with evolving customer needs and the competitive landscape.
References
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