Analysis of customer experience in a Singapore SME : a business case of Sulpa Office Supplies Pte Ltd.

Abstract

To differentiate one supplier from another, additional dimensions are required within the proposition: some use price and contract terms - and the smart ones use customer experience (CE) (Hollyoake, 2009). This case paper demonstrates the use of CE constructs to understand, analyze and propose strategies in a Singapore SME.

Company-specific in nature, this paper investigates the specific CE situation between Sulpa Office Supplies Pte Ltd and its customers through a two-prong approach consisting of quantitative and qualitative analyses. The quantitative analysis involves an intensive 75-question long survey questionnaire that quantifiably assesses Sulpa’s CE proposition from the customers’ perspective. The qualitative analyses then supplement these findings with in-depth interviews and rigorous observation sessions, revealing the root obstacles hindering Sulpa from achieving a “bonded” CE proposition. To tackle these root obstacles, solutions are evaluated and proposed to Sulpa. Constant communication is closely held with Sulpa’s management throughout the whole research to supplement our analyses, as well as check for feasibility in our solutions.