Samenvatting

Streekbox is an organisation in delivering fresh food meal kits, which is still a developing organisation. The brand value of Streekbox is: “we connect people with local and healthy products”. Within the organisation, there was no focus on the Customer Journey. The organisation wants to map its Customer Journey and wants to improve customer experience in order to improve customer retention. The main question is ‘Which touchpoints may Streekbox adjust to improve customer experience in the Customer Journey, in order to improve customer retention?’
In order to answer this main question, desk- and field research were conducted. Streekbox’s customer segments, channels and website were researched using desk research. The customer experience in the Customer Journey was researched using field research. Sixteen customers who have a subscription on Streekbox were interviewed.
Based on the findings, this report concludes that a pain point in the Customer Journey is the website. This is unclear for most respondents. They mentioned they had to search on the website in order to find what they were looking for. The absence of the possibility to login on the website with an account to manage your own subscription, is another pain point. Pleasure points in the Customer Journey are fresh local ingredients and delicious and varied recipes. The recipe book and information about farmers is also a pleasure point. Customers are also very positive about the customer service. Most important touchpoints, called moments-of-truth, should be adjusted to improve customer retention. The customer experience of the touchpoints product, which contains ingredients and recipe book, should be experienced above customer expectation. The customer experience of the touchpoint customer service should also be experienced above customer expectation.
It is recommended that Streekbox should improve the touchpoint newsletter by sending newsletters which contain information about its farmers. The newsletter, which contains recipes of next week, should only be sent to potential customers and customer who ordered once. The website should be adjusted to improve usability. Besides that, there should be a login possibility to manage your own subscription. It is also recommended that Streekbox should provide tips to use leftover ingredients. Streekbox should also give a suggestion for which meal should be eaten first, because of the expiration date of the fresh products. The products should have stickers with a quote of the local farmers. Another piece of advice is to highlight the local farmers in the recipe book by dedicating a page to the farmers. The cooking time should be more accurate and the recipe book should also refer to the social media pages of Streekbox. It is also recommended that the delivery party should have something that ensures recognition. This could be a shirt, a cap or something they say while handing over the Streekbox. If possible, Streekbox should apply time zones of the delivery time on the website. If it is not possible, Streekbox should be transparent and communicate that the delivery is planned environmentally conscious.