Transforming customer experience: A journey through innovation at hortifrut, S.A. DE C.V.

Abstract

The present study refers to the state of customer satisfaction of the Hortifrut company in order to detect opportunities for a better relationship with its buyers. This work was carried out based on the theory of customer experience through a survey of a representative sample of customers. It was detected that buyers have found out about the company first through the quality of its products with 45% and secondly with 35% through recommendations. It was also found that 5% of them consider that the price is below other similar options. While it is true that around 80% of them are happy with the treatment, distribution, and perceived value of the product, more than 50% continue to actively look for other options.