Customer Experience Management

This presentation on Customer Experience Management introduces Gucci's background and industry, customer segmentation, and the connection between customer experience maps and an updated business value proposition. It also covers the Voice of the Customer (VOC) and customer feedback. The presentation concludes with a summary of Gucci's unique quality products and positive customer experience.

CUSTOMER EXPERIENCE
MANAGEMENT
Scholar ID:

TABLE OF CONTENT
Topic name Slide Number
Introduction 3
Introduces the company
background and industry
4
Customer perspective 5-7
Connects customer experience
maps with an updated
business value proposition
8-9
Voice of the Customer (VOC)
and customer feedback
10-12
Conclusion 13
References 14

INTRODUCTION
 This presentation presents the introduction of
company and also defines the customer
segmentation.
 It also demonstrates the connection of
customer experience maps with an updated
business value proposition.
 In the last, this presentation also depicts the
Voice of the Customer (VOC) and customer
feedback.

INTRODUCES THE COMPANY
BACKGROUND AND INDUSTRY
 Gucci is a recognized brand of trendy fashion and
leather product which headquarter is based on the
Italy.
 This corporation was developed by Guccio Gucci in
1921 in Florence but currently, the brand creates
approximately 402 billion US dollar worldwide.
 It facilitates aristocratic products with quality as
well as its leather bags and hand-stitched leather
shoes are admired amongst the fashion scattered
through the globe (Subramanian, 2015).
 In current scenario, Gucci deals in approximately
300 stores all over the globe and also recognized
for largest selling corporation in Italy.

CUSTOMER PERSPECTIVE
Customer perspective
 Gucci has segmented the customer on different basis, which is
briefly discussed as below:
Type 1
 In Gucci, there are some customers who are brand conscious
and satisfied with quality of the brand. These customers are
focuses on the worth buying product as it can become potential
status symbol for them.
 There are many example which were experienced when
interviewing various customer of Gucci. Further, some people is
segmented who have particularly no clue regarding the product
as they pay large amount on that products (Subramanian,
2015).
 They only are interested regarding the product because they
are trading in international area and some of their friends and
acquaintance buy some product of Gucci to involve in the race
for the status.

TYPE 2
 From the market research, it is analyzed that there
are large number of genuine customers of Gucci
who actually maintain the record of products made
by Gucci.
 These kinds of buyers do not care regarding the
market trend and type of market due to attracting
through word of mouth and other kind of
advertisement (Atwal and Williams, 2017).
 These kinds of buyers do care regarding the
products that they are going to buy and they act
via research regarding the quality and other aspect
of specific product and then purchase those
products (Parker, 2016).

TYPE 3
 These types of customers does not has any specific
records and statistics because these type of
customer’s research the market for the product. They
also want quite well but they cannot afford to
purchase expensive Gucci products due to its high
pricing.
 This research demonstrates that the organization
should try to improve their structure of pricing the
product to influence more customers and arrive at
larger population (Cooper, 2012).
 In this way, it is quite impossible to keep the quality of
products. But, if they want to decline the pricing, then
the executive of corporation should stress on these
factors and develop an idea which would serve both
the purposes.

CONNECTS CUSTOMER EXPERIENCE MAPS
WITH AN UPDATED BUSINESS VALUE
PROPOSITION
 It is seen that in several cases, after getting the
product of Gucci any significant concern regarding the
product could be raised by the customers.
 This concern could be associated with product’s
quality which is deliver by Gucci.
 The management of Gucci never negotiate on
product’s quality as they deliver better product. Thus,
customer get positive experience due to unique
quality of the products (Kejmar and Stefansson, 2017).
 After purchasing the Gucci product, customers might
think that they can be think to switch on other brand
due to high price but they cannot frequently switch
due to better quality of product (Nagasawa and
Fukunaga, 2012).

CUSTOMER EXPERIENCE MAPS
(Sources: Press and Cooper, 2017).

VOICE OF THE CUSTOMER (VOC) AND
CUSTOMER FEEDBACK

CONT…

CONT…

CONCLUSION
 From the above interpretation, it can be
concluded that Gucci is a recognized brand of
trendy fashion and leather product. It can be
summarized that Gucci segmented the
customers on three basis. It also offers
unique quality products to get connect with
the customers and provides them positive
experience.
 It can be also concluded that customer give
both positive and negative feedback such as
better quality, durability but high price.

REFERENCES
 Subramanian, K.R., 2015. Need of the hour: A customer centric
format for organized retailing. International Journal of Technical
Research & Application, 3(1), pp.58-63.
 Atwal, G. and Williams, A., 2017. Luxury brand marketing–the
experience is everything!. In Advances in Luxury Brand
Management (pp. 43-57). Palgrave Macmillan, Cham.
 Cooper, N., 2012. Emerging luxury strategies: Insights from
BrandZ. Hermès, 19, p.61.
 Kejmar, P. and Stefansson, J., 2017. Is Electronic Customer
Relationship Management for Luxury Brands?: Case study of the
fashion luxury industry.
 Nagasawa, S. and Fukunaga, T., 2012. Strategic Management and
Brand Management on the Luxury Brand GUCCI. Bulletin of WBS
Research Center, (43), pp.97-108.
 Parker, C.J., 2016. An Appraisal Of Fashion M-Commerce Apps By
Market Level: A technical report.
 Press, M. and Cooper, R., 2017. The design experience: the role of
design and designers in the twenty-first century. Routledge.