Customer Experience in Mango: Analysis and Recommendations

This report analyzes the customer experience of Mango, a Spanish clothing brand, and provides recommendations for improvement. It includes discussions on value proposition, customer demographics, the six pillars of customer experience, digital disruption, and strategic recommendations.

Customer Experience

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1 ...........................................................................................................................................3
Value proposition of the selected organisation ...........................................................................3
TASK 2 ...........................................................................................................................................4
Describing how value proposition delivers excellent customer experience................................4
TASK 3 ...........................................................................................................................................5
Identification of customers on the basis of frequency by demographics.....................................5
TASK 4............................................................................................................................................6
Explanation of six pillars of customer experience model............................................................6
TASK 5 ...........................................................................................................................................7
Critical applying the model on the selected organisation............................................................7
TASK 6 ...........................................................................................................................................7
Implication of digital disruption for delivery of excellent customer experiences.......................7
TASK 7 ...........................................................................................................................................8
Strategic recommendations to chosen organisation.....................................................................8
CONCLUSION ...............................................................................................................................9
.........................................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience refers to the services which is provided to the customers. The main
focus of the organisation is to attain maximum customer satisfaction in the market and achieve
maximum probability. The report aims to analyse about understanding the customer experience
of the organisation (Mclean, Al-Nabhani, and Wilson, 2018). Mango is a Spanish clothing
brand which offers various products to the consumers. It manufactures men and women
accessories and they provide excellent clothing products to the customer. On the other hand, in
this report there will be brief discussion about about the value proposition of the selected
organisation. Along with that, there will be evaluation about the key demographics. For further
instance, there will be discussion about the six pillars of the customer experience model. In this
report there will be analysation of the implications of digital disruption to the delivery of the
customer experience for the organisation.
MAIN BODY
TASK 1
Value proposition of the selected organisation
Value proposition is the clear statement which the company has evaluated by doing the
operations in the recent years. The main focus of the organisation is to maintain a positive brand
integrity in the market. This aspect makes the organisation to differentiate with other competitors
which are present in the market (Kuppelwieser, and Klaus, 2021). The organisation needs to
gain a competitive advantage in order to increase the value. For example, with the help of Mintel
the organisation can analyse and search the data and regulate various value proposition
statements in an effective manner. The organisation can segment the audience and target the
potential customers in the market. In accordance to Mango the organisation has seen an immense
growth in the market in the recent years. The main focus of the organisation is to focus on the
quality of the products and use various promotion methods to attract new potential customers in
the market. This allows the organisation to capture the market in a systematic manner and
achieve great profitability. Value proposition is strategic framework which helps the organisation
to understand the market dynamics and provide the products to the new customers. Value
proposition model in relation to Mango is described below:

 Customer Profile – This is the stage which embraces the issues which the customer is
experiencing in the market. The organisation needs to trigger the customer needs and
wants and provide the best products to the consumers. There are two factors in this model
which is functional and emotional (Hoyer, and et.al 2020). In regards to functional
Mango is using various channels to sell the products to the consumes. On the other hand,
Mango has maintained a positive brand integrity in the market by connecting towards the
ethical practices and the consumer desires.
 Pains – These are all the negative factors which includes risks, emotions and the decision
which the customer experience before purchasing the products. In relation to Mango they
are offering the goods which had excellent quality.
 Gains – In this segment of Value proposition there are various positive experience which
the customers feel while buying the products (Rather, 2020). In relevance to Mango they
are provides new and unique clothing products at an affordable rate.
 Pain revilers – There are various services which can gain risks in the market. Mango is
using various strategies to promote the products. This is the pain reliever for them it helps
to attract new customers and increase the revenue.
 Gain creators – The organisation needs to provide the additional services to the
consumers in order to gain a competitive advantage (Wibowo, and et.al 2020). The
leaders of Mango is using the competitive pricing strategy to attract new customers and
gain a competitive edge over different clothing brands in the industry.
TASK 2
Describing how value proposition delivers excellent customer experience
Value proposition is one the most crucial tool which helps the organisation in order to
understand the customer needs and wants. On the other hand they can achieve a positive brand
integrity in the market. Value proposition of Mango is to provide the high quality products to the
consumers. Through this they are able to generate more revenues for the company and improve
various aspects ion an effective manner (Gilboa, Seger-Guttmann, and Mimran, 2019). The
organisation has indulge in expanding the business in various regions. This is only possible
because of the ethical practices which the company is commencing in the market. They use the
value chain model in order to fulfil the demand of the consumers. They had the skilled workforce

which works in a systematic manner in order to achieve the goals and objectives which is set by
the management. The leaders of Mango works with a a process which they had implemented in
the workplace. They measure the performance of the employees and use various strategies to
improvise the efforts and productivity. They are proactive in managing the employees and
involve them in important decision making. This has help them to maintain a positive brand
integrity in the market. The employees needs to follow the rules and regulations which is pass by
the them. This has help the company to achieve a sustainable performance in the industry. On the
other hand, their products and services has created a value in the eyes of the customers.
TASK 3
Identification of customers on the basis of frequency by demographics
There are various tools which could be used to identify the potentiate customers in the
market. The organisation can gain a competitive advantage in the market providing the excellent
quality products and services to the consumers. STP analysis could be used to understand the
market dynamics (Gao, Fan, and Jia, 2021). It is a strategic model which helps the organisation
to provide the sentential products and services to the consumers. The STP analysis in relevance
to Mango is described below:
 Segmenting – This stage helps the organisation to segment the market with the potential
customers and understand the needs and wants in a systematic manner. It includes
geographic, demographic and physcographic segments. In relevance to mango the
organisation is providing the products on the basis of the gender in order to attract
various customers in the industry.
 Targeting – This is concerned with the segments which helps the organisation to
generate more profits in the industry. The important point is the high value audience
which helps the organisation survive in the market and attain more profits. In relation to
Mango they had segmented the audience on the basis of gender and the income. They
offer high quality products to the consumer. They are offering the best outfits to both men
and women. They are offering different products with unique design which attract new
potential customers.
 Positioning – This step of the model suggests that products needs to make a
differentiated position in the market. In this stage the organisation offers new and unique

products (Flavián, Ibáñez-Sánchez, and Orús, 2019). There are different experiments
which is considered by the company in order to make the products more popular. In
accordance to Mango the organisation is using various promotion strategies and indulge
in joint ventures. This helps them to attain a dynamic position in the market and achieve
great profitability.
TASK 4
Explanation of six pillars of customer experience model
Describing the six pillars of customer experience in accordance to Mango and it is as
follows:
 Integrity – With the changing market trends the organisation needs to maintain a
corporate integrity. This will help them to attain maximum customer satisfaction in the
desired industry.
 Resolution – The organisation needs to understand the problems of the customers and
provide the essential products which is viable to their everyday needs. Most of the
companies focus on the consumer demands. They are expecting more quality from the
products.
 Expectation – This is one of the most crucial step which the organisation has to evaluate
and provide best services to the consumers. It is essential for the organisation to
implement the feedback which helps them to improve the products and services.
 Time and Effort – It takes time to achieve success in the market and the organisation
needs to plan every step perfectly. The organisation can implement the digital
infrastructure to understand the dynamic environment (Chylinski, and et.al 2020). It is
beneficial for the company to improve the quality of the products and services to generate
more profits.
 Personalization – With the help of technological advancements the organisation can
improve the quality of the services. Through, personalization techniques customer needs
to handle the situation in an effective manner. The customers demand the appropriate
satisfaction from the products and services which the company is providing in the market.

 Empathy – Customer buy those products which creates a empathy in their mind. The
organisation also achieve increased profitability in the market by doing the ethical
practices.
TASK 5
Critical applying the model on the selected organisation
The Application of the six pillars of customer experience model in relevance to Mango is
described below:
Mangers of Mango follows various ethical values which helps the organisation to
function better and provide excellent services to the consumers. Mango is committed to provide
high quality clothing products to the customers (Bueno, and et.al 2019). By implementing the
corporate social responsibility they had managed to achieve positive brand integrity in the
market. There are various operations which are carrying pout in an effective manner.
Managers of Mango is focused on providing the new and unique clothing essential to the
target customers. They are planning to expand the business operations in different regions. In
order to meet the changing demand of the consumers they ate enabling new services with the
help of digital infrastructure.
Managers of Mango is using the the technological tools to attract new customers. They
are using different promotion methods in order top gain a competitive advantage.
Managers of mango is using the personalisation techniques to make the customers stick
to the brand. Through this they are retaining a new customer base in the market.
Mango is also indulge to provide the diverse products to the consumers. They are
developing new products for the men and women. Through this they are generating more
revenues in an effective manner.
TASK 6
Implication of digital disruption for delivery of excellent customer experiences
Digital disruption is a process which helps the organisation to implement new changes in
the workplace. The main focus of the company is to achieve the inherent goals and objectives in
the market. In accordance to Mango the organisation has indulged in various joint ventures. This
will help them to enhance various new opportunities in the market. For Mango quality is one the
key pillar which helps the organisation to attract new customers in the market and attain

maximum customer satisfaction. They use the artificial intelligence to understand the customer
behaviour and manage the supply chain effectively. Mango is a Spanish they are collaborating
with the new ventures to achieve the significant growth in the industry. The organisation is also
using the new ways to distribute the products and services in the market. They had improve the
website to provide a never imaging experience to the customers (Becker, and Jaakkola, 2020).
The main focus of the company is to enrich the lives of the customers with new products and
services. They had managed to achieve positive brand integrity in the market.
TASK 7
Strategic recommendations to chosen organisation
There are various practices which the company might indulge in order to become more
profitable in the market. The recommendations for Mango is as follows:
 The managers needs to improve the services and products in order to achieve maximum
customer satisfaction. They can plan new innovative ideas to achieve a systematic growth
in the future. They can generate more profits in the industry.
 The organisation needs to implement the artificial intelligence technology which could
help them to understand the dynamic market conditions effectively. There are various
new opportunities on which the company can capitalise in order to achieve great results
in the future.
 The leaders of Mango has to make the workforce more skilled and improvise the
productivity of the workplace. With the help of these strategies the organisation can
perform better in the market. They are able to achieve sustainable performance in the
industry.
 The organisation needs to expand their business in various regions to attain more profits
which could help them to build the infrastructure and achieve great results in the future.
 Mango needs to implement the new ideas to carry out the operations effectively in the
workplace. They need to function better the organisation could asses the critical areas in
which they are lacking.
 The management needs to involve the leaders to innovate new ideas. This could help
them to improvise the sales and increase the turnover in a significant manner.

CONCLUSION
From the above report, it has concluded that the organisation could achieve profitability
in the market by implementing various effective strategies and approaches. On the other hand, in
this report there is discussion about the six pillars of the customer experience model. Along with
that, there is evaluation about the implication of the digital disruption through which the
company can provide excellent customer experience. For further instance, in this report there is
critical application of the customer experience model. In this report it has also analysed the value
proposition of the selected organisation. There are various models which incudes the STP
analysis. This will help the organisation to understand the market conditions in a systematic
manner.

REFERENCES
Books and Journals:
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and implications
for research. Journal of the Academy of Marketing Science, 48(4), pp.630-648.
Bueno, and et.al 2019. Measuring customer experience in service: A systematic review. The
Service Industries Journal, 39(11-12), pp.779-798.
Chylinski, and et.al 2020. Augmented reality marketing: A technology-enabled approach to
situated customer experience. Australasian Marketing Journal (AMJ), 28(4), pp.374-
384.
Flavián, C., Ibáñez-Sánchez, S. and Orús, C., 2019. The impact of virtual, augmented and mixed
reality technologies on the customer experience. Journal of business research, 100,
pp.547-560.
Gao, W., Li, W., Fan, H. and Jia, X., 2021. How customer experience incongruence affects
omnichannel customer retention: The moderating role of channel
characteristics. Journal of Retailing and Consumer Services, 60, p.102487.
Gilboa, S., Seger-Guttmann, T. and Mimran, O., 2019. The unique role of relationship marketing
in small businesses’ customer experience. Journal of Retailing and Consumer
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Hoyer, and et.al 2020. Transforming the customer experience through new technologies. Journal
of Interactive Marketing, 51, pp.57-71.
Kuppelwieser, V.G. and Klaus, P., 2021. Measuring customer experience quality: the EXQ scale
revisited. Journal of Business Research, 126, pp.624-633.
Mclean, G., Al-Nabhani, K. and Wilson, A., 2018. Developing a mobile applications customer
experience model (MACE)-implications for retailers. Journal of Business Research, 85,
pp.325-336.
Rather, R.A., 2020. Customer experience and engagement in tourism destinations: the
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1),
pp.15-32.
Wibowo, and et.al 2020. Customer behavior as an outcome of social media marketing: The role
of social media marketing activity and customer experience. Sustainability, 13(1),
p.189.