Customer Experience Journey in the Fashion Industry

Customer experience
strategy

Contents
Introduction...........................................................................................................................................3
Understanding of customer journey map..........................................................................................3
Influence of key digital on customer experience...............................................................................4
Objectives of Burberry.......................................................................................................................6
Key measures metrics and analytics..................................................................................................6
CONCLUSION.........................................................................................................................................7

Introduction
The aim of the report is to present customer experience journey in relation with fashion
industry. A customer provide their views and experience after purchase a product or service
from the organization. This defines their journey from purchase placing order to receive the
parcel and get the benefit of the product(Kranzbühler and et.al., 2018). Organisation's require
to provide effective customer service to their customers in order to retain them for long time.
In the time of covid-19 , fashion industry getting decrease day by day due to the Global
pandemic so that customer's are not able to purchase from the retail stores. This report is
going to present the customer experience journey of Burberry in digital market. The report
will consist all the customer behaviour and experience facing by Burberry at the time of
covid-19. Also, it will critically evaluate different key metrics through performance indicator
in order to enhance customer in experience by undertaking effective digital platforms.
Understanding of customer journey map
Customer goes with many stages of their experience journey. They find many areas before
going to take decision for any purchase. As consumers want money but satisfaction so they
identify all the what areas which can satisfy their needs and wants. Therefore, customer
experience journey is all about researching, pre-purchase , after purchase and retention. An
organisation require to map all these customer experiences your name by setting a clear path
so that they could provide whatever the customer want while going through with
purchase(Senthilkumar and RubanRaja, 2021). The journey map is a formulation of
altogether information and knowledge about customer behaviour which they go through
while deciding for purchase. So that the organisation could deliver and provide a incredible
experience to the customers. Mapping the customer journey stages will lead to to set clear
path of strategies which is require get a clear way of customers and identify what are the
requirements to solve their pain points. Also in this journey, the organisation will engage
possible efforts to make the customer understand about product quality and the brand. The
Burberry needs to undertake the journey map in order to better identify their behaviour and
the journey may face while searching for product into website and other platforms. The main
element of customer journey map are described below:
Create buyers personal: the customer belongs with there are different interest , behaviour
and needs or wants. The organisation need to prepare a buyers personal which include the
research about what they want and how they expect it with the organisation. This could be
identified by keep a check on their activities through like and dislike, comments and their
activities they perform on social media. This give insight to Burberry that how their
customers behave their existing or new products. So the company required to create personal
for all the buyers not for just to one as customers are born with different tastes and
preferences so it is required to understand the same for all(Hudson, González-Gómez, and
Rychalski, 2017). The Burberry needs to to make difference between these customers buy
differentiating their journey which include the existing customer who are searching for the
products from past months and those who have recently started taking interest in to
companies product.
Understand buyers goals: as soon as the Burberry create buyers persona, the next step is to
understand what they a wants by searching and keeps coming on the social platforms.

Understand about the main criteria of customers for searching and making choice of Burberry
product. To understand these criteria are the steps required first identify all the path through
which customer start their journey then be ensure about if they are ready to pay a set price
and take a full assessment to provide relevant information about the product. So that Burberry
needs To to ensure about customers arrival and login first and keep a check on for what they
search and compare. Once all these activities identify the Blueberry they will get closer to
understand customer goals. This could also done through taking feedback , using customer
analytical tools and CRM activity.
Map out buyers touch points: the term touch-points refers to all those experience and
activities of customer face during their visit on online or offline terms. It shows what the
major aspects have touch the whole experience of customer. For example, if customer came
with an expectation of they wanted cloth and not find it will affect the whole customer
journey with the organisation. So that, the Burberry needs to identify all the points that could
affect their journey so that they could make regular improvements and stand on their
expectations to make them retain and happy(Nguyen, 2020).This could be done by the
managers of Burberry by putting themselves on the place of customer and analyse what the
organisation giving to the customer and what they don't which effect the journey.
Identify the obstacles: in the step of map out the customer journey , the Burberry managers
needs to identify all the hurdles and main points which effect customers. This will be done
through gathering all the information and data about customer experience and assist support
Buy customer feedback and the marketing managers to know the exact reason of of their
letting out without making any purchase from the website. The questions must have all the
answers what are the problems customer face what are those areas that frustrate them.
Prioritise the obstacle: these obstacles are not only face by organisation but by customers
also during website arrival and looking for products. In order to overcome them, Burberry
needs to prioritise the foremost optical which majority of customer faces. This require pump
improvement and change into to existing way of delivering products. All the main criteria
company requires to think from customers perception in order to eliminate the obstacle and
fulfill their goal of providing an effective customer service.
Update and improve: due to the changing environment, the organisation could not sit back
and relax after removing the obstacles. The needs and demands of customers often change at
a very high rate. So that Burberry needs to improvise all their Strategies and work practices in
a period of every 6 month(Alnawas and Hemsley-Brown, 2019). This will help the
organisation to maintain regular updates about customer and make improvisation frequently.
Burberry need to create the environment of continuous growth and development as the time
does not stop and could take any e tern in the the situation of fashion industry.
It has critically evaluated that the buyers touch point such as websites, advertisement
and email has positive impact on boosting organisation sales. They are effective if done in an
appropriate manner such as advertising any cringe advertisement will lead to less attract
customer in organisation product whereas advertisement which shows some standard and
unique taglines will be more effective. Therefore the website and email must be in an
professional manner so that they provide great functionality and promote organisation
standard in the eyes of customers. Customer chooses the organisation functions before they
move on to product and services so that all the touch points must be done in proper manner.