Customer Experience Strategy

CUSTOMER EXPERIENCE
STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Customer journey map ...............................................................................................................3
Key digital influence on consumer journey................................................................................5
Customer strategy objectives......................................................................................................7
Metric and key performance index for the enhancement of customer experience strategy........7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience strategy is the unique approach by the company to develop the best
customer experience in company's product and services. It is also defined as summation of
customer's link between the company's business (Bansal, Burden and Swartout, 2020). This
strategy includes competitive perception, customer's search etc. to enhance the customer's
experience company must need to set their vision and goals to be achieved. H&M fashion
company, company is popular for their good services and product they have been offering their
services to every age group or to any gender. Their aim is to deliver sustainable product and
services to their customer's for their better experience. This report includes the customer journey
map stages to examine the customer's journey, key digital media influence on customer's
journey, customer experience objectives. It further includes the metrics and key performance
indicator for the decision-making process of the company to enhance the customer experience
strategy.
MAIN BODY
Customer journey map
This map tells about the interaction between customer and company's product. It
describes all the phase and activity through which customer goes through and create an
experience about particular phase. This map generally include the touchpoint, persona of the
customer as well as include their frustration (Jain, Aagja and Bagdare, 2017). Due to pandemic
covid-19 impact the fashion industry very badly they are at the verge to shut down their business.
Therefore, companies are offering better services to increase the customer's journey on their
websites to have the better experience in their products. Stages of customer journey map are as
follows-
Design Goals:
Creating goal is the first most task for the company as it gives the motivation to achieve.
As it helps the company to determine that customer journey map is able to create tangible impact
for their customer. For that H&M company need to involve all their stakeholders to set a desire
goals (Diebner and et.al 2020). It helps the company to collect the unique attributes about the
customer's journey or to know what are the parts which need to be improved for better

experience of the customer. Company also need to further add the other additional thing to cope
up the impact of covid-19.
Determine persona:
Persona is the main strategic tool which defines the activity of customer to company's
services. Through which company got to know about their customers, what they need in their
product and how they come across to company's product. For the H&M company it is important
for them to define their customer's persona first as whom they are going to define the customer
journey as for their specific customer or for their potential customer. After that development of
different persona company can begin with defining customer journey map for the customer
through which they can interact with the company's services and product.
Determine phase for the customers:
Each phase describe as a goal oriented for the customer which they achieve throughout
their journey. H&M company need to design goal oriented customer journey rather than their
internal process of the company. After defining persona for the customer company need to
identify the customer's consideration as how they come to know about their brand, through what
sources they got the information.
Determine the touchpoint for the customer:
Touchpoint describes the customer's interaction with the company's product at every
phase. It can be defined as customer's first experience to the company as customer see the ad or
portfolio of the company which enable them to visit company's site and through which they have
purchase company's product (Aggarwal and et.al 2021). These are the touchpoint or interaction
between customer na company. This will help the company to create customer journey map so
that customer again visit their company's site.
Design the current state:
Mapping the current state will give the idea to the company through which they can
implement changes to improve the customer's experience throughout their journey.
Implementing in each phase can be difficult process but for the company they have to include
touchpoints, channels to format the customer journey map for better experience. Therefore,
H&M company must need to design or implement the changes for their customer as covid-19
also impacted badly it is important for them to develop a better experience for the customer.
Design the future state: