Customer Experience Strategy

This document discusses the customer experience strategy, including customer journey mapping, digital influence on the customer journey, CX objectives, and metrics for evidence-based decision making. It focuses on the case of Primark, a fashion company headquartered in London, UK.

CUSTOMER EXPERIENCE
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
ASSESSMENT 1.............................................................................................................................3
ASSESSMENT 2.............................................................................................................................3
1- Customer journey map............................................................................................................3
2- Critical evaluation based on digital influence upon customer journey...................................4
3- CX objectives..........................................................................................................................7
4- Different metrics that can be utilised for evidence based decision making............................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience is defined as the sum total of every interaction which consumer has
with business that is both pre and post sales. The customer experience strategy is referred to as
an action plan which includes the way in which company will provide its services and product to
consumers (Witell and et.al, 2020). The current report is related with fashion company Primark
which is headquartered in Mayfair London UK. The company was founded in the year 1969 by
Arthur Ryan. The report will outline the consumer persona of company and customer digital
activities at digital touchpoints.
ASSESSMENT 1
Incorporated in poster in PDF
ASSESSMENT 2
1- Customer journey map
 Stage 1: Target Set up: It is first stage in customer journey map, first stage of customer
journey map generally used to concentrate on setting the target customer base which
company is looking to target with the help of the offering which company will be doing
in the market. This is generally done by linking the characteristic of the product with the
demand of the same in the market.
 Stage 2: Customer Persona: It is the second stage in the process, under this stage the
organization used to make sure that the target customer base which has been selected in
the first step is taken as a basis. On the basis of the same customer persona is generally
made. Things which are consider at the time of making persona is background,
demographic, lifestyle and personality of the customer in the market.
 Stage 3: Motivation and moving factor: It is the third factor in the map, this step
generally focused on looking at the motivational and moving point of the customer base
selected. Motivation and moving factor is a factor which will drive the customer to select
the company’s product in the market. This factor generally helps the company at the time
of marketing the product of the company in the market.
 Stage 4: Mapping out buyer journey: It is the next stage of buyer journey. It is the stage
in which organization used to map out the buyer journey by dividing them into three
different part i.e. awareness, consideration and decision. In awareness stage company has

to identify the customer who is facing any issue. Consideration stage customer look for
alternative. Company has to make sure that they are ready with the solution. In the last
stage company has to make sure that they offer the good quality of the product to the
customer in the market, so that they are happy to make different decision in their favor.
 Stage 5: Maximize touch point: It is the stage in which organization has to make sure that
they are increasing their scope in the market in a way that it helps the different customer
in touching them very effectively in the market. Touching point generally means a point
through which customer are able to touch the organization very effectively in the market.
 Stage 6: Finding moment of truth- as the touch points are being identified further the
moment of truth is most crucial point of consumer journey. Under this the value and
interaction of the product and services of company are affected.
 Step 7 Revise- this is the last stage of the customer service map and here the company
ends the customer service map journey.
2- Critical evaluation based on digital influence upon customer journey
Consumer journey is whole sum of experiences or feelings that a buyer goes through
when interacting with Primark and their products. Digital marketing tools and platforms
influence this concept and also affect all the seven stages of consumer’s journey map. For
example, in first phase individual set target to gain attention of potential buyers towards Primark
products and services (Dasgupta and Grover, 2019). Manager can influence this stage, by using
the best targeting and segmentation tools. It helps to indentify profitable segment and allow
developing things accordingly. With digital tools and channels, marketers can influence people
to consider their exiting offers especially developed for target market. Digitization includes all
aspects of company and is one of the most essential in recent time. The source of relating via
interactive experiences between consumers and firm, is gaining increasing significant. Digital
technologies such as social media websites and other channels were play vital role in context of
influence consumer journey. As it helps marketers and marketing department of firm to drive
new customers towards services. It helps to motivate each buyer by providing excellent services
and make them happy. Marketer by updating business websites can influence person to think
about using Primark services or products. It is one of the main touch points, where each customer
reaches after passing above phases and gets information about chosen brand. At each phase

manager can use digital platform, which make them able to satisfy customers and help to drive
them in regard to company services.
On the other hand, it can be said that digital technologies and sources influence in
negative manner on consumer journey because most of people trust on visible things instead of
invisible. They take decision after analysing products or services personally and gathering data
about it via visit those places in which they are interested to go and enjoy time. There are many
companies accessible in the world of business, who is able to gain attention of profitable buyers.
It requires a lot of efforts and time to prepare a unique and attractive advertisement where people
get all information about Primark. When marketers need to attract people they have to consider
the latest digital tools. The overall process takes a lot of time, which is not suitable for company.
It can be said that, marketing team of chosen company can build strong bond between
target market and business, by creating a website where they can inform people about different
offers. By considering effective and efficient approaches relate to digitalization, manager can
influence people at all phases. It provides several benefits to company in term of increasing
customer’s base, profitability and productivity even better. But one the other hand, due range of
alternative options firm had to work hard and plan better than before to touch each point of
consumer’s journey. Overall process is quite tough but beneficial in context of brand and allow
them to reach at global level, where digitalisation has various pros and cons which management
needs to vitally evaluate and make measurable goals to keep effective monitoring on all targets.
The data safety should be always kept in mind when bringing on digitalisation as factor for
growth to reach on competitive goals and to be foremost be actively reach customers services
goals among new horizons (Andrews and Shimp, 2017).
Thus it can be understood that digitalisation of customer journey processes has vast
benefits and demerits also at some parameters, where it needs planned procedures and
investments to be implemented. It is also potentially valuable to keep analysis of all functional
paradigms within new horizons for competitive enhanced working objectives, to yield on focus
on major capacities and new leveraged goals for generating stronger revenue parameters.
Importance of digital influences at stages of customer journey process
Digital influences on customer journey can be identified as highly important within customer
journey process as one of the most important emerging tool for advertising among increased
traffic, for enhanced brand awareness effectively within dynamically competitive market

scenarios. Digital marketing influences within customer journey process is widely important to
be advanced competitive parameters for enhancing diverse personalised functional goals and to
engage with customers, preferences to be innovatively built on. Primark with its wide fashion
retail services among online networks and digital platforms will be aiming to be focusing on
stronger innovation, higher effective synergy within working goals and to be strategically active
on various new paradigms (Camilleri, 2018). Relative importance of consumers advanced
functional demands for Primark within stages of customer journey map can be actively evaluated
on various functional goals such as high revenue, long term goodwill which are achieved.
Digitalisation methods also enable company to reach large range of consumers at instant and also
develop functional goals within new varied scenarios, by bringing on effective goals attained
with higher competences. Primark by using new digitalisation methods and strategically planning
implementation of new fundamental resources will be able to develop new measures,
determinants which develop growth to be active goal and also technically bring on wider profits
with stronger goodwill paradigms. Digitalisation also actively enables management of Primark to
be actively exploring new domains within leveraging arenas, competitive digital space among
industries where various new brands are emerging among company’s business scenarios.
It will potentially also enable working major creativity to be actively reached on and for
energetically be attending varied customer’s preferences within retail fashion industry. Primark
with usage of digitalisation within consumer analysis journey will be able to actively engage
with customers through social media networks, and higher efficacy new working aspects which
in return provide company to be also active to varied new fundamentals. Wider scope of
competitive revenue can be targeted as one of the main objective for Primark, within fashion
retail of global paradigms by using digitalisation for obtaining all functional records and
technically being advanced. Technology is one of the most important parameter where
companies are widely focusing among the era of digitalisation for gaining long run consumer
goodwill and to be active for consumer interaction within various domains. This is also widely
important for technically bringing on promotional goals and to navigate new productive
scenarios, where various new goals should be entered onto wider domains and to bring on
goodwill within various determinants. Consumers experiences are cherished widely when
companies bring on digitalisation for marketing, promotional activities and to evolve as majorly
transformational process. The Primark will be able to develop effective business strategy within

business goals, transform scope onto wider new domains, for generating new revenue parameters
where digitalisation has active demand to reach onto new levels (Chawla, Kowalska-Pyzalska
and Silveira, 2019).
3- CX objectives
The customer experience strategy refers to sum of all interactions with consumers which
are done in businesses, both pre and post sale purchase and enables to define actionable plans in
place to deliver meaningful experiences along with interactive innovation. The CX objectives at
Primark will include customer’s awareness by analysing their customer experiences and
identifying the target markets, increasing responsiveness and for factoring productive growth
within wider domains. The customer’s experiences will be monitored and kept record for future
performance goals within industry market scenario, also to leverage future goals among working
scenarios which will accelerate wide functional paradigms to be determined in future.
4- Different metrics that can be utilised for evidence based decision making
Business metrics are quantifiable approaches that companies like Primark can utilize to
track, assess and monitor great success or failure of varied venture operations or procedures. It
can be said that metrics are useful measurements and sum that are utilized to manager and direct
a company.
Key performance indicator-
KPI is a simple term of a metrics and one of the business metric forms that is important to
Primark, because management can use it to take better decision in context of enhancing
consumers experience tactics in systematic manner. This approach is used to distinguish those
metrics that are significant to CX strategy of chosen brand (Anand, Rajan, and Bapu, 2019). It is
venture measurement that is developed to concentrate on strategic aims and objectives of
company relate to customer’s experience. The purpose behind this type of metric is that manager
tends to focus on what he or she can measure. By effectively and successfully designing what
management measure, company can improve their chances of achieving their strategic goal and
that is to enhance consumer’s experience. Well created key performance indicator is usually an
easy to comprehend non financial indicator that can be use to define aims and incentives of
group. Design of this metric includes an analysis of how it can likely affect organization
performance including any drawback measurement may develop.

It is important indicator of growth towards intended outcome, it caters concentrate for
operational and strategic improvements, develop an analytical basis for judgement taking and aid
focus attention on what essential most. Organization with this tool can consider client retention
rate of their business and then compare it with other CRR of rivals (Reddy, Kumar and Raj,
2019). It makes them able to identify gaps between practices and then drive manager to take
decision develop the best strategy which can enhance consumers experience in effective manner.
Revenue, client retention rate, profit margin and average daily attendance are the five forms of
KPIs.
The best thing about chosen metric is that it becomes main focus of attention for
company. It is beneficial for business but not for long term period, key performance index
displays right outcomes in type of numbers and statistics. On the other hand, with main
concentrate on obtaining desire result for short term aims, there is big chance of workers losing
focus on work quality and efficiency. For big organizations like Primark that has a wide
numbers of skilled applicants, it is quite difficult to keep track of each operations and
procedures. In that case, key performance index contributes to each worker stay aligned to aim as
it makes outcomes available to management included in consumer’s experience strategy.
It can be analysed, firm with this method could not be able to achieve long term aims as it
is suitable for short one. It proves to be fairly drawback in case of attaining long term goals, there
are several ways to measure rates of customer’s experience in single area could be acceptable.
Data analytics is approach of analysing raw data to make appropriate summary about that
business practices info (Ghani and et.al., 2019). Varied of procedure and approaches of this
concept have been automated into mechanical action that act over raw data for human
consumption. There are four forms of data analytics such as prescriptive, descriptive, diagnostic
and predictive are available in business world that can be use in context of Primark in order to
enhance customers experience strategy by taking right decision. Here, in regard to chosen brand
two types of data analytics has been described that can help to improve decision making.
Prescriptive analytics-
It makes utilize of electronic learning to aid Primark and its management decide course of
action based on the best programme via computer. It works with predictive analytics, which
utilized data and key information to identify near term results after making change in consumer
experience tactic, which in return increase customer’s base, profitability and productivity of

brand more than its competitors (Bertsimas and Kallus, 2020). This analytic form goes beyond
effectively predicting alternatives in form of predictive and usually recommend varied of
prescribed actions that are suitable for company strategy relate CX. It is used the latest
technologies and techniques like business rules, machine learning, which make prescriptive
analytics sophisticated to apply and manage. With this method, Primark manager can think about
what action they can take to enhance consumer experience strategy as it allows to focus on
further trend and approaches, which in return improve decision according to the future situations
and drive management towards making effective tactic.
It streamlines decision making procedure for Primark. Taking judgement and action that
are contributed by information means that manager is capable to respond to buyer expectations
faster, solve their issues at quicker pace and comprehend degree of each risk in ethical manner.
While, it has some drawbacks that can affect decision making procedure of brand in negative
manner. The main problem with this tool is that it has problem with explicit constraints and also
have complex constraints. In order to understand overall information, management need to
comprehend how its business operates. When company use this data analytic, they need to
known when all info has outlines their usefulness as it can be considering as one of the common
data challenges.
Diagnostics analytics-
It is a form of data analytics that evaluate information or data to take decision according
to situation. In recent time, organizations in industry where Primark operate use this analytic in
order to enhance experience of each buyer’s and satisfy them successfully by proving services &
products (Amirian and et.al., 2017). It characterized by approaches such as data discovery,
correlations, dill down and data mining. It helps firm by giving in depth insights into specific
issues relate to customer’s experience tactic and allow firm to learn more about reason behind
problems. It can help manager to take decision after analysing overall things, which directly
influence tactics and plan in context of CX. This type of data analytics, permit manager to take
more right judgements, which increase profitability and decrease chances of wide scale layoffs.
It effectively removes uncertainty from specific practice of Primark like decision making. It
helps to identify why success is happened in the past and determine how company enhanced
their consumer’s base after increasing customer experience.

It can be critically analysed that Diagnostics analytics tool is not easy to utilize as it
requires a lot of hard work and time, which is not possible for Primark to as it lead to loss
customers. Not all the workers in firm are tech savvy and for some of staff, overall process of
this technique could not be quite easy to follow. Not all applicants can go through challenges of
learning this all by themselves as it could be complex and very confusing.
CONCLUSION
By summing up above discussion, it has been concluded that by creating consumer’s
persona, Primark has effectively comprehended characteristics of their target segments, after
than they have developed effective decision to enhance experience of their buyers. It has been
identified that by following seven stages of consumer journey map, marketers successfully
influenced people. By using social media and other digital platforms, marketing department of
chosen brand attracted consumes towards purchasing their products, which is quite beneficial for
growth and success in term of gaining competitive advantages and increasing profitability rather
than before. Furthermore, it has been summarized that manager after developing consumer
experience objectives, developed further plan accordingly and take decision as well which in
return provide several benefits to business. Organization and management by utilizing key
performance index, Prescriptive and Diagnostics analytics, improve their judgments in ethical
manner and obtained desire outcomes.

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