Enhancing Customer Experience Strategy for Marks and Spencer

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Comprehensive map of customer journey for all the stages of journey of customers................3
With the help of customer's journey plan, evaluate key digital influence on consumer journey
to determine its relative importance at all stages of the customer journey process. .................5
Formulate the objectives of Customer Experience (CX)............................................................7
Evaluate the relevance of different metrics and Key performance Index (KPI) and analytics
that can be used for the evidence based decision making to enhance the Customer Experience
strategy........................................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer Experience or CX is a perception of an individual or a customer of the
company which they have of a business or a brand before and after the purchase of any product
or services. CX is very important for any business and in this way the company will get to know
of the reviews of its customers and then accordingly they may make plans and strategies to retain
existing customers and also to attract more customers (Aweh and et. al., 2020). CX helps the
company in increasing their loyalty, satisfaction, positive brand image, etc. Every business can
be improved also by reviewing the experiences of its customers and planning customer
experience strategy. The company chosen for this report is Marks and Spencer. It is a British
multinational company who have its headquarters in London, UK. The company is a fashion
company sells clothes, home products and other items using its own label. The company is most
famous for its fashion and clothing. This report includes the comprehensive journey map of its
customers at various stages. This report also determines various digital influence a customer
have on their journey. The experience objectives of the customers have been developed in this
report. Also this report eventuates the key performance index and different metrics.
MAIN BODY
Comprehensive map of customer journey for all the stages of journey of customers
It is very important for the organisations and company to develop and plan a systematic
customer journey plan as it helps in carrying out the practices of the business systematically. A
journey map of customer is a process that have various stages through which any customer goes
through before making decision or purchasing any product or services. The plan basically is a
visual portrayal from the perspective of a client and also how they are associated with your brand
name and image (Havir, 2021). There are various strides towards the amplification of the
achievement of client like: rebuilding touch focus, separating client venture in stages, etc. after
all the things are considered it is important that the company mainly focuses on making the
customer journey more easy by helping them with issues if any. The customer journey map in
context to the company Marks & Spencer is explained below:
Stage 1: Defining persona
It is important that the company Marks and Spencer defines its persona to its clients as
this will help them to attract more customers It is beneficial for the company to describe about