Customer Experience Strategy in Fashion Industry

Customer Experience
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Customer journey map.................................................................................................................3
Critical evaluation of key digital influence on customer journey................................................5
Objectives of customer experience..............................................................................................7
Different metrics for enhancing customer experience strategy...................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals:...................................................................................................................12

INTRODUCTION
The ultimate goal of every organisation is to satisfy their customer’s wants and needs. It
becomes very important because it helps in achieve their goals and objectives. In the case of
fashion industry, more satisfaction plays very important role (Atlantis PressSorrentino, 2020).
The satisfaction of customer decides the growth and development of organisation. That’s why
every organisation is focusing on providing best customer experience. In this context, Burberry
is undertaken for showing the importance of customer experience strategy. This is the British
luxury fashion house which has headquartered in London, UK. It is identified that this company
is currently design and distribute fashionable clothes which special focus to trench coats. Along
with this, they also provide footwear, leather goods, eyewear, cosmetics, etc. This report covers
customer journey map which helps to understand customer needs and wants. It also covers
critical evaluation of digital influence on customer journey.
Customer journey map
Customer’s journey map is important for organisation as they can able to see customer’s
point of view. It is identified in the case of fashion industry, it becomes day by day more
complicated and competitive. Due to this, they are unable to satisfy their customers (Yoon,
Narasimhan and Kim 2018). That's why it is crucial for fashion companies to see their products
from customer’s point of view. It really become very helpful for business owners and marketers
as they get valuable insight from common points of customer journey map. They can improve
customer experience with the help of plotting common points in customer journey map which are
ultimately help in increasing sales. That's why Burberry needs to create a customer journey map
in their organisation. There are some steps which are mentioned below that have to create a
customer journey map:
Determine objectives
The first step of organisation is to identify goals in setting targets. This is staff is focusing
on the objectives of making customer journey map. That means why company is looking forward
to understand customer journey. Burberry is a large organisation which covers lots of customers
that need to understand their point of view. So it is the first step of organisation that why they I

want to make a customer journey map. So that's why it is important to set a target which helps to
give a clear idea that what you want to achieve.
Create buyer personas
The second most important step for any organisation is to create a persona of potential
customers. It is not an actual persona of a customer as it is a fictional character which comes in
the customer segment of Burberry (Nguyen, and Wang, 2021). It is important for Burberry that
they should consider some important characteristics when they are looking forward to create a
buyer persona. Important considerations are demographics, background, personality, lifestyle,
shopping preferences, etc. which should be understand by organisation. It can be done with the
help of interviews, surveys, etc.
Identify motivation and pain points
This is a stage where company needs to identify the pain points for customer which helps
to attract them towards organisation. That means what is the way which helps to reaching their
goals. This is the most important step for any organisation is especially for fashion industry such
as Burberry which needs to be look forward for those ways or methods in order to accomplish
customer goals and objectives. In a simple words, how an organisation is able to help customers
for fulfilling their needs and wants.
Map out buyer’s journey
Burberry needs to understand the importance of customer experience which can be done
with the help of analysing or mapping the buyer’s journey. For understanding customer more
personalized company need to map three important stage of buyer journey that our awareness,
consideration, and decision. Company needs to analyse that what are the steps which buyers
choose for identify the challenges which they are facing (Victorand et.al., 2019). That means
they should understand what the priorities of buyers are. In the consideration stage, company
needs to understand options which are available for buyers that help to deal with the challenges.
That means what are the products and brands available in the market which helps to satisfy their
wants. In the last stage that is decision stage in which company need to understand customers
point of view for selection of brand. In this stage, Burberry needs to understand the buyers
process for evaluation of brands.