Customer Experience Strategy

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
A comprehensive customer journey map for all stages of the customer journey.......................3
Identify and critically evaluate the key digital influences on the consumer journey to
determine their relative importance at all stages of the customer journey process.....................4
Customer experience (CX) objectives........................................................................................6
Critically evaluate the relevance of different metrics, key performance index (KPI) and
analytics that can be used for evidence-based decision-making to enhance
customer experience strategy......................................................................................................7
CONCLUSION .............................................................................................................................11
REFERNCES:................................................................................................................................12
Books and Journals:..................................................................................................................12

INTRODUCTION
The first and foremost duty of an organisation is to satisfy the needs and wants of
customers. Every organisation focuses and formulates strategies to increase the satisfaction
among the customers. It can be said that there are various tools that are used by an organisation
to improve the level of customer experience. As the success of an organisation is directly related
with the satisfaction of customers. To satisfy the customers a business should gather information
related to the customers (Scherpen, Draghici and Niemann, 2018). The report is based on
Hollister Co. which is part of fashion industry. It is retail brand owned by Abercrombie & Fitch
Co. The company has its stores as well as online operations. It was founded in 2000 and has
headquarters in United States. The company has its operation in 578 locations. All the stages of
Customer Journey Map are mentioned in this report. There is evaluation of the key digital
influences on the consumer journey to find out their relative importance at various stages of
customer journey process. Objectives of customer experience are developed. Also in the en
different metrics and Key performance index are used for evaluation.
MAIN BODY
A comprehensive customer journey map for all stages of the customer journey.
A customer journey map consists of various stages that customer goes through to make a
purchase decision. It is important to understand the process and take actions that help the
business to take measures. The customers are important for an organisation so it is vital to build
relations with the customers. There should be measures that help the customer to take decision
easily and buy the products and services offered by the company. In relation to Hollister Co. the
various stages that a customer goes through are described below:
Set your targets: It is important to set goals and targets and make them clear. It is
important to decide in advance what he organisation wants to achieve through customer journey
map. In relation to Hollister Co. it sets the targets and then makes plan to accomplish them. This
is the very first stage (Pine, 2020). Deciding the targets in advance give motivation to
accomplish them. It is important to understand the behaviour of customers.
Define your persona: It is vital to describe about the persona to customers. All the
information that is related to that group should be conveyed. As having all he data na details

helps the company to take further steps. In relation to Hollister Co. this steps gives direction
to formulate the customer journey map.
Define your customer phases – Every company has different consumer groups. It is
important to understand the customer phases. To satisfy them, it is more important to know
about the target audience. Hollister Co. makes it clean and define the customer that they are
going to serve (Brun, and et.al., 2017). This makes it easy for the organisation to know about
their needs and wants and serve them better. As in this stage all the information that is related
to customer is being collected. Research is important and relevant data makes it a successful
task.
Describe the Touch points Your Customer- There are the points that are used by
company to attract and engage customers. It is important for an organisation to decide right
touch points as that assist them in engaging the customers. Hollister Co. knows about the need
of digitalisation so they use social media channels as touch points that help them, to attract the
customers. Along with the customers should be aware about these touch points. They can
select the touch point effectively by knowing and understanding the behaviour of customers.
Conduct research- As the touch point are being decided upon by the company the next
step is to conduct research. Herein it is being checked that the customers are getting engaged
by the company or not. It is important to monitor the progress made by the company and that
can be done through research. In respect to Hollister Co. they conduct research and analyse the
effectiveness of touch points (Kan, Chung and Chung, 2019). Also research helps the company
to take decisions that are important to be taken.
Determine points of friction – Strengths and weakness are important to be analysed as
they help the business to take decisions. The sales of the company get impact. Hollister Co.
analyses the strength and take advantage from them. Along with that they take measures and
work upon the weakness. Overall all the efforts are made to satisfy the needs and wants of
customers.
Resolve- This is the last step in customer journey map. Herein the organisation focuses
to reduce and solve the issue that is being faced by them (Venkatesan, 2017). By
understanding the needs and wants of customers all the problems can be solved. In relation to
Hollister Co. they take feedback from customers that help them to resolve the problems faced
by them.