Customer Experience Strategy

This presentation discusses the customer experience strategy of Zara, a Spanish retailing organization. It explores the importance of customer experience in increasing satisfaction and loyalty. The presentation also covers the use of customer personas, digital touchpoints, and social media tools by Zara. Additionally, it explains the CX model adopted by Zara to engage and retain customers.

INTRODUCTION
Customer experience is considered as
application for use of different type of
activity that is determined as a part of user
lifecycle. It is considered as a practice that
signify designing as well as maintaining
communication for meeting need and want
of user that helps in increasing their
satisfaction level, loyalty and many more.
The present assignment is depending upon
the company named as Zara. It is a Spanish
retailing organisation that offers different
kind of products such as clothing, shoes,
beauty products, perfumes and many more.
This company was founded by Amancio
Ortega and Rosalia Mera in year of 1975.
CUSTOMER EXPERIENCE STRATEGY
Customer persona for attracting large number of user
It is necessary to identify information related to creating a
customer Persona for attracting large number of user
towards product and services provided by Zara. Therefore,
their focus is on collecting information for improving
contact database. They focus on taking information
regarding contact number of user in order to interact with
them and increase their awareness towards product and
services provided by Zara. In addition to this, they also
focus on using their website in order to gather information
in respect of need and wants of user. Apart from this, they
take feedback from sales team because they are interacting
with user that help in providing better services to its
customers that increases sales and profit margin in future
period of time. In addition to this, they take review and
feedback from user in order to analyse like as well as
dislike regarding products and services which will be
beneficial for them during particular phase of time period.
Therefore, the organisation focuses on making buyer
Persona in order to analyse need and want of customer and
satisfy them by providing products and services according
to their need.
Different types of digital touch point
There are different kind of digital touch
point which helps in attracting large
number of user towards product and
services provided by company.
Amazon is determined as a main digital
touch point that helps in attracting large
number of user during particular phase of
time period. The organisation focuses on
maximizing visibility so that customer
ready to purchase sponsored product,
sponsored brand as well as display ads of
product are highly visible to user. In
addition to this, the user focuses on
collecting data or information related to
product that help in purchasing them
during particular phase of time period.
Paid search as well as shopping is
determined as another digital point touch
point through which customer have an
idea regarding what the need to buy.
Therefore, the organisation focuses on
providing ads in order to attract ample of
user at marketplace.
In addition to this, the social media is the
digital point that helps in interacting with
user in an appropriate manner. For
example, tell the story behind products in
which organisation focuses on telling story
in order to remind customer regarding
product during particular phase of time
period.

Digital customer experience
 There are different kinds of social media tool adopted by Zara that is given below:
 Instagram is determined as superior social network because they tell story in an appropriate manner. Therefore, it is helpful in increasing brand image and
reputation of company in front of customer at Marketplace.
 Twitter is the other social media technique that helps in attracting large number of user for achieving goal and objective in timely manner.
 Buffer is the other social media technique adopted by Zara to attract ample of customer in the market.
 Adopt their own website in order to provide unique product and services to its customer and retain them for a longer period of time.
 Mobile website Zara also adopt mobile website that help customer in access information regarding products of Zara through Smartphone, tablet in smaller
screen in an appropriate manner.
CX model
 This model is adopted by Zara to increase engagement of customer towards product and services offered by Zara. Therefore, there are different elements of
this model is given below:
 Engage your audience it is necessary for management team of Zara to engage audience by providing them product according to their need.
 Convert lead into customer their main purpose is to converting lead into sales that will be beneficial for customer in future period of time.
 Fulfil expectation herein, the organisation of focuses on fulfil expectation of customer for increasing sales of company in future period of time.
 Nurture your customer their focus is on increasing engagement of previous customer in order to engage with innovative customer during particular phase of
time period. They also adopt social media ads, blog, content that is depend upon previous purchase which help in attracting large number of user during
particular phase of time period.

CONCLUSION
On the basis of above given report, it is assess that customer experience is considered as application for use of different
type of activity that is determined as a part of user lifecycle. It is considered as a practice that signify designing as
well as maintaining communication for meeting need and want of user that helps in increasing their satisfaction
level, loyalty and many more. In this report, there is a discussion regarding customer journey map
in an appropriate manner. They also provide description related to how to retain customers
for a longer period of time and also they use key performance indicator in order to take
decisions regarding experience level of customer during particular phase of time.
REFERENCES
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 Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the
7Es. Routledge.
 Goodman, J., 2019. Strategic customer service: Managing the customer experience to
increase positive word of mouth, build loyalty, and maximize profits. Amacom.