Customer Experience Strategy

This report discusses customer experience strategy, including customer journey mapping, key digital influences, CX objectives, and metrics for evidence-based decision-making. The case study focuses on Burberry, a British luxury fashion house.

Customer Experience
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Assessment 2...................................................................................................................................3
Comprehensive customer journey map for all stages of the customer journey...........................3
Key digital influences on the consumer journey.........................................................................5
CX objectives...............................................................................................................................7
Evolution of metrics that can be used to evidence based decision-making to enhance
customers next begin strategy......................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience can be defined as holistic or overall perception that a customer have
regarding a product or brand. Customer is not based on transaction only but also involves every
interaction that a customer has with business, this includes navigating the website to talking to
customers’ service and receiving products or services that they bought from the business. This
report will include customer experience and will contextualise Burberry. Burberry is a British
luxury fashion house, it was founded in 1856 and is headquartered at Westminster, London, UK.
Company offers ready to wear including trench coats, leather goods, footwear, fashion
accessories, eyewear, fragrance and cosmetics. This report will discuss about customer journey
map for all stages of customers journey. Followed by this report will also discuss about key
digital influences in customer journey to determine their relative importance at all stages. This
report will also involve different metrics that can be used for evidence-based decision-making to
enhance customer experience strategy.
MAIN BODY
Assessment 2
Comprehensive customer journey map for all stages of the customer journey
Customer journey mapping is to understand what customer goes through and improve the
quality of customer experience, ensuring consistency and creating a seamless experience at all
touch points and across different channels.
Customer journey mapping for different stages of customer journey is as follows-
Awareness- This is first stage in customer journey in which customer becomes aware of their
need and requirements. In this stage customers are actively seeking for an answer to their need or
problem. Customers when are seeking for information and solution to their problem in such
situation they can solve their problem (Rosenbaum, Otalora and Ramírez, 2017). This is a stage
in which customers become aware about Burberry through different touch points. In this touch
points involve where customers are likely to find about solutions to their problem and on the

basis of that they will connect with Burberry. These touch-points involve social media, direct
search through search engine and searching through website. Customer journey mapping
involves identifying what are the touchpoints where customer is likely to make search. This
helps in connecting with customers on different touchpoints. This is very important to create
effective content to deliver for the purpose of awareness of customers.
Consideration- This is second stage of customer journey in which customers have identified
some of the options that they can select from. This is result of initial research that customers
make but in this stage they have listed some of the options in other words they have narrowed
down their options but are searching for more information. In this stage customers are comparing
different options for the purpose of identifying which one is better than others in order to fulfil
needs and requirements of customers. This involves comparison in price, reading reviews of
customers and better features and design of different products. Burberry is an luxury fashion
company and this is why price is less important but reviews and design and features of their
products are very important for customers (Bascur, Rusu and Quiñones, 2018). This is why it is
important that customers get effective knowledge of the positioning through its strategies. It is
important that it reflects higher value than the competitors. Positive reviews, ensuring value of
the product correctly aligned with its pricing strategy are some important elements that enables
Purchase- This is an very important stage in which customers and sellers connect with each
other through transactions. In this stage when customers have identified what they need, in this
stage they make purchase and complete their transaction. In relation with digital customer
experience Burberry should deliver content that involves free trials, customer reviews. Other
than this, it is also important that product is easily available to customers and through digital
transaction they can receive their product wherever they order. Concerned with this stage, it is
also important that Burberry is ready to accept payments through different means. This helps and
facilitate purchasing process for customers, this helps in creating customer satisfaction.
Company requires identifying customers on the basis of location and what payment options they
prefer in order to ensure effective customer experience.
Retention- This is next stage once customers have completed a transaction, this stage involves
retaining them with the organisation. This means that customers select Burberry over other
options for luxury fashion and Burberry creates different ways to gain business from existing

customers of the company. This is an ideal stage that every business wishes to retain their
customers. However, it is not guaranteed that if customers have purchased from Burberry once
they will do it again (Moon and et.al., 2016). This also requires efforts and right things from the
side of Burberry. In relation with this stage, in mapping customer journey, Burberry requires
identifying what are factors that can help in generating loyalty of different segments of
customers. As it targets high-class customers and young generation it is important that they are
given facilitated experience and in addition to this quality and appearance of products both are
effective as desired by customers. In addition this, discounts and loyalty programs works for
every kind of customer segment, it is important that customers are offered loyalty programs
through which they become loyal for Burberry. Customers of such category can be retained
when businesses make efforts to make them feel special.
Advocacy- This is a stage in customer journey that is hardest to achieve. This stage is more
valuable than customer retention because in this stage customers become active advocate for the
product or brand. In other words customers that Burberry have achieved and those it has retained
now say great things about the company and advocate others to buy from Burberry. As Burberry
targets young age customers, influence of others and what others think about a brand is very
important, which is visible in value of feedback and reviews (Hossain, 2017). But when they are
told by someone who they known it can be family, friends, it works more effectively in acquiring
a customer. This is why advocacy is most difficult yet most ideal stage that Burberry can achieve
in its customer journey.
Key digital influences on the consumer journey
In relation with customer journey process and digital customer experience there are
several digital influences on consumer journey that affect customer journey process. These
digital influences are-
Digital presence- This is one of the most important digital influence in which presence of the
company has very important impact on customer journey. This means that customers will find
information about a business only when it has adequate digital presence because then business
becomes easily visible to customers. Digital presence also involves content, design and approach
of the business for its promotional campaigns and digital presence. Every type of product and
business has different value and their category requires them to differentiate their strategy from

other categories of the product. Burberry is a luxury fashion company and this is why it requires
having different strategy through which it can reflect its value and what offering of the company
are. It is important that digital marketing and digital presence of the company should be such that
it can attract target customers of the company (Scott and et.al., 2017). This has significant impact
on first stage of the process that is awareness. Digital presence also involves people associated
with the business and what is their image and perception in audience. For luxury fashion
celebrities and artists can be associated.
Digital information available- This is another important digital influence for the company in
which it is very important that Burberry has adequate information available for its customers. In
such situation in which Burberry should identify what type of information will be required to
customers. On the basis of this businesses should avail adequate information for the customers.
Adequate information helps customers in building trust for the products and services of the
company. This is very important when customers are likely to make digital transactions. This is
because in offline transactions customers can check whether the product is worth buying or not
but in digital transactions it is very important that organisation has adequate information
available. This is very important influence that is likely to affect customer journey process in
stage of consideration and when customers are comparing given products with other products.
Digital efforts involved- This is another important influence in which efforts required by
customer have importance in customer journey process. Digital efforts involved refer to how
many and what type of efforts are required to make by customers during their customer journey
process (Shavitt and Barnes, 2020). In this stage it is very important that digital efforts involved
are least because less efforts included is better customer experience and facilitated experience of
the customers. This has strong impact when customers are purchasing products of Burberry. This
involves easy and facilitated ordering process and in addition to this it is also important that
company provides different payment options so that customers can as per their facilitate and
ease. This has a very important impact on customer experience.
Expressing importance and feedback- This is also an important element in which providing
facility to customers to express their views and then communicating back with them. This
primarily involves addressing issues and complaints of customers effectively and in less time.
Having complaint can affect customers’ experience and their satisfaction however, by addressing

their complaints on time can reduce impact of having compliant. Even in some situation it is very
important that customers’ complaints are solved effectively and this can add value in customer
experience. This has an impact on retention of customers. In addition to this communicating with
customers in order thank their positive reviews and feedback is also important digital influence
on retention of customers in the process of customer journey. This helps in making customers
feel that they are being valued by Burberry.
Sharing loyalty programs- This is also an important digital influence on customer journey in
which customers can be retained in organisation by sharing loyalty programs (George and
Wakefield, 2018). This means that when Burberry shares loyalty programs and because of
loyalty provide offers to customers through Email and other communication mediums, this can
have effective impact on customer retention with organisation. This generates a feeling within
customers that their loyalty is being valued. This involves providing different offers when
customers have purchased products for more than a certain time.
Creating digital strategies- Advocacy is something that is done by customers by their own
choice. However Burberry can also deliberately make efforts to generate advocacy and motivate
customers to become advocate. Burberry is a luxury fashion company and this is why it can do
this by creating offers like giving priority to customers for exclusive products when they refer
certain other customers to Burberry. There can be several other customers and this can be
implemented for digital customers of Burberry (Klein and et.al., 2020). In addition to this,
special offers to customers who refer other customers and offering new collection by creating a
community of customers who are also advocates of the company. This way it will be able to
positively influence its customer journey.
CX objectives
Increasing accuracy to enhance customer experience
This is one of the objective and which Burberry has an objective to increase its accuracy
in collecting data of customers through which it create personalization. Increasing accuracy will
lead to better personalization of customers and Burberry will be able to more effectively offer
products that are based on individual choice and taste of customers. This will help in enhancing
customer experience of Burberry.

Increasing speed on digital platform
This is an objective to increase speed of website and digital transactions that customers
make this will avoid any sort of resentment that customers can have because of slow speed of
digital transactions. This will also help in enhancing customer experience with Burberry.
Evolution of metrics that can be used to evidence based decision-making to enhance customers
next begin strategy
There are some metrics that are useful for the organisations to measure the performance
Anne it can also be used to identify the customer experience and used as a customer experience
strategy. some of the best relevant metrics are key performance indicator and 360 feedback That
are mostly used to identify how the customers are experiencing within these stores and help
Company to get recommendation for improvement in their service and products (Chen And
et.al., 2018). Burberry can also use these strategies to enhance the customer experience and take
competitive advantages within the market where they are operating their business.
Key performance indicator
The key negative performance refers to the set off measurement process and tool that is
used to identify the overall performance of the company and it can be also useful for the
Burberry company measure the experience of the customers who are taking product and services
from them. It will be helpful to identify the experience of the customers with the services and
products and how it is adding the value for them. Some of the key performance metric can be
used by the Burberry are –
Net Promoter score
Net performance score is the favourite customer experience metrics among be companies within
the fashion industry. Where they are given with the scores from one to 10 and Customers have
to give scores according to the experience with the product and services they take. It helped
company to identify how the customer experience and how they can improve.
Customer effort score
Customer experience score is also an popular customer experience metrics that involves the
customers input. Customer effort score is pure transactional metrics an it specially access the
simplicity of a single solution. Customers have to give answers of the questions like how easy

was it to solve your problem with today and they are given with the five to seven point scale
system.
Churn rate
The customer churn rate reflects that how many of the customers who have buy product and
services from the Burberry have stop using them (Xing-feng., 2017). it has two shows that how
many customers company have lost within the specific period of time.
Feedback technique
Feedback technique is one of the most popular system or the process in which employees
receive the confidential, enemies feedback from the customers are the people who work around
them. Burberry can use this matric to identify the customers experience within these stores and
how much they are happy with the services provided by the employees. They can take feedback
after the Customer buyers take services from the Burberry. They can give feedback on the
company's website so customers can share their experience with the others and this can also be
read by the people who want to buy their products from the Burberry. It will be helpful for both
company and customers because company can improve their services more through the feedback
end customers can share their experience.
Omnichannel data
This is one of the metric that businesses can use for evidence-based decision-making to
enhance customer experience strategy. An organisation that utilizes different digital places for
the purpose of marketing and communication omnichannel data is a very important metric that
they can use for the purpose of making effective decisions in order to enhance customer
experiences. This will allow Burberry to know how audience is responding to their digital
communication and how they engage with digital presence of Burberry (Akturk, Ketzenberg and
Heim, 2018). This will also allow them to know how customers connect with website of the
company in order to purchase digitally. In addition to this omnichannel data also help them in
making different types of decision regarding what kind of content is more liked by customers
compared to others. Followed by this company will be able to create effective strategies to
enhance customer experience. Omni channel as a marketing tool through which more than one
digital platforms can be connected together and Omni channel data will help Burberry in

knowing different platforms are effectively linked with each other or not in order to create a
seamless experience for customers.
Customer effort scores
This is another important metric that Burberry can utilise for creating strategies to
enhance customer experiences. Customer effort score help in measuring the experience of
customers with the product or service in terms of how difficult or easy it is for customers to
complete an action for the purpose of transaction with a business (Kim and Chung, 2018). It is
very important that effort score is high that customers do not require much efforts it is very easy
for customers to complete a transaction with a company. An experience that can be characterized
as very easy is effective experience of customers that they have had with a business. However in
a situation that customers find it difficult to complete an action Burberry required to develop
strategies to enhance customer experiences.
CONCLUSION
On the basis of above discussion it can be concluded that customer experience is very
important for an organisation to succeed in competition and sustain in market for longer. It is
very important that experience that customers have is according to their perception and if not
then and it is better than what they expect from the business that they have completed a
transaction with. Burberry is an luxury fashion company and this is why our expectations of its
customers are more than other businesses that do not provide high quality product and also not
very expensive. This report included digital customer experience and in present time where
Technology has overtaken existing practices it is very important that organisations are having
prioritised focus on enhancing customer experiences. In order to do this knowledge of customer
persona and their digital activities is very important so that organisation can connect with right
person in right manner.

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