Customer Experience Strategy

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