Enhancing Customer Experience Strategy with Digital Influences

Customer Experience
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
A comprehensive customer journey map for all stages of the customer journey.......................1
The key digital influences on the consumer journey along with determining their relative
importance at all stages of the customer journey process...........................................................3
Customer experience (CX) objectives........................................................................................5
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......................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The current assignment is based on customer experience level which comp[rises of
perception about the satisfaction level that is felt and experienced by a consumer by consuming
of utilising product or services of a firm (Hu and Olivieri, 2020). To have enhanced customer
experience level it is vital and essential for a firm to have a positive connection and interaction
with customers in which is a vital role is played and lead out by digital customer experience tool.
The current report is based on the Burberry which is a famous and well known British Luxury
House having its headquarter in London, England. The current business report is based on a
comprehensive analysis about the customer journey map along with having a description about
all stage of customer journey. Further, critical evaluation of key digital influences on the
consumer journey along with its importance at all stages of the customer journey process is also
made. At last, a discussion about the relevant metric and key performance index to enhance
customer experience strategy is also comprise in current report.
A comprehensive customer journey map for all stages of the customer journey.
This is highly significant for an organisation that they initiate customer journey map so
that to carry out various practices in effective manner. Customer journey map is helpful for the
business as this may leads in understanding inclination of customers within making decision.
Customer journey is defined as the visual portray of client perspective which is associated with
the image. Separation of client venture by stages, adjusting objective, rebuilding of customer
touch points etc are the major aspects in which issues to tackle clients are considered and these
are helpful in administering long haul process. In the context of Burberry the customer journey
map is elaborated as under:
 Step 1: Define your persona: This is essential for Burberry that they defined their
audience which could be helpful for the company to target the same within business
offerings. This is crucial for the company to define their clients in such a way that they
can be aligned with business objectives as well (Keiningham, T. and et.al., 2020).
Prominent path is made in order to define business objectives in such a way that key
undertakings can be attained without facing any prominent problem. This is regarded
as the primal step for Burberry in mapping of customer journey.
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 Step 2: Define your customer phases: Whenever objectives and degrees are required
to be differentiated then this is imperative that information and knowledge can be
investigated in order to feature planning cycle. This is significant for Burberry to define
their customer and make plans to attract the same. After defining customers appropriate
decisions can be taken by so that to gather information regarding customer in effective
manner. As in order to occupy various information in effective way different
dimensions are required to be focused and the same can be eliminated and customers
can be focused in optimal manner (Quach, S., and et.al., 2020).
 Step 3: Describe the Touch points Your Customer: Touchpoints can be defined as
those factors which are helpful in building relationships with customers. Touch points of
customers are regarded as client contacts from the beginning to end. For example if a
client has discovered some sort of business with the help of advertisements or web then
implications can be seen over finding out retail shops so that to reach out to needs in
proper manner. This is highly significant for Burberry that they understand pre and post
purchase touchpoints in effective manner.
 Step 4: Conduct research: After determining different touchpoints in order to attract
and influence customer this is imperative that business practices are utilised in effective
manner by businesses. Under this step gaols of an individual are identifies in such a way
that thoughts of individuals can be aligned with business offerings. By conducting
appropriate research high assistance can be received by Burberry in order to get
intensified sales and profits for the business.
 Step 5: Determine points of friction: Burberry is required to analyse their strengths
and weaknesses in such a way that prominent decisions can be taken which are beneficial
for the business. These may directly implicate to positive inclinations of sales and
revenue for the company. Businesses are requisite to respond to needs of their clients in
unexpected manner. All these stages are helpful to be identified in a way that customer
map can be inhaled in order to enhance client experience. This step is going to help
Burberry in executing their business activities in sufficient manner by which needs of
their customers can be addressed in prominent way (Stein and Ramaseshan, 2016).
 Step 6: Resolve: This step is considered as the last step in which customers are focused
over issues resolution and in this way performance of the business is directly linked.
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