Customer Experience Strategy

This document discusses the importance of customer experience strategy and provides insights on customer journey mapping, digital influences, CX objectives, and KPIs. It explores how organizations can enhance customer experience through effective decision-making based on evidence.

Customer Experience Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
A comprehensive customer journey map for all stages of the customer journey........................1
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.....................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
Customers are very important an crucial part of organisation that is significant for enhance
business practices. It is essential for organisation to consider different tools and approaches that
could be consider by organisation in order to provide better services or facilities to customers. It
is important for business to gather information about customers in order to carry out business
practices accordingly (Ceesay, 2020). Through this organisation will be able to provide better
products to customers which is as per their need and demand. Customer journey map is
significant and effective in order to analyse all stages of customer journey. This report is based
on Nike Fashion. This is an American multinational organisation which is providing its products
and services to large market area. This organisation is dealing in apparel, accessories and Sports
equipments as well as offering its products and services to different part of the world. This
organisation was developed in year 1964 and founder of this organisation is Bill Bowerman and
Phil Knight. This report will includes comprehensive customer journey map for different stages
of the customers. In this report different digital influence on customer journey has been
determined. Customer experience objectives has been developed. Apart from this different
metrics, key performance index has been evaluated.
MAIN BODY
A comprehensive customer journey map for all stages of the customer journey.
It is essential for organisation to develop or create customer journey map in order to significant
for effectively carry out practices. Customer journey map can be describe as the process which
consist of different stages through which customer moves before making purchase decision.
Customer journey planning is a visual portrayal from the client's perspective and how they
associate with your image (Artusi and Bellini, 2020). Separating the client venture stage by
stage, adjusting each progression to an objective, and rebuilding your touch focuses likewise are
basic strides towards amplifying client achievement. All things considered, all that you do should
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be tied in with tackling client issues and helping them make long haul progress with your item or
administration. Customer journey map in context of Nike company is mention below -
 Step 1: Define your persona – It is important for Nike company to describe or define
persona with its customers as it will help in attracting more customers towards
business. It is crucial for respective company define its persona with clients by sharing
client experiences over the association. A significant part of the data for making an
excursion map comes from your personas such as business objectives, inspirations, key
undertakings they need to achieve, and current problem areas which is the reason it's
ideal to make the personas first. This is the first and effective step of Nike company to
create effective customer journey map.
 Step 2: Define your customer phases - Whenever you have distinguished your
objective and degree, the majority of your first day should be spent gathering information
and knowledge that you will investigate as a feature of your planning cycle
(Kuppelwieser and Klaus, 2020). It is essential for respective company to define its
customers that business is planning to attract. Defining customers phase will assist
company to take correct decision by gathering information about customers. Since you
have limited your centre, you won't be occupied by information focuses that are
fascinating and ideal to know, at the end of the day unessential. This step of customer
journey map is effective for collecting information about customers as well as attract
more and more customers.
 Step 3: Describe the Touch points Your Customer – Touch points can be describe
as all those factors that is significant for developing better relationship with customers.
Client touch points are is image's places of client contact, beginning to end. For instance,
clients may discover business on the web or in an advertisement, see evaluations and
audits, visit site, shop at your retail location or contact your client care. It is crucial for
Nike company to consider pre purchase, purchase as well as post purchase touch points.
 Step 4: Conduct research - Once company has determined different touch points for
attracting and influence customers it is important for organisation to successfully or
effectively performing business practice. While you may have to offer a few motivators
for cooperation, a great many people are eager to assist in the event that they trust you are
truly keen on their experience and will utilize their input to improve things for other
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people (Keiningham and et.al., 2020). Conducting research will support Nike company to
take better decision along with this help in taking better decision for increasing sales or
revenues of business.
 Step 5: Determine points of friction – Nike company needs to determined its strength
and weakness as this will help in taking better decision that is effective for increase in
sales. Each business will glance through the focal point of their client personas in an
unexpected way. Strolling through every one of the excursion map stages with the group
will assist company to recognizing any purposes of erosion inside the client experience.
This will helps Nike organisation to carry out business activities in such as manner that it
will lead to full fill the need and wants of customers.
 Step 6: Resolve – This is consider as the last step of customer journey map and in this
step respective company will focus on resolving the issues that is affecting
performance of business (Manthiou, 2020). Resolve is essential step that should be
taken by Nike company to enhance business practices. A regular exercise ought to
recognize a couple of convenient solutions, including occasions to support pleasure and
improve the excursion. Most firms find the cycle helps drive more extensive client
experience upgrades as client needs are better perceived and met. Planning the excursion
should help lead to explicit activities that improve the experience and drive the ROI.
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.
Digital market play crucial role in enhancing overall performance or productivity of
business. it is essential for Nike company to consider effective digital techniques and approaches
which is beneficial for attracting or influencing customers towards business. Nike company is
targeted customers that consider highly fashionable and high quality products. So digital
practices will have major impact on business and its performance to attract more customers. The
digital client venture joins the entirety of the computerized touch points a client has with a brand
and totals information gathered, for example, fundamental online purchaser information, data
about exchanges, perusing history on all gadgets, and online client assistance collaborations. The
buyer choice excursion that starts directly from the enlivening of the craving to the post buy
which thusly influences their future buy and even the other around them. Indeed, even preceding
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the longing is lighted comprehend that purchasers are continually burning-through substance and
perusing the classes they have partiality towards (Diebner and et.al., 2020). With the all-
unavoidable advanced medium in to our carries on with, the manner in which we looked for data
prior to settling on buy choices has changed significantly. The customary shopper regularly
relied upon verbal, proposals, contact and feel of the item before they put into buying the items.
At each phase of the purchaser venture are in this manner numerous elements that meet up and
by and large contribute in a little manner for encourage the dynamic for the customer. Key
digital influences on consumer journey as well as its importance for all stages of customer
journey is mention below in detail –
 Determining customer needs – Digital platform will provide better and effective
approaches to customer experience mapping process. This is helpful for determining or
analysing the needs of customers. There are different digital media tools and platform
that will help company to take correct decision for identifying customers needs and want
as well as take business decision accordingly (Witell and et.al ., 2020). Determining of
potential customer requirement form business will help company to develop better
strategies to enhance business performance.
 Improving customer experience – It is essential for Nike company to improve customer
experience as it will help organisation to take better or accurate decision. Respective
organisation is able to significantly improve customer experience. By considering
different digital and social media platform respective organisation will be able to improve
customer experience as well as provide better quality services to customers. With the
assistance of digital support respective company will be able to carry out its sales and
marketing operation on digital platform significantly. Through this type of practices
respective company is able to provide its services in new or creative manner that is
helpful to meeting customer’s requirement as well as enhancing overall experience level
of customers.
 Better communication – It is crucial for organisation to communicate effectively and
efficiently with customers in order to develop better relationship. Digital platform offers
social media and other various other platform that are significant for enhancing overall
communication level with customers (Vidili, 2020). By enhancing customer with
potential customers Nike company will be able to determine expectation of customers
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from the business as well as analysing different new approaches which could be consider
by company to increase in performance.
 Strong connection – Digital practices will lead to have direct influence over creating or
developing strong connection with customers. This will lead to have major impact on
customer journey process of Nike company. Strong connection of respective company
with other rival organisation will lead to have major impact on overall performance of
business.
Customer experience (CX) objectives.
Customer experience can be describe as the experience of customers form the services or
products offered by organisation. it is essential for Nike company to consider experience of
customers while performance of conducting business practices. There are various benefits and
advantages that could be attain by company through enhancing customer experience as well as
providing better quality services or products. Customer experience is the consequence of each
communication a client has with your business, from exploring the site to conversing with client
support and accepting the item/administration they purchased from you. All that you do impacts
your clients' observation and their choice to hold returning or not, so an incredible client
experience is your key to progress (de Luca, Pegan and Vianelli, 2020). Conveying an
extraordinary client experience is enormously significant for any business. The better experience
clients have, the more recurrent custom and positive audits you'll get, while at the same time
diminishing the contact of client grievances and returns. High customer experience will lead to
increase sales or profitability of business. This will assist in gaining competitive edge over other
rival companies. It is essential for Nike organisation to develop effective and smart objective in
order to enhance overall experience of customer with the company. Objectives which could be
consider for enhancing customer experience is mention below –
 Increase customer support – It is essential for organisation to develop and create better
relationship with customer in order to enhance customer experience level with Nike
company. Customer experience objective is to increase the customer support services of
Nike to its customers with the motive of overcoming quires or issues of customers.
Improvement in customer support services for its potential customer will lead to have
significant impact on overall performance or growth of business (Gao, Melero-Polo and
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Sese, 2020). It is essential that respective company is focusing on increase customer
support services as it will help in improving trust level of customers. Through this
respective company will be able to carry out its practices in effective manner as well as
improve experience of customer.
 Customer engagement – Nike company needs to consider the objective of enhancing
customer engagement practices in organisation with the motive of increasing overall
customer services. it is important for respective company to focus on customer
engagement practices as it will lead to influence more and more customers towards
business along with this assist in attaining goal and objective of business. There are
different social media platforms through this Nike company can increase customer
engagement practices in order to increase overall quality of business (Quach and et.al.,
2020). This will lead to have direct impact on customer experience as well as increase the
level of experience.
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
It is essential for organisation to analyse and determine different metrics or performance
index in order to select or take most effective decision that will lead to significantly improve
customer experience. Key performance indicators can be describe as the key points or focus that
could be consider by organisation to providing its products to customer in such a manner that it
will lead to enhance customer experience. Key Performance Indicators (KPIs) are the basic
pointers of progress toward a proposed result. KPIs gives a concentration to vital and operational
improvement, make a systematic reason for dynamic and help centre consideration around what
makes a difference most. As organizations allot enormous lumps of their spending plans to
improve client experience activities, they need an approach to gauge the consequences of their
endeavours.
Great experience of customers will lead to expanded income of business as well as develop
loyalty of customers towards business (Chylinski and et.al., 2020). Upbeat clients are steadfast
clients, and faithful clients are bound to share their positive encounters and prescribe their
number one brands to individuals they know. However, with regards to making the association
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between improved client experience and income development, customer experience experts
frequently battle to demonstrate the estimation of their projects.
Customer experience strategy is considered as the sum of each interaction consumers have
with businesses, both pre and post sales. Moreover, this also described actionable plans into
place for delivering affirmative meaningful experiences across those interactions. As per the
current research by year 2020, consumer experiences would overtake prices as well as products
as key brand differentiators. In addition to this, the key performance indicators are vital for
continuing in order to improve customer experience strategy. Key performance indicators
defined as the set of quantifiable measures which an entity utilises for gauging their performance
over time. Also, KPIs are important to enterprise objectives because they preserve targets at the
forefront of decision making. it's critical that enterprise targets are nicely communicated across
an employer, so while human beings recognise and are answerable for their very own KPIs, it
guarantees that the commercial enterprise's overarching objectives are highest priority of mind.
Mostly, these metrics ascertain the progress of firm such as Nike in attaining their operative as
well as strategic objectives (Al-Fadly, 2020). Apart from this, within Nike, the key performance
index is considered to be much impactful as well as actionable metrics for their business
functioning. Moreover, there are some customer experience key performance indicators that
might be effective for Nike in order to develop appropriate decisions:
 Satisfaction: This is considered as one of the effective aspects. The observing, evaluating
and determining the level for customer satisfaction is regarded as baseline metric for
tracking whole customers tracking programmes. CSAT which stands for consumer
satisfaction score attributes numbers towards consumer satisfaction level. Moreover, the
highest the number represent the effective clients experiences. For example: In respect of
Nike, their consumers would be provided some options to opt as well as numbers are
attributed towards its responses. Also, these responses are often scaled 0 to 10 with zero
is undertaken as worst while ten is best (Quach and et.al., 2020). Therefore, through
accumulating satisfaction responses, they might populate CSAT score as well as
facilitates an effective KPI to develop customer experience performance and decision
making into future period.
 Net promoter score: The key performance indicator measure loyalty as well as
satisfaction of consumers towards their firm’s brand. Net promoter score described them
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how likely their entity potential consumers are for promoting or referring their brands to
others. Usually, highly satisfied clients have to develop a stronger NPS as these two are
much effectively linked metrics. In addition to this, Respective aspects could be broken
down within three different categories which are determined through its NPS upon scale
of 0 to 10 such as promoters (NPS: 9-10), passives (NPS: 7-8) and Detractors (NPS: 0-6).
Therefore, respective scaling assists chosen entity to understand their desires as well as
opinion towards their brand as well as offerings. Also helpful in understanding for
formulating effective strategy of customers experiences in effective and efficient way.
CONCLUSION
From the above report it have been concluded that customer experience strategy is one of the
crucial part of business that will lead to have major impact on overall growth and development of
business. Customers are very important for business as it will lead to have impact over sales or
revenues of business. Customer journey map is significant and effective in order to analyse all
stages of customer journey. It is the visual representation developed by company that is helpful
for determine the steps according to which customer move to purchase products. it is essential
for business to develop effective customer journey as it will lead to have major impact on overall
customer experience or strategies of business. There are number of benefits and advantages
which could be attain by company through increase customer experience as well as providing
better quality services or products. Apart from this, there are several metric, key performance
index along with this analytic that will assist in effective decision making in order to increase
overall customer experience strategy.
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REFERENCES
Books and Journals
Ceesay, L.B., 2020. Building a High Customer Experience Management Organization:
Toward Customer-Centricity. Jindal Journal of Business Research, p.2278682120968983.
Artusi, F. and Bellini, E., 2020. Design and the customer experience: The challenge of
embodying new meaning in a new service. Creativity and Innovation Management.
Kuppelwieser, V.G. and Klaus, P., 2020. Measuring customer experience quality: The
EXQ scale revisited. Journal of Business Research.
Keiningham, T. and et.al., 2020. Customer experience driven business model innovate
on. Journal of Business Research, 116, pp.431-440.
Manthiou, A., 2020. Applying the EEE customer mindset in luxury: reevaluating
customer experience research and practice during and after corona. Journal of Service
Management.
Diebner, and et.al., 2020. Adapting customer experience in the time of
coronavirus. McKinsey & Company, pp.1-7.
Witell, L and et.al ., 2020. Characterizing customer experience management in business
markets. Journal of Business Research, 116, pp.420-430.
Vidili, I., 2020. Customer Experience: The New Competitive Advantage for Companies
That Want Their Customer at the Center of Their Business. In Handbook of Research on User
Experience in Web 2.0 Technologies and Its Impact on Universities and Businesses (pp. 183-
209). IGI Global.
de Luca, P., Pegan, G. and Vianelli, D., 2020. Customer Experience in the Coffee World:
Qualitative Research on the US Market. In Handbook of Research on Retailing Techniques for
Optimal Consumer Engagement and Experiences (pp. 257-283). IGI Global.
Gao, L., Melero-Polo, I. and Sese, F.J., 2020. Customer equity drivers, customer
experience quality, and customer profitability in banking services: The moderating role of social
influence. Journal of Service Research, 23(2), pp.174-193.
Quach, S., and et.al., 2020. Service integration in omnichannel retailing and its impact on
customer experience. Journal of Retailing and Consumer Services, p.102267.
Pine II, B.J., 2020. Designing employee experiences to create customer experience
value. Strategy & Leadership.
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Chylinski, M., and et.al., 2020. Augmented reality marketing: A technology-enabled
approach to situated customer experience. Australasian Marketing Journal (AMJ).
Al-Fadly, A., 2020. Price element of marketing mix: Its effect on customer experience in
construction industries. Management Science Letters, 10(15), pp.3643-3654.
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