Customer Experience Strategy

This document provides an analysis of customer experience strategy, focusing on customer journey mapping, digital influences, and CX objectives. It discusses Burberry as a case study and explores the challenges faced by the fashion industry. Find study material, solved assignments, and essays on Desklib.

Contents
ASSESSMENT 1.............................................................................................................................1
Covered in Poster.........................................................................................................................1
ASSESSMENT 2.............................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................2
A comprehensive customer journey map for all stages of the customer journey........................2
Using the Customer Journey map, 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............................................................................................................................4
Based on the above, formulate at least 2 CX objectives..............................................................6
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......................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

Customer Experience
Strategy

ASSESSMENT 1
Covered in Poster
ASSESSMENT 2
INTRODUCTION
Customer experience is taken into consideration as software for use of various kind of
interest that is determined as part of consumer lifecycle. It is considered as a practice that
symbolizes designing in addition to retaining verbal exchange for assembly want and need of
consumer that enables in increasing their delight degree, loyalty and plenty of extra. This
evaluation is based on Burberry. Mad-for-plaid Burberry is a luxurious British style retailer
acknowledged international for its iconic tan-colored tartan pattern and gabardine trench coats
(Kim, Beckman and Agogino, 2018). Its logo picture repurposes traditional Britishness for the
metropolitan customer. The organisation sells apparel, accessories and beauty merchandise for
women and men via retail and wholesale channels throughout the globe, and its products span
casual and excessive fashion. Burberry has round 220 stores, about one hundred fifty
concessions, and over 50 shops globally; close to half of the shops are positioned inside the Asia-
Pacific place, which is likewise the corporation's biggest marketplace. It also sells merchandise
thru its internet site, burberry.Com. In this document, there is a dialogue regarding patron
journey map in the suitable way. They additionally provide description related to how to retain
customers for a longer time period and additionally they use key performance indicator to be
able to take selections regarding enjoy degree of purchaser in the course of particular phase of
time. There are exclusive kinds of demanding situations faced by using style enterprise due to
Covid-19 that imposes direct effect on overall performance level of business enterprise at some
stage in unique segment of term. There are diverse emails, meeting and chat container this is
adopted with the aid of top control for assessing requirement of consumer and to increase patron
engagement in destiny period of time. The modern-day changing in technological factors is
essential in analysing need of employer and boom market proportion in an effort to be useful for
employer in future time frame
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MAIN BODY
A comprehensive customer journey map for all stages of the customer journey
Customer adventure map is decided as a system which is adopted for assessing product and
offerings this is provided at Marketplace (Weber and Chatzopoulos, 2019). It is vital for
enterprise to make sure that properly and services are furnished as in step with specification of
consumer for maintaining them for a long time period. For this method, it's miles important to
possess suitable evaluation of requirement of person with a view to build loyal base of person.
The primal purpose is to emphasize on improvement of consumer adventure map as per top
management of agency to growth profitability stage in destiny time period. In context of
Burberry, the management of business enterprise is to emphasize on acquisition associated with
customer services together with objective of imparting user with superior great of facilities. For
assessing requirement, it's far essential to offer delight to its person by means of imparting
superior quality of right (Kandampully, Zhang and Jaakkola, 2018). Due to Covid-19, there are
specific sorts of demanding situations confronted by control team of Burberry such as the
customer do now not opt to take offline products and services they focus on taking online
products and which impose direct effect on income and income margin of agency all through
specific phase of time period. This assessment is performed in normal manner that assist in
generate awareness regarding consumer enjoy that is given underneath:
There are six step of client adventure map which is adopted via Burberry this is going to be noted
under:
Set aim herein, the control crew of business business enterprise specializes in setting
purpose that should be accomplished in timely manner. They accumulate information concerning
need and need of consumer that assist them in accomplishing one of a kind task in the best way.
Their main cause is to examine want and need of consumer and satisfy them. Their principal
focus is to provide specific offerings to its person that helps in reaching competitive gain over
rivalries at marketplace.
Create patron character: They gather precise attitude as well as perception concerning
existing journey of consumer and the development are required and measured in proper manner.
Due to Covid-19, there is one of a kind challenges confronted by means of management crew for
maintaining purchaser for longer time period.
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Conduct private studies herein, the management group of employer focuses on
conducting interview and takes reviews of client if you want to gather records concerning taste
and options of person (Gilboa, Seger-Guttmann and Mimran, 2019). In addition to this, they also
awareness on interacting with subordinates who've a regular verbal exchange with present
consumer for you to take evaluation regarding their selections. In assistance of this, they fix
grievance field in order that the purchaser report information in respect of problem they faced at
some point of unique section of term.
Define purchaser touch factors purchaser touch factor focuses on making powerful
patron journey map. Their main purpose is to evaluate consumer contact factors together with
their movements, emotions in addition to potential challenges and lots of extra. There are
specific sorts of contact factors of customer adventure map that is primarily based on distinctive
kind of company (Motta-Filho, 2020). Their principal purpose is to assess client touch factor so
one can begin unique client adventure map that help in growing income and profit margin of
employer in future time period.
Map the modern nation herein, the management team of corporation makes a speciality
of assessing need and need of client in keeping with existing consistent with taking overview of
present patron that assist in increasing enjoy level in future time period. They customise design
alongside pics as well as colour to visualize various movements, transition & many extra.
Map the destiny kingdom with the aid of visualising cutting-edge kingdom of user
adventure, it's miles necessary for management group of agency to focus on destiny want of
person that help in creating clean roadmap for modifications and how this is enhancing inside
business corporation. Therefore, it's far examine that client adventure map specializes in
analysing want and want of patron and their fundamental cause is to satisfy their wants and needs
for growing income and income margin in destiny time frame.
Herein, the pinnacle management of Burberry specializes in follow purchaser journey map
that facilitates in growing revel in stage of consumer in destiny time frame. It is likewise helpful
in preserving customer for a longer time period. Therefore, these steps are beneficial in gathering
facts and statistics related to need of person that need to be glad in future period of time (Bolton
and et. al., 2018). In addition to this, it's also useful in increasing income in addition to income
margin of enterprise during unique segment of time period.
3

Using the Customer Journey map, 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
In the converting external advertising, era may be very crucial for style enterprise for
maintaining suitable courting with its customer that help in building large customer base.
Therefore, its miles important to adopt revolutionary generation that is offering opportunities to
enterprise agency to offer superior extremely good product and offerings to its character. In
reference of Burberry, they undertake innovation and additionally use brand new technology to
bring sustainability in changing market. In this manner, there is precise form of technique and
there's a want of virtual era that imposes direct impact on client adventure (Popli and Rishi,
2021). By using patron journey map, it is crucial to evaluate virtual have an impact on journey of
consumer to analyse their importance all through gadget of patron adventure. Therefore, it's
miles examine the manipulate group of company makes a speciality of putting purpose that have
to be carried out through analysing want and need of patron that ought to be met in some
unspecified time in the future of unique section of term. In addition to this, they undertake
synthetic intelligence that assist in growing customer shopping experience boosting profits and
offer steering associated with inventory and extremely good kind of factors. In addition to this,
the chat field is accompanied through using employer agency for you to have a look at the
reaction of individual at some stage in particular section of time period.
Chat field is a device which is needed to have a look at response of client experience. In
context of Burberry, the chat area this is taken into consideration as part of revolutionary digital
technology this is followed for gaining information and desires of consumer in some unspecified
time in the future of specific phase of period of time. Apart from this, Data Analytics is
considered as a way for intention of analyzing data of person views so that you can offer
advanced high-quality offerings to its client. It is decided as a device that is accompanied in
offering advantage in context of growing experience and then imparting education to its
purchaser in future time period. In addition to this, there are one-of-a-kind types of strategy it
really is decided as a part of customer adventure map this is accompanied so one can hold
relationship with its customer in the perfect way. After placing motive, the focus is on growing
customer personality for analysing want and need of patron in the suitable manner.
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They adopt internet of things to boom fashion of apparel and additionally awareness on
contemporary-day advancement in era that impose direct impact on revel in of man or woman
person at some point of unique segment of term (Kuppelwieser and Klaus, 2021). It is likewise
beneficial in providing products and services to its character through the usage of the use of
internet of things in the appropriate way. It additionally permits figuring out information sharing,
inventory management as a way to growth productiveness level in future time period. In help to
this, the principle attention is to growth enjoy degree of consumer a terrific way to be useful for
them in future time frame. Therefore, for create customer man or woman, they undertake internet
of things that help in assessing want and want of client in the perfect manner. Apart from this, in
addition they focus on engaging in non-public studies in case you want to undertake data
analytics that assist in assessing records related to views and opinion of client in case you want
to be useful for them in destiny time frame.
Apart from this, the customer contact factor is also taken into consideration by way of
commercial enterprise corporation at some stage in specific segment of term. Their interest is on
contact point of customer like due to covid-19 the client do now not pick out offline shopping
for, they attention on online purchasing, as a consequence the number one recognition is to offer
online product and offerings to its person in keeping with their wishes that help in growing sales
and income margin of organisation in destiny time period (Becker and Jaakkola, 2020). They
undertake progressive generation on the way to provide unique product and offerings to its client
that is helpful in developing brand image as well as popularity of enterprise in the front of client
at market. Apart from this, they recognition on assessing contemporary country with the useful
resource of analysing need and want of individual so as to fulfill them and their popularity is on
fulfill need and want of patron that ought to be satisfied in case you need to be useful for
organisation.
Therefore, the Burberry centres on presenting customised facility that allows you to fulfill
them. They moreover provide reduce charge, coins again, gives that provide greater or greater
fee apart from regular offers. By using this form of approach, the company keeps appropriate
communication with man or woman at marketplace region. Customer touch factors are
determined as part of corporation wherein the purchaser focuses is on interacting with manager
within the exceptional manner. It facilitates in increasing knowledge of touch issue through
which the corporation connects with individual (McColl-Kennedy and et. al., 2019). Therefore
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they focus is on adopting appropriate approach as a way to meet need and want of user and
obtain aggressive benefit over rivalries at marketplace.
Based on the above, formulate at least 2 CX objectives
The organization specializes in making suitable approach and plan to make sure that the
first-class of services and products supplied to its consumer as a way to satisfy them. The
primary motive is excessive diploma of pleasure of client can motive achievement and increase
of employer and additionally helps in attaining management position at market. There are
various strategies that is utilized by Burberry to carry out useful outcome for developing client
base this is going to be mentioned below:
Resolving customer hassle the control crew emphasised on troubles of client to be able
to resolving them with the aid of assessing problems faced by character on social media software
as well as net website online of enterprise. There also are number one motives in context of
manipulate enjoy guilt so that it will dissatisfy man or woman and also they recognition on in
addition development that permits you to be useful for them in future term (Shi and et. al., 2020).
In addition to this, resolving customer problems permits in developing earnings margin of
corporation in future time period. It is likewise helpful in preserving purchaser for longer term.
Educating and training of body of people the entire subordinate of Burberry is offered
with effective training consultation on the way to growth potential and information for serving
higher services to its man or woman. In addition to this, there are one in every of a kind forms of
customer service processes that is adopted by way of Burberry for growing pride diploma of
person and it is also useful in growing consumer base. Therefore, it is analysed that the primary
reason is to emphasise on appropriate services furnished to its clients that assist in growing
loyalty of character in recognize of agency. In addition to this, resolving customer issues permits
in growing income margin of commercial enterprise organisation in destiny time body. It is also
helpful in maintaining customer for longer time frame.
Therefore similarly to this approach, there are a few guidelines which may be followed
with the resource of better authority to decorate engagement stage of person. For pinnacle
management of Burberry they provide 24 hour services to its customer as a way to satisfy them.
In addition to this, further they recognition on nicely timed resolving queries of customer and
constructing outstanding relationship with them that help in increasing earnings in future time
frame (McLean, Al-Nabhani and Wilson, 2018). Creativity is decided as a high factor in
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converting macro surroundings wherein expectation of purchaser must be met with the intention
to acquire aim in well timed way. In addition to this, additionally they consciousness on
enhancing internet site and then fundamental goal want to be taking remarks of purchaser and
resolving their problem sooner or later of particular segment of term. There is one of a kind
components which might be related to managing experience of patron in the appropriate way. It
has been analysed that business enterprise are decided as a part of fashion enterprise that gain
fulfillment in destiny time body. Their maximum vital attention is to maximise experience of
customer at the way to be beneficial for them in destiny time period.
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
For analysing relevance associated with one-of-a-kind metrics, the key performance index
in addition to different methods is used so that it will take decision associated with customer
experience at some point of precise segment of term (Goodman, 2019). For presenting delight to
its consumer, it's miles crucial to evaluate want and want of user a good way to satisfy them.
There are specific forms of method that is adopted for increasing experience stage of customer
that is going to be mentioned underneath:
Key performance indicator is important in assessing overall performance degree of
precise fashion industry at some stage in unique phase of time period. In context of Chosen
Corporation, this technique allows in increasing expertise in context of sale that is improved by
means of supplying progressive products and services to its consumer. Therefore, additionally
they emphasize on carrying out goal and additionally obtain targets of company in well timed
way. It is likewise helpful in taking choice making as a way to be beneficial for client in an effort
to keep them for a longer period of time.
Benchmarking as per this approach, the chosen agency required to have a right popular
that is fulfilled in right manner throughout precise phase of term. In addition to this, it's far
beneficial in forecasting profit income ratio in addition to income complements via offering
modern services and products in keeping with need and wants of person. In assistance of this, it
is taken into consideration as a system this is useful in dealing with general that have to be reap it
in pre-decided time period.
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System for accumulating, recording as well as assessing comments the management
crew of Burberry additionally specializes in taking comments from purchaser which will
accumulate statistics as well as data in appreciate of person liking in addition to their differences
(Keiningham and et. al., 2020). In addition to this, the Burberry Company makes a speciality of
taking selections through getting revolutionary ideas that's related to fashion industry to meet
need and need of its person.
Update product and services according to client remarks the basic cause related to
accumulating critiques and comments from consumer and complements revenue this is supplying
items and offerings in step with their want (Kim, Beckman and Agogino, 2018). In context of
selected company that specializes in taking evaluation and provide items and offerings this is
wished by way of customers for the duration of specific section of term.
CONCLUSION
On the premise of above given record, it is assess that customer experience is taken into
consideration as application for use of various type of pastime this is decided as a part of user
lifecycle. It is taken into consideration as a exercise that symbolize designing as well as keeping
conversation for meeting want and need of person that enables in increasing their pleasure
degree, loyalty and lots of more. In this document, there is a discussion regarding purchaser
adventure map in the precise manner. They additionally provide description related to a way to
retain customers for a longer time frame and additionally they use key overall performance
indicator that allows you to take choices concerning enjoy stage of customer during precise
phase of time. There are exceptional types of demanding situations confronted by fashion
industry due to Covid-19 that imposes direct effect on performance stage of organization for the
duration of precise segment of time period. There are numerous emails, meeting and chat box
this is followed by using top management for assessing requirement of consumer and to boom
purchaser engagement in destiny time period. The cutting-edge changing in technological
elements is crucial in analysing want of employer and boom marketplace percentage with the
intention to be beneficial for agency in destiny time frame.
8

REFERENCES
Books & Journals
Kim, E., Beckman, S.L. and Agogino, A., 2018. Design roadmapping in an uncertain world:
implementing a customer-experience-focused strategy. California Management Review, 61(1),
pp.43-70.
Weber, M. and Chatzopoulos, C.G., 2019. Digital customer experience: the risk of ignoring the
non-digital experience. Int. J. Ind. Eng. Manag, 10(3), pp.201-210.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Gilboa, S., Seger-Guttmann, T. and Mimran, O., 2019. The unique role of relationship marketing
in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51,
pp.152-164.
Motta-Filho, M.A., 2020. Brand experience manual: bridging the gap between brand strategy and
customer experience. Review of Managerial Science, pp.1-32.
Bolton, R.N. and et. al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management.
Popli, S. and Rishi, B. eds., 2021. Crafting Customer Experience Strategy: Lessons from Asia.
Emerald Group Publishing.
Kuppelwieser, V.G. and Klaus, P., 2021. Measuring customer experience quality: The EXQ
scale revisited. Journal of Business Research, 126, pp.624-633.
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and implications
for research. Journal of the Academy of Marketing Science, 48(4), pp.630-648.
McColl-Kennedy, J.R., Zaki, M., Lemon, K.N., Urmetzer, F. and Neely, A., 2019. Gaining
customer experience insights that matter. Journal of Service Research, 22(1), pp.8-26.
Shi, S., Wang, Y., Chen, X. and Zhang, Q., 2020. Conceptualization of omnichannel customer
experience and its impact on shopping intention: A mixed-method approach. International
Journal of Information Management, 50, pp.325-336.
McLean, G., Al-Nabhani, K. and Wilson, A., 2018. Developing a mobile applications customer
experience model (MACE)-implications for retailers. Journal of Business Research, 85, pp.325-
336.
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Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Keiningham, T. and et. al., 2020. Customer experience driven business model
innovation. Journal of Business Research, 116, pp.431-440.
Online
BURBERRY GROUP PLC. 2021. [Online]. Available Through: <
https://www.dnb.com/business-directory/company-
profiles.burberry_group_plc.065d172c071f850960644cd977e9d978.html>.
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