Customer Experience: Armani's Approach to Customer Satisfaction

Customer experience

Executive summary
This report include the experiences of both customer and the brand. The problems
regarding products, the issues and their cure by the company. The brand chosen for this company
is one of the well known brand named Armani. How it deals with their customers what quality it
is giving and at what position is this brand is holding in market.

Table of Contents
Executive summary..........................................................................................................................2
Introduction......................................................................................................................................4
Task 1 Brand and its position...........................................................................................................4
Task 2 Key Customer Demographics and Frequency of use...........................................................5
Task 3 Relevant attitudes of Armani's customers............................................................................6
Task 4 Customer services and organisational culture......................................................................6
Task 5 Armani's Six Pillars of Customer Experience Excellence...................................................7
Personalisation............................................................................................................................7
Time and effort............................................................................................................................8
Expectations................................................................................................................................8
Integrity.......................................................................................................................................8
Resolution and Empathy.............................................................................................................9
Summary..........................................................................................................................................9
Recommendation.............................................................................................................................9
References......................................................................................................................................10

Introduction
Customer experience is overall cognition of consumer of the organisation. This includes
the interaction of a customer to company, the response, experiences and many more touch points.
Armani, is an Italian brand founded by Giorgio Armani in 1975. The brand is having its own
manufacturing, designs, retail, distributors, and retail, ready to wear, goods made of leather,
shoes, watches, jewellery, accessories, eye wear, cosmetics and things used in home interiors.
These products are sell by this brand in different labels like Giorgio Armani Prive, Armani
Collezioni, Emporio Armani, Armani Jeans, Armani Junior and Armani Exchange. The brand
uses the Armani name with high fashion and getting benefits from its fame in the fashion
industry. Armani is one of the best sellers of best luxury items in many countries and got good
response from the customers (Alnawas and Hemsley-Brown, 2019). As this company gives its
hundred percent and available for its consumers regarding any kind of problems regarding its
products.
Task 1 Brand and its position
Armani is one the best brand famous for its luxury items. The brand deals with the goods
made with pure leather, eye wears, jewellery, cosmetics, accessories, ready to wear etc. The best
thing about this company is its having its own manufacturing which helps the company to deals
with customer in easier way as they have there own manufacturing they can provide customers
as they needed. This brands products are available on selected stores as this thing defines its
prestige. The brand describes and having its logo which is a curved “G” combined with “A”,
shaped in circle. Armani has positioned itself to get attention towards the of high class, style ,the
best quality and sophistication. The brand mainly target the market which includes high earning
individuals, business class, celebrities which place brand different from others and maintains a
very high class category. This all process of getting position in market is done with the help,
guidelines and by the approval of celebrities (Barari, Ross and Surachartkumtonkun, 2020).
Armani just focused and put their adds on Hollywood and Bollywood to get high profits, on the
other side got assured by the celebrities to chose their fashion points. By applying such ideas
Armani got a good hold in market and good customer satisfaction. The performance of Armani
can determined by using BCG Matrix. The premium accessories and apparel brand is operating
in this business like fashion apparel, hotels and real estate. This brand is using various channels