Analyzing Customer Experience: A Case Study of Zara Company

This report provides a comprehensive analysis of Zara's customer experience (CX), focusing on the customer journey map and key CX objectives. It details the different stages of the customer journey, including awareness, consideration, purchasing decision, purchase, retention, and advocacy, explaining how Zara interacts with customers at each stage. The report also examines the influence of digital platforms on the customer journey, highlighting how Zara leverages various online channels to enhance customer engagement and drive sales. Furthermore, it identifies and discusses critical CX objectives for Zara, such as positively influencing customers through quality products and improving levels of customer service. Different metrics, KPIs and analytics used to measure customer experience are also mentioned. The report concludes by emphasizing the importance of a well-defined CX strategy for Zara's long-term success and customer loyalty. Desklib provides access to similar solved assignments and past papers for students.

CUSTOMER SERVICE
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Customer journey map.............................................................................................................3
2. Digital influences on the customer journey.............................................................................5
3. CX (customer experience) objectives......................................................................................7
4. Different metrics, key performance index (KPI) and analytics...............................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer Experience refers as a holistic viewpoint of the customers for their experience
which they achieve with the brand or business. So, it is also known as CX and it is important for
the company because it will support to understand customer’s perception. For example, if
customers have good experience with the business or brand then it drives loyalty and revenue
that helps company in long run in the business market. There is a great example of Zara company
that will provide high understanding about significance of customer experience (CX). Zara is a
stylish fashion company. It is apparel retailer-based organization that posses’ wide product line
i.e. shoes, clothing, accessories, swimwear, beauty and perfumes. It offers it’s product services
worldwide. It is considered one of the fast fashion retailer company which posses’ 20 clothing
collection in a year. This report will discuss about customer journey map that encompass
different stages of customer journey.
MAIN BODY
1. Customer journey map
Customer Journey Map is a type of format that visually shows how a customer engage
with the company or brand. The map can come into different forms i.e. diagrams, infographic or
illustrations. With the support of customer journey map, company can identify whether
customers have strong access to gain necessary information and links, which is important to
enhance customer’s communication and potential reviews (Levesque and Boeck, 2017). There
are various types of customer journey map such as current state, day in life, future state, service
blueprint etc. whereas Day in life type map examines the live and action of the company’s
customer both outside of relating to the engagement with the business. It also supports business
to determine customer’s pain points and how new product or service could relive them. Current
state type map supports company to evaluate how customers directly interact with the company.
It also determines any gap or issue that arises within customer’s journey map. There are six steps
of customer journey map that are mentioned below in following manner:
 Awareness

It is primary stage of customer journey map that supports customers to understand about their
needs and contempory fashion which can give them elegant look. At this stage company can
create awareness in customer about it’s brand by advertising about offers, discounts with the
support of touch points. In other word this stage supports company to develop objectives through
which it wants to accomplish within timeframe. In this stage digital influence plays effective role
because most of the customers are too much engage with social media, search engine so
company can add it’s content on these digital platforms then if customer will search for
something then these media will ultimately give suggestion about the company to the customer.
 Consideration
At this stage, customer identify that brand as possible solution of their needs. For example,
customer’ research about the product base on their needs and compare brands from other option.
With the support of this stage company can target it’s targeted audience and understand
customer’s insights on the basis of customer base and how they interact with the brands through
different touchpoints, in which areas customers like to come in contact with the company.
 Purchasing Decision
At this stage, customer takes decision of buying so they go through the process of making a
purchase like adding products in the basket, finds coupon and discount codes, buy now or pay
later application etc. Thus, it is one of the essential stages of customer journey map.
 Purchase
In this stage of customer journey map, company can outline all touchpoints that all customers use
throughout the experience. Touchpoints are ad clicks, customer service calls that will support
company to build good relationship with the customer.
 Retention
At this stage, customer itself takes decision to repurchase product from the particular brand or
not on the basis of it’s previous buying services such as when customer’s get good quality
products with good customer care services and update about product delivery time to time on
through email etc. these information helps customers to take right decision. In this stage,

company can understand buyer’s experience effectively by going through it’s touchpoints
accordingly their perceptions. During the process, company can easily make the note of pain
points which customer’s face that it can encounter and improve them effectively.
 Advocacy
It is last stage of customer journey map whereas customer become loyal for the particular brand
and always prefer to buy product from brand only (Customer Journey Mapping in Ecommerce,
2019). In this stage, company can lead several changes which can make customer journey map
effectively.
Figure 1Customer Journey Map
2. Digital influences on the customer journey
This map is a type of visual representation that allows company to explain, explore as
well as understand the customer’s experience with the company’s product or brand. There are
lots of benefits from the customer’s journey map such as company enables to improve
customer’s engagement with the brand. Maps also determine the gaps within the customer’s
experience with the product or brand. Customer journey map is used for the Zara
company in order to enhance digital influence on the customer journey. Customer journey map
for the Zara is mentioned below:
 Awareness
To increase customer awareness about the product and services, Zara can use digital platform i.e.
browser, websites etc. to create awareness in customer so that it can improve customer’s

shopping experience. Thus, digital influence brings positive impact on influencing customer
awareness about the Zara product and services.
 Consideration
At this stage, customers look for such brand which stand over their needs and expectation, so
they research and compare brands from each other. To differentiate it’s brand from others, it is
important for the company to analyze the demographics and age of the most common customers.
It will support to understand insight of the different customers. The targeted audience of the Zara
is upper- and middle-class audience. The reason behind is that this targeted audience always
want such clothing product which improve their social status between community and they ready
to pay extra in order to get best quality product (Batra, 2017). Zara is one of the most premium
brands among others which also offers customized products services. Zara posses’ wide product
line so it has wide variety of customers who interact with the business frequently so it can
develop several persona and effective customer journey maps. Thus, company can offer only
those product and services to the customers which meet their needs and they do not need to
compare with other brands. In this stage digital influence gives positive impact on customer’s
buying option such as Zara can provide several touchpoints i.e. like, share, comments on the
social media platform that supports customer to compare brand from other brand effectively.
 Decision
At this stage, customer makes decision to buying product from the particular brand. So,
Zara company uses this stage in order to influence customer’s buying decisions such as company
can advertise about discounts, coupons, payment delivery options etc. Such discounts on
premium brands ultimately influence customers to buy it’s products at good price. At this stage
digital influence affects positively on consumer’s buying decision such as It can use various
digital media such as internet, social media i.e. Facebook, Instagram, Snapchat etc. in order to
access it’s customer rapidly. With these media, company enables to collect different data about
customer related to fashion, brands, discounts and coupons (Jain, Aagja and Bagdare, 2017).
This information can be integrated into online marketing strategies in order to influence
customer’s buying decision. In addition, company can offer touchpoints on it’s software
application such as adding item into cart, provides using coupon code, payment options and

confirmation and receipt. These icons will support marketing manager of Zara to keep access on
customer’s buying decision. Thus, digital influence enhances consumer’s buying decision
positively. But the major impact of the touchpoints is that customers often add item in the basket
and wait for that when they will get discount then they will buy due to this company often get
confuse to raise selling revenue of purchased items.
 Retention
At this stage, Zara focuses on customer’s retention because it enables to gain high
profitability from them by offering product and service at good cost. To influence customer’s
repurchasing decision, company previously provide best service to the customer who made first
time purchasing order such as customer service and support, feedback and reviews (On it’s site)
and refund and return process. These touchpoints are the source of digital media that
automatically influence customers to revisit the site. But the major drawback of these
touchpoints are that if company’s employee unable to offer good services to the customer who
made purchase order first time or does not get good product then they never visit the site again.
So, it is important for the company to keep high focus over it’s services and touchpoints.
 Advocacy
At this stage, Zara company become properly ensure about the customer that they are loyal for
the brand. Digital influence also plays effective role at this stage such as Zara provides
customer’s loyalty card to it’s loyal customer at the social media or through email marketing in
order to make them feel that they are valuable part of the company.
Thus, digital influence has positive impact on customer’s journey map because Zara
enables to build large customers base with the support of touchpoints. But company require to
focus on the management of different digital platforms then it can get profitable result in it’s
business.
3. CX (customer experience) objectives
Upper management of a business has always required to set the objectives relating to
customer experience. On the basis of above discussion, there are two key objectives relating to
customer experience has been mentioned below for Zara (Garza Salgado and Royo Vela, 2019).

In this situation, upper management of this fashion business have to put its huge efforts in the
terms of achieving objective relating to customer experience. The main reason behind
formulating customer experience is to provide the best experience and satisfaction to different
customers in market place, in which two main customer experience objectives has been
mentioned below;
Positively influencing customers by providing quality products
This is one of major customer experience to Zara, in which upper management and staff
of this company have to put own huge efforts in the terms of providing the best experience to all
customers in market place. Basically, improving quality of own products and services is not a
small task to a business, in which there is each business have to adopt some effective approaches
of operations management, like; JIT, Lean production, TQM, etc. According to different
business experts, when business adopts and implements these all approaches in own production
processes, then it can simply develop its products or items with an extra-ordinary quality.
Currently competition in the fashion industry is continuously increasing, in which this is very
important task to the management of Zara to achieve this objective on time by developing quality
products and services in marker place (Heinisuo, 2017). There are management can use an
effective workforce also in its workplace for increasing quality of its products. At the end,
existing fashion business will be succeeded in achieving objective of positively influencing
customers by providing quality services.
Improve levels of customer service
Improvement in levels of customer service is another major objective to the Zara in the
terms of providing better experience to all customers. In this dynamic world, most people or
customers very like to consume products and services of that business which give reply on any
feedback or query in just few minutes. They avoid to buy products and services from those
ventures who has very poor customer service. This is the main reason that, present customer
experience is very essential to Zara. However, upper management need to provide some proper
training and development sessions to its employees or staff in order improve its levels of
customer service, but at the end, it will be succeeded improving is levels of customer service.

After having very effective levels of customer service, Zara cab simply provide an excellent
customer experience and satisfaction to business.
4. Different metrics, key performance index (KPI) and analytics
The management at Zara should have knowledge about different metrics, key
performance index and analytics, because this knowledge can be used for evidence-based
decision-making for enhancing customer experience strategy (Tan and He, 2019). Basically, each
business should have an effective customer experience strategy in current highly competitive
market place, because this strategy enables to businesses for improving their levels of customer
service. In this situation, after having the knowledge of about different metrics, key performance
index and analytics, Zara’s upper management can simply improve its existing customer
experience strategy or technique. There are some major metrics, KPI and analytics has been
discussed below which upper management of Zara can be adopted and used for understanding
decision-making of customers in the terms of developing own customer experience strategy.
Social media metrics
This is the one key metrics or analytics in this modern world to a business, in which by
considering social media metrics, there is Zara’s upper management will simply develop own
services and products in the terms of providing them an excellent experience as well as services.
Basically, this business currently has used social media marketing strategy to widely promote
own brand, so it has official pages on almost all social media platforms, like Facebook,
Instagram, Twitter, in which existing management should use metrics of these all social media
platforms in order to improve or enhance own customer service experience (GALOPPI, 2019).
Currently all social media platform gives opportunity to people or customer about sharing their
point of views, opinions and feedbacks in the comment of any post, in which when Zara
marketing posts any promotion image or video of these social media platforms, then it can
simply see the engagement of customers with its recent promotion post in metrics of social
media. This is the main reason that, upper management of Zara should always consider social
media metrics in the terms improving own strategy of customer experience. Many times,
customer shares what they like most fashion industry on social media, so company have to
develop its products and services accordingly.

Customer satisfaction metrics
This is another metrics for the company, in which upper management have to consider
this one as well. In this dynamic and modern world, there are sites available on the internet
which supports people or customers for giving rating to different businesses. For example;
currently Zara products and services simply available on e-commerce websites as well, like;
Amazon, eBay, Alibaba etc.in which when any customer buys items of Zara from these websites,
then these websites give access customers to give ratings to products of company which they
have recently purchased. In this situation, management of company have to consider star ratings
on these websites which has given customers (Stein and Ramaseshan, 2016). Basically,
customers give star rating to products of a company on the basis of their experience. For
example; a person is very satisfied with Zara products and services, in which that person can
give 4 or 5 ratings out of 5 to this business on e-commerce websites. On the other side, a
customer who is no satisfied with Zara products and services, then it can give 1- or 2-star ratings
out of 5 to business on websites. After analysis customer satisfaction metrics, the company can
simply analysis customer decision-making journey, and at the end, this factor will contribute in
overall development of Zara’s customer experience strategy.
Web analytics
Currently many businesses and businesses has used web analytics as well in their
workplace to measure customer decision making and their experiences (Kaur, 2020). Basically,
currently each business has its official website, in which there are Zara also has its official
website. In this situation, upper management of company have to contact its IT department in the
terms analysing how many people are visiting on the Zara official website in a day or in a week
or in a month. If company will analyse that there are many people visits Zara’s official website,
then it can be simply realised that, most people or customers are very satisfied with company’s
products and services. On the other side, if company will be analysed that there are only few
people visits its official website on a day, then it can be simply analysed that people are not
satisfied with company’s different products and services. many times, businesses run their
marketing campaigns also on basis of web analytics, because these analytics helps in knowing
people of which market segment very like to consume products and services of business (Nyberg

and Soini, 2017). That’s why upper management of company have to use this metrics and
analytics in work place to analyse different stages of customers’ decision-making journey.
These all are some major metrics, KPIs and analytics which upper management of Zara
can be adopted in the terms of enhancing own strategy of customer experience (Madhani, 2020).
Basically, after enhancing own strategy of customer experience by these metrics and analytics,
this fashion will simply gain huge competition and profit margins in the market place.
CONCLUSION
On the basis of above findings, it can be concluded that currently each business has
focused on understanding the decision-making journey stages of customers, because these stages
enable businesses about what types of products and services liked by people or customers in the
market place. On the other side, the marketing is mainly responsible functional department in the
Zara for mapping customer journey, in which the department have to properly analyse or map the
journey of customers. It can be also concluded that upper management of business can simply
influence this decision-making journey of customers by using various digital tools and gadgets.
The business needs to use different metrics and analytics also in its workplace to measure
customers’ decision in order develop own strategy of customer experience. At the end, Zara will
be simply able to give an excellent experience to its different customers in the fashion industry.

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