Customer Experience Report: Analyzing Armani's Strategies and Impact

This report provides a comprehensive analysis of Armani's customer experience, exploring various aspects of the brand's interaction with its consumers. The report begins with an executive summary and introduction, outlining the brand's positioning in the luxury market, its product offerings, and its global presence. It delves into Armani's brand and market position, utilizing the BCG matrix to assess its performance. Key customer demographics are examined, highlighting the target audience's characteristics and purchasing behavior. The report explores customer attitudes towards the brand, including their expectations and desires. It analyzes Armani's customer service and organizational culture, emphasizing its commitment to customer satisfaction. Furthermore, the report applies the Six Pillars of Customer Experience Excellence model to Armani, evaluating the brand's performance in areas such as personalization, time and effort, expectations, integrity, resolution, and empathy. Finally, the report concludes with strategic recommendations for enhancing the customer experience and improving Armani's overall performance in the competitive luxury market.

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

so the product of this company is easily available to customers. BCG matrix also helps Armani
to analyse both the present and future competitive landscape of their company and plans
accordingly. According to BCG matrix its necessary to analyse market share and growth rate of
product and services. Some figures of Armani according to BCG matrix.
High market share Low market share
High market growth Stars
shoes, luggage, cloths
Question marks
Jewellery, cosmetics
Low market growth Cash cow
Eye wear, watches
Dogs
Armani junior
Task 2 Key Customer Demographics and Frequency of use
Customers demographics are the categorizations of the consumers that the market is
targeted by the business. Including characteristics such as race, age, educational attainment,
income, mobility, disabilities and gender. The age ratio of the consumers who are using the
products of Armani mostly not kids or not that old. In this research it is also found not only
men's but females are also using the products of Armani at same ratio (Bhattacharya, and
Srivastava 2020) . Armani is a big brand and a good position in market has maintained a class of
customers as its products are not affordable to every one, so mostly high class and celebrities use
its products. Armani Customer demographics have got important in age which is digitally based
on the facts organisations and can apply demographics on social sites like Facebook and
Instagram to point the market for better results. If any organisation is applying demographics to
target the market then they can get good benefits. To target the consumers Armani is applying
geographical segmentation. The biggest advantage of demographics segmentation is the
information which a organisation is needed can be readily available from data of census. The e-
commerce technique of the organisation should reflect the characteristics of the target
demographic. A major role is played by demographics in the marketing of products on different
platforms. In some past years Armani has targeted the upper class people who can afford its
products (Komulainen, and Makkonen 2018). So many customers of Armani are using its
products for just creating a upper social status, it is just stuck in the mind of those people. And
brand is just getting benefits from this.

Task 3 Relevant attitudes of Armani's customers
The consumers of the Armani are divided in some different categories. The desires of
those customers from the organisation are also same at a particular stage, some of them are
luxury, the quality of the product they provided and a fulfilling sense. Consumers find Armani as
the best and on the top in luxury around the world, therefore the purchase of its product is based
on social needs. The result itself reflects the purchase of product towards the high class and
celebrities (Liu, Sparks, and Coghlan 2016). As the demand of Armani's customer is they want
the products on the different states which means they need different items on different
showrooms. Even the brand is also giving its hundred percent by satisfying their customers and
that gives them a different attitude by differencing them from others.
While competing against different companies like Burberry, Hermes, Gucci. The brand
started production of the best quality shoes made with hands and pure leather products which are
charming the consumers. The product of this company is also having a good brand image in the
industrial market. The products which they buy from Armani give them a class which they are
not able to get from different brands like Hermes and Gucci. In regarding to market, Armani has
to communicate its brand to top in world for top luxury brands (Lo 2020) . On other hand
Armani has also adopted 4Ps of marketing mix which are product, price, place and promotion.
The product given to customers is best in quality, its prices are premium as its a celebrities
consumed company. This company is having its stores in so many regions where the customers
can get the needed product easily. The promotion strategies of this brand is very good as its
dealing with Hollywood and Bollywood. On other side its also using digital marketing for the
promotion of the brand and it seems beneficial for the company. This brand is also having its
own site through which the customers can get the needed product on their place also which
sounds quit easier for them to purchase the product.
Task 4 Customer services and organisational culture
Clearly set out statements that can be used to identify what the brand says about customer
service and what beliefs and organisational culture underpins these statements
The brand Armani mainly focus on the improving its brand image as well as improving
its costumer service. The Armani organisation mainly believe on continuous improvement to
enhance its costumer services. The organisational culture plays most important role in improving
its costumer services. Because organisational culture affect the performance of employee and

management that directly influence the services of employee who are delivering services to the
potential consumer. The Armani is very expensive brand that mainly depend on high and
premium consumer. That is why they believe to increase the motivation level of consumer who
will provides high productive and value to their potential consumer. The company set up and
established costumer services department who resolve all the doubts and enquiry related with
products and services (Pandey, and Chawla 2018) . This will improve the image of company as
costumer can easily solve their problems. Because of its effective costumer services and
organisational culture company is very famous in their industry. This will help them to gain
competitive advantage Armani's brand visualise its commitment towards providing the
consumers with customer experience. The customer don any find any type of difference in the
values and statements said on the website. Providing best and high quality product with good
services is mainly the duty of the employees, although its the strategy of the organisation.
Armani gives the training to their employees in what manner they have to treat the customer and
sell them the product (Quach,and et.al.,2020). This brand has also develop a Engagement and
connection program that creates a good bond between the customer advisor and the customer.
This process show the customer that Armani cares about them and their existence matters for the
company so much. The brand also trains its employees on how to personalise experiences of its
customers.
Task 5 Armani's Six Pillars of Customer Experience Excellence
The success of the company is totally dependent on the promises which are given to the
customers be proved true, there needs will be fulfilled on time. The ability of Armani is to prove
and provide its consumer with best products and the services, by this the marketing strategy of
brand will be evaluated the six pillars of customer experience like Personalization, integrity,
resolution, time and effort, expectations, and empathy (Waqas, Hamzah, Z.L.B.and Salleh,2020).
Personalisation
Personalisation can be defied as to understand the proper needs of an individual
customer. This phenomenon helps in building an good connection emotionally and faithfully
between the customer and the brand. As the brand Armani is following such steps through which
its customers feels valued and important. The brand is also focusing on the retail and online sites,
by this the customers can be engaged and can get the products which they want by going on

stores and can purchase them from online sites of this brand this will help the shoppers to feel as
if the brand is not fake on their side and is not putting any kind of pressure on the customers to
take the products fast.
Time and effort
For every one time is a so much important even the customers also want to achieve their
goals within the decided time frame, and in effortless and easy manner. The value of time and
effort in customers life is the ability of organisation to minimize the efforts and the process
should be smooth. As Armani is focusing on tho0se customers who use online services instead of
going and purchasing from stores, so its trying to improve the online services and making them
better. The brand is concentrating on the digital channels so that it can put a control on those
services and can easier the distribution and delivery services (Pleyers, and Poncin 2020) .
Although by this process there will be a fine line between the informations which are so difficult
become more easier. The process of purchasing will become more simpler as they can be but not
that simpler than they should be.
Expectations
The first step of every organisation is to know the expectations of their customers, for
further want customers can expect from them. The expectations according to the six pillars of
customer experience means to refer to the strength of an company to mange, meet, and can be
able to complete the expectation of customers. Armani's customers demand best quality and
luxuries products and the strength of the company is seen to get the fulfilment of the demands
and get success. On other side the products which customers are getting from brand should be
durable, and trustable. Although the brand also try to convince their customers by giving all the
details regarding products on social sites and their personal sites.
Integrity
It is necessary for the brands to deal with their customer in trustworthy manner. These
brand should differ themselves from others that they are more profitable and trustable in a polite
manner so that consumers get attached to them. Unfortunately if any kind of mistake or any
defect any customer find any mistake regarding the product they should solve it and convince the
customer to trust them again and assure them it will not happen in the future. In past year Armani
delivered a product by mistake the product was defected and customer do not liked that, without

wasting time the brand just replaced that and apologies for that mistake and gave the surety that
it will not happen in future that shows the politeness of organisation and will be beneficial too.
Resolution and Empathy
Resolution is the process of turning a bad experience which a customer got converted in
best one. The brand do that in urgency and solve the problem regarding any mistake happened by
the customer in simple words its a promise given by the company to the customer. Empathy is
the vision which brands take from the point of view of customers on any problem regarding their
company. Empathy in the six pillars of customers experience means to see the ability of
organisation to get to know the understanding of customers. Armani is giving its best by
following both the rules Resolution and Empathy.
Summary
Armani is one of the famous brand of luxury fashion which is competing and giving its
best performance in industrial market across the world. The brand believes in improving its
product quality as much as they can, and can give the best high quality products. Even its using
social and digital marketing to go through their customers.
Recommendation
Armani has to improve its social media platform and have to go through the needs and
demands of customers who are not able to reach. Even brand should do something for the
customers who are able to afford the products of this brand. There should be equality among all
type of customers from brands side.

References
Books and Journals
Alnawas, I. and Hemsley-Brown, J., 2019. Examining the key dimensions of customer
experience quality in the hotel industry. Journal of Hospitality Marketing &
Management, 28(7), pp.833-861.
Barari, M., Ross, M. and Surachartkumtonkun, J., 2020. Negative and positive customer
shopping experience in an online context. Journal of Retailing and Consumer
Services, 53, p.101985.
Bhattacharya, A. and Srivastava, M., 2020. A Framework of Online Customer Experience: An
Indian Perspective: An Indian Perspective. Global Business Review, 21(3), pp.800-817.
Ieva, M. and Ziliani, C., 2018. The role of customer experience touchpoints in driving loyalty
intentions in services. The TQM Journal.
Komulainen, H. and Makkonen, H., 2018. Customer experience in omni-channel banking
services. Journal of Financial Services Marketing, 23(3), pp.190-199.
Liu, W., Sparks, B. and Coghlan, A., 2016. Measuring customer experience in situ: The link
between appraisals, emotions and overall assessments. International Journal of
Hospitality Management, 59, pp.42-49.
Lo, A., 2020. Effects of customer experience in engaging in hotels’ CSR activities on brand
relationship quality and behavioural intention. Journal of Travel & Tourism
Marketing, 37(2), pp.185-199.
Pandey, S. and Chawla, D., 2018. Online customer experience (OCE) in clothing e-retail:
exploring OCE dimensions and their impact on satisfaction and loyalty–does gender
matter?. International Journal of Retail & Distribution Management.
Pleyers, G. and Poncin, I., 2020. Non-immersive virtual reality technologies in real estate: How
customer experience drives attitudes toward properties and the service provider. Journal
of Retailing and Consumer Services, 57, p.102175.
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.
Waqas, M., Hamzah, Z.L.B. and Salleh, N.A.M., 2020. Customer experience: a systematic
literature review and consumer culture theory-based conceptualisation. Management
Review Quarterly, pp.1-42.