Burberry's Customer Persona, Digital Activities, and CX Models Report

This report provides an analysis of Burberry's customer persona, digital touchpoints, and customer experience (CX) models. It identifies Burberry's target customers based on gender, age, income, lifestyle, and interests. The report examines the digital activities customers undertake across various touchpoints, including content engagement, reviews, video consumption, and social media interactions. It also explores how Burberry utilizes social media platforms like Facebook, Instagram, and Twitter. Furthermore, the report applies the Gartner CX pyramid to evaluate Burberry's website and digital presence, analyzing how the company aims to provide information, solve problems, and proactively meet customer needs. The analysis highlights Burberry's strategies for engaging customers and building brand loyalty through its digital channels.

Customer persona
Customer persona is clearly identifying who
are customers and what are their
characteristics in order to develop better
understanding of their preferences and taste.
Customer persona for Burberry
On the basis of gender- On the basis of
gender both the genders are targeted by the
company. Company provides products for
both the genders.
On the basis of age- Company targets
babies (0-36 months), boys and girls from
age 4-14 years and men and women of age
between 20-45 years.
On the basis of income- High class
customers with upper class income
customers are targeted by Burberry. This is
because products of Burberry are of high
price and everyone cannot afford and buy
its products.
On the basis of lifestyle- Those who prefer
luxury and high class lifestyle and prefer to
buy unique, exclusive and costly products.
This is because product category of
Burberry is luxury product category.
On the basis of interests- On the basis of
interest Burberry targets those who are
interested in luxurious life and also likes to
reflect their personality by their appearance.
This means costly and luxurious products
reflect their high-class lifestyle and
personality.
Customers’ digital activities at the various
digital touchpoints
There are several digital touch points that connect
customers with Burberry. On this different touch points
customers undertake and complete different digital
activities. These digital activities include engaging with
content of the company. This means that Burberry e-
post different types of content on different digital touch
points and in addition to this it also communicate about
its new product and exclusive products. By these
activities company engage customers with its content
and this engagement is visible through their likes
comments and share on social media platforms. Another
with digital activity that customers undertake on
different review platforms is reading and writing
reviews about company and its products. Other than
this, customers also so watch video content on different
digital channels like YouTube. As Burberry has its
present on this channels engagement of customers and
their views are visible through it’s videos. As company
targets young age people social and digital media are
most common places where customers complete their
digital activities. Customers that Burberry target are
also interested in non perception of others and what
other people think about the brand and how they
perceive it is also important for youngest people to
ensure that they are buying products from right
business. In addition to this social media channels also
enable to connect with several people digitally and this
is also an activity that customers complete on digital
platform. This helps customers in knowing whether any
of the digital connection that the have uses product of
Burberry. In addition to this customers that Burberry
target are also likely to share there experience on
different social media platforms by posting their
pictures. Through this they can share that they are
customers of Burberry and have its products.
Digital customer experience
Current website of the company: Current website of the company is
not only and platform for information but is also a digital channel from
where customers can buy products of Burberry. This is why customer
experience of the website of company is very effective. Company has
managed to effectively showcase its products through which customers
can decide what product they are interested in buying along with every
detail of the product.
Social media tools
Facebook: Company has a very effective presence on Facebook.
Burberry keep updating its customers and followers on Facebook
through different product updates and what are new launches of the
company.
Instagram: Other than Facebook Burberry also has its presence on
Instagram. Its presence on Instagram is visible through its effective post
that help company in reflecting what value it provides to its customers.
Twitter: Other than this company also has its presence on another social
media channel that is Twitter. Presence of Burberry on Twitter is based
on company of operations. This means that every company where
Burberry operates have their individual Twitter handle through which
they communicate with the people of the country with its own Twitter
handle.
Review site: Review sites are those digital platforms where either
businesses or customers can share their experience with a particular
product. They can share with others weather the experience that they
had with product was friendly or not. Concerned with Burberry as
products of company are of high value customer experience on review
sites is also valuable and positive.
YouTube: This is another important digital Marketplace where Burberry
has its presence. YouTube allows businesses to engage with their
audiences through video content. Burberry customers have an positive
experience on YouTube as company create and employees effective and
engaging video to communicate with its audience. Millions of views on
videos of Burberry justifies that it has effective and engaging content
and customer experience is also positive and favourable for company.
CX models: Gartner CX pyramid
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This is a model of customer experience that includes a pyramid. On the basis of pyramid
‘furnish information I can use’ refers that lowest form of customer experience is to give
customer information so that they can solve their problem.
Second phase of the pyramid is a ‘solve your problem when I ask’ refers that customers
have an experience that tells them that their needs are less important for company and
needs of company are more important.
Third phases in pyramid of customer experience is‘provide what I need without me
asking’. In this phase businesses work on protecting customers from harm or help them
to explore opportunities.
Followed by this another phase in the pyramid is ‘provide what I need without me
knowing’ this refers to level of experience that can only be provided when plants rethink
products in age of big data mobile connectivity social media and internet of things. This
in other words is responsiveness of the business but by being Proactive. This helps
businesses in winning trust and loyalty of customers along with their advocacy.
‘Make me better, safer, more powerful’ is last level in customer experience pyramid.
This level of customer experience is furnishing consumers with more power over assets,
expenses, income and experiences.