Analyzing Burberry's Customer Experience and Digital Strategy

This report provides a comprehensive analysis of Burberry's customer experience strategy. It begins by identifying target customer personas, including youngsters, gents, and ladies, and explores how digital marketing influencers can expand the company's reach. The report then delves into the various digital touchpoints used by Burberry, such as paid search, Amazon, and social media platforms like Facebook, Instagram, and Twitter, and evaluates the digital customer experience on these platforms. The analysis further examines the application of customer experience models, including an aggregate information model, prioritization of insights, execution and communication, customer engagement, and feedback capture, as well as Gartner's pyramid, to develop and implement customer experience strategies. Finally, the report concludes by emphasizing the importance of customer experience in providing value and ensuring customer satisfaction. The report includes a review of websites for customer ratings and reviews.

Customer Experience Strategy
Introduction
Customer Experience Strategy refers to the
techniques and methods which are adopted by the
organizations so that they are able to ensure that
they can provide a right experience to their various
customers which can result in their higher-level of
satisfaction effectively and efficiently (Bolton and
et.al. 2018). For this discussion, Burberry has been
chosen. It is a British Luxury Fashion House
which has headquarters in London, United
Kingdom. In this discussion, detailed focus will be
made on identification of clear customer persona,
digital touchpoints, evaluation of digital customer
experience. Additionally, detailed focus will also
be made on application and critical evaluation of
CX models as a part of this discussion.
MAIN BODY
For the companies it is important that they identify
the right customers for the purpose of providing
them with the required goods and services. Thus
for this purpose a company needs to target global
customers for earning higher-level of profits
(Kandampully, Zhang and Jaakkola, 2018). The
global customers who will be targeted by Burberry
are as follows-
Continued… Continued…
The digital customer experience on the various types
of digital marketplaces is as follows-
• Burberry- The official website of Burberry is quite
helpful and interactive for the customers. It displays
the various fashion apparels of the company which is
quite helpful in the customers getting to choose the
right products. It also offers different payment
options for the customers at checkout.
• Facebook- The official Facebook page of Burberry
keeps the customer up-to-date with the latest product
offerings of the company. It also brings out the latest
change in the fashion collection. Thus this is helpful
in keeping the customers well-informed. Therefore
this is helpful in displaying advertisements to the
customers.
Youngsters- Youngsters are the people who like to
shop a lot and thus like to spend more amount of
their income on fashion. Thus it is quite important
for Burberry that it is able to target these people so
that it earns higher-level of profits. It can target
them by providing them with products and
services which can meet their dynamic needs and
requirements.
Gents- Gents also like to spend on their fashion.
Thus they are also the target customers for
Burberry. It needs to keep up with their needs and
requirements by providing them products and
services accordingly. In this way it will be able to
achieve its particular goals and objectives.
Ladies- Ladies are very conscious about their
fashion. They have changing needs and
requirements which have to be met by the fashion
companies. Thus it becomes important for
Burberry that it provides them with the products
and services thereby meeting their needs and
requirements.
Nowadays the modern customers also like to shop
online for their fashion apparels. Thus for the
companies it becomes important that the use of
digital touchpoints is made so that they can be
reached. The various digital touchpoints for
Burberry’s customers are as follows-
Continued….
Paid Search and Shopping- It is a popular mode
nowadays. In it, the companies make payment for
their advertisement to be displayed on websites so
that the customers can click on these
advertisements and get redirected to the main
website of the company where they can do their
shopping. Burberry also makes its use by giving
advertisements on websites so that its revenues are
enhanced. It is a digital touchpoint which can help
in targeting of the customers.
Amazon- Amazon is a popular e-commerce
website which is used by the customers for online
shopping. Thus Burberry also makes its use by
providing its products and services on the website
so that the customers can be targeted effectively
and efficiently. The digital customer activities here
are purchasing, making payment, giving ratings
and reviews etc.
Social media- Social media is very popular
nowadays. So for the companies it is crucial that
they make its right use so that their level of
revenues can be enhanced and thus they can
enhance their profits (Keiningham and et,al.,
2020). For this purpose, Burberry makes use of
Facebook, Instagram and Twitter so that it can
connect effectively with the customers. It is a
digital touchpoint which is quite beneficial for it.
Expanding the reach- The digital marketing influencers can expand the reach of the company among their various types of customers. Thus, In this manner the organizations can ensure that they are able to expand their reach in a highly effective manner.
Reaching the customers- The various types of customers can be reached by the firms when they make the use of digital marketing influencers. They can provide positive reviews and rating about the products and services of the company to the customers which can help them a lot in taking the right decisions.
Creating an impact- Through the use of Digital marketing influencers, the organizations can create an impact on the organizations. Therefore, In this way this can lead towards more business for the firms.

Customer Experience Strategy
Continued…
Twitter- The official Twitter page of Burberry is
helpful in providing updates to the customers. Also
this is the place where the advertisements of the
company are also displayed. Therefore in this way
the customers get to know more about the latest
product offerings of the company.
Instagram- The official Instagram page of
Burberry helps the customers a lot in getting to
know more about the product offerings of the
company. New fashion apparels are displayed in
the form of images here and the updates are also
provided to the customers. Therefore this is
helpful for them in getting to know more about the
products and services of the company.
Review Websites- The customers also make use
of Review Websites to find out the ratings and
reviews of fashion brands. In this way this helps
brands like Burberry as the company has good
ratings which help in attracting the customers.
Continued…
• Bolton, R. N. and et.al., 2018. Customer
experience challenges: bringing together
digital, physical and social realms. Journal
of Service Management.
• Kandampully, J., Zhang, T. C. and Jaakkola,
E., 2018. Customer experience management
in hospitality. International Journal of
Contemporary Hospitality Management.
• Keiningham, T. and et.al., 2020. Customer
experience driven business model
innovation. Journal of Business
Research. 116. pp.431-440.
• Lemon, K. N. and Verhoef, P. C., 2016.
Understanding customer experience
throughout the customer journey. Journal of
marketing. 80(6). pp.69-96.
Conclusion
From the above discussion, it can be
concluded that customer experience strategy
can be useful in making sure that the
customers are provided with a good
experience. For the companies it can be
useful because by using it they can provide
value to the customers and ensure their
satisfaction which can be helpful for them in
the future.
References
Customer Experience Models can be useful for the
organizations to frame their customer experience
strategies in the right manner (Lemon and Verhoef,
2016). Burberry uses the following models-
Customer Experience Model-
Aggregate Information- In this step, the
aggregation of the information can be done by
Burberry so that it can be provided to the
customers effectively and efficiently.
Prioritize Insights- In this step, the insights
obtained must be prioritized by Burberry so that
they can be displayed accordingly to the
customers.
Execute & Communicate- In this step, the
information is executed and communicated clearly
by the management of Burberry so that the
customers are given the right information.
Engage customers- In this step, Burberry makes
sure that the customers are engaged in the right
manner so that they can be engaged. This will thus
be quite helpful in ensuring that they are targeted
effectively.
Capture feedback- In this step, Burberry makes
sure that the feedback is captured effectively
which thus is helpful in ensuring that the
customers are satisfied.
Continued…
Gartner’s pyramid-
Communication level- Communicating with the
customers and providing them appropriate
information by Burberry.
Responsive level- Solving the customer’s
problems and issues quickly by Burberry.
Commitment level- Listening and understanding
the needs of the customers by Burberry.
Proactive level- Providing experience that can
solve needs of the customers by Burberry.
Evolution level- Making the customers feel that
they have been given value for the money they
have paid. This can be done by Burberry.