Customer Experience Strategy Analysis: Burberry's Journey Report

This report provides a detailed analysis of Burberry's customer experience (CX) strategy. It begins with an introduction to the concept of customer experience and its importance for businesses. The report then presents a comprehensive customer journey map for Burberry, outlining each stage of the customer's interaction with the brand. It explores the key digital influences impacting the consumer journey, assessing their relative significance at different stages. The report also identifies and discusses the customer experience objectives for Burberry. Furthermore, it critically evaluates relevant metrics, key performance indicators (KPIs), and analytics that can be used for evidence-based decision-making to enhance Burberry's customer experience strategy. The report concludes with a summary of findings and recommendations for improving Burberry's customer experience.

Customer Experience
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
A comprehensive customer journey map for all stages of the customer journey.......................1
The key digital influences on the consumer journey along with determining their relative
importance at all stages of the customer journey process...........................................................3
Customer experience (CX) objectives........................................................................................5
Critically evaluate the relevance of different metrics, key performance index (KPI) and
analytics that can be used for evidence-based decision-making to enhance
customer experience strategy......................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The current assignment is based on customer experience level which comp[rises of
perception about the satisfaction level that is felt and experienced by a consumer by consuming
of utilising product or services of a firm (Hu and Olivieri, 2020). To have enhanced customer
experience level it is vital and essential for a firm to have a positive connection and interaction
with customers in which is a vital role is played and lead out by digital customer experience tool.
The current report is based on the Burberry which is a famous and well known British Luxury
House having its headquarter in London, England. The current business report is based on a
comprehensive analysis about the customer journey map along with having a description about
all stage of customer journey. Further, critical evaluation of key digital influences on the
consumer journey along with its importance at all stages of the customer journey process is also
made. At last, a discussion about the relevant metric and key performance index to enhance
customer experience strategy is also comprise in current report.
A comprehensive customer journey map for all stages of the customer journey.
This is highly significant for an organisation that they initiate customer journey map so
that to carry out various practices in effective manner. Customer journey map is helpful for the
business as this may leads in understanding inclination of customers within making decision.
Customer journey is defined as the visual portray of client perspective which is associated with
the image. Separation of client venture by stages, adjusting objective, rebuilding of customer
touch points etc are the major aspects in which issues to tackle clients are considered and these
are helpful in administering long haul process. In the context of Burberry the customer journey
map is elaborated as under:
 Step 1: Define your persona: This is essential for Burberry that they defined their
audience which could be helpful for the company to target the same within business
offerings. This is crucial for the company to define their clients in such a way that they
can be aligned with business objectives as well (Keiningham, T. and et.al., 2020).
Prominent path is made in order to define business objectives in such a way that key
undertakings can be attained without facing any prominent problem. This is regarded
as the primal step for Burberry in mapping of customer journey.
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 Step 2: Define your customer phases: Whenever objectives and degrees are required
to be differentiated then this is imperative that information and knowledge can be
investigated in order to feature planning cycle. This is significant for Burberry to define
their customer and make plans to attract the same. After defining customers appropriate
decisions can be taken by so that to gather information regarding customer in effective
manner. As in order to occupy various information in effective way different
dimensions are required to be focused and the same can be eliminated and customers
can be focused in optimal manner (Quach, S., and et.al., 2020).
 Step 3: Describe the Touch points Your Customer: Touchpoints can be defined as
those factors which are helpful in building relationships with customers. Touch points of
customers are regarded as client contacts from the beginning to end. For example if a
client has discovered some sort of business with the help of advertisements or web then
implications can be seen over finding out retail shops so that to reach out to needs in
proper manner. This is highly significant for Burberry that they understand pre and post
purchase touchpoints in effective manner.
 Step 4: Conduct research: After determining different touchpoints in order to attract
and influence customer this is imperative that business practices are utilised in effective
manner by businesses. Under this step gaols of an individual are identifies in such a way
that thoughts of individuals can be aligned with business offerings. By conducting
appropriate research high assistance can be received by Burberry in order to get
intensified sales and profits for the business.
 Step 5: Determine points of friction: Burberry is required to analyse their strengths
and weaknesses in such a way that prominent decisions can be taken which are beneficial
for the business. These may directly implicate to positive inclinations of sales and
revenue for the company. Businesses are requisite to respond to needs of their clients in
unexpected manner. All these stages are helpful to be identified in a way that customer
map can be inhaled in order to enhance client experience. This step is going to help
Burberry in executing their business activities in sufficient manner by which needs of
their customers can be addressed in prominent way (Stein and Ramaseshan, 2016).
 Step 6: Resolve: This step is considered as the last step in which customers are focused
over issues resolution and in this way performance of the business is directly linked.
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Resolve is regarded as the significant step within Burberry and this could lead the
business to enhance their operations. There are various exercises which are helpful in
providing convincing solution and this is assisting the business to enhance overall
excursion. Almost all the business are treating these steps highly significant and they are
using the same to develop client experience and to give them higher values as well.
Planning and executing are two essential activities of the business in which customer
experience and ROI of the business are interconnected (Beaudon and Soulier, 2019).
The key digital influences on the consumer journey along with determining their relative
importance at all stages of the customer journey process
The customer journey basically reflects the complete sum total of experience of the
customers which they gained and went through while interacting with a company and making
use of its product and services. Thus, customer experience or journey is one of the most vital tool
and factor for all company on which the overfall profitability and success of a firm depend.
Customer journey map facilitates an important and vital tool for effectively understanding and
motivating the customers for making purchase of their product and services in place of other
competitors (Micheaux and Bosio, 2019). Further, a positive influence and optimistic impact is
lead by digital tools and strategies on the customer experience by the way of leading effective
communication and interaction with the customers. A discussion about the key positive digital
influences on the consumer journey along with analysing its relative importance at all stages of
the customer journey process is provided and reflected below in context of Burberry.
Under the first step of consumer journey map associated with definition of persona which
comprises of leading and having better information and understanding about the target customers
along with analysing the main expectation and need of a customers. A key digital influence is
seen on this stage of customer journey map of Burberry as the use of appropriate digital
platforms and social media marketing lead to a better connection and interface with the target
customers to develop better understanding about their needs along with effectively analysing
their expectation. The next step of customers journey map comprises of defining of customers
phase which comprises of a set activity associated with discovering a product as per the needs of
customers along with exploring about the key feature of a product and services that would make
a product much better than other competitor to motivate and intend customers for buying its
product over competitors (Nadeak and Tricahyono, 2020). A key digital influence and important
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role is lead out by use of digital customer experience under the this stage of customer journey as
digital tools facilitates a more effective and better promotion of key feature of product and
services to make it more attractive and exclusive than the products of competitor. Thus, plays an
important role in attracting and catering interest of larger number of customers. Apart from this,
it has been also analysed that under the stage of describing touchpoints to the customers, a vital
role and influence is lead by digital customer experience as it present the business online by the
use of in an ad or seeing ratings and reviews which attract and cater customers to visit website,
shop at retail store or contact customer service which lead a positive influence on expectation
and satisfaction level of customers (Mäki and Alamäki, 2019).
Thus, an analysis can be made out that a positive digital influence is lead by use of digital
tools on the customer journey and also plays a vital and important role in enhancing customer
experience across various stages of customer journey by the way of offering enhanced
connection and interaction level through use of various social media networking and platforms.
Further, it has been analysed that at the stage of conducting research, effective support and
proper customer participation is enhanced through use of digital customer experience. Along
with this, the most of the customers of the Burberry feels happy as through making use of digital
customer experience vital efforts are made by this firm to have regular feedback from customers
which ensures and leads out to more effective research about the taste and preference of
customers so that a more better product can be served to meant the desire and expectation level
of consumers (Lima and Pacheco, 2019). Beside this, it has been also analysed that the a positive
key influence is lead by digital experiences in determining the points of friction through clearly
evaluating the customers persona in an effective way also support to have better implication of
each stage of customer journey along with identifying the points of friction within the customer
experience so that better steps could be made to fill those gaps and lead enhanced level of
customer experience.
Beside this, it a key positive digital influence is also seen under in leading better
resolution of issues and problems faced under customer journey process by the way of leading
quick fixes along with including and facilitating better opportunities to boost enjoyment and
improve the journey of customers through improved connection and interaction level. An
analysis can be made out that digital influence plays an important role and vital or improving the
customers journey and satisfaction level through providing an improved interface and connection
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level. It has been analysed that digital influence comprises of and leads to better understanding
about the customers needs and expatiation by the way of regular feedback so that a better and
improved quality products could be provided by Burberry to attract and cater larger number of
customers which is important and vital for enhanced customer satisfaction and improved
productivity level of Burberry (Micheaux and Bosio, 2019).
Customer experience (CX) objectives.
Customer experience can be defined as the attained experience by customers in respect to
their used products and inhaled services. In this manner this is significant for Burberry that they
consider costumer experience in such a way that performance and business efforts are aligned
with the same. By boosting customer experience higher benefits can be attained by businesses
and these are related with intensifying overall quality of product and services rendered. Customer
experience is an essential aspect which is helpful for the business to enhance internal
communication and to explore aspects in which higher support can be inhaled in related to
administration of purchase made by customers (Terblanche, 2018). Client experience is the key
to success for an organisation and in this manner business can develop their business by
increasing their client experience. Enormous client experience is helpful for the business to attain
high growth benefits for the organisation. In the contrary in the presence of diminishing client
experience direct negative impact is drawn on profitability and productivity of the business. By
attaining high customer experience sales and profitability of the business can be enhanced and at
the same time market prominence can also be enhanced. Besides this it helps the business to
attain competitive edge as in respect of rivals. For Burberry the company is required to develop
effective objectives which can be aligned with customer experience in direct manner. There are
various objectives which can be regarded by Burberry in order to enhance customer experience
and the same are elaborated as under:
 Increase customer support: This is significant for the business to enhance relationship
with their customer in order to give them higher customer experience. In the context of
Burberry the major objective of the organisation is to resolve issues and queries
developed by customers. In order to improve customer reach and service overall
performance of the business are implicated in positive manner. This is imperative for the
company that they focus over meeting customer experience in such a way that level of
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trust as well. With the help of this aspect various activities can be carried in effective
way.
 Customer engagement: Burberry is required to consider needs of their customer in
optimal manner so that to acquire higher customer engagement. This is essential for the
organisation to assist overall goals and objectives in prominent manner. There are various
platforms which can be used by businesses in order to enhance their customer
engagement and overall offering quality. Besides this customer is leading the positive
impact over growth of the business in prominent manner (Scherpen, Draghici and
Niemann, 2018).
Critically evaluate the relevance of different metrics, key performance index (KPI) and analytics
that can be used for evidence-based decision-making to enhance customer experience
strategy
This is significant for the business to examine various aspects with the help of various
metrics or performance index in order to take appropriate manner. This is helpful for the business
to take effective decisions that can be aligned with providing customer experiences in optimal
manner. Key performance indicator is one of the significant tool which is helpful for the business
to reach out to their customer in such a way that high edge benefits to the business can be given
in respect to profitability and sustainability as well. KPI is one of the effective tool in which
performance of the business can be analysed and aligned in a way so as to obtain higher
customer experience. In this manner KPI is playing essential role in making dynamic changes to
the business in a way that positive changes can be inhaled by business and the same can be
treated as intensifying customer experience (MORA, 2017).
With the help of appropriate customer experience overall business income can be
intensified due to which loyalty of the customers can be grabbed in easy manner. By providing
positive experience to the clients positive implication can be seen over profitability and higher
sales of the organisation. In the context of enhancing client experience this is imperative that
income of the business is being developed and by this customer experience can be amplified.
Customer experience strategy is one of the prominent strategy which is helpful in making
high interactions with customers in effective way in such a way that power over post and pre
sales can be attained (Burns and et. al., 2016). Besides this this is also described as the plans in
which meaningful interactions are exerted which could be aligned with attaining goals and
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objectives of the business. As according to the current experience with the help of customer
experience a business can receive brand differentiation with their competitors and this is a
positive sign which would lead the company to attain high positive benefits over sales and
profitability as well. Besides this KPI is one of the significant tool which leads the business to
improvise their customer experience in such a way that replication can be seen over higher
profits and sales of the organisation. KPI is a qualitative measurement which is associated with
gauging of performance of the business in timely manner (Oyner and Korelina, 2016) KPI is
playing essential and vital role in meeting overall business objectives in such a way that decision
making process can be easier and targets can be preserved as well. This is very crucial for the
business to establish communication with employee and employer so in order to recognise those
areas in which improvement are needed assistance of KPI are taken. These metrics are
advantageous for Burberry in attaining their operational efficiency in a way that strategic
objectives can be accomplished. On the contrary, KPI is considered as the most vital function in
which actionable trends can be established for business functions. There are various indicators
which are directly linked with customer experience and these are assisting for decision making
process in significant manner. Satisfaction: This is considered as one of the prominent aspect. Observation, evaluation
and determining of customers satisfaction. In order to track various customer programs
metrics are playing signifiant role and the same are regarded as systematic approach in
which business objectives can be attained. CSAT is defined as customer satisfaction
score attribute in which level of customer satisfaction is being measured. Higher number
of CSAT is representing higher client experience. For instance, Burberry is highly active
in providing response to their customers and in this way the company standing at a
prominent position within market (O'Connor, Cowhey and O'Leary, 2016).
 Net promoter score: KPI is a helpful tool in order to measure customer satisfaction and
loyalty towards the brand. Net promoter score is defined as the measurement in which
points are given on the basis of the way by which customers are promoting brands to
other people. This is being analysed that higher NPS is giving rise to higher customer
satisfaction. Besides this NPS is divided into three major categories which are promoters
(NPS score 9-10), Passives (NPS score 7-8) and Detractors (NPS score 0-6). Therefore
this level of scaling is helpful in examining desires and needs of customers in appropriate
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manner and by this effective strategies can be formulated in prominent way (Das and
Mishra, 2019).
CONCLUSION
From the above detailed report this can be analysed that customer experience is one of
the prominent aspect which is essential to be undertaken by a business in order to attain market
prominence and sustainability. Customer experience is playing vital role for the business in lead
market in terms of growth options as customers are the dimensions by which effective
progression over the business can be inhaled. Customer journey map is advantageous in a
manner that needs and demands of customer can be understood in appropriate manner and the
same can be aligned with goals and objectives as well.
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REFERENCES
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Burns and et. al., 2016. The Customer Experience Management Maturity Model. US: Forreseter
Research.
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practices on customer satisfaction. In Business governance and society (pp. 43-54).
Palgrave Macmillan, Cham.
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analysis of the hospitality sector. Current Issues in Tourism, pp.1-12.
Keiningham, T. and et.al., 2020. Customer experience driven business model innovate
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Lima, A. and Pacheco, J., 2019. New Trends and Tools for Customer Relationship: Challenges in
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Transformation in Organizations (pp. 1-26). IGI Global.
Mäki, M. and Alamäki, A., 2019, September. Data Privacy Concerns Throughout the Customer
Journey and Different Service Industries. In Working Conference on Virtual
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Industry: Proceedings of the Conference on Managing Digital Industry, Technology
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O'Connor, N., Cowhey, A. and O'Leary, S., 2016. Social media and the Irish tourism and
hospitality industry: the customer experience. E-review of Tourism Research, 13.
Oyner, O. and Korelina, A., 2016. The influence of customer engagement in value co-creation on
customer satisfaction. Worldwide Hospitality and Tourism Themes.
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.
Scherpen, F., Draghici, A. and Niemann, J., 2018. Customer Experience Management to
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Stein, A. and Ramaseshan, B., 2016. Towards the identification of customer experience touch
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Terblanche, N.S., 2018. Revisiting the supermarket in-store customer shopping
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