Analyzing Burberry's Customer Experience Strategy: A Report

This report provides a comprehensive analysis of Burberry's customer experience strategy, focusing on its digital presence and customer engagement. It begins with an introduction to customer experience and its application within the context of Burberry, a luxury fashion house. The report identifies and assesses Burberry's chosen customer personas, digital activities, and various touchpoints, including paid search, social media (Instagram, Twitter), Amazon, and its mobile website. It critically evaluates the digital customer experience, examining how Burberry uses these touchpoints to engage its target audience, convert leads into customers, fulfill expectations, and nurture customer relationships. The report also discusses Burberry's branding strategy and its impact on customer experience, supported by references from academic sources. Overall, the report highlights Burberry's approach to enhancing customer satisfaction, loyalty, and ultimately, sales and revenue.