Analyzing Customer Experience Strategy at The Body Shop

This report provides an in-depth analysis of The Body Shop's customer experience strategy. It begins with an introduction to customer experience and its significance in the business context, particularly focusing on pre- and post-sale interactions. The report highlights The Body Shop's approach to digital customer experience, emphasizing the importance of understanding customer interactions through online applications and generating emotional connections. It explores the application of STP analysis (Segmentation, Targeting, and Positioning) by The Body Shop to effectively reach and satisfy its target audience, focusing on age-based segmentation and brand positioning. The report also details various strategies employed by the company to manage digital customer experience, including a holistic customer lifecycle approach and a strong emphasis on digital channels. Furthermore, it examines the CX model adopted by The Body Shop, outlining key components such as creating a clear customer experience vision, understanding customers, building emotional connections, capturing feedback, and leveraging feedback for team improvement. The report concludes with a summary of the findings and references key academic sources.

INTRODUCTION
Customer experience is considered as an
interaction of customers within business
organization that is related to pre as well as post-
sale. The customer experience strategy signifies
plan that help in providing different kind of
services to its user during particular phase of time
period. This report is carried upon company
named as Body shop. It is considered as British
international company which provide variety of
cosmetics and skin care to its user in order to
satisfy them. This company was founded by
Anita Roddick in year of 1976. In this report, the
main focus is to increase the understanding level
regarding complex nature of customer and
increase experience in relation to digital
marketing. There is also a model related to
customer experience named as CX in order to
satisfy and increases the experience level of its
customer.
CUSTOMER EXPERIENCE STRATEGY
DIGITAL CUSTOMER EXPERIENCE
Digital customer experience focuses on understanding
how individual person interact with the brand by using
online application. In addition to this, the organization
focuses on generating emotional connection with its
customers and their main focus is on providing feedback
to its customer and responds different kind of issue during
particular phase of time period. In other words, the digital
customer experience is the integration of digital
integration among customer as well as organizations that
help in achieving profit and revenue in particular phase of
time period. In addition to this, the organization
adopt STP analysis in order to increasing
experience of customer during particular phase of
time period..
The body shop company adopted STP strategy in order to
target customers during particular phase of time period.
Segmentation herein, the organization focuses on segmenting
market into small parts on the basis of age, occupation, income,
education and many more. The Body Shop company
segmenting their market according to the age of its user such as
they segment their market according to age of user between 15-
45 in order to satisfy them.
Targeting herein, the body shop company focuses on targeting
its customer that help in increasing profit margin and
productivity level in future period of time.
Positioning herein, the Body Shop company focuses on
positioning its brand image or reputation in front of customer at
Marketplace. Therefore, the STP analysis help in targeting large
number of customer in order to increase profit and sales in
future period of time.
Therefore, the main focuses of body shop organization to
provide superior quality of product and services to its customer
in order to satisfy them. Therefore, there are various strategies
which are adopted by the chosen organization in order to satisfy
its customer. Therefore there are various kinds of strategy that is
going to be mentioned below in order to manage digital
customer experience.
Focus on Holistic customer lifecycle the organization focuses
on providing equal attention to the experience which is faced by
customer during particular phase of time period. They focus on
adopting a strategy that increases revenue and profit margin in
future period of time.
Focus primarily on digital customer experience the
organization focuses on the digital customer experience in order
to provide superior quality services to its customers during
particular phase of time period. Their main focus is to provide
different kind of goods and services by using both online and
offline application that help in increasing profit margin in future
period of time. Therefore, it is necessary for company to focus
on customer experience that must be positive in order to achieve
success in future period of time.

CX MODEL
 The body shop company adopts CX strategy in order to increase experience level of customer during particular phase of time period. The different strategy
related to CX model which is going to be given below:
 Creates clear customer experience related to vision it is necessary for business organization to generate clear vision related to increasing the positive
experience of customer related to providing services by company to its user during particular phase of time period.
 Understand who your customer it is necessary for the body shop organization to analyze different kind of customer in order to provide them goods and
services according to their need to its user. For instance if the organization provides product and services to children then it is necessary for them to provide
product and services according to need of user
 Create an emotional connection with customer it is necessary for body shop organization to generate emotional connection with customer in order to
satisfy them during particular phase of time period.
 Capture customer feedback in real time it is another strategy which is adopted by business organization is to taking feedback or review from its customers
in order to implement different strategy in order to satisfy its user.
 Use quality framework for improvement of team: it is necessary for the management of organization to perform their business with its team member in
order to provide superior quality product and services to be customer in order to satisfy them.
 Act upon regular employee feedback it is necessary for business organization to take a feedback from its employees in order to bring positive ambience at
workplace. It also helps in providing various kinds of services according to the need of customer in order to satisfy them.
 Measure ROI from delivering great customer experience: It is important for organization to measure ROI in order to deliver great experience to its
customer in order to satisfy them during particular phase of time period. There are various strategies which is given in CX model in order to satisfy its
customer and increases profit margin in future period of time.

CONCLUSION
 On the given report, it is assess that Customer experience is considered as an interaction of customers within
business organization that is related to pre as well as post-sale. The customer experience strategy signifies plan that
help in providing different kind of services to its user during particular phase of time period. In this report, the main
focus is to increase the understanding level regarding complex nature of customer and increase experience in
relation to digital marketing. There is also a model related to customer experience named as CX in order to satisfy
and increases the experience level of its customer.
 REFERENCES
 Joshi, S., Bhatia, S., Raikar, K. and Pall, H., 2017. Customer experience and associated
customer behaviour in end user devices and technologies (smartphones, mobile internet,
mobile financial services). International Journal of High Performance Computing and
Networking, 10(1-2), pp.118-126.
 Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
 Pekovic, S. and Rolland, S., 2020. Recipes for achieving customer loyalty: A qualitative
comparative analysis of the dimensions of customer experience. Journal of Retailing and
Consumer Services, 56, p.102171.