Detailed Customer Experience Strategy Report: Hollister Co. Analysis

This report provides a comprehensive analysis of customer experience strategies, focusing on Hollister Co. It begins with an introduction to the importance of customer satisfaction and its impact on organizational success. The main body delves into a detailed customer journey map, outlining the var...Read More

Customer Experience
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
A comprehensive customer journey map for all stages of the customer journey.......................3
Identify and critically evaluate the key digital influences on the consumer journey to
determine their relative importance at all stages of the customer journey process.....................4
Customer experience (CX) objectives........................................................................................6
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......................................................................................................7
CONCLUSION .............................................................................................................................11
REFERNCES:................................................................................................................................12
Books and Journals:..................................................................................................................12

INTRODUCTION
The first and foremost duty of an organisation is to satisfy the needs and wants of
customers. Every organisation focuses and formulates strategies to increase the satisfaction
among the customers. It can be said that there are various tools that are used by an organisation
to improve the level of customer experience. As the success of an organisation is directly related
with the satisfaction of customers. To satisfy the customers a business should gather information
related to the customers (Scherpen, Draghici and Niemann, 2018). The report is based on
Hollister Co. which is part of fashion industry. It is retail brand owned by Abercrombie & Fitch
Co. The company has its stores as well as online operations. It was founded in 2000 and has
headquarters in United States. The company has its operation in 578 locations. All the stages of
Customer Journey Map are mentioned in this report. There is evaluation of the key digital
influences on the consumer journey to find out their relative importance at various stages of
customer journey process. Objectives of customer experience are developed. Also in the en
different metrics and Key performance index are used for evaluation.
MAIN BODY
A comprehensive customer journey map for all stages of the customer journey.
A customer journey map consists of various stages that customer goes through to make a
purchase decision. It is important to understand the process and take actions that help the
business to take measures. The customers are important for an organisation so it is vital to build
relations with the customers. There should be measures that help the customer to take decision
easily and buy the products and services offered by the company. In relation to Hollister Co. the
various stages that a customer goes through are described below:
Set your targets: It is important to set goals and targets and make them clear. It is
important to decide in advance what he organisation wants to achieve through customer journey
map. In relation to Hollister Co. it sets the targets and then makes plan to accomplish them. This
is the very first stage (Pine, 2020). Deciding the targets in advance give motivation to
accomplish them. It is important to understand the behaviour of customers.
Define your persona: It is vital to describe about the persona to customers. All the
information that is related to that group should be conveyed. As having all he data na details

helps the company to take further steps. In relation to Hollister Co. this steps gives direction
to formulate the customer journey map.
Define your customer phases – Every company has different consumer groups. It is
important to understand the customer phases. To satisfy them, it is more important to know
about the target audience. Hollister Co. makes it clean and define the customer that they are
going to serve (Brun, and et.al., 2017). This makes it easy for the organisation to know about
their needs and wants and serve them better. As in this stage all the information that is related
to customer is being collected. Research is important and relevant data makes it a successful
task.
Describe the Touch points Your Customer- There are the points that are used by
company to attract and engage customers. It is important for an organisation to decide right
touch points as that assist them in engaging the customers. Hollister Co. knows about the need
of digitalisation so they use social media channels as touch points that help them, to attract the
customers. Along with the customers should be aware about these touch points. They can
select the touch point effectively by knowing and understanding the behaviour of customers.
Conduct research- As the touch point are being decided upon by the company the next
step is to conduct research. Herein it is being checked that the customers are getting engaged
by the company or not. It is important to monitor the progress made by the company and that
can be done through research. In respect to Hollister Co. they conduct research and analyse the
effectiveness of touch points (Kan, Chung and Chung, 2019). Also research helps the company
to take decisions that are important to be taken.
Determine points of friction – Strengths and weakness are important to be analysed as
they help the business to take decisions. The sales of the company get impact. Hollister Co.
analyses the strength and take advantage from them. Along with that they take measures and
work upon the weakness. Overall all the efforts are made to satisfy the needs and wants of
customers.
Resolve- This is the last step in customer journey map. Herein the organisation focuses
to reduce and solve the issue that is being faced by them (Venkatesan, 2017). By
understanding the needs and wants of customers all the problems can be solved. In relation to
Hollister Co. they take feedback from customers that help them to resolve the problems faced
by them.

Identify and critically evaluate the key digital influences on the consumer journey to determine
their relative importance at all stages of the customer journey process.
Everything is turning digital nowadays. A business to compete should also use
digitalisation. It is vital for Hollister Co. to use digital techniques as they help to attract more
and more customers. Hollister Co. conducts research and analyses the needs and requirements
of customers. Digital platforms help to attract customers more effectively. As the company
deals in fashion products and provide quality products to its customers. As the needs and
wants are ever changing it is vital to understand them and provide the products and services
accordingly (Stein and Ramaseshan, 2019). A company can enhance the performance by using
digital tools and techniques. Everyone has presence on social media platforms and it is a
better way to attract them through those channels. Also it enhances the image of business that
it has presence on both online and offline channels. It is not easy for business to attract
customers. The influence of digital techniques on the behaviour of customer’s in their journey
is mentioned below:
Determining customer needs: It is important to determine the needs and wants of
customers. The use of digital platforms helps to identify the needs and wants effectively. A
company may get benefit of using the digital ways in conducting the research and collecting
information that is related to needs of customers. In relation to Hollister Co. the company is
able to improve the performance (Heshmati, Saeednia and Badizadeh, 2019). It uses various
digital channels to understand the requirement of customers. Also it helps the company to
formulate effective strategies.
Improving customer experience: A business serves customers and makes efforts to
enhance the experience of customers. As a company can effectively serve customers by
understanding them with the help of digital techniques. There are various option available to
company that help them to enhance the satisfaction level of customers. In respect to Hollister
Co. the use of digital platforms help them to make strategies that are beneficial for the
company. As the sales and marketing activities of a business can be properly conducted
through digital ways. The company is able to satisfy the needs of customers even more. These
platforms increase the reach of company and help it to improvise the experience of customers.
Better communication: For success of a business it is important to communicate in an
effective way. Good communication keeps all the things clear and help in achieving goals and

objectives on time. Digital platforms help in communicating effectively. Also it helps to
understand the customers better. Hollister Co. uses the digital techniques to satisfy the
customers. They understand the expectation of customers and provide the goods and services
accordingly. The focus is to enhance the overall performance.
Strong connection: The business that is able to form, good connection with customers
are able to become successful. By communicating effectively a business can build relation.
Digital platforms are helpful in building connections with the customers (Gao, Fan and Wang,
2021). And the use of social media platforms has helped the business to influence the
customer’s. By marketing the product and service effectively over social media Hollister Co. is
able to gain advantage over competitors and build strong relations with customers.
Customer experience (CX) objectives.
Customers experience refers to the feeling that can be attained by customers after
consuming goods and service of the company. It is very important for an organisation that they
give best customers experience so that they can increase their profitability. Hollister Co. is the
organisation that provides fashion products. It is the duty and responsibility of the company that
they offers best fashionable products to the consumers so that they received experiences that no
other organisation serve them. Hollister Co. is always looking forward to the activities that help
to raise the best customers experience services. They provide good quality of products and
services so that they can serve best experience (Ilias and Shamsudin, 2020). It is not just the duty
but also it is the activity that use as a tool for attracting their potential customers in the
organisation. It can be improve with the help of some activities such as they can use their
communication skills in offline as well as in online platform. Nowadays it is identified that
Hollister Co. use skills and talents of their management system as they are not just selling best
product but also give services for future purpose such as they offers some discounts. Customer
experience plays a significant role in the company because it helps in success and growth of the
business. With the help of solving grievances of clients and customers, it is analysed that it assist
in making them happy. There are some objectives of customer experience which should be taken
in consideration that are mentioned below:
 Increase Customer Support- One of the main objective of any organisation is that they
can support their customers so that their customers feel happy and enjoy their products
and services. Hollister Co. always try to support their customers so that they can build

customers loyalty which help to convert their customers into permanent one. They use
some methods for increasing customers support such as they make their separate
redressed forum that helps to solve their grievance and problems of the customers. They
also give post sales services in which they can provide some services to the customers
such as offering discounts and coupons (Rosenbaum, Otalora and Ramírez, 2017).
Redressal forum helps to remove their problems in an effective way. With the help of
solving their problems customers are happy and enjoyed with the services of Hollister
Co.
 Customer Engagement- Another important objective is to provide participation of
customers. It is very important for organisations that they should take corrective
measures regarding participation of customers. If customers feel participation in each and
every activity then seriously it becomes helpful in building trust on company. Hollister
Co. uses some techniques for increasing the customer’s engagement. They use messages
and greeting cards through digitalisation so that they can increase the participation. With
the help of these activities customers feels that they are important for organisation's
success and growth. It becomes essential for every company if they want to grow in the
market.
From the above discussion it is very clear that customers experience helps in achieving
organisational objectives and goals. Hollister Co. use many methods for giving best customers
experience to the customers. It is identified that it is the reason of success and growth of the
business.
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
It is vital for a business to make strategies that are beneficial for the business. All the
decision that is taken by the company should be in favour of customers as well. If a business
wants to gain profits that it should focus on the needs and wants of customers. By enhancing the
experience of customers a business can establish a high brand value. All the efforts should come
in line with the satisfaction of customers. Key Performance Indicators are helpful to analyse the
performance of an organisation. These help to know about the success made by the company. It
analyses the operations and performance of the company. As organisation uses KPI to know their

actual position and then take decisions that will be beneficial for the company. As the market is
dynamic it is essential for a business to monitor its performance (Borsboom and Lawson, 2018).
They help a business to attain the desired results and know that are they able to attain them or
not. They help to formulate strategies that help them top enhance the experience of customers.
The great experience of customers helps a business to become successful. Loyal
customers are important part of business as hey help them to gain success. A business should
make strategies that help them to attain satisfaction for customers. The metrics that can be used
by Hollister Co. is mentioned below:
CUSTOMER SATISFACTION (CSAT)
It is a method that is used by company to enhance the performance of employees. The
clients of the company are given authority to give ratings. Herein the customers give rating as
per their shopping experience. As the company will also work effectively to attract the
customers. The company will also make strategies that are beneficial for the customers. Other
customers get motivated and approach the company (Shrivastava, 2017). The experience of
customers is shared and other take actions based on that. In case of Hollister Co. they use this
metrics to enhance the experience of customers by providing them quality products and services.
This is beneficial for company as they are able to satisfy the customers.
Net promoter score: Key performance indicators help to measure loyalty and satisfaction of
customers. The customers that have high satisfaction develop a stronger NPS. It is the most
effective and favourite metrics that is useful for the organisation. It is very simple to use and easy

to access. It is the method in which organisation calculate the percentage of promoters and after
that percentage of detractors. The last step is to subtract the detractor percentage from promoter's
one.
It is very easy to use for companies as well as customer. Because of this method it
becomes very helpful in the organisation that they can take necessary actions regarding for
customers and increase their sales (Rajaobelina, 2018). Customers can use them for analysing the
position and image in the market. They can easily make take right decisions.
It is important for a company to know about the performance to make further strategies
that will satisfy the customers better,. It can be done through measuring the performance by key
indicators. This is a task that is essential and every company should follow. To enhance the
experience of customers it is important to know their views regarding the company. Hollister Co.
is making use of Key performance indicators to know their position and formulate strategies that
are beneficial for customers. The KPI that are used by Hollister Co. are as follows:
Satisfaction: The satisfaction of customers is an important part of business. It is vital to
evaluate the satisfaction level of customers. By taking the feedback by customers company can
evaluate the satisfaction level. The model discussed above also helps the company to know about
the satisfaction level of customers (Kumar, 2018). By understanding band evaluating the
perception of customers towards the company satisfaction level of customer’s can be enhanced.
As the rating can help the company to know about the satisfaction level of customer’s and take
measures to enhance the experience.
Revenue: The sales of organisation are also a way to measure its performance. The
organisation that has high sales means that the customers are satisfied by their services. The

company takes measures to increase the sales and that helps them to improve the satisfaction
level of customers. In relation to Hollister Co. they measure customer experience by sales of the
company. This helps them to use tools and techniques that will help to enhance the revenue. So,
it is another indicator that is used by company to measure performance.
Retention rate: This is another indicator that is used by a company to measure the
experience of customers. As it tells the company if the customers have changed the company or
are loyal towards the company. The retention rate of company is high shows that the company
has loyal and satisfied customers (Severson, 2018). A company make efforts to enhance the
performance and satisfy all the customers. In relation to Hollister Co. they have loyal customers
and that shows that the company is able to satisfy its customers. It is effective for a company to
enhance the performance and sales as that shows that customers are satisfied.
These are the key performance indicators that are used by Hollister Co. to measure its
performance and customer experience.

CONCLUSION
From the above report it can be concluded that the experience of customers is important
for every organisation. Companies take actions top satisfy the needs and wants of customers.
There are strategies that enhance the performance of company and that directly increase the
satisfaction of customers. Growth and development of business also depend on satisfaction level
of customers. In this report there is customer journey map that customers goes through. Also the
touch points that help the business enhance the experience of customers. The world has turned
digital so is required by company. So there is discussion related to advantages of digital tools in a
business. In the end of this report there is discussion elated to key performance indicators that
help to enhance the experience of customer’s.

REFERNCES:
Books and Journals:
Scherpen, F., Draghici, A. and Niemann, J., 2018. Customer Experience Management to
Leverage Customer Loyalty in the Automotive Industry. Procedia-Social and
Behavioral Sciences, 238, pp.374-380.
Pine II, B.J., 2020. Designing employee experiences to create customer experience
value. Strategy & Leadership.
Brun and et.al., 2017. Impact of customer experience on loyalty: A multichannel
examination. The Service Industries Journal, 37(5-6), pp.317-340.
Kan, S., Chung, D. and Chung, G., 2019. Customer Experience Transformation in the Aviation
Industry: Business Strategy Realization through Design Thinking, Innovation
Management, and HPT. Performance Improvement, 58(1), pp.13-30.
Venkatesan, R., 2017. Executing on a customer engagement strategy.
Stein, A. and Ramaseshan, B., 2019. The customer experience–loyalty link: moderating role of
motivation orientation. Journal of Service Management.
Heshmati, E., Saeednia, H. and Badizadeh, A., 2019. Designing a customer-experience-
management model for the banking-services sector. Journal of Islamic Marketing.
Gao, W., Fan, H., Li, W. and Wang, H., 2021. Crafting the customer experience in omnichannel
contexts: The role of channel integration. Journal of Business Research, 126, pp.12-22.
Ilias, S. and Shamsudin, M.F., 2020. Customer Satisfaction and Business Growth. Journal of
Undergraduate Social Science and Technology, 2(2).
Com, M. and Fathima, A.A., CONCEPTUALIZATION FRAMEWORK ON MANAGEMENT
OF CUSTOMER EXPERIENCE IN THE HOTEL INDUSTRY.
Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C., 2017. How to create a realistic customer
journey map. Business Horizons, 60(1), pp.143-150.
Borsboom, L. and Lawson, N., 2018. The Millennial Customer Experience in Traditional Retail
Environments: A Swedish Perspective.
Imbug, N., CUSTOMER EXPERIENCE TOWARDS CUSTOMER LOYALTY IN
COMMUNICATION INDUSTRY. THE INTERDISCIPLINARY OF MANAGEMENT,
ECONOMIC AND SOCIAL RESEARCH, p.32.
Shrivastava, S., 2017. Digital disruption is redefining the customer experience: the digital
transformation approach of the communications service providers. Telecom Business
Review, 10(1), p.41.
Kumar, V., 2018. A theory of customer valuation: Concepts, metrics, strategy, and
implementation. Journal of Marketing, 82(1), pp.1-19.
Severson, E., 2018. Integrating the Employee and Customer Experience. People &
Strategy, 41(3), pp.48-50.
Rajaobelina, L., 2018. The impact of customer experience on relationship quality with travel
agencies in a multichannel environment. Journal of Travel Research, 57(2), pp.206-217.