Detailed Customer Experience Strategy Analysis Report for Primark

This report provides a comprehensive analysis of Primark's customer experience strategy. It begins with an introduction to customer experience and its importance, followed by an examination of Primark's customer persona, focusing on the 16-30 age group and female consumers. The report then explores consumer digital activities across various touchpoints, including the company website and social media platforms like Instagram and Facebook. It further analyzes the application of two customer experience models: the Consumer Satisfaction Score (CSAT) and the Net Promoter Score (NPS). The report concludes by highlighting how these models are used to measure and improve customer satisfaction and digital consumer experience, ultimately aiming to enhance Primark's market position. References from academic journals and books are included to support the analysis.

Customer Experience
Strategy
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Customer persona........................................................................................................................3
Consumer digital activities at several digital touch points..........................................................3
Applying two various model of consumer experience................................................................4
REFERENCES................................................................................................................................6
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INTRODUCTION
Consumer experience is termed as the sum total of every interaction that costumer has
business that is both post and pre sales (Koetz, 2019). Consumer experience considered as an
action plan that involves the way through which firm gives its services as well as product to the
costumers. The current poster is associated alongside with Primark. The firm was founded within
the year 1969 through Arthur Ryan. The poster will also focuses on the consumer persona of
firm as well as consumer digital activities at digital touch points.
MAIN BODY
Customer persona
Consumer is termed as the group or a person who intends to order or uses product as well
as services basically primarily for family, social, personal as well as same needs, i.e not directly
associated with business activities. It is vital as the consumer persona lists out the needs as well
as traits of target consumer of the firm (Anh, 2020). This aids Primark within managing the
required as well as needs of the consumers. It also includes within products and services that are
given through the firm. After the harsh impact of the COVID 19, the major persona of the firm is
to rebuild the business. It is vital for the Primark regarding consumer persona as it will aids firm
in developing a deeper understanding of the requirement of consumer so that they can effectively
managed through firm and also satisfied with services and product of the entity. Through
Primark major global costumer is targeted is especially at the age of 16-30 years as well as
especially females within every category.
The youth people at the age of 16-30 years are considered as targeted consumer that can
be chosen through firm. Due to this reason people are more adapted towards changes that are
taking place within fashion industry.
Females- It is considered as one of the major vital target where Primark focuses on fashion
retailers and in addition to this women are attracted towards products as well as services of the
entity.
Consumer digital activities at several digital touch points
There are various types of the digital activities that are too conducted through Primark so
the keep in touch with the firm even in the difficult situations such as Covid 19, a pandemic. It
happens majorly because of the fact there are several types of the digital platform where the
costumer can use shop at Primark as well as deals with firm. Consumer touch points are
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considered as those points where the consumer contact with brand or company from beginning to
end. As it includes each and every aspect that can affect the decision making of the costumer that
can be dealing within the firm as well as its product. As there are major digital touch points for
Firm in order to focuses are mention below-
Website of entity- It is one of the major touchpoint as if the costumer will not having the good
review regarding websites of the firm then they are not getting attracted to the firm. Thus , for
making buyers satisfied and happy alongside with the products and services of the firm and for
that they have to create very attractive and interesting websites.
Rating of entity Product- Within the digital age it is also consider as one of the vital touchpoints
that firm required to maintaining goodwill as well as market share within the marketplace. It is
vital because if the firm is not having the good repo over the social media then it will impacts the
whole image as well as consumer base of the firm.
Analysis of digital consumer experience
In order to increase digital consumer experience , the most vital thin is to have good as well as
effective digital market for costumers interaction.
Instagram- It is a social media platform where Primark can promotes its products as well as
services so that increases the buyers experience.
Facebook- It is the social media platform where Primark has created its page as well as shares all
of its details regarding products as mostly people are at Facebook and they can easily focuses on
such pages regarding new products data and information and provides various offers in order to
attract more number of consumers (Ganor2017).
Official websites- It is known as the official website of firm as well as here the experience of the
consumer can be increased by making websites more attractive as well as fast so that more
number of the consumers get attracted towards it.
Applying two various model of consumer experience
Consumer Satisfaction Score ( CSAT)- It is considered as one of the type of model that
can be used to measure several levels of consumer satisfaction that can derives from the firm’s
product. Such model can be generally gives satisfaction level of consumer. As it aids the firm
within getting idea regarding consumer satisfaction. Reason behind highlighting the same is that
it used to get it very difficult to fix a basis on which score can be given to different customer in
organization. Looking at the Score of different customer organization can easily understand the
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hurdle which is faced by the organization in enhancing the customer satisfaction of the customer
and on the basis of the same organization can plan different digital activity in a way that it used
to help them in enhancing the digital customer satisfaction in an organization.
Net promote score- It is consider as one of the other model for increasing digital experience of
the consumer of entity as within such method the entity derives its score on the basis of asking
the costumer a simple ended question and the buyers answer such question on scale of 0 to 10
(Pennington, 2016). Thus on such basis of this rating the entity is recognized as such score is
high as well as aids Primark to upgrade itself in digital position. So it will attract more number of
buyers towards firm.
Furthermore, it will aids the Primark within managing and increasing the consumer
experiences as it aids the firm within shaping the firm’s future in order to attract consumers after
the worst situation in pandemic
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REFERENCES
Books and Journals
Pennington, A., 2016. The Customer Experience Book: How to design, measure and improve
customer experience in your business. Pearson UK.
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all tactics. Journal
of Business Strategy.
Anh, L., 2020. Developing Customer Experience with Integrify©.
Ganor, Z.M., 2017, October. THE EXPERIENCE? PROFIT CHAIN Customer Experience Role
in Marketing Strategy. In Proceedings of International Academic Conferences (No. 5907970).
International Institute of Social and Economic Sciences.
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