MKTG60338 - Analyzing Burberry's Customer Experience Strategy

This report provides an analysis of Burberry's customer experience strategy, focusing on its global customer segment, digital activities, and various digital customer experiences. It emphasizes the importance of digitalization for reaching a wider audience and creating enriched customer experiences. The report also discusses the application of CX models and frameworks to enhance customer engagement and convert leads into sales. Digital touchpoints such as Amazon, paid search, and social media are identified as key components of Burberry's strategy. The document concludes that customer experience strategies are essential for catering to diverse customer needs and that digital technology plays a crucial role in expanding an organization's reach.

Customer Experience Strategy

Table of Content
 Introduction
 Global customer segment
 Customers digital activities
 Different digital customer experiences
 CX models and/or frameworks
 Conclusion
 References

Introduction
Customer experience strategy includes the blue
print that company makes for ensuring the
optimistic and upgraded customer quality of
experience. The customer experience is the
interaction between customer and business and tells
us about the exposure over the period of a time. The
distinctive interest and the inclination of a user life
cycle is analysed by the considered application
called customer experience.

INTRODUCTION OF THE COMPANY
The Burberry is the multinational brand of the
fashion retail store which is situated in United
Kingdom. The company deals in the variety of
products which is ready to wear. There are
serval products of the company such as
clothing, accessories, eyewear, fragrances etc.

Global customer segment
It is identified that it is very essential to develop a statistical related to
developing a client persona in order to attract the wide range of customer
with the chosen organisation which is Burberry. It is identified that the
organisation can use STP analysis
 Segmentation
 Targeting
 Positioning

Customers digital activities
 The Amazon website is considered as the digital touchpoint which
helps the business organisation in attracting customers in their own
segment.
 The paid search is the another digital touch point for the Burberry as
it is determined where the organisation have a concept of focusing
 The social media is the another touch point which allows in
interacting the organsiation with its customer.

Different digital customer experiences
The digital expansion is extremely important for any
company if they want reach higher and larger audience.
Burberry had a excellence command in managing and
operating in a digital platform. One of the major reason
for Burberry reaching heights has to be digitalisation as
they created the enriched experience for their customer.

CX models and/or frameworks
 It is very essential for Burberry to engage its targeted audiences by
offering them the wide range of variety of products or services in
order to satisfy their needs and demands.
 It is very essential was the organisation to convert the leads into the
actual sales which is very much beneficial for the company in order
to earn profits and generate revenue.

Conclusion
From the above presented information, it has been concluded that
customer experience strategies are needful for catering the diverse
needs of customers in an effective manner. It has been assessed that
digital marketplace and technology help organisations to make their
reach to massive number of customers. There are varied digital
touchpoints that can be used by organisations such as online platforms,
paid search and social networking sites.

References
 Girija, S. and Sharma, D. R., 2021. Customer Experience by Design or
by Accident. In Crafting Customer Experience Strategy. Emerald
Publishing Limited.
 Goodman, J., 2019. Strategic customer service: Managing the customer
experience to increase positive word of mouth, build loyalty, and
maximize profits. Amacom.
 Joshi, S. and Et. Al., 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.

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