Customer Experience Strategy Report: H&M Digital Analysis

This report examines H&M's customer experience strategy, focusing on key aspects such as customer personas, digital activities, and customer experience frameworks. The analysis highlights the importance of digital presence in building positive customer experiences and achieving organizational success. The report explores consumer behavior on platforms like Instagram, Facebook, and WhatsApp, assessing customer experiences across these channels. Furthermore, it evaluates the impact of e-commerce options and digital endorsing strategies, offering insights into how H&M can enhance customer engagement and improve its overall digital customer experience. The conclusion emphasizes the critical role of digital strategies in fostering customer satisfaction and driving future growth for the company. The report references relevant literature, including books and journals, to support its findings and recommendations.

Customer Experience
Strategy

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
1. Customer persona....................................................................................................................1
2. Digital activities of consumers................................................................................................1
3. Digital customer experience....................................................................................................1
4. Customer experience frameworks...........................................................................................2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Customer experience is importance in nature of attracting and retaining customers for longer
period of time. It is duty over customer experience manager to manage it effectively for
delivering positive experience that ultimately contributes in success of an organisation. The
company chosen for improving customer experience is H&M through usage of different
approaches and strategies (Gilboa, Seger-Guttmann and Mimran, 2019).
MAIN BODY
1. Customer persona
The overall customer persona for an organisation in both domestic and foreign countries is
all categories of consumers whom belong from medium and higher medium class specially
youth. These are targeted through providence of comfy and trendy clothes as per the demand
exist in market and industry.
2. Digital activities of consumers
Instagram: Majorly youth spend large time over Instagram instead of other digital
platforms for sharing daily feed.
Facebook: This platform receives the mix response of all kind of consumers. It is
generally used to be informed and touch current trends and news.
WhatsApp: This is used by all nature of consumers to disseminate information in daily
and regular basis (Kim, Beckman and Agogino, 2018).
3. Digital customer experience
Company website: Customers having positive experience as they get all information.
WhatsApp: Customer experience at this platform is below average because never be used
for business conversations.
Instagram: Here, customers also have positive experience as they knew about trendy
offerings.
Facebook: Here, customers get the above average experience though ascertaining
information on overall value and offers.
Amazon: Positive experience ascertained by consumers as they avail easy services with
discount.
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4. Customer experience frameworks
Higher access over e-commerce options: This will not help to improve sales but increase
digital experience.
Digital endorsing: They have to adopt celebrity endorsement for digital platforms to engage
customers (Schanz and De Lille, 2017).
CONCLUSION
It has been concluded from the above information that digital presence is important to build
positive customer experience. This also help an organisation to get success and growth in future.
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REFERENCES
Books and Journals
Gilboa, S., Seger-Guttmann, T. and Mimran, O., 2019. The unique role of relationship marketing
in small businesses’ customer experience. Journal of Retailing and Consumer
Services. 51. pp.152-164.
Kim, E., Beckman, S. L. and Agogino, A., 2018. Design roadmapping in an uncertain world:
Implementing a customer-experience-focused strategy. California Management
Review. 61(1). pp.43-70.
Schanz, J. and De Lille, C., 2017. Customer Experience Strategy Turned into Hands‐On Actions
Through a Design Approach. Design Management Journal. 12(1). pp.28-39.
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