Enhancing Customer Experience: Stradivarius Strategy & Analysis

This report provides a detailed customer experience strategy for Stradivarius, a fashion clothing brand. It includes a comprehensive customer journey map covering awareness, consideration, purchase, retention, and advocacy stages. The report evaluates the key digital influences on the consumer journey and formulates customer experience objectives such as personalization, responsiveness, proactiveness, engagement, and creating emotional connections. Furthermore, it assesses the relevance of different metrics, key performance indicators (KPIs), and analytics like average response time, customer satisfaction score, and net promoter score, providing a holistic view of enhancing customer experience for Stradivarius.

Customer Experience
Strategy

Table of Contents

INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
A comprehensive customer journey map for all stages of the customer journey...................2
Evaluate the key digital influences on the consumer journey................................................3
Formulate Customer experience objectives............................................................................5
Evaluate the relevance of different metrics, key performance index (KPI) and analytics.....6
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience can be defined as the collectiveness of cognitive and effective along
with the sensory behaviour of the consumer in terms of their responses during the all stages of
the consumption process which mainly includes the pre purchase, consumption and post
purchase stages (Kim, Beckman and Agogino, 2018). Customer experience strategy is explained
by developing and formulating the tactics in order to brighten up the experience of the customers
with the company so that the company could have the long term relationship with the customers
along with the loyalty (Gilboa, Seger-Guttmann and Mimran, 2019). Organisation chosen here is
the Stradivarius which is one of the international fashion clothing brand based in Spain in 1994.
it deals with the many fashion products and services which includes mainly the women clothing.
Therefore, the following discussion is based on a comprehensive customer journey map for all
stages of the customer journey, evaluating the key digital influences on the consumer journey,
formulating the customer experience objectives and evaluating the relevance of different metrics
and key performance index with analytics in context of Stradivarius with proper findings and
conclusion.
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MAIN BODY
A comprehensive customer journey map for all stages of the customer journey
Overview
Customer journey map is also called the user journey mapping which can be defined as
the process of developing the customer journey map with the help of visual story of the target
customer’s interactions with the products and services of the company. This exercise supports
the organisation to fit that step into the target customer's shoe so that they can view their business
from the point of customer's view. It consists mainly of five stages in which the customer
journey map can be achieved for the organisation such as awareness and consideration along
with the purchase and retention and advocacy (Bolton, McColl-Kennedy, Cheung and Zaki,
2018).
Stages
Awareness
It is the first phase of customer journey map that is the awareness which means that it is
considered as the pre-sale stage of the company in which the company tries to create the product
and service awareness in front of the customers in an attractive manner so that the consumers can
pay attention towards it and make a purchase from the organization. in this phase the company
use the various advertisement and promotional methods to market their products and services.
Consideration
It is the second phase of customer journey map that is the consideration which means that
it is considered as the pre sales stage of the company in which the customers research about the
products and services in terms of their quality and pricing so that they can compare the product
with other companies and also that how they can attain the products and services in a more
valuable manner which can be worth to the price they will be giving to the company. Moreover,
they also look for the brand goodwill before making purchase and its history about serving the
products and services to the customers (Kuppelwieser and Klaus, 2021).
Purchase
It is the third phase of customer journey map that is the purchase which means that it is
considered as the post-sale phase in the company in which the customers visit the store of the
company to make their purchases after their consideration phase and purchase the most wanted
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product they want from the company with good services from the staff. Customers make the
decision by visiting the store that what products they have to purchase as per their needs and
requirements which can be under their budget.
Retention
It is the fourth phase of customer journey map that is the retention which means that it is
considered as the post-sale phase in the company in which if any customer faces any difficulty
about the product then it can get resolved by the staff available in the store and finally resolving
out the issue of the product the customer will purchase a product and get its received after the
payment in which the company have to make sure that they must respond to customers in an
efficient manner so that they can visit the store again if the get the best services.
Advocacy
It is the fifth phase of customer journey map that is the advocacy which means that it is
considered has the post-sale phase in the company in which the customers recommend about the
products and services to their relatives and friends if they like their services and products
provided by the company then they will definitely suggest the other people about the brand and
the value of it before purchasing the any kind of a product from other brands (Becker and
Jaakkola, 2020).
Evaluate the key digital influences on the consumer journey
Overview
The key digital influences on the customer journey map is important to evaluate because
nowadays technology is advancing and upgrading day by day so that that can be convenience in
operating the business in a quicker and easy manner. Therefore, it is essential body organization
to use technology in each of every stage of the customer journey map so that the people who are
more involved in the online process can reach out through internet and the people who are more
involved in the offline process can be reached out via other methods (McColl-Kennedy, Zaki,
Lemon and Neely, 2019).
Stages
Awareness
First stage is the awareness in which the company create awareness of the products among
the customers in the marketplace shackles with the help of online marketing which is also known
as the digital marketing which includes social media marketing for example with the help of
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Facebook and Instagram along with the Twitter and YouTube by posting and creating the page
of the products and services of the brand. Moreover, they can also use the public relations and
television along with the online display.
Consideration
Second stage is the consideration in which the customer has a roll of researching about the
products and services so that they can compare easily with other brands in terms of pricing and
other qualities of the products and services. This is done in an online manner with the help of
website and email enquiry along with the phone call. They also refer to the paid content along
with the Google ads and social media contents. all such sources are for the online research about
the products and services of the company so that they can choose the best among the available in
the market (Shi, Wang, Chen and Zhang, 2020).
Purchase
Third stage is the purchase in which the customers visits the source from where the customer
wants to purchase a product and finally perform the payment function as well. This is done by
the customer's either by visiting the store or branch. Moreover, with the help of agent or broker
and if talking about in an online manner then they can have preferred mobile application and
website of the company. In the online form, customers have the options for payment either on the
cash on delivery or the online payment directly with the help of bank transfer.
Retention
Fourth stage is the retention in which the after sales services are done from the side of the
company because if customer faces any issues regarding the products and services offered by the
company then it is the responsibility of the organization to resolve that issue or change the
product as per the needs and requirements of the customer. If talking in an online manner,
customer can choose the source like chat box and social medias along with the call centers to tell
their issues to the customer service of the company so that they can resolve it at their best
knowledge.
Advocacy
Fifth stage is the advocacy in which the customers refer to the products and services to other
people if they like its products and services along with its value. This is done by the company by
using the offers in invoice and promotion along with the blog and newsletters so that the loyalty
of the program can be attained along with the service. this is done because not all the customers
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are interested in becoming and suggesting the products and services of the company to other
people and therefore the company only has to do for themselves so that the people can refer their
products to other customers (Pekovic and Rolland, 2020).
Formulate Customer experience objectives
Personalized and Responsive
It is one of the objective of customer experience in an organisation that is the
personalized and responsive which means that company must be personalized with the customers
in terms of their products and services they are offering to them. Which means that every
customer desire for personal attention when they visit to the store in order to make purchases and
wants personal services in regards of after sales services. Therefore, company must establish this
objective in the organisation to give the personalized experience to the customers in the whole
process of purchasing and after sales services so that they also can be attentive with the services
rendering to them and can visit the store again and again with the proficient behaviour of the
staff attending them personally. Moreover, the company must implement the responsive object in
the organisation because most of the companies are less responsible and does not give the proper
feedback to the customers in regards of the products and services and therefore it is important to
set the objectives for the organisation in order to be responsive to words the customers so that
they can get effective and efficient product and services. by applying this the company can attend
the better customer relationship and loyalty with the customers (Goodman, 2019).
Proactive, Engagement and Resolving customer issues
It is an another customer experience objective that the company must implement in its
organisation that is the proactiveness, engagement and resolving customer issues. Proactiveness
means to take the initiative by the company towards the customers in rendering them services
and themselves identify the issues in order to sort them out without any customer complaint.
Customer engagement is the most important objective because until and unless the staff will not
engage with the customers then they will not be able to sell their products to them without any
proper interaction and communication with the customers. Resolving customer issues should be
on the priority for the organization so that they can render best services to the customers
(Keiningham, Aksoy, Bruce and Kearney, 2020).
Creating an emotional connection, preventing future issues and Being more digitalised
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It is also an another objective of customer experience that is the creating an emotional
connection, preventing future issues and being more digitalized. Creating an emotional
connection objective is important because it will definitely work on the customer who are
emotional and get connected with the products and services offered by the company because they
will definitely make a purchase if they feel connected with the company. this can help in
preventing the future issues with the customer relationship so that it can be resolved out earlier.
this can also be attained in digitalized manner because there are many customers who prefer
online shopping more than traditional shopping and therefore this should be the objective of the
company to render services to the customers who prefer online shopping and renders services to
those customers also who prefer traditional shopping with the help of Internet and networking
(Weber and Chatzopoulos, 2019).
Evaluate the relevance of different metrics, key performance index (KPI) and analytics
Average Response Time
It is one of the key performance index and metrics that the company can analyze while
measuring the customer experience in its organization that is the average response time which
means that it helps to measure the time on which the customers are in hold while purchasing the
product and getting services after sale. More will be the average response time less will be the
performance and vice versa.
First Call Resolution
It is an another key performance index and metrics that the company can analyze to
measure the customer experience that is the first call resolution which means that it measures the
customers calling back time for the same issue in order to resolve it back. More the first call
resolution less will be the performance and vice versa (Gallagher, Furey and Curran, 2019).
Customer Churn
It is also one of the key performance index and metrics that the company can analyze to
measure the customer experience that is the customer churn which means that it makes sure that
customers are connected with the business on a frequent basis. More will be the customer churn
more will be the performance and vice versa.
Top Support Agents
It is also an another key performance index and metrics that the company can analyze to
measure the customer experience that is the top support agents which means these are the people
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who find out the star agent in the whole team. more will be the top support agents more will be
the performance and vice versa.
Number of Issues
It is one of the key performance index and metrics that the company can analyze to
measure the customer experience that is the number of issues which means that issues are
required to be monitored in number and analyze its natures overtime. more will be the number of
issues less will be the performance and vice versa.
Customer Satisfaction
It is an another key performance index and metrics that the company can analyze to
measure the customer experience that is the customer satisfaction which means that getting the
in-depth knowledge about the clients that what they are thinking about the brand. More will be
the customer satisfaction more will be the performance and vice versa (Roy, 2018).
Net Promoter Score
It is also one of the key performance index and metrics that the company can analyze to
measure the customer experience that is the net promoter score which means that it is used to
evaluate the power of the reference that the customer recommends to the unknown ones. More
will be the net promoter score more will be the performance and vice versa.
Customer Effort Score
It is also an another key performance index and metrics that the company can analyze to
measure the customer experience that is the customer effort score which means that getting the
valuable feedback from the customers on their experience related to the four process of customer
journey with the brand. more will be the customer effort score more will be the performance and
vice versa
Customer Retention
It is one of the key performance index and metrics that the company can analyze to
measure the customer experience that is the customer retention which means that a value waiting
about how many customers are coming back to purchase their products and services again and
again and maintaining loyalty with the brand. more will be the customer retention more will be
the performance and vice versa.
Net Retention Rate
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It is an another key performance index and metrics that the company can analyze to
measure the customer experience that is the net retention rate which means that calculate in that
how much business growth the retention is generating. More will be the net retention rate more
will be the performance and vice versa (Diebner, Silliman, Ungerman and Vancauwenberghe,
2020).
Service Level
It is also one of the key performance index and metrics that the company can analyze to
measure the customer experience that is the service level which means that the company must c
that if they deliver the services as they have committed to the customers. Better will be the
service level more will be the performance and vice versa.
Support Costs vs Revenue
It is also an another key performance index and metrics that the company can analyze to
measure the customer experience that is the support cost and revenue which means that company
monitors the support cost in the percentage of revenue. More will be the revenue more will be
the performance and less will be the support cost more will be the commons and vice versa.
Revenue Churn
It is one of the key performance index and metrics that the company can analyze to
measure the customer experience that is the revenue churn which means that company tracks that
how much revenue they have lost from the existing customers. More will be the revenue churn
less will be the performance and vice versa.
MRR Growth Rate
It is an another key performance index and metrics that the company can analyze to measure
the customer experience that is the MRR growth rate which means that keeping and I on the
recurring revenue at all times by the team. More will be the MRR growth rate more will be the
performance and vice versa (Foroudi, Gupta, Sivarajah and Broderick, 2018).
CONCLUSION
It is concluded that customer experience is an important concept to study in order to apply
such practical learnings in the real world organisations. Every business aspires the best customer
relationship which can be long term and the most loyal one in the market. To implement the
customer experience in an organisation with an effectivity and efficiency, it is important to
analyse a comprehensive customer journey map for all stages of the customer journey, it is
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essential to examine the evaluation of the key digital influences on the customer journey, it is
necessary to determine the formulation of customer experience objectives and it is significant to
gain the knowledge about the evaluation of the relevance of different metrics and key
performance index with analytics. This can benefit the organisation in maintaining stability in the
market and increment in their sales and revenue generation with enhancing the productivity in an
organisation for better expansion and growth of the organisation. Nowadays customers are on the
priority of every business and business produces their goods and services as per the needs and
requirements of the customers and therefore customer experience and satisfaction with the
company and with the products and services must be fulfilled at any cost. Hence this report
covers all such areas in order to better understand the concepts and of customer experience with
strategies.
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REFERENCES
Books and journal
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and implications
for research. Journal of the Academy of Marketing Science. 48(4). pp.630-648.
Bolton, R.N., McColl-Kennedy, J.R., Cheung, L. and Zaki, M., 2018. Customer experience
challenges: bringing together digital, physical and social realms. Journal of Service
Management.
Diebner, R., Silliman, E., Ungerman, K. and Vancauwenberghe, M., 2020. Adapting customer
experience in the time of coronavirus. McKinsey & Company, pp.1-7.
Foroudi, P., Gupta, S., Sivarajah, U. and Broderick, A., 2018. Investigating the effects of smart
technology on customer dynamics and customer experience. Computers in Human
Behavior, 80, pp.271-282.
Gallagher, C., Furey, E. and Curran, K., 2019. The application of sentiment analysis and text
analytics to customer experience reviews to understand what customers are really
saying. International Journal of Data Warehousing and Mining (IJDWM). 15(4). pp.21-
47.
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.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Keiningham, T., Aksoy, L., Bruce, H.L. and Kearney, T., 2020. Customer experience driven
business model innovation. Journal of Business Research, 116, pp.431-440.
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.
Kuppelwieser, V.G. and Klaus, P., 2021. Measuring customer experience quality: The EXQ
scale revisited. Journal of Business Research, 126, pp.624-633.
McColl-Kennedy, J.R., Zaki, M., Lemon, K.N. and Neely, A., 2019. Gaining customer
experience insights that matter. Journal of Service Research. 22(1). pp.8-26.
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.
Roy, S., 2018. Effects of customer experience across service types, customer types and
time. Journal of Services Marketing.
Shi, S., Wang, Y., Chen, X. and Zhang, Q., 2020. Conceptualization of omnichannel customer
experience and its impact on shopping intention: A mixed-method
approach. International Journal of Information Management, 50, pp.325-336.
Weber, M. and Chatzopoulos, C.G., 2019. Digital customer experience: the risk of ignoring the
non-digital experience. Int. J. Ind. Eng. Manag. 10(3). pp.201-210.
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