Customer Experience Report: Tommy Hilfiger's Value Maximization

This report provides an in-depth analysis of Tommy Hilfiger's customer experience strategies, focusing on factors that influence the company's ability to maximize customer value. It explores the importance of customer value and service, examining how Tommy Hilfiger's quality processes and practices meet customer requirements. The report delves into aspects such as product quality, customer needs, training and development, and process management, highlighting their impact on customer satisfaction and brand loyalty. It also touches upon the role of marketing tools and customer relationship management in enhancing customer value. Ultimately, the report aims to provide insights into Tommy Hilfiger's success in creating a positive customer experience and recommendations for further improvement, emphasizing the shift towards digital platforms and the importance of meeting evolving customer expectations in a competitive market. This document is available on Desklib, a platform offering a wealth of study resources for students.

nderstanding and ngaging in the Customer perienceU E Ex
ommy ilfigerT H

Executive summary
Creation of the Customer value is the ultimate aim which every business have in the present
business environment t has become a significant element to measure while measuring the. I
success of the business t can be ma imised when high level of Customer e perience is. I x x
provided to the customers Customer e perience gets the customer engaged to the brand. x
and bring satisfaction in order to develop loyalty for the brand.
he assignment focuses on the factors which influence the ability of the organisation toT
ma imise the customer value Also the second part of the report focuses on the qualityx . ,
processes and other practices adopted by ommy ilfiger to generate high customer satisfactionT H
and ma imum value to the customers ommy ilfiger is the leading fashion brand which wasx . T H
found in America but now operating in various parts of the world.
t is concluded that the company has evolved itself and has shifted to digital space afterI
realising the opportunities provided by the digital platform he company should adopt the. T
practices which satisfies the e pectations of the customers t is the only way to make success sinx . I
the highly competitive market.

Table of Contents
ecutive summaryEx ..................................................................................................................................1
ntroductionI .............................................................................................................................................3
rief background of the reportB ..............................................................................................................4
actors influencing the ability of ommy ilfiger to ma imize the customer valueF T H x ..................................5
mportance of customer value and customer serviceI ........................................................................5
Critical analysis of the factors which impacts the ability of ommy ilfiger to ma imise the customerT H x
value..................................................................................................................................................7
Critical analysis of the quality processes and effectiveness of ommy ilfiger in meeting customerT H
requirements.......................................................................................................................................12
Conclusion...........................................................................................................................................16
References...........................................................................................................................................17

Introduction
Customer e perience has become a very common and very significant phrase in the recentx
ti
mes Customer e perience can be the factor for the competitive advantage of the companies. x
and this shows whether the company need to improve their approach or to encompass it
(Schmitt, 2016). Customer e perience is the sum total of retail or digital e periences andx x
interactions of the customer with the business t is how a customer gets engaged to the. I
brand and gets satisfied with its service.
he assignment here presents the analysis of the factors which influence the ability of theT
organisation to ma imise the value of the customer hese factors are the essence whichx . T
determines the engagement of the customer with the business Also a clear understanding. ,
will be set up of the quality processes of the company and how effective it is in meeting the
requirements and needs of the customers.
he assignment is focused on an American ashion brand ommy ilfiger which was found inT F , T H
the year he company started with the men fashion apparel but later on entered into1985. T
women clothing accessories perfumes and other lu ury items he company at present is, , x . T ,
one of the leading designer brand which is recognised internationally t offers preppy and. I
latest designs to its customers and is known for its breadth of collections he brand was. T
acquired by V Corp in and since then the brand has grown and has built a networkP H . 2010 ,
in over countries with more than stores worldwide throughput America Asia pacific90 1400 ,
and urope he company made a retail sales of more than S billion inE . T U $ 6.5 2014 ( ommyT
ilfigerH , 2018).
he brand believes in providing premium quality products to the customers to provide themT
value hat is why it has a strong global recognition by the customers he company runs on. T , . T
three principles which are the way they create their product the way they operate and the,
way they connect with people and communities his shows that company believes in. T
delivering the best customer e perience and it is successfully doing the samex ( ommyT
ilfigerH , 2018).

Brief background of the report
he report here discusses about the quality processes at the workplace of the brand chosenT
and it would also analyse the customer e perience of ommy ilfiger t would analyse thex T H . I
range of factors which impact the value of the customers of ommy t will also showcaseT . I
the activities on which the brand is focussed and aims at providing best e perience to itsx
customers A view will be provided on meeting the requirements of the customers of the.
company t will evaluate the challenges and the opportunities available with the brand to. I
ma imise its customer valuex .
he report will also discuss about the terms and concepts like customer value e perienceT , x ,
role of Customer Relationship management and relationship between the business and
customers which will help in identifying the critical success factors of the brand which
ma imises the value of the business and its customers as a whole Recommendations will bex .
provided in order to provide ma imum value to its customers t will also contain thex . I
discussions about the importance of marketing tools in ma imising the advantage of thex
brand for its customers.

Factors influencing the ability of Tommy Hilfiger to
maximize the customer value.
Customer service is the term which provides an idea about the satisfaction level of the
customers and by the skill of handling the customers by the business t is the assistance. I
provided by the businesses to the people who use those services t can also be understood. I
as the act of taking care of the customers by providing high quality and ti mely services for
meeting the requirements of the customers ( rewal evy and umarG , L K , 2009).
Customer value is another concept which shows the satisfaction or customer e periencex
perceived or e pected one by buying a product or service enerally there is a difference( x ) . G
between the perceived value by the customers by using same service or product So the fi nal. ,
customer value can be calculated or derived by comparing the perceived benefits with the
costs incurred here are many drivers of the customer value which includes products. T
function points of differentiation quality of product service services provided by the company, , / , ,
marketing efforts of the company branding done by the company price of the products, , ,
e isting relationship or e perience and personal bias towards any brandx x ( uccinelli et alP , . .,
2009).
According to Verhoef and emon in the recent ti mes organisations have started payingL (2013), ,
more attention to the customer Value management CVM t is done with the help of( ). I
Customer centric management systems whose main aim is to ma imise the customer valuex .
he businesses aim to ma imize the value of their customers by attracting them through costT x
reduction programs innovative products or by alluring them through offers A customer gets, .
engaged with the company only when there is something with the company to provide or
offer to the customer he combination of the drivers of customer value which are discussed. T
above heightens the customer e perience and also enhances the value of the brand as ax
result Verhoef et al( , . ., 2009).
Importance of customer value and customer service
According to almer the organisations can only value customers and ma imise thisP (2010), x
value by ti mely managing the customers and their services ecuting and providing. Ex
appropriate services is a challenge for the businesses Customer value ma imisation is like a. x

utopian situation for most of the organisations but the present tools and techniques and the
processes help organisations in making it happen t is very important to ma imise the. I x
customer value for the below given reasons:
To build up loyal relationship with clients: t is very important for the business to earn andI
gain loyalty from its customers his is how they can e pect for repeat purchases and more. T x
customer engagement hen an organisation have good relationship with its customers it. W ,
clearly reflects on its performance and earnings erry Carbone and aeckel(B , H , 2002)
For increased revenues and sales: increased customer value provides increased revenue
and sales for the business t further helps the company in establishing itself in the market. I
or industry.
Turns non customers into the real ones: ood customer services often turns non customersG
or the non interested customers into the real customers and loyal customers of the-
organisation t is not necessary that all the customers who visit the store or website of the. I
company will purchase the products or services from there but good services from the
company turns them into the loyal customers of the brand entile Spiller and oci(G , N , 2007).
Improves quality of products/ services: continuous provision of good services by the
company helps in gaining insights about the needs and requirements of the customer and
that is how they are bale to align their e pectations with their services so that best suitablex
services can be provided.
hese points clearly indicates the importance of good quality service and customer value forT
the organisation t is one of the way and the most important one for maintaining good. I
relationship between the clients and the business ill and Ale ander(H x , 2017).

Critical analysis of the factors which impacts the ability of Tommy
Hilfiger to maximise the customer value
As it is already discussed that the customer value and services goes hand in hand and are
very important for the organisations his section will focus on the factors which influence the. T
ability of the ommy ilfiger for ma imising the value of its customersT H x .
Quality of the products
ommy is always concerned about the quality of its products he company is focussed onT . T
its quality and makes sustainability as its integral part uality is something which should. Q
never be compromised by the brand f a company has a lousy product and if it s sold in. I ’
good numbers then it s definitely a luck of the brand o marketing or no R can bring long’ . N P
term success for the company if quality is not maintained by it in its products he quality of. T
products impel the customers to choose the product over its competitors t can be. I
considered as the most important aspect which influence the ability of the fi rm to affect
customer value followed by Service and cost ( umar and ReinartzK , 2016).
heel of ualityW Q
his concept was given by enneth Rose which answers various questions with respect toT K H.
the quality management his can also be understood as an advanced version of DCA. T P
Model which helps in maintaining the required quality of the products or services of the
organisation DA model is the lan Do Check and Action model which is a quality control. P P , ,
program for the organisations he wheel of quality helps in understanding the best practices. T
of management of quality for the organisation t provides an understanding as to how. I
customers can be provided high quality services and how improvement can be brought in
the services of the company (Dudin et al, . ., 2015).
Customer requirements and needs
he companies need to focus on the requirements and needs of the customers his helpsT . T
them in bringing improvement in their products and services and increases the ability of the
company to increase and ma imise customer value his can be done by conducting marketingx . T

research or survey which gives company an idea about the needs of the customers and how
the company can provide e cellent customer servicex ( ussain asser and ussainH , N H , 2015).
Training and development practices
As customer value is dependent mainly on customer service it is very important for an,
organisation to provide e cellent training to its employees so that they can increase thex
ability of the company to provide amazing services to the customers raining and. T
development helps in increasing the skills and knowledge of the individuals which helps
them in providing the best quality services to its customers So it is evident that training to. ,
employees definitely improves the customer value ( eckers Risselada and VerhoefB , , 2014).
Attention on processes
he processes of the company determines how successfully it satisfies customer and providesT
value to him he processes includes customer feedbacks and surveys which tells the. T
organisation about the actual responses of the customers t help ommy in bringing changes. I T
in its services and revamping the designs and models of the services provided to the
customers he products and services of an organisation are created keeping customers in. T
mind his is how they can provide the best services and can create e cellent customer. T , x
e periencex .
Styles of management and leadership
eadership is the way of leading people and employees so as to achieve common goals ofL
the organisation he style of leadership of ommy will determine the customer services. T T
because leadership style determines the quality and type of services provided to the
customers he leaders need to motivate and influence the employees to provide e cellent. T x
services so that the customers can get a smooth e perience with no fault in the servicesx .
So leadership has a great influence eon the ability of the organisation for creating and,
ma imising the customer valuex ( sou and uangT H , 2018).

Smooth and clear communication
Communication is the act when two or more people interact with each other and there is a
fl
ow of information ideas or opinions Communication between the employees and customers, .
so should be seamless t is because smooth communication will help customers in raising= . I
any query and in getting it solved without any hassle t plays major role in meeting the. I
e pectations of the customers and in also enhancing their e perience with the company sx x ’
services here are so many mediums through which an organisations communicates with its. T
customers Ver ssimo and oureiro t can be telephones emails social media digital( í L , 2018). I , , ,
media and more Communication channels chosen by the company should be such which do.
not provide any blocks and increase the speed and quality of communication t also increases. I
the reliability and consistency of the information on which the customers can believe easily.
he customer do not accept the fact that the organisations fail to solve their queries orT
problems So it is very important for any organisation to maintain smooth and consistent. ,
relationship with its customers with the help of seamless communication t shows that. I
communication is the factor which affect the ability of the organisation of providing ma imumx
customer value ( einstein and ohlmanW P , 2015).
Active listening and interpersonal skills
he interpersonal skills of the employees of the organisation and the active listening by theT
customer service department of the organisation affect the satisfaction level of the customers t. I
is seen that when a customer comes up with a genuine problem the ti me to solve problem,
and the way in which his query is resolved is taken into consideration hen they listen. W
actively to the customers clear understanding is developed between the business and the,
customers t helps in meeting the requirements and actual needs of the customers which. I
ma imises the value of customers ellerx (K , 2017).
Customised services
t is often seen that when a customer feels that the services are designed as per his needs andI
requirements he tends to get more attached to the brand or company t is known as, . I
customisation of services which personalise the e perience for the customers and onlyx

relevant content is shared with the customers which enhances their e perience and makesx
them loyal for the brand Sondhi Sharma and alla( , K , 2017).
Accessibility
he accessibility of the products and services should be easy for the customers whichT
enhances their e perience and impact heavily on the value derived by the customers t isx . I
very important for a brand to make its services and products available for the right target
audience ( u eak and rybutokX , P P , 2015).
Speed of the delivery of services
t is very important for a company to focus on the speed of loading a page if the customer isI
shopping on online platform Also speed of customer service on offline mode also determines. ,
the satisfaction level of the customers he faster page will load happier will be the customer. T , .
f the page loading will take ti me customer will take no ti me to shift on to another page orI ,
website his impacts the customer value a lot n the world of high competition it is very. T . I ,
important for a company to maintain its number of users so that competition can be met
erguson(B , 2002)
Navigation between the pages and user friendly website
he website of ommy should be user friendly which can make customer e perience moreT T x
smooth and rich he navigation between different pages should be smooth which can make. T
this process less cumbersome eywords should be used to make it easy for the customers. K
to search for any particular product (Agnihotri et al, . ., 2016).
Language used
he language used on the website should be kept keeping in mind the country culture andT ,
religion of the people in a country anguage impacts a lot on the customers Also the. L . ,
comple ity of language makes it tougher for the customers to understand and deal with thex
company he language used should be easier so that the customers feel fi ne with the. T
website or information provided t will definitely increase the e perience of the customer and. I x
will heighten its value.

Choice and convenience
f it is easy and convenient for the customer the sales and interaction with the customer willI ,
increase he opposite will happen if convenience is not provided Convenience can be. T .
termed here as the decisions taken regarding what to buy from where to buy easy, ,
payment options available and easy to navigate between pages t makes process for the. I
customers easier and smooth and also enhances the e perience of the comer Also thex . ,
variety given to the customer also adds up to the customer value t is because variety is the. I
spice of life and this is what believed by the customers nowadays hey have number of. T
other brands to choose from and only if number of choices will be provided it will help,
customers to remain intact with the same brand or company (Radojevic Stanisic and Stanic, ,
2015).
Sustainability and community involvement
ith the advent of sustainability concept it has become more important for the companiesW ,
to be sustainable and involve communities in their actions so that the community can provide
their valuable views and the sentiments of the community can be involved in the process of
buying and selling of the products and services f strong community is built by the company. I ,
it will impact a lot on increasing the customer value Cook( , 2017).
Above discussed factors are some of the factors which impacts the ability of the companies
so that they can ma imise the value of customers here are many other factors whichx . T
impacts the same uilding up relationship with the customers has now become an. B
indispensable part of the customer service process