Zara: Customer Experience Strategy and Digital Influences Report

This report provides a comprehensive analysis of Zara's customer experience (CX) strategy, examining its application of customer journey mapping to understand and improve the consumer experience. The report delves into the significance of digital influences on the customer journey, particularly in the context of the fashion industry, and assesses their relative importance at each stage of the customer journey process. It formulates CX objectives based on these insights and critically evaluates the relevance of various key performance indicators (KPIs) used for evidence-based decision-making to enhance the overall customer experience. The report discusses the challenges faced by Zara, such as those related to the COVID-19 pandemic, and highlights the company's use of technological advancements like data analytics and chat boxes to understand and meet customer needs. The report emphasizes the importance of setting goals, creating customer personas, conducting personal research, defining customer touchpoints, and mapping the current and future states of the customer journey to improve customer satisfaction, retain customers, and drive sales and profit.

Customer Experience
Strategy
Table of Contents
INTRODUCTION...........................................................................................................................1

MAIN BODY...................................................................................................................................1
PART 1............................................................................................................................................1
(Cover in poster).....................................................................................................................1
PART 2............................................................................................................................................1
Define customer journey map................................................................................................1
Using Customer Journey map, assess key digital influences on consumer journey to assess
their relative importance at level of customer journey process..............................................3
Based on above, formulate at least 2 CX objectives..............................................................4
Critically assess the relevance of various metrics, key performance index (KPI) which is
adopted for evidence-based decision-making to increase customer experience strategy.......4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Customer experience is considered as application for use of different type of activity that
is determined as a part of user lifecycle. It is considered as a practice that signify designing as
well as maintaining communication for meeting need and want of user that helps in increasing
their satisfaction level, loyalty and many more. The present assignment is depending upon the
company named as Zara. It is a Spanish retailing organisation that offers different kind of
products such as clothing, shoes, beauty products, perfumes and many more. This company was
founded by Amancio Ortega and Rosalia Mera in year of 1975. In this report, there is a
discussion regarding customer journey map in an appropriate manner. They also provide
description related to how to retain customers for a longer period of time and also they use key
performance indicator in order to take decisions regarding experience level of customer during
particular phase of time. There are different kinds of challenges faced by fashion industry due to
Covid-19 that imposes direct effect on performance level of company during particular phase of
time period. There are various emails, meeting and chat box that is adopted by top management
for assessing requirement of user and to increase customer engagement in future period of time.
The current changing in technological aspects is important in analysing need of organisation and
increase market share which will be beneficial for company in future period of time (Alnawas
and Hemsley-Brown, 2019).
MAIN BODY
PART 1
(Cover in poster)
PART 2
Define customer journey map
Customer journey map is determined as a procedure which is adopted for assessing
product and services that is provided at Marketplace. It is important for company to make sure
that good and services are provided as per specification of user for retaining them for a long
period of time. For this procedure, it is necessary to possess appropriate assessment of
requirement of user in order to build loyal base of user. The primal motive is to emphasize on
improvement of customer journey map as per top management of organisation to increase
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profitability level in future period of time. In context of Zara, the administration of company is to
emphasize on acquisition related to customer services along with objective of providing user
with superior quality of facilities. For assessing requirement, it is necessary to provide
satisfaction to its user by providing superior quality of good (Srivastava and Kaul, 2016). Due to
Covid-19, there are different kinds of challenges faced by management team of ZARA such as
the customer do not prefer to take offline products and services they focus on taking online
products and which impose direct impact on sales and profit margin of company during
particular phase of time period. This assessment is done in regular manner that help in generate
awareness regarding customer experience that is given below:
There are six step of customer journey map which is adopted by Zara that is going to be
mentioned below:
Set goal herein, the management team of business organisation focuses on setting goal that
must be achieved in timely manner. They gather information regarding need and want of user
that help them in conducting different task in an appropriate manner. Their main purpose is to
analyse need and want of user and satisfy them. Their main focus is to provide unique services to
its user that helps in achieving competitive advantage over rivalries at marketplace (Batat, 2019).
Create customer persona: They collect unique perspective as well as insight regarding
existing journey of user and the improvement are required and measured in proper manner. Due
to Covid-19, there are different challenges faced by management team for retaining customer for
longer period of time.
Conduct personal research herein, the management team of organisation focuses on
conducting interview and take reviews of customer in order to collect information regarding taste
and preferences of user. In addition to this, they also focus on interacting with subordinates who
have a regular conversation with existing user in order to take review regarding their choices. In
assistance of this, they fix complaint box so that the customer file information in respect of
problem they faced during particular phase of time period.
Define customer touch points customer touch point focuses on making effective customer
journey map. Their main purpose is to assess customer touch points such as their actions,
emotions as well as potential challenges and many more. There are different kinds of touch
points of customer journey map that is based on different kind of organisation. Their main
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purpose is to assess customer touch point in order to start unique customer journey map that
help in increasing sales and profit margin of company in future period of time.
Map the current state herein, the management team of organisation focuses on assessing
need and want of customer according to existing according to taking review of existing customer
that help in increasing experience level in future period of time. They customise design along
with images as well as colour to visualise various actions, transition & many more (Smit and
Melissen, 2018).
Map the future state by visualising current state of user journey, it is necessary for
management team of organisation to focus on future need of user that help in creating clear
roadmap for changes and how this is improving within business organisation. Therefore, it is
assess that customer journey map focuses on analysing need and want of customer and their
main purpose is to satisfy their needs and wants for increasing sales and profit margin in future
period of time (Goodman, 2019).
Herein, the top management of Zara focuses on follow customer journey map that helps in
increasing experience level of customer in future period of time. It is also helpful in retaining
customer for a longer period of time. Therefore, these steps are helpful in gathering data and
information related to need of user that must be satisfied in future period of time. In addition to
this, it is also helpful in increasing sales as well as profit margin of company during particular
phase of time period.
Using Customer Journey map, assess key digital influences on consumer journey to assess their
relative importance at level of customer journey process.
In the changing external marketing, technology is very important for fashion industry for
maintaining appropriate relationship with its customer that help in building large customer base.
Therefore, it is necessary to adopt innovative technology which is providing opportunities to
company to offer superior quality product and services to its user. In reference of Zara, they
adopt innovation and also use latest technology to bring sustainability in changing market. In this
process, there is different kind of strategy and there is a need of digital technology that imposes
direct impact on customer journey (Gupta, 2016). By using customer journey map, it is necessary
to assess digital influence on journey of customer to analyse their importance during process of
customer journey. Therefore, it is assess the management team of company focuses on setting
goal that must be achieved by analysing need and want of customer that must be met during
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particular phase of time period. In addition to this, they adopt artificial intelligence that help in
increasing customer shopping experience boosting sales and provide guidance related to
inventory and different kind of things. In addition to this, the chat box is adopted by business
organisation in order to analyse the response of user during particular phase of time period. Chat
box is a system which is needed to analyse response of user experience. In context of Zara, the
chat box that is considered as a part of innovative digital technology which is adopted for gaining
knowledge and wants of user during particular phase of period of time. Apart from this, Data
Analytics is considered as a method for aim of examining information of user views in order to
provide superior quality services to its user. It is determined as a tool which is adopted in
offering benefit in context of increasing experience and then providing training to its customer in
future period of time. In addition to this, there are different kinds of strategy which is determined
as a part of customer journey map that is adopted in order to maintain relationship with its user in
an appropriate manner. After setting goal, the focus is on creating customer persona for
analysing need and want of customer in an appropriate manner (Villani, 2018).
They adopt internet of things to increase style of clothing and also focus on current
advancement in technology that impose direct impact on experience of individual person during
particular phase of time period. It is also helpful in providing products and services to its user by
using internet of things in an appropriate manner. It also helps determining information sharing,
inventory administration that increases productivity level in future period of time. In assistance
to this, the main focus is to increase experience level of customer which will be beneficial for
them in future period of time. Therefore, for create customer persona, they adopt internet of
things that help in assessing need and want of customer in an appropriate manner. Apart from
this, they also focus on conducting personal research in order to adopt data analytics that help in
assessing information related to views and opinion of customer which will be beneficial for them
in future period of time (Homburg, Jozić and Kuehnl, 2017).
Apart from this, the customer touch point is also considered by business organisation during
particular phase of time period. Their focus is on touch point of customer like due to covid-19
the customer do not prefer offline shopping, they focus on online shopping, thus the main focus
is to provide online product and services to its user according to their needs that help in
increasing sales and profit margin of company in future period of time. They adopt innovative
technology in order to provide unique product and services to its user that is helpful in increasing
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brand image as well as reputation of company in front of customer at marketplace. Apart from
this, they focus on assessing current state by analysing need and want of user in order to satisfy
them and their focus is on satisfy need and want of user that must be satisfied which will be
beneficial for company.
Therefore, the Zara focuses on providing customised facility in order to satisfy them. They
also provide discount, cash back, offers that provide extra or additional value apart from regular
offers. By using this kind of method, the organisation maintains appropriate communication with
user at market place. Customer touch points are determined as part of company in which the
customer focuses is on interacting with manager in an appropriate manner. It helps in increasing
understanding of touch point through which the organisation connects with user. Therefore they
focus is on adopting appropriate strategy in order to satisfy need and want of user and achieve
competitive advantage over rivalries at marketplace (Lipkin, 2016).
Based on above, formulate at least 2 CX objectives
The company focuses on making appropriate strategy and plan to make sure that the
quality of products and services provided to its user in order to satisfy them. The primary reason
is high level of satisfaction of user can lead to success and growth of organisation and also helps
in achieving leadership position at marketplace. There are various strategies that is used by Zara
to accomplish favourable outcome for increasing customer base that is going to be mentioned
below:
Resolving customer issue the administration team emphasized on problems of customer
in order to resolving them by assessing issues faced by user on social media application as well
as website of organisation. There are also basic reasons in context of management feel guilt in
order to dissatisfy user and also they focus on further improvement which will be beneficial for
them in future period of time. In addition to this, resolving customer issues helps in increasing
profit margin of company in future period of time. It is also helpful in retaining customer for
longer period of time (Manthiou, 2020).
Educating and training of workforce the whole subordinate of Zara is offered with
effective training session in order to increase skill and knowledge for serving better services to
its user. In addition to this, there are different kinds of customer service tactics that is adopted by
Zara for increasing satisfaction level of user and it is also useful in increasing customer base.
Therefore, it is analysed that the primary reason is to emphasize on appropriate services provided
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to its customers that help in increasing loyalty of user in respect of organisation. In addition to
this, resolving customer issues helps in increasing profit margin of company in future period of
time. It is also helpful in retaining customer for longer period of time.
Therefore in addition to this strategy, there are some recommendations which can be
adopted by higher authority to enhance engagement level of user. For top management of Zara
they provide 24 hour services to its user in order to satisfy them. In addition to this, they also
focus on timely resolving queries of customer and building positive relationship with them that
help in increasing sales in future period of time. Creativity is determined as a major aspect in
changing macro environment in which expectation of customer must be met in order to achieve
goal in timely manner. In addition to this, they also focus on improving website and then main
objective should be taking feedback of customer and resolving their problem during particular
phase of time period. There are different aspects that are related to managing experience of
customer in an appropriate manner. It has been analysed that organisation are determined as a
part of fashion industry that achieve success in future period of time. Their main focus is to
maximize experience of customer which will be beneficial for them in future period of time
(Peppers and Rogers, 2016).
Critically assess the relevance of various metrics, key performance index (KPI) which is adopted
for evidence-based decision-making to increase customer experience strategy
For analysing relevance related to different metrics, the key performance index as well as
other methods is used in order to take decision related to customer experience during particular
phase of time period. For providing satisfaction to its user, it is important to assess need and
want of user in order to satisfy them. There are different kinds of method which is adopted for
increasing experience level of customer that is going to be mentioned below:
Key performance indicator is important in assessing performance level of specific
fashion industry during particular phase of time period. In context of chosen company, this
method helps in increasing understanding in context of sale that is increased by providing
innovative products and services to its user. Therefore, they also emphasize on accomplishing
target and also achieve objectives of company in timely manner. It is also helpful in taking
decision making which will be beneficial for customer in order to retain them for a longer period
of time.
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Benchmarking as per this method, the chosen company required to have a proper standard
that is fulfilled in proper manner during particular phase of time period. In addition to this, it is
useful in forecasting profit earnings ratio as well as sales enhances by providing innovative
products and services according to need and wants of user. In assistance of this, it is considered
as a procedure that is useful in handling standard that must be achieve it in pre-decided period of
time (Seligman, 2018).
System for collecting, recording as well as assessing feedback the management team of
Zara also focuses on taking feedback from customer in order to collect data as well as
information in respect of user liking as well as their differences. In addition to this, the Zara
Company focuses on taking decisions by getting innovative ideas which is related to fashion
industry to satisfy need and want of its user.
Update product and services according to customer feedback the basic reason related
to collecting reviews and feedback from user and enhances revenue that is providing goods and
services according to their need. In context of chosen company that focuses on taking review and
provide goods and services that is needed by customers during particular phase of time period.
CONCLUSION
On the basis of above given report, it is assess that customer experience is considered as
application for use of different type of activity that is determined as a part of user lifecycle. It is
considered as a practice that signify designing as well as maintaining communication for meeting
need and want of user that helps in increasing their satisfaction level, loyalty and many more. In
this report, there is a discussion regarding customer journey map in an appropriate manner. They
also provide description related to how to retain customers for a longer period of time and also
they use key performance indicator in order to take decisions regarding experience level of
customer during particular phase of time. There are different kinds of challenges faced by
fashion industry due to Covid-19 that imposes direct effect on performance level of company
during particular phase of time period. There are various emails, meeting and chat box that is
adopted by top management for assessing requirement of user and to increase customer
engagement in future period of time. The current changing in technological aspects is important
in analysing need of organisation and increase market share which will be beneficial for
company in future period of time.
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REFERENCES
Books & Journals
Alnawas, I. and Hemsley-Brown, J., 2019. Examining the key dimensions of customer
experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 28(7),
pp.833-861.
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es.
Routledge.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Gupta, A., 2016. Redefining service quality scale with customer experience quality scale: a
critical review. International Journal of Services and Operations Management, 25(1), pp.48-64.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Lipkin, M., 2016. Customer experience formation in today’s service landscape. Journal of
Service Management.
Manthiou, A., 2020. Applying the EEE customer mindset in luxury: reevaluating customer
experience research and practice during and after corona. Journal of Service Management.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Seligman, J., 2018. Customer Experience Management-The Experiential Journey. Lulu. com.
Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
experiences in events, tourism and hospitality. Routledge.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services, 31, pp.277-286.
Villani, I., 2018. Transform Customer Experience: How to achieve customer success and create
exceptional CX. John Wiley & Sons.
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