Question:
Applying concepts throughout the term, groups will outline a CEM strategy that –
• Introduces the company background and industry
• Identifies and differentiates 3 customer segments and profiles (with personas)
• Connects customer experience maps with an updated business value proposition for each segment or customer profile
• Takes the Voice of the Customer (VOC) and customer feedback obtained from research into account in forming the
experience strategy
• Applies the IDIC model towards achieving loyal customer relationships
• Presents the value proposition for each segment.
• Maps the current experience and journey maps for each of the 3 customer profiles.
• Illustrates the current state of the customer experience and where the challenges and opportunities for improvement are.
• Explains how your recommended customer experience strategy contributes towards an intended brand perception
• Explains how the customer experience will be measured and evaluated
• Proposes improved service offerings by applying best practice CEM concepts covered through the term, data gathered from Voice of the Customer (VOC), interview, survey and other field research tools.
• Documents steps towards forming a customer centric organization
You are expected to apply such concepts as:
• IDIC model,
• Customer Touch-points,
• Moments of Truth,
• Brand experience,
Value Proposition Illustration tools include:
• Customer personas,
• Alignment diagrams (Experience maps, customer journey maps, service blueprints, mental model diagrams),
• strategy maps,
• strategy canvas,
• value proposition canvas
Answer:
This presentation presents the introduction of company and also defines the customer segmentation. It also demonstrates the connection of customer experience maps with an updated business value proposition. In the last, this presentation also depicts the Voice of the Customer (VOC) and customer feedback.
Gucci is a recognized brand of trendy fashion and leather product which headquarter is based on the Italy. This corporation was developed by Guccio Gucci in 1921 in Florence but currently, the brand creates approximately 402 billion US dollar worldwide. It facilitates aristocratic products with quality as well as its leather bags and hand-stitched leather shoes are admired amongst the fashion scattered through the globe (Subramanian, 2015). In current scenario, Gucci deals in approximately 300 stores all over the globe and also recognized for largest selling corporation in Italy.
Customer perspective Gucci has segmented the customer on different basis, which is briefly discussed as below: Type 1 In Gucci, there are some customers who are brand conscious and satisfied with quality of the brand. These customers are focuses on the worth buying product as it can become potential status symbol for them. There are many example which were experienced when interviewing various customer of Gucci. Further, some people is segmented who have particularly no clue regarding the product as they pay large amount on that products (Subramanian, 2015). They only are interested regarding the product because they are trading in international area and some of their friends and acquaintance buy some product of Gucci to involve in the race for the status.
From the market research, it is analyzed that there are large number of genuine customers of Gucci who actually maintain the record of products made by Gucci. These kinds of buyers do not care regarding the market trend and type of market due to attracting through word of mouth and other kind of advertisement (Atwal and Williams, 2017). These kinds of buyers do care regarding the products that they are going to buy and they act via research regarding the quality and other aspect of specific product and then purchase those products (Parker, 2016).
These types of customers does not has any specific records and statistics because these type of customer’s research the market for the product. They also want quite well but they cannot afford to purchase expensive Gucci products due to its high pricing. This research demonstrates that the organization should try to improve their structure of pricing the product to influence more customers and arrive at larger population (Cooper, 2012). In this way, it is quite impossible to keep the quality of products. But, if they want to decline the pricing, then the executive of corporation should stress on these factors and develop an idea which would serve both the purposes.
It is seen that in several cases, after getting the product of Gucci any significant concern regarding the product could be raised by the customers. This concern could be associated with product’s quality which is deliver by Gucci. The management of Gucci never negotiate on product’s quality as they deliver better product. Thus, customer get positive experience due to unique quality of the products (Kejmar and Stefansson, 2017). After purchasing the Gucci product, customers might think that they can be think to switch on other brand due to high price but they cannot frequently switch due to better quality of product (Nagasawa and Fukunaga, 2012).
Conclusion
From the above interpretation, it can be concluded that Gucci is a recognized brand of trendy fashion and leather product. It can be summarized that Gucci segmented the customers on three basis. It also offers unique quality products to get connect with the customers and provides them positive experience. It can be also concluded that customer give both positive and negative feedback such as better quality, durability but high price.
References
Subramanian, K.R., 2015. Need of the hour: A customer centric format for organized retailing. International Journal of Technical Research & Application, 3(1), pp.58-63. Atwal, G. and Williams, A., 2017.
Luxury brand marketing–the experience is everything!. In Advances in Luxury Brand Management (pp. 43-57). Palgrave Macmillan, Cham. Cooper, N., 2012. Emerging luxury strategies: Insights from BrandZ. Hermès, 19, p.61. Kejmar, P. and Stefansson, J., 2017.
Is Electronic Customer Relationship Management for Luxury Brands?: Case study of the fashion luxury industry. Nagasawa, S. and Fukunaga, T., 2012. Strategic Management and Brand Management on the Luxury Brand GUCCI. Bulletin of WBS Research Center, (43), pp.97-108. Parker, C.J., 2016.
An Appraisal Of Fashion M-Commerce Apps By Market Level: A technical report. Press, M. and Cooper, R., 2017. The design experience: the role of design and designers in the twenty-first century. Routledge.
