Customer Experience Strategy of ChenOne

In this report, a ChenOne brand is selected as the company that relates to the industry of fashion in the market of Pakistan. The experience of customers, their journey, and the key metrics to improve the customer experiences are defined in this project.

Read more: Customer Experience Strategy of 14th Street Pizza

Importance of customer experience:

Definition:

Customer experience is the process or concepts that relate to the needs as well as feelings of the target market. It is the total of the cognitive, affective, behavioral, and sensory terms during all the stages of the process of consumption in which the pre-purchase, consumption, and the stage of the post-purchase exists. It is the holistic perception of the experience of the customers that are directly integrated to achieve certain tasks and generate better practices in the future.

Explanation:

A customer experience is also known as the CX. It is the customer’s holistic perception of their experiences with the business as well as a strand. CX is the result of every interaction process with the customer with the business, From the process of navigating the website and reach to customer services receiving the products or services that are bought from the company is the overall experience of the customers.

Two types of experiences are generated by the customers. The positive experience as well as the negative experience of the customers. It depends on the situation and the greater possibilities that utilized by the firm.

Importance of CX with ChenOne brand:

ChenOne is a fashion brand that develops different types of clothes and fashion accessories. It is the largest one-stop store in Pakistan where you can buy online men’s, and women’s kid’s apparel. The experience of customers using the products of the no ChenOne brand is positive because they like the higher quality, strong image, and affordable price of the apparel.

ChenOne serves customers all over the world. The people of Pakistan can order or reach the company through its website which generates positive perceptions and the building of strong customer experiences in the given terms. Customers are an essential part of the success of the ChenOne brand that’s why it trying to improve their experiences.

Creation of customer persona:

Define:

A customer persona is considered a fictional profile that represents the particular target customers and businesses will have a handful of them to cover the customer basis. The customer persona is used to determine the needs and the goals of the customers that they want from the company or get after using the entire company’s goods. It is known as the ideal profile t describe the nature of the company that would be your ideal customer.

Explanation:

Typically, in the customer persona, there is an age, demographics details goals, and the profession with the needs and wants of the customers are included that improve the business practices and observe the most reliable practices. To encourage certain operations and determine broad plans, the business capabilities can be transformed. So, a customer persona is used to describe the certain flow of the customer’s needs.

Customer persona for ChenOne:

Table 1Customer persona of ChenOne.

A potential buyer: ChenOne.
Demographics: Gender: MaleAge: 62 Years. Profession: HR manager at the well-known Bank of Pakistan.
Profile: He lives in Pakistan and likes to wear fashionable clothes. He works in the famous Bank of Pakistan as the HR manager.	Motivations to buy: To improve the shopping experience and day-to-day requirements. refresh himself by wearing trendy fashion items.
Goals: To wear classy and trendy clothes. To explore the new fashion trends as required in current times.	Pain points “14th street pizza” can solve: Improve the experience of online and offline shopping activities. Offers trendy clothes and the option of customization.

Customer Journey Mapping:

Define and explain:

A customer journey is a tool that provides marketers with a proper understanding of the series of connected experiences that consumers desire and need. It can be completed as a desired task or traversing the end-to-end journey from the prospect to the customers as a loyal advocate.

The overall experience of the customers by passing through the different stages of purchasing, consuming, and post-purchasing reaction is the customer journey process.

Importance of customer journey to the customer experience strategy:

When the customer journey is positive then it creates a strong reaction from the customers about reaching the e-tire success and generating greater plans. For the development of an effective customer experience strategy, the customer journey is important.

All the stages of the customer journey motivate the customer about using or entertaining the products and services. So, the evolution of the customer persona related to the broad categories and generating authentic decisions can be easily generated better success.

The aged persona customer journey of ChenOne:

Table 2Customer Journey Map of ChenOne.

Customer journey mapping of ChenOne:
Stages	Awareness	Consideration	Purchase	Retention	Advocacy
Stages of the journey.	See the products of interest.	Experiences in buying behavior.	Improving the purchases of fashion items.	Repurchase as a loyal customer.	Through positive word of mouth advocate the brand.
Activities.	Using social media channels.	Encourage the people about the brand.	Direct or indirect buying.	Seeing the review of customers.	Generate strong customer experiences.
Feelings and needs.	Observing the instant growth activities.	Ready to purchase from Chen One brand.	Utilize more investment in the purchasing of ChenOne products.	Customer satisfaction or dissatisfaction analysis.	Analysis of the customer reviews.
Potential opportunities for improvement.	Make higher sales.	Reviews of the social media pages of ChenOne.	Support the customers through reviews.	Giving a positive or negative review based to experience.	Evaluate the final judgments.

Omni channel marketing:

Defining the strategy of customer experience:

Omni-channel marketing refers to the organization’s presence across different channels. Various channels and tools exist in the omni channels that improve the customer experience and their reach to the particular company.

Websites, social media, e-mail, and offline channels also exist in omnichannel marketing activities. To improve the customer experience, companies use various channels that can reach them and find the best target market that will be classified in the future. These channels motivate customers to improve their purchase decisions and boost the promotional criteria.

Explanation in meaning:

The main purpose of Omni channel marketing use isaware customers of the importance of the business and classified the changes that can be tackled in the future. Omni-channel marketing improves the criteria for classifying businesses and updating the internal flow of goods as required in the future.

The company uses the customer-centric approach in which different channels are integrated so the customer has a unified as well as consistent experience whether they are at a particular physical store by using an application as well as the website.

There is an omni channel marketing strategy is used by the brands to develop touchpoints for all customers as the brands strive to give a consistent level of cohesive experiences related to digital brick-and-mortar terms. An omnichannel strategy is a particular method that helps to create seamless experiences for the customers across the different channels through which you sell the entire product.

Role of interaction:

ChenOne is a brand of fashion that runs its operations all over the world. To promote its products into the market of Pakistan, the role of interaction is very important. In Omni channel marketing, various channels and strategies are used by the brand to build positive interaction and strength so the customers.

Omni channel marketing refers to the core strategic plans as it provides clear planning and observes the internal growth activities. ChenOne improves the customer experience by offering various discounts in their channels that increase the interaction of the customers with the brand.

Various sales and marketing channels of ChenOne brand:

ChenOne is a fashion brand that deals with the global market. In the market to Pakistan and to improve the customer experience, the brand uses various Omni channels. The online and offline channels are used by the brands to improve the business classifications and the interaction with the customers of Pakistan. The use of Facebook, Website, social media, phone, and SMS are the key channels that improve the touchpoints of the customers.

The purpose of ChenOne for developing these channels of interaction is to provide a seamless experience of shopping to customers. ChenOne company has its own stories in Pakistan that provide offline shopping experiences to its customers. Customers can get a positive journey and experience after passing through different channels and get a higher level of competencies in the future. 

When the customers are satisfied with the operations and the core competencies of the brand then various activities improve the business classifications. So, the operations of the businesses and the generation of impactful growth planning directly improve the interaction of the customers.

CX performance metrics:

The process to calculate the NPS and LTV:

To evaluate the experience and performance of the customers, there are two metrics used in which the net promotes score and the lifetime value of the customers exists. These customer experience metrics help to reach the goals and boost the sales of the company serving the target market. Through the positive experiences of the customers, the activities of the business classification also improve.

1.     LTV:

Description:

The customer lifetime value is the rate of retention of the customers with the association of the business. If the customers are highly retained or motivated then it means they have positive experiences about the brand to get the detailed and valuable practices.

Calculation:

The customer experience metric as the customer’s lifetime value can be calculated with the use of lifespan as well as the value of the customers. To boost the customer experience of the company, the net promotion score can be calculated through the life span and the entire value of the target market.

LTV = Vales of the customers x Lifespan of the customers.

Critical evaluation:

Table 3Benefits and challenges of LTV

Benefits of use:	Challenges of use:
The use of customer lifetime value will help to find the balance in terms of short-term as well as long-term marketing goals. It helps to encourage better decisions in marketing to spend less time acquiring customers.	Means the quality and availability of the customer experiences is the difficulty of using the customer lifetime value.It is critical to predict the future even with the best data of disposal.

2.     NPS:

Description:

Net promote score is the metric that uses in customer experience programs. It measures the loyalty of the customers to a particular company. To evaluate the customer’s loyalty and retention, the NPS metric is useful.

Calculation:

It is calculated for the evaluation of the customer experiences through the indicators of percentages of promotors and the detectors that are the main concerns of the business promotion areas in the CX strategies.

NPS = % of promotors – % of detectors.

Critical evaluation:

Table 4Benefits and challenges of NPS

Benefits of use:	Challenges of use:
It helps to identify the strengths and weaknesses of the business and improve the loyalty of the customers.It helps to track instant customer satisfaction.	It only focuses on existing customers; it does not capture what is happening in the marketplace.There is a higher chance to get a low response rate from the customer experience.

Recommended metrics:

For the success of the ChenOne brand, Customer Lifetime Value LTV is an important or recommended metric because ChenOne is a fashion brand that targets customers by focusing on their needs and wants. Customer lifetime value for the ChenOne brand means it is ensured the strengths of the customers and analyzes the rate of loyalty.

The main reason for not using the NPS metric in the ChenOne brand is the higher chances of a low response rate. To improve the CX experiences and the higher level of satisfaction, the ChenOne brand uses the Customer Lifetime Value as the scoring operation. After the meaningful interaction of the brand, the business offers to know whether they would recommend it as the business process.

CX Processes in different industries:

Describe the CX critical success factors:

To improve the customer experiences and generate higher success for the company for the target market the CX processes and critical success factors are important. They are used to elaborate the company’s success and the generation of the positive behavior of the customers of the company. Governance, culture, and the CX strategy design for the CX processes are the main critical factors to get success.

1.     Governance:

The business can manage the programs of CX and assure success after creating a clear plan as well as a method which is knowns as CX governance. It is the critical success factors to improve the CX that provides the framework for determining the visions, priorities, and various objectives of the programs. To deliver a superior experience to customers, the CX governance system is entitled effectively in the future.

2.     Culture:

There is a customer-centric culture that is developed when all the employees as well as a slider see the customers at the core of everything which they do. Employees develop the strong culture of the company for interacting with the customers and improving their level of happiness which is the CX culture. It is the driving force for all the actions utilized by the company to improve the CX culture for the strong experiences of the customers.

3.     CX strategy design:

Another critical success factor is the CX strategy. It comprises the plans that the business puts in to provide positive experiences at each customer’s touchpoints along their journey. There is a good strategy of CX in which measuring customer feelings over time to create high-quality experiences that improve the loyalty rate of the employees.

The implementation process of CX in the company:

Developing the customer metric is important to boost the process of implementing the customer experiences of the ChenOne brand. It is a fashion brand that can target Pakistan’s customers by improving the CX strategy, culture, and CX governance system.

Through implementing these critical success factors, the ChenOne brand improves the higher loyalty of the customers and generates the best activities as it depends on the greater functions and the core capabilities systems.

Compare the CX process with Instagram:

Table 5ChenOne vs Instagram.

CX PROCESS	CHENONE.	INSTAGRAM.
GOVERNANCE.	As the CX governance, the ChenOne brand provides the best experiences to the customers related to shopping. For giving better shopping experiences, ChenOne is a unique platform. Customers’ Response rate and their loyalty toward the ChenOne brand becomes increased through the implementation of CX governances. There is a digital customer experience plan developed by ChenOne to target customers.	Before implementing the new API, Instagram recognized that the feature of messaging was quickly becoming an outlet preferred for brands to interact with customers online. To generate the CX governance, Instagram has a new role in the CX performance. Companies get Instagram messaging from the customers on the site they use. It is a great vision of Instagram to create strong interaction.
CULTURE.	Chen One brand invests a lot of amounts in the customer service platform. Customers can directly interact with the brand through the use of familiar and sustainable areas of business success. The chatbots, messaging, customer service support, and e-mails are the direct interaction sites to boost the CX culture of the business.	The culture of Instagram is stable with the proper alignment and the delimiting the great customer experiences. Instagram provides the facility to the customers about messaging every brand in their entire profile. So, it helps to boost the interaction with the customers and the ability to understand better practices in the given areas of success.
CX STRATEGY DESIGN.	Improving the portfolio of the product, considering vertical integration, and involving the customer in the process of decision-making are the key CX strategy designs that uses by the ChenOne brand throughout its entire term.	Creating the storing Instagram strategy of content, growing the followers, and publishing consistent content for the customers or users are the CX strategy designs for the CX performances.

Conclusion:

In this report, the evaluation of the customer experience of the ChenOne brand is defined. The importance of customer experience, the role of customer persona, and the overall journey of the customers for the ChenOne brand in the market Pakistan are defined in this report.

There are different Omni channels used by ChenOne to improve the role of interaction and generate the possible success values to the customers as required in the future. The net promoter score and the lifetime value of the customers are two CX performance metrics that are discussed in this report.

For the higher success of the business, the LTV is one of the best metrics. The experience of customers depends on the different classifications and the strategies used by the brands.