Description

Book Synopsis
The book vision is that fashion and luxury brands should “craft” the Customer Experience and the journey as they do with products, injecting creativity in all relevant touch-points. In crafting the experience not only physical and digital touch-points will be considered but we stress for the first time the importance of human touch-points. However crafting is not enough if the execution is not well engineered. The greatest challenge we underline is that the fashion and luxury organizations are usually divided into sylos (design, marketing, sales…) and more product-centric then consumer-centric. To become signature the customer journey should be the result of a new organisation design and company culture enabled by three factors: data and technology, people and organizational mechanisms and processes design and execution.

Signature Experience: Art and Science of Customer

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A Paperback / softback by Stefania Saviolo

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    View other formats and editions of Signature Experience: Art and Science of Customer by Stefania Saviolo

    Publisher: Bocconi University Press
    Publication Date: 01/10/2018
    ISBN13: 9788885486591, 978-8885486591
    ISBN10: 8885486592
    Also in:
    Customer services Hospitality and service industries

    Description

    Book Synopsis
    The book vision is that fashion and luxury brands should “craft” the Customer Experience and the journey as they do with products, injecting creativity in all relevant touch-points. In crafting the experience not only physical and digital touch-points will be considered but we stress for the first time the importance of human touch-points. However crafting is not enough if the execution is not well engineered. The greatest challenge we underline is that the fashion and luxury organizations are usually divided into sylos (design, marketing, sales…) and more product-centric then consumer-centric. To become signature the customer journey should be the result of a new organisation design and company culture enabled by three factors: data and technology, people and organizational mechanisms and processes design and execution.

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