Customer Experience Management: An Innovative Approach To Marketing And Business On The Fashion Retail Industry

Customer Experience Management: An Innovative Approach To Marketing And Business On The Fashion Retail Industry

Purpose - The purpose of this study was to examine the issues involved in offering superior customer experience on fashion retail stores in Brazil. Research design, data, and Methodology - The approach used to access CEM (Customer Experience Management) issues was a special questionnaire with 23 questions, through a research with managers of three important brazilian fashion retail chains (focused on class A clients). Some statistical techniques were used for data processing. It was possible to analyze the aspects that impact on the customer experience and their relevance. Results - it was possible to realize that CEM is effective in increasing productivity and, so, it can be used as a guideline matrix management in decision making to promote superior customer experiences. Conclusions - The classical management is usually conservative and avoids to deal with strategies that do not necessarily involve numbers. Dealing with intangible and so subtle experience is unusual and a huge challenge, but sometimes it is necessary to look beyond the obvious and accessible statistics. If CEM is a strategy to focus on operations and processes of a business around the customers experiences with the company, it is essential to structure it and find out its effectiveness.