5CUSTOMER EXPERIENCE

Question 1

What is customer experience (CX)?

Answer 1

The sum of all the interactions a consumer has with a brand as well as their opinion of the brand.

Question 2

How does customer experience impact brand equity?

Answer 2

CX drives brand equity by influencing consumer attitudes about positive brand attributes and favorable consequences of brand use.

Question 3

What are the key consumer shifts in fashion?

Answer 3

From a supply-driven to a demand-driven value chain, end of ownership, growing sustainability awareness, impatience, and radical transparency.

Question 4

What are the new elements of customer experience in fashion?

Answer 4

Omnichannel fashion and new customer journeys.

Question 5

What is a key aspect of reinventing fashion marketing?

Answer 5

Utilizing omnichannel strategies and adapting to new customer journeys.

Question 6

What interactions contribute to customer experience?

Answer 6

Visiting the website/store, using a mobile app, speaking to staff, reading marketing emails, and social media interactions.

Question 7

What does it mean that customer experience is holistic?

Answer 7

It considers the impact of all interactions and feelings together, not just a single interaction.

Question 8

What does Net Promoter Score (NPS) measure?

Answer 8

Customer loyalty.

Question 9

What is the NPS survey question?

Answer 9

“How likely is it that you would recommend [Organization X/Product Y/Service Z] to a friend or colleague?” (Rating 0-10).

Question 10

What does Customer Satisfaction Score (CSAT) measure?

Answer 10

Customer satisfaction with a brand’s products or services.

Question 11

What is the CSAT survey question?

Answer 11

“How would you rate your overall satisfaction with the [goods/service] you received?” (Rating 1-5).

Question 12

What does Customer Effort Score (CES) measure?

Answer 12

How effortlessly customers can interact with a brand.

Question 13

What is the CES survey question?

Answer 13

“How easy was it to deal with our company today?” (Options: easy, neither, difficult).

Question 14

What does customer sentiment measure?

Answer 14

How people feel about your business (positive, negative, or neutral).

Question 15

How is customer sentiment typically measured?

Answer 15

Through customer surveys, reviews, social media, and call transcripts using AI and natural language processing.

Question 16

What does customer emotional intensity measure?

Answer 16

The intensity of customers’ feelings about their experiences with your brand.

Question 17

How is customer emotional intensity calculated?

Answer 17

On a 1 to 5 scale denoting effort, categorized into low (1), medium (2-3), and high (4-5) intensity.

Question 18

What are some other key customer experience metrics?

Answer 18

Retention loyalty, purchase loyalty, quality measures (disappointing, meeting, exceeding expectations).

Question 19

How has fashion consumption evolved in the 20th and 21st centuries?

Answer 19

From Haute Couture runway to fast-fashion stores (20th century) and from fast-fashion brands to influencer-driven ultra-fast fashion (21st century).

Question 20

What challenge does the proliferation of fashion offerings pose?

Answer 20

Exponential growth in SKUs with improved quality and decreasing prices versus limited retail space, customer buying time, disposable income, and attention.

Question 21

What are some significant consumer shifts affecting fashion?

Answer 21

End of ownership, growing sustainability awareness, impatience, and radical transparency.

Question 22

How are consumers empowered in the digital age?

Answer 22

They have access to more information, social networks, digital devices, and are involved in product and service development.

Question 23

What are prosumers?

Answer 23

Consumers who are collaborative users rather than owners, engaged in sharing economy and fashion rentals, and are savvy, demanding, and price/quality-sensitive.

Question 24

What is the traditional conversion funnel in fashion retail?

Answer 24

A linear process pushing the product towards the customer.

Question 25

How has the customer journey in fashion evolved?

Answer 25

From a linear funnel to a circular cycle where consumers engage in awareness, evaluation, selection, transaction, and sharing.

Question 26

How does technology impact the traditional customer journey?

Answer 26

By providing new touchpoints and enhancing engagement across different stages of the journey.

Question 27

What is omnichannel fashion?

Answer 27

The integration and management of all channels and touchpoints to provide a seamless customer experience.

Question 28

What is multi-channel retailing?

Answer 28

Combining offline and online channels for consistent pricing and cross-selling.

Question 29

What are the dimensions of omnichannel integration?

Answer 29

Integrated promotion, product and price, transaction information, information access, order fulfillment, and customer service.

Question 30

What are the new trends in fashion retailing?

Answer 30

Concentration and internationalization, new types of retailers, growth in services retailing, pricing pressures, and customer-focused innovation.

Question 31

How are fashion brands leveraging influencers?

Answer 31

By collaborating with influencers and measuring success through social media metrics like followers, posts, likes, and engagement.

Question 32

What is market segmentation?

Answer 32

Dividing customers into smaller groups based on characteristics like age, income, personality traits, or behavior to optimize marketing strategies.

Question 33

What are some strategic choices in retail for enhancing customer experience?

Answer 33

Market segmentation, collaborations with influencers, social media marketing, and adapting to omnichannel strategies.