Signature Experience: Art and Science of Customer Engagement for Fashion&luxury CompaniesPaperback, 1 October 2018

Signature Experience: Art and Science of Customer Engagement for Fashion&luxury Companies
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Print Length
144 pages
Language
English
Publisher
Egea Spa - Bocconi University Press
Date Published
1 Oct 2018
ISBN-10
8885486592
ISBN-13
9788885486591

Description

This volume argues that fashion and luxury brands should craft the customer experience with the same attention 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 also human touch-points. However crafting is not enough if the execution is not well engineered. This book explores how fashion and luxury organizations are usually divided into sylos (design, marketing, sales) and are more product-centric then consumer-centric. To become signature, the customer journey should be the result of a new organization design and company culture enabled by three factors: data and technology, people and organizational mechanisms, and processes design and execution.

Product Details

Book Format:
Paperback
Country of Origin:
US
Date Published:
1 October 2018
Dimensions:
22.61 x 15.24 x 1.02 cm
ISBN-10:
8885486592
ISBN-13:
9788885486591
Language:
English
Pages:
144
Publisher:
Egea Spa - Bocconi University Press
Weight:
430.91 gm

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