Case Study · Retail Customer Experience & Digital Transformation

Chalhoub Group. ให้ความสำคัญกับประสบการณ์ของลูกค้าเป็นหัวใจหลักของธุรกิจแฟชั่นและความงาม

สนับสนุน Chalhoub Group ในการสร้างแนวปฏิบัติ CX ที่จะเข้ามารับช่วงต่อการริเริ่มด้านประสบการณ์ลูกค้าของกลุ่ม และเสริมความพร้อมด้วยชุดเครื่องมือการออกแบบ CX ที่แข็งแกร่ง

CX AcademyCX DesignMystery Audit

Client

Chalhoub Group

Industry

Retail Customer Experience & Digital Transformation

Date

2024-09-09

Timeline

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01 —The Impact

The results, up front.

Brands

Including Swarovski, Faces, Michael Kors, Level Shoes, Dolce & Gabbana, Tory Burch, MaxMara, Ghawali, Tanagra & others

Group Solutions

Group CX Toolkit, Group CX Audit Approach, Group CX Academy

CX Function

A group CX function & governance model set up

New Function We have helped to build and launch a new CX function in Chalhoub Group with its very own tools and frameworks. New Toolkit We have provided with a full A-Z toolkit that can be used by teams across the group for DIY experience design exercises. New Thinking Across two group pillars and 10 brands we have transformed the way people used to think about customers and their experience.

02 — The Challenge

Where they started.

The group created and is operating several retail own-concepts, including Level Shoes, spanning 96,000 square feet, with 40 designer boutiques; and department store Tryano and has acquired Christofle.To launch a group-wide CX Initiative we were tasked to develop a tailored to Chalhoub's needs and bespoke customer experience framework, aimed at: Providing a toolkit for brands Educating brands on how to use the toolkit Improve an understanding of CX within the group Bring up CX Champions across beauty and fashion Create a task force for group-wide CX activities Design new customer experience vision Design as-is and future experience journeys Research customer experience archetypes Create a plan of action

03 —What We Did

The work.

We engaged on a 6 months journey that started with CX ma…

We engaged on a 6 months journey that started with CX maturity assessment, CX journey design and understanding of archetypes across the set of brands in Chalhoub Group. We worked closely with the new group customer experience function supporting its growth and development with tools and processes, methodologies development and ongoing operational support.

04 — Approach & Methodology