Defining a program to perform at the highest levels of Customer Excellence takes a customer journey Customer Inspired Inference™ Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey TOM FORD Brand Strategy and Growth Three-year linear customer demand direction forecasts 2021-2022 The TOM FORD Brand Trend - 3-Years, Worldwide and Shopping Three-year customer brand interest show YoY decrease on a worldwide basis. A brand's transformation strategy to strengthen online sales and improve/ optimise wholesale, franchise and retail channels in 2021-2022 may be a little empty without genuinely understanding WHY customer demands are heading in a given direction. 2 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey TOM FORD’s Growth Is Self-Defined Bound by the WHAT, WHY, HOW and WHERE the customers focus on Delighted (UGC 2020YTD) Happy Impartial Unhappy Angry 0% 10% 20% 30% 40% 50% The above result is TOM FORD’s buying customers (Users) reflection today. Which value-based pricing flexibility is offered to TOM Q: FORD while creating and capturing incremental value? To what extent does TOM FORD feel it has good Q: knowledge on the customers’ focus to create value? TOM FORD’s foundation is to understand the customers’ focus (value). 3 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey Benchmarking TOM FORD’s Customers Brings to focus a $308 million customer loyalty challenge PRICING BRAND EXPERIENCE QUALITY RETAIL-CHANNELS SATISFACTION TOM FORD’s invisible co-dependent decisions drive and dominate today’s factors limiting growth TOM FORD’s Customers expose $308 million in (lost) brand value There's a 91 percent chance these customers won't do business with TOM FORD again. 4 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey TOM FORD’s Customer Benchmark Score To match the ‘Best’ is a pure 2.5X Brand multiplier No.1 Brand 80% CUSTOMER EXCELLENCE SCORE 30 TOM FORD 30% [Customer’s focus] “Nightmare Experience. Be warned about this brand, they will ship a USED pair of sunglasses and fail to exchange or return the used item they shipped out to you.” (June 2020) TOM FORD’S CUSTOMER EXCELLENCE JOURNEY Today 2020 - 2023 30 2.5X Multiplier 80 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Match No.1 Customer Excellence score guarantees strengthened TOM FORD performance 5 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey One Customer Experience. Many Stakeholders The TOM FORD Brand Excellence journey touches an entire brand BRAND EXPERIENCE 41% ⇩ PRICING QUALITY 43% ⇩ CREATE 51% ⇩ BRAND EXCELLENCE SUPERIOR VALUE E-COMMERCE SATISFACTION 38% ⇩ 47% ⇩ DISTRIBUTION AND FULFILMENT Divergent thinking creates the new and valuable territories. It’s these extraordinary nonconformists who challenge thinkers that add the most value. Above are TOM FORD’s Customers’ focuses (frictions) that slow earnings growth 6 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey Notes Ideas, Thoughts, Questions, Clarifications 7 Author Morten Sørensen [email protected] +31 619 604014 BRAND LOYALTY UNDERSTAND PRICING RECOMMEND QUALITY IMPLEMENT 10X RETAIL-CHANNELS OPTIMISE SATISFACTION My expertise and experience creating brand-value is unmatched. Guaranteed. Report designed and published by Morten Sørensen for TOM FORD. The results presented in this report are brand representative. The Customer Excellence Benchmark Framework: 1/ Incorporates only brand’s active customer-generated (UGC) data-points (shopping experiences) collected worldwide in 15 languages from product purchase(s) 2019FY - 2020 YTD. 2/ And customers who willingly shared their unbiased (user) experiences. The Customer Excellence Benchmarked program collected and analysed more than 1.8 million customer-generated (UGC) data-points (shopping experiences) across 45 leading brands that included adidas, ASOS, Balenciaga, Benetton, Burberry, Calvin Klein, Chanel, Coach, Converse, Desigual, Dolce & Gabbana, Georgio Armani, Geox, Gucci, Hackett London, Hugo Boss, Hunkemöller, Jimmy Choo, Kate Spade, Louis Vuitton, Lululemon, Michael Kors, Mr Porter, Mulberry, Net A Porter, Nike, Paul Smith, Prada, Puma, Ralph Lauren, Reebok, Saint Laurent, Scotch & Soda, Suit Supply, The Kooples, Timberland, Tod’s, Tom Ford, Tommy Hilfiger, Under Armour, Valentino, Vans, Versace, Victoria’s Secret, Zalando. Copyright © 2021 LONDOS Consulting. All rights reserved..