Blog

BIZ104 Customers Experience Management

Customer Experience Strategy: Research Outcomes

Learning Outcomes:

1. Compare and contrast the emerging concepts and practices that shape the customer experience.
2. Explore customer differentiation in service delivery and identify customer’s critical touchpoints that influence an organisation’s customer experience strategy
3. Research a customer problem and develop an appropriate customer experience
4. Develop and communicate a customer experience strategy
5. Analyse and apply tools to monitor and evaluate a customer experience strategy

Context

Customer experience is the perception of an organisation’s experience in the eyes of the customer. Building a customer experience strategy to improve customer experiences is important to strengthen and build long term customer relationships and align the organisation with the needs of the customer This assessment task is designed for you to apply your knowledge and understanding of the key concepts that shape the customer experience.

You are required to conceptualize customers interacting with a product or service across several touch points such as in-store, website, mobile, social media and e-mail and will then analyze and communicate how your chosen organisation will manage customer experience(s) towards achieving customer loyalty.

Your aim is to illustrate and communicate a CEM strategy proposing a better service offering. This assessment task provides you with an insight into an activity that maybe part of your job roles in the future.

Instructions

You are to take the role of consultant for your selected organisation and prepare a report to persuade the management staff to adopt a better approach to managing their costumers’ experience(s).

Choose an organisation / business that is: 

• Of a reasonable size (30 or more employees)
• Has a store or sell their products through other retailers/ online sales
• Has a website
• Uses social media to advertise/ communicate with customers
• Uses other communication elements – mobile / email

Look for an organisation that has a number of touch points for you to be able to develop a customer journey / have enough touch points to write about etc. You may want to use an organisation / business you are personally familiar with.

This assessment involves the following activities:

1. Introduce briefly the organisation you have chosen: the industry it competes in, its background, its service offering and your research objective to improve the customer experience.
2. Describe and discuss your primary research method for your online survey i.e. its planning, design, how you recruited your participants for your online survey and implementation. (You will need to have at least 10 completed customer surveys).
3. Describe and discuss at least 3 secondary research methods carried out (i.e. academic journal articles, book chapters, business reports, organisation’s website social media reviews).
4. Apply CEM concepts to identify the challenges and opportunities for achieving a customer experience that is in line with the organisation’s strategic objectives.
5. Identify and differentiate 2 customer segments from research undertaken using personas to illustrate and communicate their unique customer perspectives
6. Take the Voice of the Customer (VOC) and customer feedback obtained from primary and secondary research into account in forming the customer experience strategy.
7. Connect customer experience maps and alignment diagrams with a business value proposition for the 2 customer segments identified above.
8. Write a conclusion summarising how your CEM strategy will offer a better service to your organisation’s customers.
9. Add your evidence of research data as an appendix, including the link to your survey with at least 10 completed customer surveys and if applicable screen shots of current social media reviews.

Group Instructions: 

It is required that each member of the team contributes equally to the overall report. While this is a group assessment, marks will be allocated individually based on the peer evaluation.

You must submit a separate individual reflection on your individual contributions to the group work and report.

You are also individually required to complete and submit the peer evaluation template attached in the assessment section (this is a separate submission from your collective group submission of your report). Along with your instructor’s judgement and observations, this will contribute to the team collaboration and reflection component of your grade.