BIZ104 Customer Experience Management

Task Summary In this assessment you will research an organisation’s current customer experience. To do this, you will do secondary research to see how customers interact with the organisation’s product or service across several touch points such as in-store, website, mobile, app, social media and e-mail. You will then explain the current customer experience for the organisation using your secondary research. As part of this you will identify and differentiate 2 customer segments. You will also apply CEM concepts and theories from the modules to help identify challenges and opportunities for the organisation. Please refer to the Task Instructions for details on how to complete this Assessment. The Subject Learning Outcomes demonstrated by successful completion of the task below include: a) Compare and contrast the emerging concepts and practices that shape the customer experience. b) Explore customer differentiation in service delivery and identify customer’s critical touchpoints that influence an organisation’s customer experience strategy c) Research a customer problem and develop an appropriate customer experience d) Develop and communicate a customer experience strategy e) Analyse and apply tools to monitor and evaluate a customer experience strategy Submission Context Customer experience is the perception of an organisation’s experience in the eyes of the customer. Building a customer experience strategy to improve the customer experience is important to strengthen and build long term customer relationships and align the organisation with the needs of the customer. This assessment is designed for you to apply your knowledge and understanding of the key concepts / theories that shape the customer experience. You are to select an organisation, assume the role of the CEM Manager and undertake research to show how customers interact with the organisation’s product or service across several touch points such as in-store, website, mobile, app, social media and e-mail. You will then analyse the data and evaluate and communicate your findings in a Research Analysis Report. Task Instructions Assuming the role of the CEM Manager for your selected organisation, you are to prepare a report to senior management on the findings and evaluation of your research and analysis concerning the organisation’s current customer experience. Choose an organisation / business that is: Of a reasonable size (30 or more employees)  Has a store or sell their products through other retailers or via online sales  Has a website  Uses social media to advertise / communicate with customers Uses other communication elements – mobile, app / email Look for an organisation that has a number of touch points to help you develop a customer journey. PLEASE NOTE: The following organisations cannot be used for this assessment. If you use any of these organisations, you will automatically fail the assessment.  Woolworths  Coles Kmart  Apple Amazon Ikea Coca Cola McDonalds Starbucks