Reference no: EM133811004 , Length: word count:2500
Customer Experience Strategy
Assessment Brief
You are required to write a 2500-word report on the customer experience (CX) strategy of one (1) company product/service shown below. You should base your report on the analysis of their CX strategy in one specific country in which they operate, which you must identify in the introduction to your report.
Choose one company from the table below:
You should write your report, comprising of 6 tasks, for the Board of Directors of the company you have chosen from the list above. Within the business report, reference should be made to relevant CX concepts, literature and application as appropriate. Only use tables to answer the requirements where it is suggested to do so. You need to address the following tasks:
Task 1 - The Importance of Customer Experience
Define and explain the concept of customer experience.
Discuss the mutual benefits of customer experience for the chosen company and their customers.
(Suggested word count: 300 words)
Task 2 - Audit of Customer Experience Critical Success Factors
Explain the concept of Leadership in relation to customer experience strategy. Assess how the company achieves or should achieve great customer experience based on its leadership.
Choose one of the following. For the chosen area please explain what its importance is in relation to customer experience strategy and how it is achieved at the company.
People - what practices and policies toward hiring and training does the company have to enhancing customer experience.
Measurement - how is the company currently measuring customer experience and business performance.
Learning processes - how does the organisation learn from its customers and does the company act on it.
Information Technology - what technology and processes does the company have to enable delivery of experience.
Customer Experience Governance - how is Customer Experience controlled within the company.
(Suggested word count: 500 words)
Task 3 - The Customer Persona
Identify two potentially profitable audience segments for the product or service. Please provide justification.
Define and explain what a consumer persona is and explain its role in developing an effective customer experience strategy.
In application to the company product/service develop a customer persona of an individual representing the one of the segments outlined above, based on the framework provided covering:
Demographics
Profile and story
Motivations for using the product/service.
Goals for using the product/service.
Painpoints the product/service resolves
(Suggested word count: 400 words - excluding customer persona visual)
Task 4 - Customer Journey map and the omnichannel experience Find Your Solution Now - Click Here!
Define a what a customer journey is and explain the role of customer journey maps in developing a customer experience strategy.
In relation to the consumer persona identified in task 3, map their customer journey using the framework provided below. This should be from the perspective of the customer and include the following:
Stages of journey
Activities for each stage
The customer's needs at each stage
The customer's feelings at each stage
Issues the customer may have at each stage
d. Potential opportunities for improvement for each stage
As part of the omnichannel customer journey how easy does the company make it for the customer to complete their journey and how does the company achieve this?
(Suggested word count: 500 words - excluding custom journey map table/visual)
Task 5 - Customer Experience Measurement and Metrics
Select two of the following metrics that would be most beneficial for the company to use. Briefly explain how each of the two metrics are calculated, discuss their benefits and weaknesses in relation to the company.
Select two:
Net Promoter Score
Customer Effort Score
Lifetime Value
Customer Equity
Return on Customer
Churn Rate
Retention Rate
Provide a justified recommendation as to why the two metrics discussed would be most beneficial to the chosen company.
(Suggested word count: 400 words)
Task 6 - Findings and Recommendations
What does the company do well at in terms of customer experience? Link this back to the tasks above in particular the areas identified in task 2.
Where does the company perform poorly in terms of customer experience and why?
What could the company do to improve its customer experience in the areas identified above, please link this back to the tasks?
(Suggested word count: 400 words)
Presentation: present your report in a structured and professional manner using Harvard referencing guidelines.