Assessment Brief

A two thousand five hundred r e p o r t 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 (1) in the chart below:

Company Product Country

Google My Business Any

Apple MacBook Any

Coca-Cola Sprite Any

Mercedes Benz Long Wheelbase E-Class Any

Dyson Vacuum Any

Heinz Baked Beans Any

Voot Video Streaming India

Taj Hotels Hotel India

You should write your report 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:

1. The importance of customer experience (10 marks): define and explain the concept of customer experience. Determine the importance of CX in the case of your chosen company's product/service. (Suggested word count: three hundred )

2. Consumer persona creation (15 marks): define explain what a consumer persona is and describe its role in developing effective CX strategy. In application to the company product/service identify one key consumer persona and provide the following elements in a visual format (graphic or table):

a. Demographics and story

b. Profile

c. Motivations for using the product/service

d. Goals for using the product/service

e. Painpoints the product/service solves (Suggested word count: two hundred)

3. Mapping the customer journey (15 marks): define and explain what a customer journey is and discuss its importance to CX strategy. In relation to your consumer persona identified in task 2, using a graphic or table, map their customer journey.

This should be from the perspective of the customer and include the following: a. Stages of journey b. Activities c. Feelings and needs d. Potential opportunities for improvement (Suggested word count: two hundred)

4. Omnichannel marketing (15 marks): define and explain what is meant by omnichannel marketing and define and explain the role of interaction and customisation in omnichannel marketing. Identify for your chosen company product/service the different marketing channels used and analyse how effective your chosen company is in achieving a seamless customer journey. (Suggested word count: five fifty

5. CX performance metrics (15 marks): identify and describe four CX performance metrics. Provide a justified recommendation of two metrics from the four metrics you described which are the most important in the case of your chosen company product/service. (Suggested word count: five hundred words)

6. CX processes in different industries (20 marks): Describe five CX Critical Success Factors (CSFs) and the process to implement the CSFs in a company and then explain and compare the CX processes in your chosen company and another company of your own choice in a different industry. (Suggested word count: six hundred words)

7. Conclusion (5 marks): having completed your report provide a conclusion on how effective your chosen company product/service CX strategy is, using evidence from the previous six tasks to support your reasoning. (Suggested word count: one fifty words) 8. Presentation (5 marks): present your report in a structured and professional manner using Harvard referencing guidelines.

Suggested Structure A two thousand five hundred total business r e p o r t to the Board of Directors of the company, in the capacity of a CX strategy consultant.

There are many ways to construct a report and the following is only a suggestion:

Title page: your reader's first impression of the report. It should be succinct but still describe the report's contents so that it can be distinguished easily from other reports. Comprehensive list of contents: a table of contents could help the reader to find specific information in the report quickly. This includes page numbers and any additional sections such as appendices and bibliography. Report: covers your answers to the requirements one to eight as listed above. Appendices: Appendices contain additional information which would be too detailed to include in the main body. Typical examples of information included in appendices can be glossaries (if it is a technical report), tables with supporting statistical data, examples of research and so on. References list: if you have consulted any source, either printed or on-line, you must include it in the list of your HARVARD references and dates of internet access where applicable.