Task:

Read the case - Elena's Customer Experience pp 226-227 of your textbook. (Also provided at bottom of this page)

Answer both questions.

Answer question 1 by attaching an 'Emotional Journey' chart as an appendix to your essay (and introduce it in your essay).

Answer question 2 using an essay format.

Provide a minimum of 8 relevant and appropriate references, including:

1. 6 substantial research articles (scholarly academic articles, research books, government reports, substantial industry reports)
2. thetextbook.
3. at least one of industry magazine, news articles, company documents, or a website.

Case exercise Elena's customer experience33 OKr so she had left it until the last minute, she knew that. But it didn't make it any the less frustrating. The deadline for handing in her assignment was 1?.00 that day and she hadn't started it yet. She was pretty sure that she could do a good assignment in fact a great assignment, because it was one of her favourite topics, but she did need to incorporate some key quotes and some of the examples that her tutor had posted on the university's virtual learning environment, 'Canvas'. But Canvas would not let her in to the module's posted materials. Were others having the same problem? She messaged her friend could she access the module in Canvas? Yes, apparently no problem. So why couldn't Elena get into that part of the system? If she was in the library, she could use one of their terminals to see if that would let her inr or even seek help from one of their staff 7 but she was at her apartment across town. Getting across to the university would consume valuable time. But what about the IT service's helpdesk? She thought that she had their number somewhere. Here is a description of the service encounter between Elena and the university's IT helpdesk. Time 09.1 5 09.1? 09.30 09.53 9.59 10.20 10.55 11.15 Elena's actions Search through university website to find helpdesk (HD) phone number. Call it. Choose options that get through to HD agent. I-Iang up after five minutes. Cali HD once more. This time leave message outlining problem and asking for HD agent to return call. Receives call from HD agent. Still heard nothing from HD agent. Should I call again? Elena decides to try contacting the HD by emailing them (replying to the automatic email sent an hour ago]. IT helpdesk's response Get voicerecorded options. Recording says position in queue is 9th. HD agent calls Elena and takes details of the issue. Issues 'task number'. Says will investigate and get back to her. Trying to find out why Elena can't access this module. No obvious reason. HD agent gets back to Elena to say the problem isn't resolved, butthey are working on it. IT back-office activities Recorded messages prioritised by IT assistant. System automatically sends Elena an email conrming task number and explaining procedure. Replies to automated emails are not monitored. In fact, two HD agents and an IT assistant are all trying to find out why this problem is affecting this one student. Elena's reaction Stressed! Will i get the assignment done in time? 1 should know the HD number, but;r haven't used it before. 9th in the queue! is everyone having problems? So annoying! i want to speak to a real person. What a friendly person. Reassaring anal took my problem seriously. Hope he gets back soon. Getting increasingly worried now. Hal;c an hour to them is a small part of their day, but it's serious for me if! screw up this assignment. Was that the right thing to do? The email didn't say 'no reply', but maybe it isn't monitored. 1 don't want to wait any longer. He was sympathetic and friendly, but how long will this go on? 12.130 Elena calls her friend and gets her to access the module notes and send her some of the quotes that she needs. 15.50 Postsc pt This isn't as good as getting direct access mysel but it's better than missing the deadline. HD agent calls to say that it's too late to be the problem has been much help. Could partially resolved. She can they not have log into the system with a suggested this temporary username and temporary fix earlier? password until they can permanently fix the issue. Elena received an email two days later informing her that she could now log on as normal and she once again had access to all the posted notes for all her modules. i still don't know why this happened. There has been no explanation. l lcnow that it's too late to affect my assignment, but it would have been good to get some lcind of acknowledgement that the lT people understood how serious the issue was and reassurance that the problem would not be allowed to affect other students. l don't have a problem with the HE} agent that lspolce with. He was always sympathetic, polite and reassuring; but l still didn't have access to whatl needed at an important time. Post- postscript Stressful though the experience was for Elena, she still received a firstclass grade for the assignment. Questions 1. Working from Elena's reactions, chart her 'emotional journey\" during her customer experience. 2. How could the university's IT services have improved Elena's customer experience