You are required to carry out a CX audit of an organisation of your choice.

Your audit report must identify the following: -

1. The offering(s) of the chosen organisation i.e. a brief outline of who the organisation is and what products/services they offer.

2. A critical analysis of CX and UX design within the industry environment that your business sits within. Who are the market leaders in this field? What are the key trends within CX and UX design within this industry. Examples of other industries are relevant here too.

3. Using the relevant CRM datasets around your business, evaluate and identify the specific customer persona that the audit will focus upon.

4. The goal(s) of the selected customer persona i.e. the reasons for the customer journey.

5. The current customer journey for the selected persona to achieve their goal(s), including variations in this journey.

6. An assessment of the effectiveness of the current journey in allowing the customer to achieve their goal(s). This may include the impact of the UX of specific touchpoints along the journey. This should NOT include any recommendations for improvements at this stage.

7. You will need to apply the CX and UX theoretical frameworks detailed throughout the module, as well as your own research, to your analysis.

The following should be the outcome of the above questions:

1. Demonstrate an advanced level of knowledge of the importance of CX and UX within the digital business environment.

2. Critically evaluate CRM data sets to make informed business choices and decisions within a specific industry.

3. Appraise the importance of ethical, legal, and regulatory frameworks when handling customer data demonstrating evidence of high-level research.

4. Design fully justified and advanced level customer journeys and experiences.

5. GA1 Discipline Expertise: Knowledge and understanding of chosen field. Students will possess a range of skills to operate within this sector, have a keen awareness of current developments in working practice being well positioned to respond to change.