You will create a customer experience improvement plan. You are a newly appointed marketer who has recently completed a module on improving the customer experience. You are invited by your line manager to make recommendations on how to improve the experience of the firm’s customers and you are very much inserted to impress your marketing manager. Choose a firm that fits one of the 3 options below and develop a report to be submitted to the marketing manager. In developing the report you are expected to explore elements of the current customer experience relevant to the customers of your firm and to develop a plan for improving it. The report will also include a critical analysis of the concept of improving customer experience in the context of the type or firm selected from the options below:
The call centre experience of a firm (i.e. either a mobile network; telephony; bank; energy/utility; or public service firm). Improve the service design or delivery of a company that implements ‘internet of things’ (IoT) in its service or robotics as a service (i.e. Samsung IoT, Alexa, or firms that offer self-serve checkouts such as stores or self service check-in services such as airlines)Improve the value cocreation process of a company that bases its business model on customer collaboration or the sharing economy (i.e. any C2C firm conducting business in the sectors of such as Apartment/House Renting and Couchsurfing, or Reselling and Trading, and , such as Airbnb, vrbo, ebay, Craigslist, Shpock, car2go, uber)
This assignment comprises a 2000-word individual report and represents 40% of the module mark. There are three sections:
Section One: Introduce the reader of the report with a review of the current status of the customer experience of the firm’s clients. In this section you may identify a customer experience related challenge the firm is facing, or a problem that customers complain about, or the disadvantages of the current customer experience system in place. Remember your analysis will only be based on secondary sources (including publicity on the firm, social media posts, public comments on brand communities of the firm etc) or your personal observations/experience of a customer of the firm. Be clear about what the problem/challenge, in order to impress your boss. This section is rather small [recommended about 400 words], your analysis must be concrete and precise.
Section Two: Provide a critical analysis of the literature on improving the customer experience in the context of the above options (i.e. sharing economy, call centres, IoT and robotic service provision) currently in operation within your chosen organisation. In order to do this, you will need to draw on concepts, theories, and models identified throughout the module as well as examples of best practice used within the industry. This is really an opportunity to share ‘best practice’ and to develop your technical knowledge within a work-based setting. You should demonstrate what lessons we can draw from the academic literature and how this will help you to develop a customer experience improvement strategy. [Aim for around 700 words]
Section Three: Based on your analyses in sections One and Two, recommend a new strategy and action/implementation plan to improve the customer experience within the organisation. This section provides you with a chance to contribute to your firm. Creativity along with strategy development and planning skills will be rewarded. [Aim for around 900 words]
Title page: Title page should include your student number, the module name, the name of the organization, title of the work, and word count on the front page. [Not included in the word count]
Executive summary: Should be one page and should summarise the key points in your report, including all three sections. [Not included in the word count]
Section One: Provide a critical analysis of the how the firm manages the customer experience currently in operation within your chosen organisation. The analysis includes identifying (1) what the company has done well and (2) what the company does not do well. In order to do this analysis, you will need to draw on secondary sources or personal experiences of the experience of customers of this firm as well as examples of best practice used within the industry. In this section, you may want to consider:
Any evidence from observations you have made such as a service blueprint and detailed notes about how different customers experience the service of the companyAny customer feedback on the effectiveness of the customer experience (such as an analysis of social media posts)Publicity relevant to the journey of the customers of the selected firm.
If you need to display figures or evidence of the above, fee free to use the appendices section of the report. Please note that ideally this section should not exceed 400 words.
Section 2: You will need to draw on ICE concepts, theories, and models identified throughout the module, that relates to the context of the selected option and the specific challenge at hand. You need to exercise your judgment on how to best utilise the academic literature to generate the conceptual foundation of your subsequent strategy and plan. It is important that you do not simply describe the various practices of improving the customer experience but use theory and wider evidence to analyse their effectiveness. To achieve the higher grades, you need to provide evidence of your analysis and relate the analysis to deep understanding of the literature on improving customer experience. You will need to demonstrate a sound understanding of the conceptual and theoretical underpinnings of relevant literature and apply it to the business issues. Please note that ideally this section should not exceed 700 words.
Section 3: Recommend a new strategy and a plan to improve the firm’s customer experience. Justify your choice with reference to relevant theory. You need to ensure that your recommendation follows on from your analysis in sections one and two (e.g. addresses the weaknesses that you have identified in your analysis). Examples of a new customer improvement experience strategies could include one of the following:
A comprehensive service recovery programAn interactive retail store design concept: using theatrical or digital technologyAn improvement to the blue print to the operations of the service firmAugmentation of the customer journey of using elf-service technology
Of course there are many more strategies to consider depending on the nature of the problem/challenge at hand, therefore you need to carefully consider all the concepts visited in the ICE module to identify their relevance to the specific firm situation. Please remember that your suggested ICE strategy/plan must consider:
How it fits with the company’s brand values and current brand positionAny evidence about the strategic importance of the suggested practicesThe extent to which the practices align with others used within the relevant industry sector
Remember to use appendices whenever suitable (you may wish to put summary tables, Gantt charts, implementing time plans or service blueprints in the appendices, instead of the main body). Of course you are encouraged to use figures anywhere you seem suitable in the main text as well. The implementation plan should provide details about at least three activities the organization should do to enhance the success of the new strategy. Please note that ideally this section should not exceed 900 words.
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