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Talk to an Expert| Category | Coursework | Subject | Management |
|---|---|---|---|
| University | BPP Business School | Module Title | Customer Experience Strategy |
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 (1) in the chart below:
| Company | Product | Country |
| 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 |
| bKash | Mobile financial services | Bangladesh |
| Rupchanda | Edible Oil | Bangladesh |
| 14th Street Pizza | Food | Pakistan |
| ChenOne | Fashion | Pakistan |
| GTBank | Banking | Nigeria |
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.
1. The importance of customer experience: 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: 300 words)
2. Consumer persona creation: Define and explain what a consumer persona is and describe its role in developing effective CX strategy. In application to the company product/service identify a consumer persona of a millennial (aged 30-35) and provide the following elements in a visual format (graphic or table):
3. Mapping the customer journey: Define and explain what a customer journey is and discuss its importance to CX strategy. Define and explain customer journey map, in relation to your millennial consumer persona (age 30-35) identified in task 2, using infograph or table, map their customer journey. This should be from the perspective of the millennial consumer persona and include the following:
4. Omnichannel marketing: Define and explain what is meant by omnichannel marketing and define and explain the role of customization in omnichannel marketing. Identify for your chosen company product/service the different sales and marketing channels used and analyse how effective your chosen company is in achieving a seamless customer journey. (Suggested word count: 550 words)
5. CX performance metrics: Define and explain the concept of performance metrics. Explain and calculate the following performance metrics CES and CE. Provide a justified recommendation of why or why not these performance metrics are important in the case of your chosen company product/service. (Suggested word count: 500 words)
6. CX processes in different industries: Define and explain the concept of CX Critical Success Factors (CSFs). Describe the following CSFs- Structure, People, and Measurement, and the process to implement them in your chosen company. Then compare the recommended CSFs in your chosen company and Facebook. (Suggested word count: 600 words)
7. Introduction & Conclusion: At the beginning of your report name your company, its product/service, country and a summary of the tasks. At the end of 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: Intro 30 words, conclusion 120 words – total 150 words between the two)
8. Presentation: present your report in a structured and professional manner using Harvard referencing guidelines.
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