L/618/5120 - BTEC Unit 33: Marketing Insights and Analytics Sem 2 Assignment 2 Brief - 2025

Unit 33: Learning Outcomes

LO3: Evaluate measures and metrics that seek to improve customer experience for a range of products and services
LO4: Devise measures and metrics to improve customer experience within a given organisational context

Scenario

Customer experience is the combination of interactions between customers and organizations throughout the customer life cycle from awareness, consideration, conversion, retention and advocacy. Customer experience can be evaluated with a mix of measures and metrics. Based on this evaluation, organizations can make plans to improve customer experience for their products and services.

Your task

Work on the same company you chose in Assignment 1. This company is offering a wide variety of products that are related to environment concerns. As a marketing executive, you have been asked by your Marketing Director to suggest methods of evaluating the customers’ current customer experience with the company with  specific measures and  metrics.   Based   on  your  evaluation,  you   are  expected to   devise measures and metrics to improve customer experience of your company.

To do so, you will apply your knowledge of measures and metrics you have learnt in the course (any of the following:  Customer   Satisfaction   Score   (CSAT),   Net   Promoter   Score   (NPS),   First   Response   Time,Customer  Effort  Score   (CES), Average Resolution   Time,  conversion rates,   complaints   and  complaint handling, customer retention: rate, loyalty and churn, customer lifetime value, AI and customer behaviour tracking, etc. Then you should be able to devise metrics and measures at different touch points in the customer journey to improve the customer experience for your company.

Assignment activity and guidance

You  are  preparing  to  write  a  report  to  your  Marketing  Director of  your  company. The  report encompasses two sections.

Task 1: Evaluating the current customer experience of your company with measures and metrics.

In this section of the report, you need to discuss and analyze the following areas:-

• Identify the current customer journey with specific touch points of your company (Có thể lấy từA1)
• Collect   preliminary   data  (through   secondary   sources   and/or   primary   sources  (self-administered surveys/interviews/observations  with  target  customers  of your company, etc.) to explore the customers’ acitivity, thoughts and feelings, their emotions, the key moments, their needs, their experience with all aspects of your company, and the internal capabilities of your organization to serve the customer during each of the phases in the customer journey. Note that collecting preliminary data is compulsory, needs, wants, trải nghiệm-Có thể lấy dữ liệu sơ cấp hoặc thứ cấp hoặc cả 2 -> Hành vi, insights ( KHÔNG đưa ra kết luận )-Cần chứng minh satisfied hay unsatisfied.
• Có thể lấy dữ liệu sơ cấp hoặc thứ cấp hoặc cả 2 -> Hành vi, insights ( KHÔNG đưa ra kết luận )-Cần chứng minh satisfied hay unsatisfied-What kinds of quantitative data would you plan to collect to evaluate the customer experience ateach customer touch point  of   your   company?   How   would   you   collect  them?  What  kinds of measures and metrics  would you apply to analyze those quantitative data collected?  Reviewbenefits and limitations of these metrics you have encountered while evaluating the current customer experience at your company (CHƯA HỌC)
• How you will use these measures/metrics to evaluate the current customer experience of yourcompany? Present some of the results from calculating these metrics, if possible.
• Draw conclusion of the strengths and weaknesses of your company’s current customer experience

Task 2: Devise measures and metrics to improve customer experience of your company.

You should RECOMMEND some ADDITIONAL customer touchpoints in the current customerjourney of your  company’s   target  customers.  This  updated  customer   journey   is  expected  to lead toenhanced   customer   experience.   Then,   you   are   expected   to   devise   measures   and   metrics  at   thoseADDITIONAL touch points to improve the customer experience for your company.Đề xuất thêm điểm chạm -> Tăng trải nghiệm -> Chứng minh là tăng ntn, đo lường ntn, ưu/nhượcđiểm

Hints:-

• Recommend  additional   touchpoints  for   the   NEW   customer   journey  for   your   company,justifying how it is different from the current one and how these additional touchpoints canimprove your customers’ experience with your company.
• Suggest which measures and metrics should be used at each customer touchpoint to evaluatethe customer experience. Discuss  benefits  of each measure/metric and some  challenges  yourcompany might face if they use these measures/metrics. Suggest what you can do to tackle thesechallenges.
• Suggest how to devise and apply those measures/metrics to evaluate the customer experience atthese new touchpoints.