Customer Experience
Scenario:
Customer experience is widely recognised for delivering competitive advantage, and with increasing competition and choice online, delivering enhanced customer experience through digital marketing activities is more critical than ever before. A thorough understanding of important elements of customer experience online can help the organisation to make improvements and enhance competitive advantage.
In your role within the marketing function of an organisation of your choice, your manager has asked you to prepare a report and discussion paper for senior management which explores both the theory and reality of customer experience.
Your work will describe, analyse and make recommendations on how the online customer experience can be enhanced through meeting the customer’s expectations of the digital experience with reference to appropriate supporting theoretical frameworks.
Recognition should be made of the fact that online is often the first point of contact a customer may have with an organisation and therefore this forms an integral part of customer experience, building on and supporting any offline elements. For more traditional organisations the online experience has to match and reflect the offline experience customers may previously have enjoyed.
TASK 1 – REPORT
In your role within the chosen organisation, your manager has asked you to write a report which demonstrates the importance of understanding customer expectations in a digital marketing context and the role branding plays online.
Required:
(a) Using the organisation summary guidelines, provide a background to your chosen organisation.
(b) Outline the differences in customer expectations between offline and online organisational interaction.
(c) Explain the importance of branding to the customer when accessing an organisation online.
TASK 2 – REPORT
Customer experience components and frameworks underpin good experiences for customers of any organisation. For this task you are required to produce a report that considers customer experience components and frameworks and how they can influence the role of elements of the marketing mix.
Required:
(a) Describe how customer experience components are integrated into your organisation’s digital offering.
(b) Assess how the use of a quality framework could help the organisation to improve the digital customer experience.
(c) Discuss how the people, processes and promotional elements of the marketing mix can be enhanced through the use of digital technologies.
TASK 3 – DISCUSSION PAPER
Measurement of customer experience is essential in understanding if the organisation’s digital marketing activities are meeting customer experience expectations. You are required to produce a discussion paper to explore relevant customer experience metrics, using the results from them as a basis to make improvements to that experience.
Required:
(a) Justify the need to measure and monitor online customer experience from the perspective of customers and the organisation.
(b) Explain how market research methods could be used to measure the effectiveness of online customer experience for the chosen organisation.
(c) Using an analysis of information obtained from metrics make recommendations for improvements in your organisation’s online customer experience.