Customer Experience Strategy

Assessment Brief

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:

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.

You need to address the following tasks:
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)

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 senior person (aged over 65) and provide the following elements in a visual format (graphic or table):
Demographics and story of the senior person
Profile of the senior person
Motivations for using the product/service by the senior person
Goals for using the product/service by the senior person
Painpoints the product/service solves for the senior person
(Suggested word count: 200 words)

Mapping the customer journey: define and explain what a customer journey is and discuss its importance to CX strategy. In relation to your senior person consumer

persona identified in task 2, using a graphic or table, map their customer journey. This should be from the perspective of the senior consumer persona and include the following:
Stages of journey
Activities
Feelings and needs
Potential opportunities for improvement
(Suggested word count: 200 words)

Omnichannel marketing: Define and explain what is meant by omnichannel marketing and define and explain the role of interaction 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)

CX performance metrics: Explain and show how to calculate performance metrics NPS and LTV. 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)

CX processes in different industries: Describe CX Critical Success Factors (CSFs) Governance, Culture, and Customer Experience Strategy Design, and the process to implement them in your chosen company. Then explain and compare the CX processes in your chosen company to Instagram. (Suggested word count: 600 words)

Intro & Conclusion: At the beginning of your report, name your company, product, and country and what is included in the report. 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)

Presentation: present your report in a structured and professional manner using Harvard referencing guidelines.

Suggested Structure

A 2,500-word business report to the Board of Directors of the company, in the capacity of a CX strategy consultant. There are many ways to construct a report and the following is only a suggestion:

Title page: your reader's first impression of the report. It should be succinct but still describe the report's contents so that it can be distinguished easily from other reports.
Comprehensive list of contents: a table of contents could help the reader to find specific information in the report quickly. This includes page numbers and any additional sections such as appendices and bibliography.
Report: covers your answers to the requirements one to eight as listed above.

Appendices: Appendices contain additional information which would be too detailed to include in the main body. Typical examples of information included in appendices can be glossaries (if it is a technical report), tables with supporting statistical data, examples of research and so on.

References list: if you have consulted any source, either printed or on-line, you must include it in the list of your references and dates of internet access where applicable. For more information on referencing and the Harvard system access the link given in the General Assessment Guidance above.