BIZ104 - Customer Experience Management - Reflective Report Writing - Management Assignment Help

Assignment Task

Learning Outcomes

a) Compare and contrast the emerging concepts and practices that underpin the customer experience

b) Apply the influence of perception to the customer experience of service delivery

Context

Assessment 1 has been designed for you to show your understanding of what customer experience is, and its relevance to an organisation’s strategy and overall success. To do this, you will discuss and apply the concepts/theory from modules 1 and 2 for good customer experience and the importance of understanding the customer perspective. From this you will be able to view the entire customer journey (before, during and after).

Instructions

In week 2, reflect on two customer experiences you have encountered with two different products or services and from two different organisations. One experience should be a positive experience and the second a negative experience. As part of this, you must discuss and apply the concepts/theory from modules 1 and 2 (IDIC Model, Dirft, Moments of Truth, Touch Points, etc.) with your chosen two experiences to compare and contrast the two experiences.

For your reflective report, you are required for each experience to:

a. Briefly introduce your experience and discuss at least 3 “touch points” (Refer to the content covered in modules 1 and 2).

b. Discuss the thoughts/actions you took during your customer journey (before, during and after), i.e. how you reacted to the positives and negatives moments of truth)

c. Apply at least 3 CEM concepts / theories in your customer journey discussion. Refer to content covered in modules 1 and 2.

d. Use Proto-persona profiles to illustrate you relative to your customer experiences. Identify pain points, and needs and goals. Refer to content covered in modules 1 and 2.

e. Compare and contrast the two customer experiences and reflect, by providing examples, on what makes a good customer experience, i.e. why the positive experience was good? Why the negative experience was bad? What would have made the negative experience a good one? What are the main differences between the positive and negative experience?

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