Analysis The Customer Experience and Prepare A Report

RESIT INSTRUCTIONS

If you are resitting this assessment, you must follow the Assignment Details and Instructions below. You are strongly advised to engage with the support opportunities offered to you by the unit and by your programme. Please see the unit page for support session details. Please see the unit page for lecture capture, reading advice, and related exercises to help you manage your assignment.

If you did not attend the field trip provided by the unit you must undertake your own. Use a local museum or a similar experiential offer as your subject for study. If you need to check that your field trip choice is appropriate, please contact the unit lead

The report forms an individual assignment of 3,000 words (+ or - 10%). Your report should be managed within this limit. If you exceed the maximum or are significantly below the minimum this will be reflected under the marking Rubric.

Select a business from the list available on Moodle, analyse the current customer experience design and provide recommendations for (1) improvement to the customer experience; (2) monitoring the customer experience. To complete this task successfully, you will need to conduct a site visit in Greater Manchester.

The steps for producing the report:

1. Conduct background study: choose a business and research its website and/or social media. Register for a site visit on Moodle.
2. Conduct a pilot study in the Grow café (ground floor of Business School) during week 5 or 6 and submit it to Moodle under Assessment Information and Submission section (Formative Assessment). This will be Appendix 1 of your report.
3. Conduct site visit in Greater Manchester to collect data during week 8.
4. Complete the observation guide in the form of field notes to describe the current customer experience. You can also collect other supporting evidence (photographs, videos, voice memos etc. which will be helpful when filling in the observation guide). This will be Appendix 2 of your report.
5. Referring to the field notes, develop a customer experience plan (e.g., a table or a graph) that shows the strengths, weaknesses and opportunities of the analysed experience. This will be Appendix 3 of your report.
6. Analyse and interpret the strengths and weaknesses of your chosen business. Make links and refer to the customer experience plan, your observation guide and academic literature.
7. Make recommendations on how to improve the customer experience. To write this section, refer to the customer experience plan in Appendix 3 (opportunities section)
8. Advise how the business could monitor the customer experience in the future. Support your ideas with evidence from academic literature.
9. Include field notes, images, etc. in appendices. The observation guide and customer experience plan are compulsory appendices, others (e.g. pilot study, photos, screenshots, etc.) are optional.

Your report should include the following sections:

1. Title page

report forms an individual assignment or 3,000 words ( or 107%). Your report snouta be managed within this limit. If you exceed the maximum or are significantly below the minimum this will be reflected under the marking Rubric.

Select a business from the list available on Moodle, analyse the current customer experience design and provide recommendations for (1) improvement to the customer experience; (2) monitoring the customer experience. To complete this task successfully, you will need to conduct a site visit in Greater Manchester.

The steps for producing the report:

1. Conduct background study: choose a business and research its website and/or social media. Register for a site visit on Moodle.
2. Conduct a pilot study in the Grow café (ground floor of Business School) during week 5 or 6 and submit it to Moodle under Assessment Information and Submission section (Formative Assessment). This will be Appendix 1 of your report.
3. Conduct site visit in Greater Manchester to collect data during week 8.
4. Complete the observation guide in the form of field notes to describe the current customer experience. You can also collect other supporting evidence (photographs, videos, voice memos etc. which will be helpful when filling in the observation guide). This will be Appendix 2 of your report. 5. Referring to the field notes, develop a customer experience plan (e.g., a table or a graph) that shows the strengths, weaknesses and opportunities of the analysed experience. This will be Appendix 3 of your report.
5. Analyse and interpret the strengths and weaknesses of your chosen business. Make links and refer to the customer experience plan, your observation guide and academic literature.
6. Make recommendations on how to improve the customer experience. To write this section, refer to the customer experience plan in Appendix 3 (opportunities section).
7. Advise how the business could monitor the customer experience in the future. Support your ideas with evidence from academic literature.
8. Include field notes, images, etc. in appendices. The observation guide and customer experience plan are compulsory appendices, others (eg, pilot study, photos, screenshots, etc.) are optional.

Your report should include the following sections:

1. Title page
2. Introduction 200 words (state the aim of your report and introduce your chosen business)
3. Literature Review of the key concepts - 800 words (review literature on 4Es, sensory marketing and place attachment)
4. Analysis of current customer experience 800 words (refer to strengths and weaknesses in the experience plan (Appendix 2) and the academic literature) experience - 200 words (for recommendations
5. Recommendations for improving the refer to opportunities in the experience plan and the academic literature)
6. Monitoring the customer experience-200 words (based on the academic literature)
7. References (MMU Harvard reference style)
8. Appendices (equivalent to 800 words) Appendix 1: Pilot Study Appendix 2: Completed observation guide Appendix 3: Customer experience plan

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