Customer Experience Strategy: Research Analysis Assignment

Task Summary
You are to select an organisation, assume you are the Customer Experience (CEM) Managerand undertake research to show the organisations Customer Journey, i.e. how customers
interact with the organisations product or service across several Touch Points such as instore, website, mobile, app, social media, e-mail, etc.
Please refer to the Task Instructions for details on how to complete this task.
Task Instructions
Assuming the role of the CEM Manager for your selected organisation, you are to prepare aResearch Report concerning the organisations current customer experience. This assessment is designed for you to apply your knowledge and understanding of the keyconcepts / theories that shape the customer experience.
Choose an organisation / business that is:
Of a reasonable size (30 or more employees)
Has a store and/or sell their products through other retailers or via online sales
Has a website
Uses social media to advertise / communicate with customers
Uses other communication elements mobile, app / email
PLEASE NOTE: The following organisations cannot be used for this assessment. If you use
any of these organisations, you will automatically fail the assessment.
Woolworths
Coles
Kmart
JB Hi Fi
Apple
Amazon
Ikea
Coca Cola
McDonalds
Starbucks
Suggested Outline & Content of your Research Analysis Report:
a) Cover Page subject name, assessment name, student name, ID
b) Executive Summary
c) Table of Contents
d) Introduction Through secondary research, briefly introduce the organisation youhave chosen, who they are, what their products/services are, and the industry itcompetes in.
e) Most Valuable Customer (MVC) Identify the organisations MVC and what theorganisation does to ensure these customers are kept happy.
f) Customer Journey Map design a Customer Journey Map for the organisation. Forthis you will need to discuss and map out the activities that take place in the
customers journey from awareness, consideration, purchase, retention, andadvocacy. You will also need to discuss the customers feelings (negative or positive)
at each stage of the journey
g) Primary Research - describe and discuss one primary research method you would useto gain greater insight into the organisations customer experience.
h) Conclusion what are two things the organisation could do to improve the customerexperience.
i) References minimum of seven (7