Customer Experience Strategy: Research Analysis Assignment

Task Summary
You are to select an organisation, assume you are the Customer Experience (CEM) Manager and undertake research to show the organisation’s Customer Journey, i.e. how customers
interact with the organisation’s 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 a Research Report concerning the organisation’s current customer experience. This assessment is designed for you to apply your knowledge and understanding of the key concepts / 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 you have chosen, who they are, what their products/services are, and the industry it competes in.
e) Most Valuable Customer (MVC) – Identify the organisations MVC and what the organisation does to ensure these customers are kept happy.
f) Customer Journey Map – design a Customer Journey Map for the organisation. For this you will need to discuss and map out the activities that take place in the
customer’s journey from awareness, consideration, purchase, retention, and advocacy. You will also need to discuss the customer’s feelings (negative or positive)
at each stage of the journey
g) Primary Research - describe and discuss one primary research method you would use to gain greater insight into the organisation’s customer experience.
h) Conclusion – what are two things the organisation could do to improve the customer experience.
i) References – minimum of seven (7