Stages/phases Experiencing

Stages/phases Experiencing

problem Exploring solution Requirement building Supplier search and evaluation Purchase Immediate post-purchase Ongoing usage Renew/dissolve

Customer activities Customer goals Touchpoints Experience

The assignment should be typed in 1.5 line spacing on one side only of single A4 sheets using 12pt font and 2cm margins. It should be of no more than 1000 words +/- 10% - excluding the reference list (compulsory to include), and appendices.

Instructions: Compare and analyse the omnichannel employed by two B2B companies operating in the same industry (the companies may sell in both B2B and B2C markets, however, this assessment focuses on their B2B business). Select one company that is facing a challenge of market share or gaining/sustaining competitive advantage, and another company that has demonstrated superior performance in the B2B business. Utilise information from the companies websites, physical store, and relevant secondary sources to address the following questions:

(i) Identify the channels used by each company to serve business customers. For each channel identified, identify the corresponding touch points for interaction with business customers at different stages of their journey. Display the touch points through customer journey maps in appendix.

(ii) Display the goals that each company aims to achieve during various stages of the customer journey on the customer journey maps.

(iii) Compare and contrast the channels and touch point strategies and methods used by the two companies to interact with and engage their prospects/customers. Provide evidence of all methods, tools, and functionalities in appendix. Apply relevant theories/concepts to support the analysis