Write up a Customer Experience Report for Cupcake Store
For this assessment, students will form groups and write up a Customer Experience Report for one of the stores in the Product Selection below. Whilst the report requires you to design CX strategy, you must include CX theories to explain your decisions.
For example:
- Consider the need being satisfied (see Motivation Module, review Maslow's Hierarchy)
- The name and logo should target customer recognition (see Learning Module)
- Consider the sensory experience (see Perception Module), versus the online experience,
- An associative network diagram (see Memory Module) may help in understanding how consumers have learned about the current market offerings and what would be useful for your product.
- Identifying groups that may influence the decision to buy the product (Reference Groups and Influencers Module) or the perceived status of the product (Social Class, Culture, Sub-Culture Module).
These are just examples of how to integrate the theory and you don't need to follow all of these. It depends on the decisions your group makes about the product.
The objective of this report is to create a CX business proposal for a new business in your selected industry. You should just focus on the customer experience aspects of it, there's no need for any financials, supply chain decisions or location aspects.
|
Setting the Scene
YOUI |
Identify the following · The name of the store that clearly identifies what you're selling. You could even use CANVA Logomaker to create a brand logo. · The service it will offer other than 'selling the product'. Remember this is from a CX experience so put yourself in the position as a customer for this store. · Create 4 possible personas and their customer journey map which identifes how your proposed service meets their needs (e.g they may be families, young people, busy professionals etc). These personas will be dependent on the product you've selected. · Don't forget there is both an online and offline experience to consider. |
|
Identify key customer experience influences that could impact the success of the business
ZAYNAB |
From the following range of consumer behaviour theories identify how these influence the customer experience when the store opens. Don't 'data dump' the theory, think about which aspects are applicable and how they will contribute to you designing a customer experience strategy. External: Demographics, Culture/Subculture, influencers & reference groups Internal: Learning, perception, motivation & attitudes, emotions Don't forget to consider the consumer decision making process as well. |
|
Customer Experience strategy
VIET |
Using the information from the previous two sections, outline what you think the organisation should do in order to attract customers to the new store. Your report should include, at minimum, the following sections. It's OK to include more if you feel this would better communicate your ideas. · Store Name and the range of products it will be selling (i.e. why should people buy from you?) · Target Customers (who are your personas? And why are you targeting these groups?) · The Buying Experience (consider all avenues of contact between the store and customer) |
