Escolar Documentos
Profissional Documentos
Cultura Documentos
Marketing
Customer Experience (2102)
December 2014
Assignment
The assignment comprises THREE compulsory tasks
Task 1 is worth 25 marks
Task 2 is worth 40 marks
Task 3 is worth 25 marks
10 marks are available for format and communication of information
Total marks available 100
Candidate guidance
Scenario:
Customer experience is a potential source of competitive advantage for organisations in all
sectors. Understanding customers expectations and the role played by marketing in the
development of that understanding enables competitive advantage to be gained. Managing
customer expectations is therefore a key consideration in this regard.
In your role within the marketing function of your own organisation, or one of your choice,
your manager has asked you to prepare a report for senior management which explores
both the theory and the reality of customer experience in detail.
Your report will describe, analyse and make recommendations on how customer
experience can be enhanced, with reference to appropriate supporting theoretical
frameworks.
Guidance notes:
This assignment consists of three tasks and the report should flow as a single document.
There will be TEN marks available, for the entire report, where you will be rewarded for
continuity of tasks, appropriate language and format used. This is awarded under Format
and communication of information.
While it is helpful to include an introduction and summary in the report, these should be
brief, with the main focus being on the content outlined in the assignment provided. FIVE
marks will be awarded for the organisation summary, which should appear at the end of
the main report, using the headings supplied as guidance. You should write this summary
in report format rather than bullet format. This is included in the marks allocated to the
report in Task 1.
You should acknowledge all sources/methodologies/applications using the Harvard
referencing system.
Customer experience can be applied differently across B2B, B2C and not-for-profit
organisations. Application to your chosen organisation is crucial to providing this context
and understanding.
Maximum page count: 12 pages
Page 2 of 7
TASK 1
You are required to understand and analyse how your chosen organisation is structured
and managed to deliver effective customer experience within the organisations
marketplace.
An important consideration is to demonstrate an understanding of customer expectations,
and appreciation of the importance of fulfilling them, relating to theories of consumer
behaviour.
Required:
(a) Using the organisation summary guidelines, provide a background to
your chosen organisation. This section should be placed at the end of
your report.
(5 marks)
(5 marks)
(c)
(10 marks)
(5 marks)
(Total 25 marks)
(Maximum page count 3 pages)
(1 page of the total 3 pages for this task should be used for the organisation summary)
Page 3 of 7
TASK 2
The customer journey and the marketing mix are important elements in the delivery of
customer experience, in which value can be created.
This task requires you to produce a report that explores in greater depth the practicalities
of developing customer experience.
As part of your overall report, you are asked to prepare a section detailing how your
chosen organisation could utilise the different elements of the marketing mix, and then
make recommendations for a promotional mix, both of which should be focussed on
enhancing the customer experience. The marketing mix and promotional mix should be
based on ONE of your organisations products or services.
Required:
(a) Describe the customer journey for TWO important customer segments
for your chosen organisation, identifying the points at which value is
created.
(8 marks)
(6 marks)
(c)
(14 marks)
(12 marks)
(Total 40 marks)
(Maximum page count 6 pages)
Page 4 of 7
TASK 3
(6 marks)
(5 marks)
(c)
Explain how information obtained from TWO key metrics relevant to your
chosen organisation could be analysed to contribute to improvements in
customer experience.
(6 marks)
(8 marks)
(Total 25 marks)
Page 5 of 7
Guidance notes:
Guidance notes:
Page 6 of 7
Organisation summary
To be included at the end of the report. Contents will contribute to the FIVE marks
available in Part (a) of Task 1. The following headings should be included:
Organisation name
Type of organisation, for example, profit or not-for-profit, local, national, global, and
type of legal entity
Competitors
Page 7 of 7