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BIZ104 Customer Experience Management

tag 0 Download 4 Pages / 799 Words tag 09-07-2021


Applying concepts throughout the term, groups will outline a CEM strategy that –
• Introduces the company background and industry
• Identifies and differentiates 3 customer segments and profiles (with personas)
• Connects customer experience maps with an updated business value proposition for each segment or customer profile
• Takes the Voice of the Customer (VOC) and customer feedback obtained from research into account in forming the
experience strategy
• Applies the IDIC model towards achieving loyal customer relationships
• Presents the value proposition for each segment.
• Maps the current experience and journey maps for each of the 3 customer profiles.
• Illustrates the current state of the customer experience and where the challenges and opportunities for improvement are.
• Explains how your recommended customer experience strategy contributes towards an intended brand perception
• Explains how the customer experience will be measured and evaluated
• Proposes improved service offerings by applying best practice CEM concepts covered through the term, data gathered from Voice of the Customer (VOC), interview, survey and other field research tools.

• Documents steps towards forming a customer centric organization
You are expected to apply such concepts as:
• IDIC model,
• Customer Touch-points,
• Moments of Truth,
• Brand experience,
Value Proposition Illustration tools include:
• Customer personas,
• Alignment diagrams (Experience maps, customer journey maps, service blueprints, mental model diagrams),
• strategy maps,
• strategy canvas,
• value proposition canvas
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