For this assignment you will conduct company research to gain an understanding of customer centric strategies in effect or being developed as part of a company or departmental strategy.
Examine the shift from product-centric business model to a customer-centric one to benefit thecompany bottom line.
Discuss how customer service excellence is at the center of strategy for any customer-centricorganization.
Discuss strategies for investing in customer acquisition, retention, and development in order tomaximize customer value.
Essential Employability Skills:
Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills the purpose and meets the needs of the audience.
Locate, select, organize, and document information using appropriate technology and information systems.
Analyze, evaluate, and apply relevant information from a variety of sources.
Manage the use of time and other resources to complete projects.
Take responsibility for one's own actions, decisions, and consequences.
TASK 1: RESEARCH CUSTOMER CENTRICITY:
Your Professor has provided a company for you to research – see the Gradebook under Research Assignment Feedback. Research the company to discover customer centric strategies the company implements. Research will include a combination of the following: searching the Internet, visiting the library and asking the Librarian for best sources, talking with a manager or staff member at the
company, visiting the company and gathering literature, reading about the company in the news or a magazine, using the company product(s).Focus on researching the following three points below; which are based on the Lynda.com video tutorials from weeks 1, 2, and 3 (focused on 3). You should ensure you have watched the videos.
POINT A: Target Customer and Customer ExperienceTarget Customer: In this section of your report, explain what the company does and provide a few examples (makes products, offers services). Describe the company’s target market; who the customers are. Explain the values and benefits customers are seeking from this company.Customer Experience: Do customers, in general, have a positive experience throughout the customer journey with this company? Elaborate and provide evidence/facts that support your discussion. Use intext citations where applicable.
POINT B: Customer Centric Strategy
Four Customer Centric Initiatives: Describe and discuss FOUR (4) initiatives the company or department has taken to enhance the customer journey, or to increase customer delight, or to become more customer centric. Please provide a few examples for each; and include in-text citations where applicable.
POINT C: Employee Training
Employee Training: Explain how and when employees are trained to deliver service that matches the company’s service mission/vision. Describe the employees’ roles, responsibilities, and duties for at least one job position within the organization. Explain how the job role/duties/responsibilities are linked to the company’s customer service mission/vision. Include in-text citations where applicable.Marks for Each Research Point = 0 not done or poor coverage, 1-3 done, but not in-depth/missing
content/vague/spelling or grammatic
An APA formatted Report. Apply APA formatting which includes page headers, headings and subheadings where needed, and a References page. You may require an appendix if you wish to include images; be sure to direct the reader to the Appendix if you wish for them to review something there, such as “Refer to Image 1 in Appendix”. If you include tables, be sure to explain them and include an intext citation under the table. Refer to the Library page on APA citations or the OWL Purdue page for guidelines of APA formatting.