Assignment on Managing the Customer Experience

Selecting a Brand

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:

Understand the principles of managing the customer experience

Understand the different dimensions of the customer experience and key factors for managing that experience

Know how to monitor and measure customer experiences in context

Select an either a B2C or B2B brand that you intend studying for this assessment. By 3rd week of the module be prepared to discuss with your lecturer what the brand is and why you have selected it. The  carry out the following Specific Tasks

Set out what the brand is  and where it sits in its market

Set out who are its key customers by frequency of use and by key demographics

Identify the relevant attitudes of these customers that can be used to define their attitudes to the brand and to customer services in general

Clearly set out statements that can be used to identify what  the brand says about customer service and what beliefs and organisational culture underpins these statements

Demonstrate  that an audit of all the manifestations of customer of the brand has been carried out

Critically assess these against models and theories set out in the module and teaching material

Set out a substantiated set of recommendations to improve aspects of the customer experience  for this brand

Please reference your work according to the Harvard style as defined in Cite Them Right Online (http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and Shields, G. (2019) Cite them right: the essential reference guide. 11th edn. Basingstoke: Palgrave Macmillan. Copies are available via the University library.

Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions.

This assignment will be marked according to the grading descriptors for Level 6 with specific guidance detailed in the assessment criteria grid below.

·Please also note that work that is submitted up to 10 working days beyond the submission date will be considered a late submission. Late submissions will be marked and the actual mark recorded, but will be capped at the pass mark (typically 40%), provided that the work is of a passing standard. Work submitted after this period will not be marked and will be treated as a non-submission.

·This assignment should be submitted electronically. Please use the relevant Turnitin submission point in the Submit your work area in your Blackboard module shell.

·Please ensure that your work has been saved in an appropriate file format. Turnitin will only accept the following file types: Microsoft Word, Excel or PowerPoint, PostScript, PDF, HTML, RTF, OpenOffice (ODT), Hangul (HWP), Google Docs, or plain text. Your file must also contain at least 20 words of text,·

You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version.

Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment