MG526 Customer Experience

Individual 2500 word (plus charts and diagrams) report.  You may use links, video clips and other digital material but these must be referenced in accordance with University regulations.

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

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.

Excellent and comprehensive critical use of secondary data analysis and qualitative research work clearly aligned with ,models theories and other referenced sources    Strong and with clear attempt use of secondary data analysis and qualitative research work clearly aligned with ,models theories and other referenced sources    Clear evidence secondary data analysis and /or qualitative research work., with some attempt at links to models theories and other referenced sources    

Spasmodic evidence secondary data being used, but not analysed limited qualitative research work linked to models theories and other referenced sources Little or no evidence of secondary data analysis and /or qualitative research work or reference to models or theories

Knowledge  and Understanding

Concise and detailed knowledge of wide range of issues related to customer experience delivery within the modern economy, the brand sector, and to the brand itself Excellent understanding of critical significance of these in relation to theories and models.

Clear knowledge of wide range issues related to customer experience delivery, with reference to the modern economy, the brand sector, and to the brand itself. Good understanding of significance of these in relation to theories and models   

Some knowledge of some issues related to customer experience delivery, with attempt at linkage to the modern economy, the brand sector, and to the brand itself. Attempt at linking these to theories and models   

Weak and descriptive statements about of some issues with some attempt at linking this to theories and models. No knowledge or understanding displayed of specific issues.

No coverage of relevant theories and models.

Excellent analysis, of issues which are interlocked and which are related in a very logical manner to clear rationalised conclusions. Excellent Referencing carried out to a high standard  

Good analysis, of issues which are interlocked and which are related in a very logical manner to clear rationalised conclusions. Very good semiotic analysis    Referencing carried out with a few small errors.

Basic analysis, of issues which are interlocked and clear attempt at rationalised conclusions.   

Good semiotic analysis, but not completed.

Superficial attempt at analysis, with some evidence of an attempt to interlink issues. No rationalised conclusions. Poor attempt at analysis of semiotics. Referencing carried out but not consistent No analysis carried out of course material or other sources. Text too descriptive. No semiotics analysis at all. Issues raised in isolation and not interlinked.

Theories described in detail and relevancy with justified application, and related back to knowledge of issues. Developed rational and practical conclusions  well set out

Theories described in detail and relevancy with justified application, and related back to knowledge of issues. Some attempt to develop a rational conclusions. Theories described with some justified application, with clear attempt at relating back to knowledge of issues. Broad conclusions descriptive in approach Theories described but with shallow and unjustified attempt at applying and rationalising these.

Limited attempt at a  rational conclusions

None or limited reference to theoretical work or concepts

No attempt at a rational conclusions

Submission details

·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, consist of fewer than 400 pages and be less than 40MB in size.

·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.