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MG526 Customer Experience

Question

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Assignment task
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.

This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
1.    Understand the principles of managing the customer experience
2.    Understand the different dimensions of the customer experience and key factors for managing that experience
3.    Know how to monitor and measure customer experiences in context.
 
Task requirements
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
  
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.
 
Referencing and research requirements
Please reference your work according to the Harvard style as defined in Cite Them Right Online This information is also available in book form: Cite them right: the essential reference guide. 11th edn. Basingstoke: Palgrave acmillan. Copies are available via the University library.
 
How your work will be assessed
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.

MG526 Customer Experience

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