CEM Comparative Essay: Unveiling Insights from Divergent Customer Journeys

Compare and contrast the emerging concepts and practices that underpin the customer experience

a) Compare and contrast the emerging concepts and practices that underpin the customer experience

b) Apply the influence of perception to the customer experience of service delivery

Context

This assessment task is designed for you to demonstrate your understanding of the overall customer experience, relative to business strategy and success. You will consider and apply concepts surrounding what generates good customer experience and the importance of understanding the customer perspective gained from modules 1 and 2. This assessment task provides you with an insight of an entire customer journey (before, during and after).

Instructions

In week 2, reflect on two customer experiences you have encountered with two different products or services from two different organisations. One experience is to be a positive experience and the second a negative experience.

You must reflect on the entire customer journey (before, during and after), applying CEM concepts to compare and contrast the two experiences.

To complete this task, you are required for each experience to:

a. Briefly introduce your experience and discuss at least 2 “touch points”. Refer to content covered in modules 1 and 2.

b. Discuss the thoughts/actions you took during your customer journey (before, during and after).

c. Apply at least 2 CEM concepts in your customer journey discussion. Refer to content covered in modules 1 and 2.

d. Use Proto-persona profiles to illustrate yourself relative to your customer experiences. Identify pain points and needs and goals. Refer to content covered in modules 1 and 2.

e. Compare and contrast the two customer experiences and reflect, by providing examples, on what makes a good customer experience.