MG526 Customer Experience

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 3^rd 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