channels and personalisation is about the ability to create the right digital customer
experience for each customer. Combining these two aspects in a strategic way requires
a clear focus if overall success is to be achieved.
In your role as Customer Experience Team (maximum 4) members of an organisation
or brand, the Team has been tasked to identify an attraction in any country of your
Team’s choice for this Group Presentation The Group must get approval from the
module lecturer.
1.
2.
3.
4.
Identify and provide clear justification on the choice of your global customer
segment (must not be the same country where the attraction is located) – you
will need to demonstrate a comprehensive understanding of the complex
requirements and dynamic nature of global visitors or travellers. (20%)
Following the above question, identify and critically assess the chosen global
customers’ digital activities at the various digital touchpoints. (20%)
Critically evaluate digital customer experience (CX) on at least 5 digital
marketplaces (for example, the company’s current website, 3 social media tools,
mobile web or App and a review site). (30%)
Apply and critically evaluate at least two (2) CX models and/or frameworks that
will be appropriate
to engage and enhance digital customer experiences that in shaping future CX strategies the destination or attraction of
will be essential
your choice. (30%)
Requirements for Group Presentation slides:
1. The Group Presentation should be on Microsoft PPT or Prezi.