CX Strategy for … … .. organisation or brand (3,000 words)
Building on the knowledge gained from the Group Presentation that you have undertaken for the for Assessment 1, you have been asked to produce a CX Strategy report for the Senior Management about improvements that could be made to formulate a robust customer experience strategy. You will also need to provide relevant metrics to measure Key Performance Index (KPIs). Your report should include the following:
Assessment 2 Requirement:
1.
2.
3. Undertake further online research and reading to identify and critically evaluate the key digital influences to show a clear understanding of customer requirements at all stages of the customer journey including all the digital touchpoints. These will be essential to help develop the end-to-end journey so to inform the formulation of the customer journey map. (20%)
4. Based on the above findings, develop a comprehensive Customer Journey Map for all stages of the customer journey, identify and critically evaluate the key digital influences on the consumer journey to determine their relative importance at all stages of the customer journey process. (30%)
5. Toformulateatleasttwo(2)SMARTCXobjectivesthatareunderpinnedbythetheoretical constructs of one CX model and/or framework to enhance customer experience and further support the shaping and formulation of future their CX strategies. (10%)
6. Based on all the above evaluation and the objectives, you will need to propose relevant key performance index (KPI) and analytics that can be used for evidence-based decision- making to enhance customer experience strategy with clear justifications (you will need
Provide a brief background of your chosen international attraction (based on Assessment
1) – to include a synopsis of critical evaluation of the digital CX activities and recent Net
Promoter Score (NPS). (10%)
Provide a profile of the chosen customer segment (must not be the same as the Group
Infographic) and formulate a clear Customer Persona – by including the segment’s
characteristics; digital behaviour covering their preferred digital tools and social media
that is contextualised to the country where the segment is from; their attitude and
motivation towards international travel and possible barriers to international travel. You
must include supporting evidence and/or marketing insights these. (10%)
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ASSESSMENTS- APPROVED BY EXTERNAL EXAMINER 18 OCT.2021
to identify appropriate metrics and data analytics that will be relevant for the chosen segment). (20%)