Develop understanding of the significance of the customr

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Reference no: EM131914441

This assessment aims to develop your understanding of the significance of the customer experience relative to business strategy and success.

You will consider the concepts surrounding what generating a good customer experience entails and the importance of understanding the customer perspective.

Instructions: Select 2 separate products or services or any of the following that you have personal experience with:

• 2 products, OR

• 2 services, OR

• 2 companies, OR

• 2 institutions, OR

• 2 venues OR

• 2 events

For example: if you select 2 products, one component must represent what you consider to have a ‘poor' customer experience and the other component a ‘good' customer experience.

The aim of essay is to apply CEM concepts in explaining what made one a poor experience and the other a positive one.

Topics to be covered in the essay

1. Brief introduction: Provide a brief introduction to each component of your selection, and a brief explanation of your service experience with both.

2. Body:

i. Proto-persona diagram (poor experience component): Use Proto-persona profiles to illustrate yourself relative to the component with poor experience

ii. Identify the 2 most significant "pain" points during this entire process and apply at least 2 key CEM concepts in discussing why this experience was poor.

iii. Proto-persona diagram (positive experience organisation): Use Proto-persona profiles to illustrate yourself relative to the component with positive experience

iv. Discussion of 2 touch and pain points (positive) and application of at least 2 CEM concepts : Identify the 2 most significant "pain" points during this entire process and apply at least 2 key CEM concepts in discussing why this experience was positive.

3. Compare and contrast the two experiences to explain why one experience is better than the other.

4. Brief conclusion

*The 1000 word count applies only to the written discussion (intro, body and conclusion) and does not apply to the information diagrammed in the proto-personas.

*It is essential to make proper reference to the academic sources of the CEM concepts applied using APA referencing methods.

The length is 1200 words and the 2 companies chosen are MacDonald's and KFC .

Reference no: EM131914441

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