Assignment:
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 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".
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.
d. Use Proto-persona profiles to illustrate yourself relative to your customer experiences. Identify pain points and needs and goals.
e. Compare and contrast the two customer experiences and reflect, by providing examples, on what makes a good customer experience.
Follow the APA 6th edition style of referencing to cite your academic resources and provide your reference list. Please see the Academic Skills page on Blackboard for information on referencing.
2. Appendix (not included in the word count).
a. Proto-persona diagram (poor experience component):
Use Proto-persona profiles to illustrate yourself relative to the component with poor experience.
b. Proto-persona diagram (positive experience organisation):
Use Proto-persona profiles to illustrate yourself relative to the component with positive experience.
Reflective Writing
Reflective writing ordinarily occurs in the first person (and you can do so here) and works best when you think deeply about a topic and look at both the positives as well as opportunities to improve in a situation.