Customer Experience
\n\u2022 Write a 2,000 word report.
\n\u2022 Using research, develop a persona, a customer journey map and recommendations for IMC.
\n\u2022 Worth 40%.
\n\u2022 Due Week 13 (professional nursing paper writing service, nursingscribe top experts).
\nCustomer Journey
\n\u2022 A customer journey map tells the story of the customer\u2019s experience: from initial contact, through the process of engagement and into a long-term relationship.
\n\u2022 Always identifies key interactions that the customer has with the organization.
\n\u2022 Talks about the user\u2019s feelings, motivations and questions for each of these touchpoints.
\n\u2022 Provides a sense of the customer\u2019s greater motivation. What do they wish to achieve, and what are their expectations of the organization?
\nWhy this is important
\n\u2022 Belief that strong positive experiences in the customer journey will lead to improvements in the bottom line, higher conversion rates at multiple touchpoints, improved customer loyalty and word-of-mouth (Homburg, Jozic and Kuehnl 2015).
\n\u2022 Also adds another two capabilities (developing a persona and constructing the journey map) to your skillset.
\nYour assessment journey must include
\n\u2022 Personas: the main characters that illustrate the needs, goals, thoughts, feelings, opinions, expectations, and pain points of user. This is WHY they are interacting.
\n\u2022 Timeline: a finite amount of time (e.g. 1 week or 1 year) or variable phases (e.g. awareness, decision-making, purchase, renewal). This is WHEN it is happening.
\n\u2022 Emotion: peaks and valleys illustrating pain points, frustration, anxiety, happiness, satisfaction. This is HOW the customer is feeling.
\n\u2022 Touchpoints: customer actions and interactions with the organization. This is the WHAT the customer is doing.
\n\u2022 Channels: where interaction takes place and the context of use (e.g.
\nwebsite, app, call center, in-store). This is the WHERE they are interacting.
\nWhat the assessment asks for
\n\u2022 Research into CX
\n\u2022 Develop a persona
\n\u2022 Map the Customer Journey
\n\u2022 Recommendations for IMC
\n\u2022 Professional communication
\nResearch
\n\u2022 Find out whatever you can about the customer through secondary research.
\n\u2022 Use databases like IBISWorld available through the QUT library https:\/\/www.library.qut.edu.au\/search\/howtofind\/industrymarket\/
\n\u2022 Then conduct some quick, easy, qualitative research.
\n\u2022 Maybe three interviews, or a focus group, or observe the customer in-store or using the product.
\n\u2022 NO surveys. It must be \u201crich\u201d data.
\n\u2022 Bring in your findings from your SML study.
\nDevelop your persona
\nApply the Five-Step process you practiced in Tutorial 2.
\nStep 1: Who are they?
\nStep 2: What do they do?
\nStep 3: What are their needs or goals?
\nStep 4: What\u2019s stopping them?
\nStep 5: What are their burning questions?
\nTake the 8 Step Journey to build the map
\nUse the process practiced in Tutorial 5.
\n1. Start with research
\n2. Define behavioural stages from the customer\u2019s perspective
\n3. Capture customer considerations
\n4. Detail every touchpoint
\n5. Map out the customer pain points
\n6. Chart the changing customer emotions
\n7. Consider what other detail can be added to the map
\n8. Outline any opportunities for improvement
\nMake some recommendations for IMC
\n\u2022 The map not only shows the customer journey, it also shows the strengths and shortfalls of the company.
\n\u2022 Look at the pain points, the emotions, the opportunities for improvement.
\n\u2022 Consider the touchpoints and what might be reinforced or improved there.
\n\u2022 Make some recommendations on how the CX might be improved.
\nProfessional Communication
\n\u2022 Clarity and persuasion of written expression
\n\u2022 Appropriate use of references
\n\u2022 Justifying your argument<\/p>\n","protected":false},"excerpt":{"rendered":"
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