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BIZ104 | Customer Experience Management Assessment 1 | Management

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Instructions
In week 2, 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 negativeexperience.

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 experienceto:

a. Briefly introduce your experience and discuss at least 2 “touch points”.Refer to content covered in modules 1 and 2.
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. Referto content covered in modules 1 and 2.
d. Use Proto-persona profiles to illustrate yourself relative to your customer experiences. Identify pain points and needs and goals. Refer tocontent covered in modules 1 and 2.
e. Compare and contrast the two customer experiences and reflect,by providing examples, on what makes a good customer experience.

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.

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