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 .