Pine and Gilmore considered that customers buy experiences not products. Investigate the effectiveness of the organisation in providing its customers with a memorable experience. Use your research findings and current literature to propose ways to improve the customer experience. Provide the management team with good examples of how they may implement the recommended changes and explain how they will improve customer experience
The report should cover each of the following points:
1. Executive Summary. It is a brief summary of the report, which contains an overview of background information, key points of the results and main conclusion.
2. Introduction. In this section, introduce the topic you are choosing to investigate.
a. Problem Solving Topic. Explain the topic you have chosen, why you have chosen this topic, and what the report is going to discuss.
b. Background of the organisation. Briefly describe the organisation where you have undertaken the investigation project in relation to the problem identified.
3. Research and Information Gathering. In this section, include 2 method of information gathering:
a. Background theory. Refer to subjects previously learnt on campus, as well as other relevant academic knowledge that are useful in developing solutions in the next stages. Enrich this section by applying additional knowledge or skills learnt during previous placement. Refer to other relevant academic journals to support your discussion.
b. Data collection. To provide solutions, you need to collect some data to understand why the problem is occurring. Your data collection options could be (a) interview with your managers, supervisors, work colleagues), you need to prepare some interview questions to be used to gain valid answers; (b) observation ; reading on secondary data . You are encouraged to present your data in a table form.
4. Data Analysis and Discussion
a.Explain what you have found . Note: Outcomes from the interviews and observations should be presented in a table. If you do interviews, answers from each interviewee should be included in the table based on the interview questions and numbers of interviewee. If you do observations, the table should have columns represent different categories of observation.
b. Discussion. Reflect on the findings of your analysis by making connections to the academic theories/concepts you wrote about in background theory section.
5.List and explain some possible solutions. Reflect on the possible solutions and choose one that seems to be the most viable. Explain and justify the chosen solution and develop this solution into a detailed action plan that could be implemented.
