Identify and create a clear customer persona justifying the choice of your global consumers for the chosen fashion company – you will need to demonstrate a comprehensive understanding of the complex and dynamic nature of the global customer (25%)
Following the above question, identify and assess the chosen customers digital activities at the various digital touchpoints (25%)
Critically evaluate digital customer experience (CX) on at least 5 digital marketplaces (for
example, the company’s current website, 3 social media tools, mobile web or App and a review site) (25%)
Apply and critically evaluate at least 2 CX models and/or frameworks that will be appropriate to engage and enhance digital customer experiences that will be essential in shaping future CX strategies of your chosen fashion company (25%)
Requirements for Poster
The Poster should be in the format of a Poster (A3 size) on Microsoft PPT
The Poster will be submitted as ONE electronic file in PDF format on Blackboard via TURNITIN
by 11:59PM on 6th of December 2020.
You will need to demonstrate not only your understanding of the digital customer experience but also your ability to integrate theory and practice.
References should be at the end of the poster
Assessment 2 Requirement: Business Report (3000 Words)
Building on the knowledge and understanding of the company from the poster, you have been asked to produce a report for the Senior Management Team (SMT) about improvements that could be made to formulate a robust customer experience strategy. You will also need to provide relevant metrics to measure Key Performance Index (KPIs). Your report should include the following:
A comprehensive customer journey map for all stages of the customer journey. (20%)
Using the Customer Journey map, identify and critically evaluate the key digital influences on the consumer journey to determine their relative importance at all stages of the customer journey process. (30%)
Based on the above, formulate at least 2 CX objectives. (10%)
Critically evaluate the relevance of different metrics, key performance index (KPI) and analytics that can be used for evidence-based decision-making to enhance customer experience strategy- (you will need to identify appropriate metrics and data analytics that will be relevant for the chosen company). (40%)
