Organization Allaband Cars is a premium brand car manufacturer providing bespoke “top of the range” cars to an international market. It realizes it must compete with other top brands through effective design and excellent customer relationship management. The manufacture takes place in the East of England, within easy access to London, a series of regional airports and ferries to Europe. Allaband is inexperie
Empire College London
Assignment Brief – BTEC (RQF)
HNC in Business & HND in BUSINESS (Business Management)
Unit16: Managing the Customer Experience
Assignment Brief
Student Name/ID
Number
Unit Number and Title
Unit 16: Managing the Customer Experience
Academic Year
2021-2022
Unit Tutor
Rajiv Bains
Assignment Title
Customer Experience and Relationship Management
Issue Date
17.05.2022
Submission Date
22.07.2022
Resubmission Date: 23.08.2022
IV Name
Dennis Smith
IV Date: 15.08.20222-19.08.2022
Submission Format
The submission is in the form of a briefing paper that can be presented to your line manager. This should be written in a concise, formal business style using simple spacing and a font size of 12. You are required to make use of headings, paragraphs, and subsections as appropriate.
All work must be supported with research and be referenced using the Harvard reference g system.
Please also provide a bibliography using the Harvard referencing system. Inaccurate referencing use may lead to plagiarism issues if not applied correctly.
The recommended word limit is 3000 words, although you will not be penalized for going under or exceeding the total word limit.
You may choose to use an MP33 recording as part of your submission and an accompanying transcript submitted as a word document using 1.5 spacing and appropriately titled and labeled.
Empire College London
Assignment Brief – BTEC (RQF)
HNC in Business & HND in BUSINESS (Business Management)
Unit Learning Outcomes
LO1 Explain the needs and expectations of market segments for products and services to a given business organization.
LO2 Produce a customer experience map to create business opportunities and optimize customer touch points.
LO3 Investigate the impacts of digital technology on customer relationship management.
LO4 Apply effective customer experience management within an organizational context to maximize customer engagement.
Transferable skills and competencies developed.
You are articulating and explaining information effectively.
Investigation skills to conduct your analysis on the impact of digital technology on customer relationship management.
The ability to provide information based on analysis and interpretation of stimulus material.
We are communicating effectively in written form.
Commercial understanding is based on an awareness of the drivers for business success.
Recommend improvements in developing a quality customer experience.
Vocational scenario
Organization
Allaband Cars is a premium brand car manufacturer providing bespoke “top of the range” cars to an international market. It realizes it must compete with other top brands through effective design and excellent customer relationship management. The manufacture takes place in the East of England, within easy access to London, a series of regional airports and ferries to Europe. Allaband is inexperienced in customer engagement and onboarding and uses limited social media platforms concerning customer communications. It has not yet introduced a complete digital customer relationship management (CRM) system. It has not yet mapped the customer journey or examined the activities and actions at each customer touch point to create business opportunities.
Empire College London
Assignment Brief – BTEC (RQF)
HNC in Business & HND in BUSINESS (Business Management)
Role
You are employed by Allaband Cars as a trainee and have been allocated work in the marketing department. Your key roles include the following:
Explaining the needs and expectations of market segments for bespoke cars and excellent pre and after-sales services
Produce a customer experience map to create business opportunities and optimize customer touchpoints
Investigate the impacts of digital technology on customer relationship management
Apply effective customer experience management within Allaband Cars to maximize customer engagement.
Assignment activity and guidance As part of your work as a trainee at Allaband Cars, you have been asked to produce a briefing paper that can be presented to your line manager. This paper will help inform colleagues of best practices in customer relationship management as Allabannd Cars seek to improve its customers’ experience and gain a competitive advantage in markets worldwide for high-class cars.
You and your manager have been discussing market segments, including those based on geography and levels of income. They have decided to target high earners in markets in France, Germany, and the Netherlands together with areas in the Middle East such as Dubai and UAE. Also, markets in USA and Canada have been mentioned as income per head of the population is high there too.
You need to provide insight into how to explain the needs and expectations of market segments for high-class cars and what pre and post-sales services would be expected by high-earning and decerning customers with money and lifestyle attitudes towards perceived quality and practical design.
Your line manager has asked you to produce a customer experience map to create business opportunities and optimize customer touch points.
During your discussions with your line manager, the line manager asked you to investigate:
types of Customer Relationship Management (CRM) systems that are operational and analytical and how each contributes to the management of customer relationships
business interactions with current and potential customers via a choice of integrated digital marketing channels
digital content and the speed and consistency of exchanges and transactions that impact businesses
Empire College London
Assignment Brief – BTEC (RQF)
HNC in Business & HND in BUSINESS (Business Management)
the use of different social media platforms to raise awareness of products and services and communicate with customers.
You should include in your brieefing paper your findings following your investigation of the impacts of digital technology on customer relationship management and how it might apply to Allaband cars.
You should advise how effective customer experience management, engagement factors, and onboarding within Allaband Cars could maximize customer engagement. You may wish to record this advice using MP3 audio and a written transcript to add to your written briefing paper.
Within your submission, evaluate a broad range of different target customer groups’ needs and expectations in terms of customer engagement for Allaband Cars’ products and services, and analyze how customer touchpoints influence the behavior, responses, and actions of its customers to enhance the customer experience, critically evaluate CRM systems used for acquisition and retention of customers and evaluate the delivery of customer service strategies and communication, justifying and making valid recommendations for improvement in developing a quality customer experience.
Recommended Resources
Please note that the resources listed are examples to use as a starting point in your research – the list is not definitive.
Textbooks
BUTTLE, F. (2015) Customer Relationship Management: Concepts and Technologies. 3rd Ed. Oxford:
Routledge.
GOODMAN, J. (2019) Strategic Customer Service: Managing the Customer Experience to Increase
Positive Word of Mouth, Build Loyalty and Maximize Profits. 2nd Ed. Maidenhead: Amacom.
Websites
www.cca-global.com
Customer Care Association Global Research and publications (General reference)
www.mckinsey.com
McKinsey & Company The expanding role of design in creating an end-to-end customer experience (Article)
www.mindtools.coming Tools Customer Experience Mapping (General reference)
www.visual-paradigm.com Visual Paradigm What is Customer Experience Mapping?? (General reference and templates)
Empire College London
Assignment Brief – BTEC (RQF)
HNC in Business & HND in BUSINESS (Business Management)
Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO1 Explain the needs and expectations of market segments for products and services of a given business organization
LO1
P1 Explain the value and importance of understanding the needs, wants, and preferences of target customer groups for a business organization.
P2 Explore the different factors that drive and influence customer engagement of other target customer groups.
M1Review how customer engagement factors determine customer onboarding strategies for different target customer groups.
D1
Evaluate a broad range of different target customer groups’ needs and expectations regarding customer engagement for a prooduct and service.
LO2Produce a customer experience map to create business
LO2
opportunities and optimize customer touchpoints
P3 Create a customer experience map for a selected business organization.
P4 Discuss how the customer touch points throughout the customer experience create business opportunities.
Create a detailed customer experience map that charts the customer journey and examines the activities and actions taken at each customer touch point to create business opportunities.
D2 Analyse how customer touchpoints influence its customers’ behavior, responses, and actions to enhance the customer experience.
Empire College London
Assignment Brief – BTEC (RQF)
HNC in Business & HND in BUSINESS (Business Management)
Pass Merit Distinction
LO3 Investigate the impacts of digital technology on customer LO3 relationship management
P5 Examine how digital technology is employed in managing the customer experience, providing specific examples of customer relationship management (CRMM) systems.
M3Evaluate how digital technologies employed in managing the customer experience are changing CRM systems to acquire and retain customers effectively.
D3
Critically evaluate CRM systeems used in businesses for acquisition and retention of customers.
LO4 Apply effective customer experience management within an organizational context to maximize customer engagement.
P6 Illustrate customer service strategies in an organizational context.
P7 Demonstrate how customer service strategies create and develop the customer experience in a way that meets the needs of the customer and required business standards.
M4Review the application of customer service strategies in an organization and make recommendations for improvement.
LO4
D4
Evaluate the delivery of customer service strategies and communication, justifying and making valid recommmendations for improvement in developing a quality customer experience.
Empire College London
Assignment Brief – BTEC (RQF)
HNC in Business & HND in BUSINESS (Business Management)
Student Declaration
I certify that the contents of my assignment will be entirely my work, and I fully understand the consequences of plagiarism.
Signature: ………………………………….
Date: …………………………..
Resubmission Signature: ……………………………
Date: ………………………..
Plagiarism
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs, and students who break the rules, however innocently, will be penalized. You must keep a careful record of all sources you use, including all internet material. It is your responsibility to ensure that you understand correct referencing practices. These are referred to in the Handbook. Please consult the relevant unit lecturer or your course tutor if you need any further advice.