Marketing Insights and Analytics Unit 33

Marketing Insight and
Analytics

Contents
INTRODUCTION...........................................................................................................................1
Examining stages of consumer decision making journey in context to products and services
under different businesses............................................................................................................1
Discussing significances of mapping a path for marketers to purchase along with
understanding of consumer decision making...............................................................................3
Evaluating consumer decision making process for a range of products and services in different
businesses.....................................................................................................................................5
Designing strategy for consumer experience through selecting appropriate techniques to
increase customer experience with motive of meeting organisational objectives.......................5
Critical evaluation of customer experience strategy through selection of appropriate techniques
in order to enhance customer experience to maximise market opportunities..............................8
Critical evaluation of customer's decision-making process for development of their experience
......................................................................................................................................................8
Evaluating ways to monitor and improve customer experience for various products as well as
services in market........................................................................................................................8
Comparison and contraction between benefits and limitations of consumer experience matrix
....................................................................................................................................................10
Critical assessment of validity, reliability and suitability of consumer satisfaction methods to
make it more improved..............................................................................................................11
Justification of recommendation to improve satisfaction of customers.....................................11
Recommendations regarding ways which can be adopted to improve customer experience in
chosen organisation through the use of measure and metrics....................................................12
Provide recommendations to make improvements in customer experiences in a chosen
organisation through use of metrics and measures....................................................................13
Justifications regarding use of appropriate measures and metrics which can improve customer
experience in chosen organisation.............................................................................................13
CONCLUSION.............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is defined as an action to influence offering of goods as well as services in the
market. It includes various methods and channels in different communities. Consumer decision is
the state in which person is willing to buy a product or not at the particular price. Marketing can
enhance consumer’s decision towards a product by different ways. Marketers can map a path by
using different marketing tools that helps to understand consumer decision making (Bailey,
2020). After Covid 19 banking industry of UK have impacted the both organisations as Lloyds
Bank and Barclays Bank. Impact on banking sector can be dangerous to economy of a country
and it must be treated with accurate measures. Marketing may help businesses to recover by
influencing customers behaviour. Enhancing customer experience can provide benefits to both
banks operating in economy of United Kingdom.
The report presented below highlights stages and roadmap in different organisations to
understand consumer's decisions making journey. It also includes techniques and strategies for
enhancing customer experience towards different products. The report also covers comparison
and recommendations for measures, benefits and limitations in customer experiences.
Examining stages of consumer decision making journey in context to products and services
under different businesses
Consumer behaviour is state of mind in context to individual, group or organisation about
choosing, buying as well as consuming products in the market for the purpose of satisfaction. It
is very important for every business to study consumer behaviour for reaching success and
objectives (Birn and Stone, 2021). In Lloyds Bank and Barclays Bank, consumer behaviour can
be influence by management by applying various tools of marketing. There are different factors
that affects customer buying behaviour in products of banks along with level of involvement.
Some factors are mentioned below as:
Personal: Personal factors in United Kingdom economy affecting consumer buying
behaviour includes age, occupation, personality and lifestyle of individual. In Lloyds Bank, age
of consumers are affecting behaviour. Whereas in Barclays Bank, their lifestyle is impacting
customers towards products and services.
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