Evaluating and Improving Customer Experience in Retail

This assignment focuses on evaluating and improving customer experience in a retail setting. Students will learn how to use measures and metrics to evaluate the current customer experience and devise strategies to enhance it. The assignment covers topics such as customer journey, touchpoints, benefits and limitations of measures and metrics, and recommendations for improving customer experience.

NATIONAL ECONOMICS UNIVERSITY
INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS
BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)ASSIGNMENT BRIEF
Unit Code, NumberandTitle L/618/5120 - Unit33: Marketing Insights and Analytics
Semester and AcademicYear Semester 1 / Academic year 2022 - 2023
UnitAssessor(s) Le Thi Thu Mai / Nguyen Minh Duong / Pham Thai Ha Anh
Component NumberandTitle MIA A2.1: Evaluating and improving customerexperience within a given
organizational context
Issue Date November 10th, 2022
SubmissionDate 10:00 am, Friday, 9 December,2022
(soft-copy only via Moodle)
Student name
NEU Student ID Pearson ID
Learner declaration I certify that the evidence submitted for this assignmentis my own. I have
clearly referenced any sources used in the work. I understand that false
declaration is a form of malpractice.
Student name / Signature Date:
Submission format
This is an individual assignment.
The submission format is in the form of an E-report. Please refer the “Turnitin Submission Rules”
that was posted on Moodle.
The file on Turnitin must be in Word format and include the first page of this cover sheet. The first
page of the cover sheet should be in the picture format in order to ensure the accepted similarity of
Turnitin.
The similarity allowed is up to 25% after excluding references.
Name of the file includes Student ID_Unitname_Assessment no. (E.g. “1010001_MIA_A1.1”)
Ensure that authenticity declaration has been signed electronically.
Plagiarismis unacceptable. Studentsmustciteallsourcesand input
theinformationbyparaphrasing,summarising or usingdirectquotes. A Referral Grade isgiven when
Plagiarismisidentified in yourwork. There are noexceptions.
Your evidence/findingsmustbe cited using Harvard Referencing Style. Please refer to Reference
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guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.
This assignment should be written in a concise, formal business style using Arial 11 or Times New
Roman 13 font size and 1.5 spacing.
The word limit is 4000 words (+/- 10%).
 YouMUSTcomplete and submit softcopyof your workon the due datesstated on Assignment brief.
Alllate workis not allowed to submit. Thisruleisnot waived under anycircumstances.
 Read ALL Instructionson thisPage andreviewthe Pass, Meritand Distinction criteria carefully. To
pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet. To
achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).
Unit Learning Outcomes
LO3: Evaluate measures and metrics that seek to improve customer experience for a range of products
and services
LO4:Devise measures and metrics to improve customer experience within a given organisational context
Vocational Scenario
Customer experience is the combination of interactions between customers and organizations throughout
the customer lifecycle from awareness, consideration, conversion, retention and advocacy. Customer
experience can be evaluated with a mix of measures and metrics. Based on this evaluation, organizations
can make plans to improve customer experience for their products and services.
Your task
Select one retailer outlet to be your ‘client’. This retailer can be a fashion store, an electronics store, a
supermarket, a cosmetics store or any type of store/outlets that are operating in Vietnam. As a marketing
consultant, you have been commissioned by this company to suggest how you would evaluate the
currentcustomer experience of the retailer with specific measures and metrics. Based on your evaluation,
you are expected to devise measures and metrics to improve customer experience of your client.
To do so, you will apply your knowledge of measures and metrics you have learnt in the course (any of the
following: Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), First Response Time,
Customer Effort Score (CES), Average Resolution Time, conversion rates, complaints and complaint
handling, customer retention: rate, loyalty and churn, customer lifetime value, AI and customer behaviour
tracking, etc.). Then you should be able to devise metrics and measures at different touch points in the
customer journey to improve the customer experience for your client.
Assignment activity and guidance
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You are preparing to write a report to your client. The report encompasses two sections.
Task 1: Evaluating the current customer experience of your client with measures and metrics.
In this section of the report, you need to discuss and analyze the following areas:
- Identify the current customer journey with specific touchpoints of your client.
- What kinds of measures and metrics would you suggest to be applied to evaluate the customer
experience at each customer touchpoint of your client?
- What are the benefits of using these measures/metrics?
- What are the limitations of using these measures/metrics?
- How you will use these measures/metrics to evaluate the current customer experience of your
client?
Task 2: Devise measures and metrics to improve customer experience of your client.
You should RECOMMEND a new customer journey with specific customer touch points of your
client’s target customers. This customer journey should be different from the current customer journey of
your client and is expected to lead to enhanced customer experience. Then, you are expected to devise
measures and metrics at different touch points in this recommended customer journey to improve the
customer experience for your client.
Hints:
- Recommend a NEW customer journey for your client, justifying how it is different from the
current one.
- Suggest which measures and metrics should be used at each customer touchpoint to evaluate
the customer experience. Discuss benefits and limitations of each measure/metric.
- Suggest how to apply those measures/metrics to evaluate the customer experience.
Learning Outcomes and Assessment Criteria
Pass Merit Distinction
LO3: Evaluate measures and metrics that seek to improve customer experiences for a range of products
and services
P4 Evaluate methods for monitoring
and improving the customer
experience for different products and
services.
P5 Compare and contrast the benefits
and limitations of customer experience
metrics.
M3:Critically assess the validity,
reliability and suitability of
methods for improving customer
experience.
D2 Justify recommendations for
improving customer experience.
LO4: Devise measures and metrics to improve customer experience within a given organisational context.
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P6: Recommend ways to improve
customer experience in a chosen
organisation, using measures and
metrics.
M4: Make recommendations for
improvements to customer
experience in a chosen
organisation, using a range of
measures and metrics.
D3 Justify the use of a range of
appropriate measures and
metrics to improve the customer
experience in a chosen
organisation.
* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed by the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.
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