Evaluating and Improving Customer Experience in Retail

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)
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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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