This assessment utilises concepts learned in Module 3 (Chapter 3 of the textbook on Consumer needs and motivation, and Chapter 4 Personality and self-concept); Module 4 (Chapters 5 Consumer perception, and 7 Consumer attitudes from the textbook); Module 5 (Chapter 14 Consumer decision-making from the textbook, plus course content on Customer Journey in Module 5); Module 6 (whenever relevant); and Module 7 (course content on Research, measuring and reporting on customer experiences).
Textbook:- Thompson, AA, Peteraf, MA, Gamble, J (John E. & Strickland, AJ (Alonzo J. 2019, Crafting and executing strategy : the quest for competitive advantage: concepts and cases, 22nd edn, McGraw-Hill Education. (Dera expert: temporary access for text book on vitalsource websiteas follows:- https://login.vitalsource.com/?redirect_uri=https%3A%2F%2Fbookshelf.vitalsource.com%2Fuser%2Fsignin&brand=bookshelf.vitalsource.com User name = firstname.lastname@example.org and password = Study4MY@2022)
The task is a 3000 word written report where a high involvement service experience needs to be selected. The perception of the retailer as well as factors influencing the decision-making process (utilising relevant CB theory) need to be analysed. The customer journey map, personal experience at each stage (using the simplified customer journey map) as well as moments of truth (using the prescribed scholarship article) need to be elaborated. On the basis of the analysis, recommendations with respect to improving customer satisfaction and loyalty need to be made. Recommendations need to be supported by literature.
Demonstrate advanced conceptual understanding of consumer behaviour and customer experience management theories and practices. [LO#1]
Critically analyse the influence of various factors on consumer decision-making and purchasing behaviour. [LO#2]
Demonstrate the ability to evaluate, synthesise and apply innovative approaches, techniques and perspectives to consumer behaviour and customer experience management. [LO#3]
Recommend appropriate marketing strategies in a variety of marketing scenarios based on in-depth analysis of consumer behaviour within target markets. [LO#4]
Communicate customer experience knowledge, skills and ideas to others clearly, persuasively and credibly through customer journey mapping, deriving recommendations to enhance customer experience. [LO#5]
Choose a product and/or a service (from a high involvement category) that you have purchased.
1. Use the Capstone assessment template to create a Customer Journey Map (Dear Expert-Use First Person writing) for the purchase. In your Customer Journey Map:
Elaborate on goals, actions, thoughts and feelings corresponding with your experience during the pre-sale stage (touching on awareness and consideration), sale stage (touching on selection and purchase) and post-purchase stage (touching on satisfaction, loyalty and advocacy).
Assess your experience at each stage ranging from great to negative. Note your reasons.
2. Utilise perception theory to analyse your perception of the retailer and of the service and/or product offered. (Dear Expert-Use Third Person writing)
3. What influenced your decision-making process? Consider internal factors (such as your needs, motivation, personality etc.) coupled with external factors (i.e. family, social pressure, culture, stimuli (advertising, etc.), word-of-mouth, country-of-origin). The theoretical model on decision-making serves as a foundation to tackle this analysis. (Dear Expert-Use Third Person writing)
4. Elaborate on the ‘Moments of Truth’ with accompanying emotions (i.e. WOW moments/Pleasure points, Pain Points, and Equity Points) occurring in your Customer Journey (ensure that it matches with the last page of your simplified customer journey map). (Dear Expert-Use Third Person writing)
Required reading: (Dear expert: Please find downloaded copy provided)-focus on the ‘Building Block I: Touchpoints, Building Block 2: Context, Building Block 3: Qualities, and refer to Figure 2 of the article. Refer to page 17 of the article for TCQ check list for CX management.
De Keyser, A, Verleye, K, Lemon, KN, Keiningham, TL & Klaus, P 2020, ‘Moving the customer experience field forward: introducing the touchpoints, context, qualities (TCQ) nomenclature’, Journal of Service Research, vol. 23, no. 4, pp. 433-455, DOI: https://doi.org/10.1177/1094670520928390.
Where does the retailer need to fix or remove touchpoints to improve the customer experience (CX) based on these ‘Moments of Truth’? Incorporate De Keyser et al.’s (2020) ideas on CX Audit, proposing specific actions to eliminate existing Pain Points (see Step 4 in CX Audit).
Similarly, consider the CX Innovation and Design Steps outlined by De Keyser et al. (2020) and discuss which step/s may improve and elevate future CX to a new level, answering the following questions:
What qualities are customers like you looking for/expecting at the various touchpoints in the consumer journey?
What contextual data can and/or should be collected to enhance touchpoints so that they allow specific qualities to occur?
What are the most likely opportunities to innovate and differentiate CX?
5. Considering the above in relation to your purchase, make recommendationsthat you believe would increase consumer satisfaction and loyalty. Recommendations should be rooted on your analysis above (i.e. no new issues should be discussed here), and supported by consumer behaviour literature. Ensure that your recommendations are ethical.