| Higher Nationals Assignment Brief | |
| Qualification Title | Pearson BTec Level 5 Higher National Diploma in Business |
| Unit Number and Title | Unit 16: Managing the Customer Service |
| Assignment Title | Improving the Customer Service Experience |
| Submission format |
This submission should include the following documents: 1) A report that makes effective use of a table of contents with an introduction, sub-headings, bullet points, recommendations, and conclusion. 2) A customer experience map and briefing paper. All work must be supported by research and referenced using the Harvard referencing system (or an alternative system). You will need to provide a bibliography using the Harvard referencing system (or an alternative system). Inaccurate use of referencing may lead to issues of plagiarism if not applied correctly. The recommended word limit is 3,000 - 3,500 words, although you will not be penalised for going under or exceeding the total word limit. |
| LO1 | Explain the needs and expectations of market segments for products or services of a given 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 service relationship management. |
| LO4 | Apply effective customer experience management within an organizational context to maximise customer engagement. |
| Vocationa Scenario | Your role as Customer Service Experience Manager is to liaise with inhouse and London departmental managers including Marketing to discuss the effectiveness of existing customer touchpoints and monitor and report on their effectiveness and propose new or improved strategies. |
| Assignment activity and guidance | |
| i) | You should explain the needs and expectations of market segments for products and services at Boden, understanding customer needs and wants. This includes providing advice on how effective customer engagement factors determine customer onboarding with Boden and how it could maximize customer engagement. |
| ii) | Produce a detailed customer experience map that charts the customer journey and examines the activities and actions taken at each customer touchpoint in order to create new business opportunities and optimize the customer experience. |
| iii) | Investigate the impacts of new and existing digital technologies on customer relationship management (CRM) and how it might apply to Boden. This includes identifying the use of different social media platforms to raise awareness of products and services and communication to customers and how effective it is in retaining customers. |
| iv) | Produce a customer service experience map explaining how the customer touchpoints throughout the customer experience create new business opportunities and optimize customer touchpoints. |
In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The assessment criteria for a pass grade describe the level of achievement required to pass this unit.
| Assessment and grading criteria | |||||
| To achieve a pass grade the evidence must show that the learner able to: | To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to: | To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to: | |||
| P1 | Explain the value and importance of understanding the needs, wants and preferences of target customer groups for a business organisation. | M1 | Review 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 in terms of customer engagement for a product and/or service. |
| P2 | Explore the different factors that drive and influence customer engagement of different target customer groups. | ||||
| P3 | Create a customer experience map for a selected business organisation. | M2 | 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 touch points influence the behaviour, responses and actions of its customers to enhance the customer experience. |
| P4 | Discuss how the customer touch points throughout the customer experience create business opportunities. | ||||
| P5 | Examine how digital technology is employed in managing the customer experience providing specific examples of customer relationship management (CRM) systems. | M3 | Evaluate how digital technologies employed in managing the customer experience are changing CRM systems to acquire and retain customers effectively. | D3 | Critically evaluate CRM systems used in businesses for acquisition and retention of customers. |
| P6 | Illustrate customer service strategies in an organisational context. | M4 | Review the application of customer service strategies in an organisation and make recommendations for improvement. | D4 | Evaluate the delivery of customer service strategies and communication, justifying and making valid recommendations for improvement in developing a quality customer experience. |
| 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. | ||||
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