Customer Experience Strategy

Task 2: : Create a consumer persona of a millennial age 30-35yrs ensuring the following elements
are identified and explained:
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Demography
Profile
Motivation
Goals
Painpoints
Using the consumer persona above, conduct a comparative analysis of customer journey maps from
two different industries (your chosen company (BT EE, UK) and Domino’s Pizza), highlighting the key
differences in their approach to managing customer experiences. Ensure the following elements of a
customer journey map are used for the comparison:
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Stages of the journey
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Activities at each stage
Feelings each activity will elicit
Needs each activity will fulfil
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Opportunities for improvement
Guidelines:
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Understand the concept of consumer persona
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Understand the concept of customer journey mapping
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Analyse and document each customer journey
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Identify and highlight key differences
Present findings and recommendations
Insert the information below into a consumer persona and customer journey
templates and build on it inline with the tasks criteria
Consumer Persona
Demography: James Thompson is a 33-year-old residing in Manchester, UK. He
holds a master’s degree and earns £45,000 per year as a mid-level manager in a tech
company. He is married with one child.
Profile: James has a passion for technology, fitness, and digital innovation. He works
late hours on weekdays and occasionally on Saturdays. He enjoys spending time with
his family.
Motivation: James values a stable and high-speed internet connection for both
professional and personal use.
Goals: Professionally, James seeks productivity and stays updated on emerging
technologies. He aims to provide his family with the best digital entertainment and
communication solutions.
Pain Points: James is frustrated by any internet connection issues, as connectivity is
crucial for both work and personal life. He also wishes he could spend more time
with his family.
Comparative Analysis of Customer Journey Maps
Customer Journey for BT Group EE
1. Awareness:
Activities: Exposure to EE’s online ads, social media promotions, and celebrity
endorsements.
Feelings: Curiosity about EE’s network advantages.
Needs: Information on network coverage, speed, and cost.
Opportunities: Enhance online presence and targeted ads.
2. Consideration:
Activities: Visiting EE’s website, selecting plans, and analyzing coverage.
Feelings: Evaluative, weighing pros and cons.
Needs: Detailed, transparent information about plans.
Opportunities: Provide interactive tools for plan comparisons and user reviews.
3. Purchase:
Activities: Registering for a service plan online or in-store, redeeming promotions.
Feelings: Excitement mixed with caution.
Needs: Easy sign-up process, clear terms and conditions.
Opportunities: Simplify the purchase process and offer live chat support.
4. Onboarding:
Activities: Service configuration, app installation, welcome communications.
Feelings: Eagerness to start using the service.
Needs: Clear instructions and initial customer support.
Opportunities: Offer step-by-step guides and proactive follow-ups.
5. Usage:
Activities: Regular use of services, accessing customer support.
Feelings: Satisfaction or frustration based on service reliability.
Needs: Consistent performance and easy access to support.
Opportunities: Regular check-ins and personalized tips.
6. Loyalty:
Activities: Participation in loyalty programs, feedback, and referrals.
Feelings: Feeling valued and rewarded.
Needs: Recognition and rewards for loyalty.
Opportunities: Develop loyalty programs and referral incentives.
Customer Journey for Domino’s Pizza
1. Awareness:
Activities: Exposure to ads via TV, social media, or email promotions.
Feelings: Craving and curiosity.
Needs: Information on menu and promotions.
Opportunities: Frequent promotional campaigns.
2. Consideration:
Activities: Visiting the website or app, viewing the menu, reading reviews.
Feelings: Anticipation and decision-making.
Needs: Clear menu and customer reviews.
Opportunities: User-friendly interface.
3. Purchase:
Activities: Ordering via website or app, using discount codes.
Feelings: Eager anticipation.
Needs: Quick and easy ordering process.
Opportunities: Streamline the process.
4. Delivery:
Activities: Order tracking and receiving delivery.
Feelings: Excitement and hunger.
Needs: Accurate delivery time and prompt service.
Opportunities: Enhance tracking and ensure timely delivery.
5. Usage:
Activities: Consuming the food, and sharing on social media.
Feelings: Satisfaction if expectations are met.
Needs: High-quality, tasty food.
Opportunities: Encourage social media sharing.
6. Loyalty:
Activities: Participation in loyalty programs, providing feedback, reordering.
Feelings: Gratitude for rewards and continued loyalty.
Needs: Recognition and consistent promotions.
Opportunities: Enhance loyalty programs.
Task 3: Identify and explain three CX metrics for your chosen company and suggest two areas of
improvement for each.
Guidelines:
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Identify and define the three CX metrics you will analyse, such as any three amongst the
ones taught in class and available in the topic workbook/class slides (Customer Effort Score
(CES), Increasing customer equity and LTV, and Net Promoters Score (NPS)
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Provide a detailed explanation of each CX metric, including how it is measured and why it is
important for the company.
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Evaluate the company’s current performance for each CX metric using data or examples.
Identify two specific areas for improvement for each metric.
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Propose actionable strategies for improving each identified area. Ensure the suggestions are
practical and tailored to the company’s context.
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Organize the response in a clear, structured format with headings and subheadings. Use
bullet points or numbered lists for clarity. Ensure the response is concise and focused.
Example:
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Introduction
CX Metrics and Explanation
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Current Performance Analysis
Areas for Improvement
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Suggested Strategies
Task 4: Identify and analyse five key strategies and practices your chosen company uses to ensure a
seamless omni-channel customer experience. Discuss the effectiveness of these strategies and
suggest three improvements.
Guidelines:
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Introduction- Brief overview of the chosen company and its importance in the industry.
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5 key strategies and practice- detailed description of the company’s omni-channel strategies.
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Effectiveness Analysis- Assessment of the strategies’ effectiveness with supporting data.
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Strengths and Weaknesses- Balanced discussion on what works well and areas needing
improvement.
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Suggestions for Improvement- Identification of three key improvements with actionable
recommendations.
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Conclusion- Summary of key points and final thoughts on the company’s omni-channel
customer experience.
Additional guideline
Demonstration of outstanding knowledge and explanation of CX performance metrics with excellent
application to your chosen company product. Flawless evaluation of effectiveness and improvements.
Suggested Structure: The report structure should include the following sections:
Introduction
200 words (At the beginning of your report, name your company, product, and
country & what is included in the report)
Introduction
Task 2
600 words
Task 3.
500 words
Task 4
500 words
Conclusion
200 words (At the end of your report provide a conclusion on how
effective your chosen company product/service CX strategy is, using evidence from the previous six
tasks to support your reasoning).
References: Please cite every content that isn’t your idea, consulted either printed or on-line, you
must include it in the list of your references and dates of internet access where applicable. Use
Havard Referencing only with at least 15 references.
Appendix (if appropriate): Appendices contain additional information which would be too detailed to
include in the main body. Typical examples of information included in appendices can be glossaries
(if it is a technical report), tables with supporting statistical data, examples of research and so on.