You may work together with another student to create a presentation in which you analyze a great customer experience, and a bad one.
Create and submit a presentation in which you analyze a great customer experience (CX) based on the CX learning from Chap. 4 of the text, as well as a poor CX brand experience. You may be assigned to deliver the presentation in the next class session. Include the following:
What are the different aspects of the brand experience that work well to create a great CX, the multiple “touchpoints” and channels? In the poor example, what aspects detract from a good CX and why?
What key data insights have informed this marketer’s strategy?
Identify key points in the customer brand experience and purchase journey, and what CX components are instrumental to these points.
We have learned that the CX is a multidimensional construct focusing on a combination of emotional, accessible and functional components (see figure 4.5 from Ch. 4 of your textbook). Discuss each of these components in your examples.
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