In this task, you will demonstrate your ability to align the customer experience to the brand and value proposition, analyze the customer journey, explain the practices of customer experience management, and create the components of a customer experience strategy aligned with the organization and brand values. Use the information provided in the attached scenario to complete this assessment.
Scenario
Refer to the information in the attached “Task 3 Scenario” in the Supporting Documents section below.
Requirements
You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course. Tasks may not be submitted as cloud links, such as links to Google Docs, Google Slides, OneDrive, etc., unless specified in the task requirements. All other submissions must be file types that are uploaded and submitted as attachments (e.g., .docx, .pdf, .ppt). Note: This performance assessment task requires analyzing information presented in images within the attached “Task 3 Scenario.” To ensure fairness for all learners, a PowerPoint (.pptx file) version of these images are provided. The PowerPoint file for each image is attached as a separate PowerPoint document: “Customer Personas.”
A. Using the information provided in the scenario, complete the following:
1. Describe Natural Energy drink’s current customer experience strategy and how it aligns with the brand promise and value proposition.
2. Recommend three areas that should be improved for the customer experience strategy.
a. Explain how each of these three areas would improve alignment with the organization and brand values.
b. Explain how each of the three improvement areas in A2 address the customer service complaints described in the scenario.
3. Describe the following for each of the five stages of Eva’s customer journey using the attached “Customer Journey Map” supporting document:
a. customer activities
b. customer goals
c. touchpoints
d. pain points
e. business goals
B. Explain the opportunity and benefit of implementing a customer-advocate strategy, using information provided in the scenario.
C. Acknowledge sources, using in-text citations and references, for content that is quoted, paraphrased, or summarized.
D. Demonstrate professional communication in the content and presentation of your submission.