This document provides an assignment brief for a Pearson BTEC HND in Business qualification on managing the customer experience. It outlines two tasks that assess four learning outcomes related to understanding customer needs, producing a customer experience map, investigating digital technology impacts on customer relationship management, and applying effective customer experience strategies. For task one, students are asked to introduce an organization, analyze its target market segments, describe customer touchpoints and onboarding strategies, create a customer journey map, and discuss a potential customer experience issue. For task two, students must assess the organization's customer experience strategy, customer data collection and CRM system, suggest strategy improvements incorporating digital technology, and how to implement strategies to move from customer satisfaction to customer delight.

1. ASSIGNMENT BRIEF
QUALIFICATION UNIT NUMBER AND TITLE
PEARSON BTEC HND IN BUSINESS (RQF) Managing the Customer Experience (LEVEL 4)
INTERNAL VERIFIER UNIT TUTOR
DATE ISSUED SUBMISSION DATE RESUBMISSION DATE
20
th
Jun 2022 -
ASSIGNMENT TITLE Customer Experience in Organisational Context
LEARNING OUTCOME AND ASSESSMENT CRITERIA
Pass Merit Distinction
LO1 Explain the needs and expectations of market segments for products and/or
services of a given business organisation
D1 Evaluate a broad
range of different target
customer groups’ needs
and expectations in
terms of customer
engagement for a
product and/or service.
D2 Analyse how
customer touch points
influence the behavior,
responses and actions of
its customers to enhance
the customer
experience.
P1 Explain the value and importance of
understanding the needs, wants and
preferences of target customer groups
for a business organisation.
P2 Explore the different factors that
drive and influence customer
engagement of different target
customer groups.
M1 Review how customer engagement
factors determine customer onboarding
strategies for different target customer
groups.
LO2 Produce a customer experience map to create business opportunities and
optimize customer touch points
P3 Create a customer experience map for a
selected business organisation.
P4 Discuss how the customer touch points
throughout the customer experience create
business opportunities.
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.
LO3 Investigate the impacts of digital technology on customer relationship management D3 Critically evaluate CRM systems
used in businesses for acquisition
and retention of customers.
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.
LO4 Apply effective customer experience management within an organisational
context to maximise customer engagement.
D4 Evaluate the delivery of
customer service strategies and
communication, justifying and
making valid recommendations for
improvement in developing a
quality customer experience.
P6 Illustrate customer service strategies in
an organisational context.
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.
M4 Review the application of customer
service strategies in an organisation and
make recommendations for improvement.
SUBMISSION FORMAT
The submission is in the form of reports.
The reports should be written in a concise, formal business style using single spacing and font style Calibri 11. You
are required to make use of headings, paragraphs and subsections as appropriate, and all work must be
supported with research and referenced using the Harvard referencing system. Please also provide a

2. bibliography using the Harvard referencing system.The recommended word limit is specified.

3. TASK 1-SCENARIO AND GUIDANCE-LO1,LO2
You are a Customer Experience Rep at XYZ organization. XYZ organization operates in the service sector.
 Introduce the organization, highlighting its industry, service offering, competitors and target market.
 Carry out segmentation of the market. What is the company’s target market?
 While explaining the target market, describe the customer segments the organization is catering to in terms of their buyer
personas and perspectives. Why is it important to understand the target customer groups for a business organization?
 In your opinion, what are the customer touch points critical to this organization keeping in view the factors influencing the
engagement of the market it targets?
Based on the factors that drive the target market’s engagement describe suitable on boarding strategies for the targeted
segments.
 Make a customer journey map where you describe customer engagement at various touch points keeping in mind the buyer
persona as well as various stages of the customer journey. Highlight business opportunity creation at various touch points.
Present an analysis of engagement and influence of touch points in relation with enhancing customer experience.
 You have described customer engagement at various touch points. Explain a potential customer problem during engagement,
creating a scenario that will manifest certain customer experience. Highlight the interpretation of problematic customer
engagement taking in to account the association with customer experience. Discuss customer’s behaviour and actions at each
step. Highlight the organization’s stance and action.
TASK 2- GUIDANCE-LO3,LO4
Keeping in view the scenario above; describe the current Customer Experience Management Strategy being followed by your
organization.
 Explain the organization’s Customer Experience strategy.
 Assess how the strategy is enhancing customer experience.
 How is the customer data collected at your (XYZ-put name) organization? Is there a CRM in place? Critically analyse the
strategy putting forward its pros and cons in terms of retaining customers.
 Keeping in view your own critical analysis, customer engagement and the specific customer problem(s) explained in Task 1;
suggest improvements in Customer Experience Management Strategy being the Customer Experience Manager at your
organization.
 How is your organization using Digital technology for Customer Experience Management?
 Make connections with your analysis and suggest how the organization can incorporate digital media in their overall
Customer Experience Strategy (with focus on social media strategy and use of CRM systems).
 Highlight how to implement the strategies you suggested to move from customer satisfaction to delight.

4. EVIDENCE CHECKLIST SUMMARY OF EVIDENCE REQUIRED BY THE STUDENT
TASK 1-LO1,LO2 Report word limit 2500-3000 words
TASK 2-LO3,LO4 Report word limit 2500-3000 words