Customer Centric Research Assignment

Assignment xx$/50$ Marks $=$ xx$/20\%$ of your final grade.

Please check the evaluation schedule for due date.

INSTRUCTIONS:

Your professor has assigned a Lululemon company to you for this research assignment. Check the Gradebook

in eCentennial to view the Research Assignment feedback$/$comments area, and there you will see a

company to research. You will use ONLY the Internet to do your research.

Visit your assigned company$$s website. Glance through the company catalogue, explore the

website, try the company phone app, review the support and services the company offers, review the

company mission, vision, values, and annual report.

To create your submission, an APA report using MsWord, you will use the APA report TEMPLATE

provided by your professor.

TASKS:

Apply APA Report Formatting and Correct Spelling and Grammar $(10$ marks$)$

$$ Research reports require you to research your opinions, ideas, and facts for supporting

evidence. You must then show where you gathered this supporting evidence. You do this by

using in$-$text citations as needed as well as including a list of references at the end of the

report.

$$ Include an APA references page as the last page. Keep track of the websites $($sources of

information$)$ you use to gather facts and use them for in$-$text citations as well as in the list of

APA references at the end of the report.

$$ Use correct APA $7$th edition formatting guidelines. If you have not done citations in APA

format before this semester, please refer to the College Library site and APA referencing for a

guide.

$$ APA formatting is more than just adding citations and a reference list. Add a header to the

report which includes a page number and follows APA guidelines

$$ Ensure each topic has a heading formatted in accordance with APA guidelines.

$$ Begin the References page at the top of a new page.

$$ Ensure the report is double$-$line spaced with no gaps between headings or paragraphs.

$$ Spellcheck your work before submitting it$.$

$$ Proofread your report before submitting it for completion of tasks, flow of content, sentence

structure, spelling, grammar.

$$ Kerri Shields Page $2$ of $3$

This document is created for MGMT$223$ at Centennial College and should not be shared elsewhere.

Complete Page $1$: Title Page and File Info. $(4$ marks$)$

$$ Use the template provided and rename the file to $$Customer Centric Research Assignment$.$

$$ Replace bracketed information, $[$xxx$],$ with the corresponding information on the report title

page. Ensure brackets are removed. Ensure all other information on the page is correct.

$$ Add a comment to the File, Properties showing $$MGMT$223$ APA Report by ZZZ$$ and replace

ZZZ with your actual name.

Complete Page $2$: Customer Centricity at $[$Company name$]$

$(4$ marks, $1$ for each supported point made$)$

$$ Replace bracketed information, $[$Company name$],$ with the company name you were assigned.

$$ Explain what the company$$s is saying about customer care $($customer experience, customer

service, customer centricity$).$ You may locate some of this information within the company

vision, mission, or values statements.

$$ Discuss how the company communicates its treatment of customers.

$$ Discuss how customers are aware of their rights and responsibilities as determined by the

company.

$$ Discuss how employees are informed of the company$$s expectations for customer care.

$$ Use in$-$text citations to support your statements and show evidence of research. Include

references on an APA formatted References page in alphabetical order.

$$ Use an extra page if needed, do not leave a gap between the last topic and this one$$APA

formatting does not require that headings begin on new pages.

Page $3$: Three Company Customer Centric Initiatives

$(5$ marks for each initiative fully explained $=15$ marks$)$

$$ Replace level $2$ headings, $[$Title of$...],$ with each initiative$$s name.

$$ Discuss three $(3)$ different initiatives the company has implemented $($within the past $5$ years$)$ in

an attempt to be more customer centric.Page $4$: Customer Journey Map $(9$ marks, one for each table cell content$)$

$$ An example of a customer journey map was provided in Module $1,$ LinkedIn Learning, Creating

a Positive Customer Experience.

$$ An example persona might be Robin. Robin is married, no children, high$-$school teacher,

buying a water paddle board from Surf$$s Up company, lives in an apartment, repeat buyer

$($already owns one paddle board$).$ Using a buyer persona, we could map the customer journey

by imagining Robin$$s needs and wants and the experiences this customer has in the presale,

sale, and post sale stages of the customer journey.

$$ Your task is to invent a buyer persona. This could be$,$ for example, a college student, living

where, working$/$not working, family$/$no family, hobbies, likes$/$dislikes$?($Feel free to invent

persona attributes$).$ You will create a purchasing scenario for your persona, assuming they will

$$ Kerri Shields Page $3$ of $3$

This document is created for MGMT$22$