Evaluation Breakdown (30 marks):

Introduction 2 marks

Provide a brief introduction to the business and why it was selected for this report.

Analysis/Description 18 marks

Discuss each of the 6 Pillars of Customer Experience by explaining how the business youve selected, delivers on each of the Pillars and analyze/interpret how this business successfully achieves OR fails to achieve experience excellence. Discuss each Pillar individually by providing concrete examples.

Summary / Analysis 5 marks

Provide a high-level summary of your assessment. Identify any gaps or potential risks based on the weaknesses of any Pillar(s). Analyze and interpret how this business is doing in terms of Experience Excellence, from a customers point of view. Identify weaknesses. Draw on personal observation, experienceand expectations.

Research 2 marks

Its expected that you will use at least 1 source for research. Please cite correctly using APA Citation.

Style/Format 3 marks

Including layout, organization, spelling, grammar, word count

Report a minimum of 250 words or submit a 3-minute plus video, Loom or otherwise. Students should recall CRM concepts, the 6 Pillars of Customer Experience Excellence, and The Experience Economy video; topics covered in Weeks 1 & 2.

The Six (6) Pillars of Customer Experience Excellence (Source: KPMG)

Personalization

Using individualized attention to drive an emotional connection

Integrity

Being trustworthy and engendering trust

Expectations

Managing, meeting and exceeding customer expectations

Resolution

Turning a poor experience into a great one

Time and Effort

Minimizing customer effort and creating frictionless processes

Empathy

Achieving an understanding of the customers circumstances to drive deep rapport