USE THEME 2

Theme 2: Retaining customers and building loyalty The ability to meet specific customers' needs and retain their custom is critical for most organisations, with loyalty driving sustained profitability. Customer loyalty is earned through having a strong understanding of their needs, both theoretical and in context. Your manager has asked you to develop customer-centric insights into loyalty focusing on a specific segment, to improve retention and build customer loyalty. In your assignment you will need to focus on one specific segment and consider the behaviour of these existing customers and the influences on their behaviour. You will then need to review their customer experience and how it could be enhanced as well as gaining insight into future behaviour. You should also propose measuring and monitoring processes that could be used to assess how customers' ongoing and evolving needs are being met. Theme 3: Sustaining brand reputation Today's consumers place significant value on brands, and their perception of brands is shaped by many complex individual and group influences, as well as their experience through the customer journey. Your manager has asked you to review the internal and external factors shaping customer perceptions, and develop insights that focus on sustaining your organisation's brand reputation (or sustaining the brand reputation of one of its products/services). Customer Insights (2112) - December 2021 Task 1 - Briefing paper Learning Outcomes covered in Task 1: LO1, LO2 Please refer to the module specification for Learning Outcome details. Fundamentals of Customer Behaviour In line with the theme you have selected for this assignment, you are required to carry out the following. (a) Provide a background to your chosen organisation, including: organisation name organisation information - to include type of organisation, size of organisation, range of products and services, customer base and main competitors stakeholders - identify your organisation's key internal and external stakeholders, with a brief explanation prioritising key stakeholders relevant to the chosen theme key customer segment - a clear description of the selected key customer segment theme chosen and rationale for choice. (5 marks) (b) Detail the approach to segmentation, targeting and positioning that has determined your choice of key customer segment in Task 1 (a), to achieve competitiveness within the marketplace. (b) Detail the approach to segmentation, targeting and positioning that has determined your choice of key customer segment in Task 1 (a), to achieve competitiveness within the marketplace. AC1.1, AC1.2 (c) Outline TWO key individual factors and TWO group influences affecting the behaviour of the key customer segment and discuss how these factors influence the behaviour of the key customer segment. (7 marks) AC2.1 (8 marks) Continued VERSION 1 - 30.04.21 Page 6 of 13 Customer Insights (2112) - December 2021 (d) Evaluate which elements of the extended marketing mix are most important in meeting the specific requirements of the key customer segment, giving reasons for your choice. AC2.2 (15 marks) (Total - 35 marks) (Organisation summary maximum page count - two sides of A4 paper) (Tasks 1 (b) to 1 (d) maximum word count - 1,500 words)