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). CUSLUITICI SVENS ZI12- UCLCIDCT ZUZT Task 3 - Briefing paper Learning Outcomes covered in Task 3: LOS, LOG Please refer to the module specification for Learning Outcome details. Measuring and Monitoring Building on your responses to Tasks 1 and 2, and in line with your selected theme, you are required to carry out the following. (a) Identify and justify your choice of TWO key metrics that will provide your chosen organisation with ongoing customer insight into the key customer segment. AC5.2 (8 marks) (b) Prepare a research proposal to gain insight into the future behaviour of the key customer segment; your proposal should include: research objectives primary and secondary research methods choice of sampling method ethical considerations. AC5.1, AC6.1 (20 marks) (c) Discuss the challenges your chosen organisation might face in evaluating the research findings, and the limitations of the selected research methods chosen in Task 3 (b). AC6.2 (7 marks) (Total - 35 marks) (Tasks 3 (a) to 3 (c) maximum word count - 1,750 words)