Your group will act as the Customer Experience Transformation Team for a company of your choosing. In this role, your team will recommend improvements to the customer experience your client is currently providing. I recommend that you choose a company that most group members are very familiar with. You will submit your project via a written report which your group will post on Brightspace.

In addition, each group member must submit a peer evaluation to Anne, via Brightspace, by April $16$ at $11$:$59$pm$.$ The peer evaluation template is posted on Brightspace. Failure to do this will result in a $10\%$ reduction in your group project mark.

Your Task:

You will do the following steps:

Create a CX vision statement. To get to this vision statement, please complete a customized version of the template provided in the Week $3$ lecture $($Lego CX Vision Statement assignment$),$ and include it within the appendices.

Identify business objectives $/$ problems. As a CX Transformation Team in the $$real world$,$ you would be working to improve customer experiences for multiple targets, journeys, and business objectives. However, within this project scope, you are only expected to focus on $1-2$ business objectives. Based on some secondary research and your own personal knowledge, identify $1-2$ customer business objectives or problems that you will seek to improve.

Choose a target and journey that you will focus on$.$ Within this project scope, you are expected to tackle improving $1$ customer journey for $1$ target $($persona$)$ the business objective will guide your choice of persona and journey.

Conduct CX research. Using your personal social network, conduct at least $8$ qualitative one$-$on$-$one interviews with customers of the company$/$brand you$$ve chosen. You can do these in$-$person, by phone, Zoom, or another option of your choice. Choose interviewees who you judge to fall into the target you selected in #$3.$ Ensure that you create and follow a discussion guide to provide structure to these interviews $($include your discussion guide in your appendices$).$ Within the body of your report, provide a summary of your research findings.

Create a persona. Based on the research that you conducted in the previous step, create a professional persona. It is recommended that you use Extensio to visualize your persona.

Create a journey map. Create a professional journey map using software of your choice $($some good choices: Microsoft Visio, Smaply, Powerpoint$).$ Ensure to include all the important journey map elements that we discussed in class. The journey map should flow logically from the CX research you conducted and persona you created in the previous steps.

Provide CX improvement recommendations. Based on the journey map, provide $2-4$ recommendations on how the customer experience for your chosen persona$/$journey can be improved. Ensure the recommendations flow logically from the research$/$persona$/$journey map and address the business objectives$/$problem$.$

Create a measurement plan. Discuss how will measure the success of your CX improvement recommendations. It is recommended that you create a scorecard which identifies the KPIs to be tracked.

Written Format:

Make your report easy to read; incorporate ideas from MARK$4005$

Use bullet points, subheadings, underlining, indents italics, etc.

Use appendices where appropriate $($and refer to them within the body of the report$)$

Edit carefully

Type your report in a consistent font, size $12,1\mathrm{.}5$ spacing; include page numbers

Ensure you properly cite all sources, as discussed in the library orientation

Reports and individual peer evaluations must be submitted on Brightspace