Managing Customer Experience
1,000 words
Customer Experience Strategy Report
This formative assessment for the Managing Customer Experience module requires students to prepare a 1,000-word business report analysing the customer experience (CX) strategy of one selected company in one specific country where the company operates. The report is written from the perspective of a customer experience consultant and is intended for the Board of Directors of the chosen organisation. Students must apply relevant customer experience concepts, academic literature and practical examples to evaluate how the organisation creates value for its customers and supports business success. Students must select one company from the organisations provided in the assessment brief: H&M, Chen One, or M&S. The selected company and the specific country being analysed must be clearly identified in the report. The first part of the report requires an explanation of the concept of customer experience and an evaluation of its importance to the success of the chosen brand. This includes considering the role of CX, mutual benefits for the organisation and customers, the impact of CX on business and financial performance, and examples of how the brand has used customer experience to achieve competitive advantage. The second part focuses on how the selected brand delivers a seamless omnichannel customer experience. Students must discuss the organisation's strategy for creating a seamless customer journey, including the role of customer personas and customer journey maps. A detailed customer persona should be developed based on research and data analysis, covering the profile, goals, pain-points and motivations of the selected customer. Students must also create a customer journey map covering stages, needs, activities, feelings, pain-points and opportunities for improvement. The report should critically evaluate how effectively the chosen organisation creates a seamless customer journey and identify potential areas for improvement. The assessment is aligned with learning outcomes concerning the importance of customer experience to business success and the evaluation of seamless omnichannel customer journeys. The report should use an academic style, avoid first-person writing, and appropriately reference figures, diagrams and independent research using the Harvard Referencing System.
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Digital Marketing / Marketing Analytics
2,483 words
Digital Marketing Analytics (BS783) — GA4 Performance Analysis and 90-Day Campaign Strategy for the Google Merchandise Store
This Level 7 report positions the writer as a digital marketing consultant engaged by the Google Merchandise Store, a live e-commerce operation. All quantitative work is drawn from the public GA4 Analytics Demo Account, so the analysis rests on real platform data rather than invented figures, and the report is structured in two halves that move from diagnosis to prescription. Part A is research and analysis. It opens by defining and evaluating the role analytics currently plays in shaping the store's digital marketing strategy — what is being measured, what that measurement is used for, and where the strategic gaps sit — grounded in marketing performance-measurement literature rather than description of the interface. The tactical analysis then assesses how effectively the store's digital channels and social content drove traffic and conversions across two defined quarterly reporting periods. Performance reporting follows, comparing the two periods in detail to identify the strongest customer segments, acquisition channels and products, and — more importantly — offering a reasoned explanation for why performance differed between them, distinguishing seasonality and campaign activity from genuine structural change. Part B turns to campaign strategy for a niche lifestyle market segment. A customer persona is developed and supported by the behavioural evidence visible in the GA4 data rather than asserted demographics, and a full journey map traces that persona from awareness through consideration, conversion and retention, identifying the friction points at each stage. Strategic recommendations then propose specific enhancements to channels and content aimed at that audience, each justified against the performance evidence from Part A and against the competitive landscape the store operates in. The final section builds the measurement architecture for the proposed campaign over the following ninety days. It sets goals and performance management parameters, selects the tools and metrics that will track them, defines the reporting cadence and the decision thresholds that trigger optimisation, and places particular weight on measuring return on marketing investment — connecting spend to sales, leads and customer satisfaction rather than to vanity engagement figures. Attribution limitations and the practical constraints of GA4 measurement are acknowledged where they affect confidence in the numbers. Throughout, screenshots and exported GA4 reports evidence the claims made, academic and practitioner sources support the analytical framing, and Harvard referencing is applied consistently. The submission is a single file through Turnitin.
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