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You may work together with another student to create a presentation in which you analyze a great customer experience, and a bad one.
Create and submit a presentation in which you analyze a great customer experience (CX) based on the CX learning from Chap. 4 of the text, as well as a poor CX brand experience. You may be assigned to deliver the presentation in the next class session. Include the following:
- What are the different aspects of the brand experience that work well to create a great CX, the multiple “touchpoints” and channels? In the poor example, what aspects detract from a good CX and why?
- What key data insights have informed this marketer’s strategy?
- Identify key points in the customer brand experience and purchase journey, and what CX components are instrumental to these points.
- We have learned that the CX is a multidimensional construct focusing on a combination of emotional, accessible and functional components (see figure 4.5 from Ch. 4 of your textbook). Discuss each of these components in your examples.
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