23C72050 - Capstone: Customer Experience Management, Lecture, 6.9.2023-12.10.2023
This course space end date is set to 28.10.2023 Search Courses: 23C72050
Take Home Assignment - Deadline 13 Nov
Q1. Consider any two brands in a specific category seemingly at the opposite ends of the spectrum from being "smooth" to being "sticky." For instance, McDonalds (smooth) vs Starbucks (sticky) within the category of chain restaurants. Compare and contrast how each brand tries to bring to life a particular kind of experience through different elements (e.g. furniture, aesthetics, interactions, expected role and behaviour of customers). (400 - 500 words)
Q2. Think of the app in your phone that you use the most frequently/intensely. Write down the job that this app helps you do. Now write down all the touchpoints that you can have with this app. Write down how these touchpoints became interconnected in your last customer journey with this app? How many of them were directly controllable by the company and how many weren't? How would you make the experience of this app more engaging and enjoyable? List out some of the pain creators and gain creators? (400 - 500 words)
Q3. Think of any Disneyland that you have visited or wanted to visit. Disneyland managers engage in a whole host of activities to craft a cohesive, enjoyable and reproducible experience. Keep in mind that visitors come from all walks of life and different countries and cultures. The parks rarely change and there isn't a whole lot of customization/personalization that takes place. How does Disneyland maintain such a high intensity of positive customer experiences across different touchpoints/journies/personas? (There is a lot to read about The Disney Way online. You can draw on those articles when you write your answers) (400 - 500 words)
Q4. Think of the last negatively memorable experience with a bricks-and-mortar brand (i.e. not online). What was the source of your frustration. What kind of errors do you think the brand made in terms of not being able to deliver the desired experience (incorrect journeys, omitted/invisible touchpoints, etc)? Write about the steps they could have taken in pre-purchase, purchase, or post-purchase phase to either make sure that the actual experience was in line with what you expected or to be able to recover from the frustrating experience? (400 - 500 words)
Q5. We have many social-media apps on our phones right now. We use some of them more than others now. We might have used some others more in the past. Think about any 4 of these apps and place them on a continuum from "Changed a lot over the years" to "Have remained more or less the same over the years". Why do you think the apps that changed over the years made those changes? Why do you think the apps that remained the same did not make much changes? Finally, which one of these apps is most likely to become extinct in the next 5 years and why? Which one of these apps is most likely to succeed and thrive in the next 5 years and why? (400 - 500 words)