23C72050 - Capstone: Customer Experience Management, Lecture, 5.9.2022-14.10.2022
This course space end date is set to 14.10.2022 Search Courses: 23C72050
Assignment 2 - Reading Assignment (Deadline 16 Oct 23:59)
These questions are to be answered using readings from Week 2
1. (a) Think about the "smooth" vs "sticky" approaches to customer journeys described in Siebert et al 2020. Now pick one market category of your choice (e.g. restaurants, hotels, airlines, supermarkets, gaming companies etc.). From this market category, choose one brand that exemplifies the "smooth" approach and one brand that exemplifies the "sticky" approach. Explain why you chose these particular brands and why the choice of approach (sticky vs smooth) works for each brand. (300 words)
1. (b) Now suppose that both of the brands you identified want to launch a new line of products/services (i.e. a brand extension) which will be different from their main brand's approach (i.e. the "smooth" brand will launch a "sticky" sub-brand and vice versa). How will they change/add/remove elements from their existing experiential offerings to try and make the new launch succeed? Explain why do you think that these changes would be successful? (300 words)
2. Think of a familiar market-based experience. It could be taking a holiday, or going for a date, or meeting friends or buying groceries. Break this experience down into a set of touchpoints. Now think of three possible "jobs to be done" that could be accomplished through this particular experience. Explain how some touchpoints become more or less important and relevant during the customer journey based on the specific job to be done. (Remember the example of the woman who missed meeting her very old and frail mother because of delays at the airport.) (400 words)