MGT554: Customer Centricity is About Putting Your Customers at the Core of Your Business: Customer Experience Management (CXM) Assignment, SUSS, Singapore

Section A: Report

Customer centricity is about putting your customers at the core of your business and customer experience is one of the biggest competitive advantages that a company can have.

According to a 2019 Gartner Customer Experience Management Survey, “Customers are more likely to renew a relationship if their interactions with a company are fast and easy. These positive experiences also make them more likely to recommend the company’s product to friends or family. In these ways, customer experience directly impacts business performance.”

Listed below are companies that are frequently ranked as top customer-centric companies:

• Amazon
• Apple
• DBS Bank
• Disney
• Netflix
• Sephora
• Singapore Airlines
• VISA

In this assignment, you are required to choose ONE company from the above list and seek approval from your tutor before you proceed.

Using the IDIC model, analyse how the chosen company built a competitive advantage by developing a customer-centered business.  Structure your findings in the report as follows:

1. Introduction to the company
2. Identifying Customers
   • What does Identify mean to the company?
   • How does the company identify its customers?
3. Differentiating Customers
   • Differentiating customers by value
   • Differentiating customers by the need
4. Interacting with Customers
   • Dialogue requirements
   • Effectiveness of customer interaction
5. Customising to meet the expectations of Customers
   • How are products/solutions customised
   • How are communications customised
6. Discuss how the company builds its trustworthiness using the Trust Equation
7. Your report will be assessed based on its quality such as format, presentation, structure, organisation, and language.

Your report should be between 2500 to 4000 words and demonstrate a detailed analysis of the company’s customer relationship strategy supported with factual evidence.