BM5922 You are required to reflect and write about ONE (1) company or brand that you have patronized in the Food and beverage Industry: Customer Experience Management and Design Individual Assignment, NYP, Singapore

1. Requirements
You are required to reflect and write about ONE (1) company or brand that you have patronized in the Food and beverage Industry. You should have experienced interacting with the company through ONE (1) touchpoint, which may be the physical outlet or e-commerce site). Types of businesses in the Food and beverage industry may include, but are not limited to the following:

• Bakeries
• Bistros
• Cafes
• Cafeterias
• Catering
• Fast food
• Fine dining
• Food manufacturing operations

Inform your tutor on your selected company during the week of 6 November 2023. (There should be no duplication of companies in the same class.)

Your report will need to cover the following areas:

1. Executive Summary
   1. Describe the company, its vision, mission, values, products/services and outlets (online and/or physical store).
   2. Summarise the scope and objective of your report, the analysis and findings, and your recommendations.

2. Analysis of the Customer Experience
   1. List the various touchpoints currently used by the company to interact with its customers.
   2. Select and describe ONE (1) touchpoint (either the physical store or online website/app) that customers use to interact with the company. For the one touchpoint selected, develop an evaluation form with a minimum of FOUR (4) criteria to rate the company’s performance. Provide scoring guidelines for each criteria.
   3. Accomplish your evaluation form and submit the completed form in the appendix.
   4. In your report, write your evaluation and analysis which includes:
      • A summary of the evaluation criteria
      • Presentation of your touchpoint evaluation findings, including gaps between customer expectations and the actual experience

3. Analysis of the Management of Customer Feedback
   1. Gather information on the feedback provided by customers to the company:
      • Channels provided by the company for customers to provide feedback
      • Description of the nature of feedback provided by customers through public touchpoints (e.g., social media, website, etc.), and the manner by which the company addresses these feedback
   2. From the information gathered, analyse the effectiveness of the current feedback management of the company.

4.         Customer Journey Mapping

a)        Create a customer journey map involving the touchpoint that your persona has interacted with, e.g., physical store, website/e-commerce store, AND the company’s current feedback management.

b)        The journey map should include the pre-purchase, purchase and post-purchase stages of consumption. Your map should clearly differentiate between the customer’s expectations and the actual customer experience.

c)        You may use any tool or software to document your map, such as UXPressia, Mural, SMAPLY, etc.

d)        Place the customer journey map(s) in your appendix.