Importance of customer decision-making in today’s businesses. Include the aspects of the Scenario of your assignment. Then, write out the things you will cover in your report. Case Overview A brief description of Ford

Submission Front Sheet
Assignment Code: RQFBMU33JAN24SD
Programme: BTEC HND in Business (RQF)
Unit Title and Number: Marketing Insights and Analytics – U33
RQF Level: 5 Module Code L/618/5120
Credit value: 15 credits
Module Tutor: Dr Tariq Mehmood
Module Tutor Email: t.mehmood@mrcollege.ac.uk

Date Set: 08/01/2024 Distribution Date:

Cohort: April 24B
Student’s name:
Registration number:

Submission
First Submission ☐ Formative Submission ☐
Second Submission ☐ Word Count:

Learner’s statement of authenticity
I certify that the work submitted for this assignment is my own. Where the work of others has been used to support my work then credit has been acknowledged. I have identified and acknowledged all sources used in this assignment and have referenced according to the Harvard referencing system. I have read and understood the Plagiarism and Collusion section provided with the assignment brief and understood the consequences of plagiarising.

Signature Submission Date

Executive Summary
The purpose of the summary is to give a brief summary of your main findings from each section of the report. You will state briefly what you concluded in each section of the report.

Table of Contents
Present a list of the headings or topics you treated in the report.

Introduction
Importance of customer decision-making in today’s businesses. Include the aspects of the Scenario of your assignment. Then, write out the things you will cover in your report.

Case Overview
A brief description of Ford, which is your case study for the report.
Where possible, focus on issues around customer experience and satisfaction.

1. Consumer Decision-Making Processes in Different Organisational Contexts

2. You need to select two organisations from different industries, representing one from products and one from services.
(Such as Ford, which is your case study, and British Gas in the service Industry).
- Define consumer behaviour (with citations).
- Explain the stages of the consumer decision-making process for two organisations
For example:
Consumer Decision-Making for two different organisations
Stages Organisation 1 (Ford) Organisation 2 (Service Company)
For example, Airlines/Banking/Insurance/Hotels/Restaurants
Need Recognition
Information Search
Evaluation of alternatives
Purchase
Post purchase behaviour

3. Discuss specific points (benefits) on why marketers should map a path to the consumer decision-making journey. Cover each step of the process.
Discuss the types of factors that can influence the buying behaviours of customers and how marketers can study the decision-making process to reduce the effect of the factors on the customer's buying behaviour.
Critically evaluate the consumer decision-making process to develop a strategic customer experience. Examples here include the fact that customer journey mapping can help organisations to segment the market, target consumers and position (STP) their products and services through the application of the 4Ps to enable the customer to find the right products to purchase.

4. Developing Customer Experience Strategy for Ford
Step 1: Identifying the gaps in the services of Ford
Identify some of the problems Ford is having in terms of customer experiences and how those customer experience problems are impacting the company. Use the “Customer Journey Mapping model/ RACE Model” to identify the gaps.
Step 2: Strategies/techniques to enhance customer experience
Apply any of the following strategies/Techniques to Ford to improve customer experience (open for other models)
- Customer satisfaction and loyalty Model
- Service Quality Model
- Customer relationship management (CRM) Model
- Customer-centricity Model
- Customer Engagement Model
- Omni-channel Marketing Model
The discussion above should clearly show the following:
- Influences from digital technologies, e.g. online forums, comparison websites, social media, online buying.
- Customer touch points and using technology at each touch point, e.g. adverts, emails, social media, apps.
- Digital technologies to manage the customer experience, e.g. direct marketing and selling, use of algorithms and Artificial Intelligence (AI), online complaint handling, and post-purchase management.
- Personalisation and how it affects customer experience.
Step 3: Recommendations
Apply at least two of the above-mentioned Techniques/methods as recommendations. Justify how the recommended techniques can be used to enhance customer experience and maximise marketing opportunities for your chosen company.
(For example: For Mapping the customer journey, optimising engagement at all stages of the customer journey, setting meaningful actions, creating appropriate content at each stage, identifying opportunities and touchpoints for improvements, closing gaps in experience vs expectations, extending the relationship cycle, enhancing customer value, etc.)

5. Critically evaluate the Measures and Metrics given below: (but not restricted to)
- Net Promoter Score (NPS)
- Customer Satisfaction Score (CSAT)
- Customer Effort Score(CES)
- Average Resolution Time (ART)
- Omni-channel metrics
- Conversion Rate
- Voice of Customer Programme (VOCP)
- First Response Time
Compare and contrast the benefits and limitations of the customer experience metrics you have covered above. Further, critically assess the validity, reliability and suitability of each of your chosen metrics for improving customer experience.

Justify recommendations for improving customer experience.

6. Provide recommendations on how the measures and metrics you covered above can be used to improve customer experience at Ford
Focus on the gaps in service for this discussion.
1. Use of metrics and measures at different touch points in the customer journey based on the gaps identified.

Use the following table:
Stages in the Customer Journey Measures and Metrics
Awareness Annual sales, churn rate, and advertising recall rate
Consideration Product market share, Word of mouth
Preference Omni channel metrics, System usability scale (SUS), Google analytics tools like Topsy, and social mention.
Action Conversion Rate, First Response Time, Click Through rate (CTR)
Loyalty Net Promoter score (NPS), Average Resolution Time (ART)

Justify the use of a range of appropriate measures and metrics to improve the customer experience in a chosen organisation.
Conclusion
What is your conclusion based on the decision-making process and the intervention of marketers in the decision-making process?
Reference
Present your references list in alphabetical order.
Note: Write holistically and avoid bullet points, and do not write Los, Ps, Ms and Ds.