Your task is to write an individual critical analysis of a chosen organizations customer engagement strategies.
Within the report you will need to provide two sections:
Section One (1150 words): Provide a critical evaluation of the customer engagement practices currently in operation within your chosen organization and their fit with the organizational context. Explain how CE is particularly significant for your organization.
In order to do this you will need to draw on concepts, theories and models identified throughout the module as well as examples of best practice used within the industry your organization operates in. Consider the core values of the organization you have selected and consider whether their engagement practices align with their stated values. When selecting an organization use Google and search for organizations with values and you will find a selection of organizations which you can choose from or choose your own organization if there are a set of explicit values which you can use for your analysis.
Section Two (1150 words): Propose a new engagement strategy to enhance customer engagement within the organization. You might select one from the following list or alternatively identify another strategy, which you know to be particularly effective. Justify your choice with reference to relevant theory. You need to ensure that your recommendation follows on from your analysis in section one.
Examples of a new engagement strategy might be:
An online customer community
A self-service checkout system or other such full self-service application
An Interactive retail store design concept: using theatrical or digital technology
Relevant Learning Outcomes:
Critically evaluate and apply theories and models of customer engagement to business practice.
Compare and contrast the application of the theory within different public and private sector organizations.
Critically discuss the importance of developing a customer engagement strategy within the context of the overall marketing strategy.
Conduct research, analyses findings and present results relating to customer engagement strategies in an appropriate manner.
Exhibit reflective learning, managerial judgement and creativity in the application of customer engagement theory to a range of business/management contexts.
