Analyzing Amazon’s Customer Experience Strategy in the UK
Bibiography
- Lemon, K. N., & Verhoef, P. C. (2021). Understanding customer experience throughout the customer journey: The impact of digital transformation. Journal of Marketing, 85(3), 78–98. https://doi.org/10.1177/0022242921994187
- Kranzbühler, A.-M., Kleijnen, M., & Verleye, K. (2023). Measuring customer experience performance: Integrating qualitative and quantitative metrics. Service Industries Journal, 43(5), 302–321. https://doi.org/10.1080/02642069.2022.2161953
- Rawson, A., Duncan, E., & Jones, C. (2020). The truth about customer experience in the digital age. Harvard Business Review. https://hbr.org/2020/09/the-truth-about-customer-experience
- Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x
- McColl-Kennedy, J. R., & Cheung, L. (2022). Omnichannel experience design and the future of digital customer journeys. Journal of Service Management, 33(6), 995–1013. https://doi.org/10.1108/JOSM-11-2021-0418
Assessment Brief
You are required to write a 2500-word report on the customer experience (referred to as CX from now on in this brief) strategy.
It is essential to approach this task with analytical depth and professional insight, reflecting your understanding of strategic CX management.
This report should focus on the CX strategy of one (1) company shown below. You should base your report on the analysis of their CX strategy in one specific country in which they operate, which you must clearly identify in the report.
Selecting a focused market context will help you provide a well-grounded evaluation and meaningful recommendations.
Choose one company within the global ONLINE RETAIL INDUSTRY from the table below:
ALIBABA
eBay
Amazon
As a CX consultant, you should write your report for the Board of Directors of the company you have chosen from the list above.
Your perspective should therefore reflect the tone and structure of a professional business report suitable for senior management.
Within the business report, reference should be made to relevant CX concepts, literature and applications as appropriate.
Incorporating academic and professional references will strengthen the validity and credibility of your discussion.
Where you feel it is appropriate, the use of tables to more clearly present the findings in your report is acceptable.
Clear presentation aids reader comprehension and demonstrates professional formatting awareness.
HOWEVER, ALL WORDS WITHIN THE TABLES WILL COUNT TOWARDS YOUR OVERALL TOTAL OF 2,500 WORDS EXCEPT FOR CONSUMER PERSONA AND CUSTOMER JOURNEY MAP USING THE RECOMMENDED TEMPLATES.
Ensure that your visual elements align with the written discussion and maintain consistency in style.
You will be assessed on the module learning outcomes:
LO1: Demonstrate a critical understanding of the importance of customer experience (CX) for the success of the business.
LO2: Critically evaluate organisational CX performance metrics.
LO3: Critically evaluate how an organisation ensures a seamless omnichannel customer journey.
LO4: Critically reflect on customer experience strategies and challenges in the era of rapid digitalisation.
These outcomes form the foundation of your assessment criteria, so align each section of your report accordingly.
Within the report, you need to address the following:
Explain the concept of customer experience (CX) and review its importance in the business success of your chosen brand.
Understanding the essence of CX provides a lens for evaluating brand loyalty and customer satisfaction dynamics.
Guidelines Points to Consider:
Consider the role of customer experience and how this contributes to the success of your chosen company, discuss the mutual benefits for your brand and its customers and the impact it has had on your chosen brand’s business performance, including its financial performance.
Supporting your discussion with credible data and examples will showcase analytical rigor.
With reference to specific examples, demonstrate your knowledge of how your chosen brand has successfully leveraged customer experience to achieve competitive advantage.
Discuss how your chosen brand has been able to deliver a seamless omnichannel experience for its customers.
Reflect on how technology and personalisation have transformed the brand’s engagement strategies across touchpoints.
Discuss how your chosen brand has developed a strategy to deliver a seamless experience to its customers, with reference to the nature of customer personas and customer journey maps and their role in the creation of a customer strategy as it relates to customer experience strategy.
A well-designed CX strategy begins with a deep understanding of customer needs, motivations, and behavioural patterns.
In support of your discussion:
Create a detailed customer persona relevant to your chosen brand based upon research and data analysis highlighting the following key elements: Profile, Persona’s Goals, Pain-points, and Motivations.
Visualising these characteristics helps personalise insights and contextualise your strategic recommendations.
Using the template in the class slides, develop a customer journey map for your persona, identifying the key elements of the journey (Stages, Needs, Activities, Feelings, Pain-points, and Opportunities for Improvement).
Discuss the importance of creating a seamless customer journey for your brand and evaluate how effective it has been in creating a seamless journey for the customer.
Illustrate how the integration of digital touchpoints contributes to continuity and satisfaction throughout the customer journey.
Suggest areas for improvement based upon your evaluation of how easy your chosen brand makes it for the customer to complete their journey.
The words contained within your persona and customer journey map using the class template do not count towards your overall word count of 2,500.
Maintaining clarity on the word count allows for accurate structuring of your analysis and supporting materials.
Evaluate how effectively your chosen brand has used CX metrics to measure the quality of the relationship it has with its customers.
Metrics serve as crucial tools for translating customer perceptions into quantifiable business insights.
Guidelines Points to Consider:
Discuss how effective your chosen brand has been at measuring the mutually beneficial relationship it has with its customers.
Include examples that demonstrate the link between data-driven insights and CX improvements.
With reference to three (3) CX metrics covered in the module, which CX metrics would be most beneficial for your chosen brand to use to measure the mutually beneficial relationship it has with its customers.
Consider factors that make the 3 metrics effective, their benefits and weaknesses in relation to your chosen brand.
Evaluate why the three metrics discussed would be most beneficial to the chosen company.
Ensure your arguments are supported with evidence from academic literature and business sources.
Critically reflect on how successful your chosen brand has been in creating the customer-centric culture needed to deliver the types of experiences its customers value in the era of increasing digitalisation.
A customer-centric culture is essential for sustaining long-term engagement and brand differentiation in a competitive market.
Guidelines Points to Consider:
Critically evaluate how effective your chosen brand has been in creating the customer-centric culture needed to deliver the seamless customer experience your persona values.
Incorporate examples of leadership initiatives, governance frameworks, or employee engagement programs where relevant.
Discuss the importance of CX Leadership and CX Governance in creating a customer-centric business and critically evaluate how effective your chosen brand has been at implementing these within the organisation.
Consider the role and importance of one (1) other critical success factor (such as People, CX Structure or Innovation, CX Metrics and CX Strategy Process) and critically evaluate the effectiveness of your chosen brand’s efforts to implement this.
With reference to previous sections, critically evaluate the overall quality of the relationship your brand has with its customers and suggest practical ways in which your brand could improve the current experience customers have in an era of increasing digitalisation.
Ensure your conclusion synthesizes the findings into actionable recommendations aligned with the future direction of CX innovation.
Presentation:
The report must be in clear font (e.g., Arial point size 10/11 OR Calibri point size 11/12) with consistent format styles, automatic page numbers, and a table of contents.
Well-formatted work demonstrates professionalism and attention to academic standards.
Line spacing should be 1.5.
NOTE: The word count of (2500 words) does not apply to the following elements of your report:
- The Cover Page
- The Table of Contents
- Lists of Abbreviations
- References
- Appendices
Adhering to formatting and submission rules ensures your report meets academic and institutional expectations.