Week 2 Presentation - What are the different aspects of the brand

Week 2 Presentation

You may work together with another student to create a presentation in which you analyze a great customer experience, and a bad one. 

Create and submit a presentation in which you analyze a great customer experience (CX) based on the CX learning from Chap. 4 of the text, as well as a poor CX brand experience. You may be assigned to deliver the presentation in the next class session.  Include the following:

• What are the different aspects of the brand experience that work well to create a great CX, the multiple “touchpoints” and channels?  In the poor example, what aspects detract from a good CX and why?
• What key data insights have informed this marketer’s strategy?
• Identify key points in the customer brand experience and purchase journey, and what CX components are instrumental to these points.
• We have learned that the CX is a multidimensional construct focusing on a combination of emotional, accessible and functional components (see figure 4.5 from Ch. 4 of your textbook). Discuss each of these components in your examples.