NATIONAL ECONOMICS UNIVERSITY

INTERNATIONAL SCHOOL OF MANAGEMENT AND ECONOMICS

BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) ASSIGNMENT BRIEF

Unit Code, Number and Title L/618/5120 - Unit 33: Marketing Insights and Analytics

Semester and Academic Year Semester 1 / Academic year 2022 - 2023

Unit Assessor(s) Le Thi Thu Mai / Do Minh Diep

MIA A2.1: Evaluating and improving customer experience within a given

Component Number and Title
organizational context
Issue Date
10:00 am, Friday, 2rd June, 2023
Submission Date
(soft-copy only via Moodle)

Student name

NEU Student ID Pearson ID

I certify that the evidence submitted for this assignment is my own. I

Learner declaration have clearly referenced any sources used in the work. I understand that
false declaration is a form of malpractice.

Student name / Signature Date:

Submission format

 This is an individual assignment.

 The submission format is in the form of an E-report. Please refer the “Turnitin Submission Rules”
that was posted on Moodle.
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first page of the cover sheet should be in the picture format in order to ensure the accepted
similarity of Turnitin.
 The similarity allowed is up to 25% after excluding references.
 Name of the file includes Student ID_Unit name_Assessment no. (E.g. “1010001_MIA_A1.1”)
 Ensure that authenticity declaration has been signed electronically.
 Plagiarism is unacceptable. Students must cite all sources and input the information by
paraphrasing, summarising or using direct quotes. A Referral Grade is given when Plagiarism is
identified in your work. There are no exceptions.

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  Your evidence/findings must be cited using Harvard Referencing Style. Please refer to
Reference guiding posted on Moodle. The Reference page is compulsory to upload on Turnitin.

 This assignment should be written in a concise, formal business style using Arial 11 or Times
New Roman 13 font size and 1.5 spacing.

 The word limit is 4000 words (+/- 10%).

 You MUST complete and submit softcopy of your work on the due dates stated on Assignment
brief. All late work is not allowed to submit. This rule is not waived under any circumstances.

 Read ALL Instructions on this Page and review the Pass, Merit and Distinction criteria carefully.
To pass the assignment, you must achieve ALL the Pass Criteria outlined in the marking sheet. To
achieve a Merit, you must achieve ALL the Merit criteria (and therefore the Pass criteria). To
achieve a Distinction, you must achieve ALL the Distinction criteria (and therefore the Pass and
Merit criteria).

Unit Learning Outcomes

LO3: Evaluate measures and metrics that seek to improve customer experience for a range of products
and services

LO4: Devise measures and metrics to improve customer experience within a given organisational context

Vocational Scenario
Customer experience is the combination of interactions between customers and organizations throughout
the customer lifecycle from awareness, consideration, conversion, retention and advocacy. Customer
experience can be evaluated with a mix of measures and metrics. Based on this evaluation, organizations
can make plans to improve customer experience for their products and services.

Your task
Select one F&B restaurant/shop in Vietnam to be your ‘client’. This restaurant/shop is offering several
green AND/OR healthy F&B products. As a marketing consultant, you have been commissioned by this
restaurant/shop to suggest how you would evaluate the customers’ current customer experience with the
restaurant/shop with specific measures and metrics. Based on your evaluation, you are expected to devise
measures and metrics to improve customer experience of your client.

To do so, you will apply your knowledge of measures and metrics you have learnt in the course (any of the
following: Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), First Response Time,
Customer Effort Score (CES), Average Resolution Time, conversion rates, complaints and complaint
handling, customer retention: rate, loyalty and churn, customer lifetime value, AI and customer behaviour
tracking, etc. Then you should be able to devise metrics and measures at different touch points in the
customer journey to improve the customer experience for your client.

Assignment activity and guidance

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 You are preparing to write a report to your client. The report encompasses two sections.

Task 1: Evaluating the current customer experience of your client with measures and metrics.
In this section of the report, you need to discuss and analyze the following areas:

- Identify the current customer journey with specific touchpoints of your client.

- What kinds of measures and metrics would you suggest to be applied to evaluate the customer
experience at each customer touchpoint of your client?

- What are the benefits of using these measures/metrics?

- What are the limitations of using these measures/metrics?

- How you will use these measures/metrics to evaluate the current customer experience of your
client?

Task 2: Devise measures and metrics to improve customer experience of your client.
You should RECOMMEND some ADDITIONAL customer touchpoints in the current customer
journey of your client’s target customers. This updated customer journey is expected to lead to enhanced
customer experience. Then, you are expected to devise measures and metrics at those ADDITIONAL
touch points to improve the customer experience for your client.
Hints:

- Recommend additional touchpoints for the NEW customer journey (for your client, justifying
how it is different from the current one.
- Suggest which measures and metrics should be used at each customer touchpoint to evaluate
the customer experience. Discuss benefits and limitations of each measure/metric.
- Suggest how to apply those measures/metrics to evaluate the customer experience.

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO3: Evaluate measures and metrics that seek to improve customer experiences for a range of products
and services
P4 Evaluate methods for monitoring
and improving the customer
experience for different products and
services. M3: Critically assess the validity,
reliability and suitability of D2 Justify recommendations for
P5 Compare and contrast the benefits methods for improving customer improving customer experience.
and limitations of customer experience experience.
metrics.

LO4: Devise measures and metrics to improve customer experience within a given organisational context.
P6: Recommend ways to improve M4: Make recommendations for D3 Justify the use of a range of
customer experience in a chosen improvements to customer appropriate measures and

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 experience in a chosen
organisation, using measures and
organisation, using a range of
metrics.
measures and metrics.
metrics to improve the customer
experience in a chosen
organisation.

* Please note that grades are provisional. They are only confirmed once internal and external verifiers
have taken place, and the final decisions have been agreed by the assessment board.
* This grade only reflects the result of this assignment, not for the whole Unit.