- 11 Mar, 2021
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customer centricity
assignment requires you to reflect upon your own service experiences on a daily basis, from a customer perspective, and then critically analyse one of these experiences through the lens of a relevant service management principle (Customer centricity).
Highlight is the reading on Customer centricity, you may have to read it beforehand
Bhattacharjee, D., Muller L.H., & Roggenhofer, S. (2016, March). Leading and governing the customer-centric organisation. McKinsey&Company, 1-8.
DETAILS
Students will share their individual service experience, and should provide sufficient description of a service experience that you have experienced during this semester. However, the main emphasis should be on the clear connection between ‘what happened’ and the relevant service principle (Customer centricity). Using the principle, you should critically analyse the experience, and depending on the context, offer insights, draw a conclusion and/or offer recommendations. Develop this pitch with industry (managers / leaders) being your target audience who should learn/ benefit from your insights.
The main emphasis is on your ability to apply service management principles in a real life context AND to offer critical insights and conclusions using your knowledge about the relevant principle / theory.
NOTE: ALL EXPERIENCES MUST BE (A) FROM A CUSTOMER PERSPECTIVE and (B) CURRENT DURING THIS SEMESTER.
Your pitch should cover two vital aspects:
1. A brief description of the service experience (so that the audience can understand enough to know if the link to the service concept is appropriate), including date, time and place of the service experience.
2. An overall evaluation of the experience, using insights and critical analysis of the experience through the lens of your chosen principle. You might want to re-emphasise the details from your experience which are most instrumental in your critical overview.
If you are not sure what the topics mean please refer to the lecture notes, the textbook or other sources based on your own research. Marking details will be provided in a separate document.