- 10 Mar, 2021
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services management
SECTION A
This section is designed for you to create your OWN business context (think of a specific service business) which you will be referring to throughout the rest of this paper. More specific details will enable you to be more precise and insightful in your decisions and problem solving in Section B. Hence, try to visualise the business context of your choice and describe it below so the teaching team can also envisage your service business.
Question 1. (5 marks)
Start with the essential details of your business. Use the following criteria and add any other important details / considerations about the context of your choice:
Business name:
Industry:
Size:
Location:
Workforce (eg full time or casuals, skillsets):
Core target market:
Brief description:
Question 2. (5 marks)
Let’s now envisage or imagine a ‘typical’ customer experience (CX) and capture it through a customer journey map (CJM). To do this well, consider the customer persona (or profile) first. Next, develop a CJM. Then think of the emotions or senses you would likely be evoking during each touchpoint, as well as identify the opportunities and pain points for your business.
Customer Persona:
Customer Journey Map (NOTE: use your creativity and different tools available to draw / outline your CJM in the space below, but make sure it is easy for the reader to read and understand):
SECTION B
Each question below will present a problem, which you will need to address using the service management principle (typically identified within the question itself) and apply it in the way that is most appropriate and aligned with YOUR business context, outlined in Section A.
Question 3. (5 marks)
As a general manager of the your business (as outlined in Section A), you notice that staff are not really invested in their jobs and their performance is misaligned with your organisational values. Explain what could have caused this issue and what will you do to help your business ensure that everyone from the ‘boardroom to the shopfloor’ understand what the company stands for and what is expected of its staff.
Question 4. (5 marks)
You have just received the NPS survey results for the last 6-months. You found that 70% of all customers have rated your business between 7 and 10, amongst which 10% gave 9 or 10. Using your understanding about NPS and the relationship between satisfaction and loyalty, write a short note about how you should interpret the results. Which group of customers should the business focus on and why?
Question 5. (5 marks)
Given the business context you outlined in Section A, and your target market, what ‘customer listening’ systems might you implement for this business? Please make sure you justify your choice to demonstrate that you have selected the most relevant tools.