Coursework Brief:
A customer insight strategy is the approach that Marketers take to ensure they have all the data and information needed to run a business successfully, ie leveraging richer customer databases and optimising results to improve sales and retention.
Acting as a business to consumer (B2C) marketer, broadly you are expected to:
1. identify ONE retailer brand or other business of your choice, analyse its current customer segmentation profile and positioning strategy
2. propose relevant next-step customer experience marketing goals/plans (such as increased brand awareness, better product / customer experience satisfaction, improve first / repeat sales, larger market shares, enhanced loyalty and WOM recommendation etc.)
3. develop appropriate customer insight strategies in order to achieve goals
4. draw a new customer journey map referring to the new CI strategy
5. evaluate the proposed CI strategies in the digital-driven marketing contexts.
Structure your essay as follows (criteria weightings are indicated):
Part 1 Introduction (20%): provide company background with relevant marketing indices and figures, explain existing customer segments, positioning analysis.
Part 2 Customer Insights Strategies (40%): propose a next-step marketing goals/plans, you probably need to draw a brief SMART objective regarding the specific CI goals. Having set the goals, you need to provide at least 2 BCI strategies that we cover in the lectures. It is likely that you will have multiple different consumer segments, each with different needs and requiring not only different products and services but a different approach/strategy to how you gather their insight, listen to their voices and understand how they feel. In addition, in line with each strategy, you should specify if its a short-term (between 3-6 months) or long-term (over 6 months) plan.
Part 3 Draw new Customer Journey Map (20%): you will need to identify and analyse insights for every stage of the CJM where your company interacts with its customers. This may involve mapping the customer experience from the very beginning understanding which customers to target, through how to engage those customers, understanding how customers feel about your products and services, observing purchasing patterns, gaining insight into customer satisfaction, right through to finding out about customer loyalty once they have purchase from you. You must draw a customer journey map in this part, with a brief description of each stage and insights.
Part 4 Conclusion (15%): Critically evaluate the CI strategies in Part 2, outline if there are any advantages or downsides in data-driven marketing contexts. In addition, you may need to address some personal or cultural drivers that impact customer insights in your chosen business.
Presentation and references (5%): follow the abovementioned structure will improve the rigor of your work, besides, you must follow Harvard referencing style both in-text s and in the reference list.
Additional online sources to develop your coursework understandings:
https://www.cmnty.com/blog/how-to-develop-a-customer-insight-strategy/
https://www.coursera.org/learn/customer-insights-orientation
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