MGT 526 MIT Customer Experience & Organizational Culture in Microsoft Report Essay

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NobfbyhgrIbqxn

Business Finance

MGT 526

Melbourne institute of technology

MGT

Description

Follow the instruction to write 2500words report

The report requires a table of contents and executive summary

All the work must be original

Turnitin report is required

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Assignment Brief Academic Year 2019-20 Module code and title: MG526 Customer Experience Module leader: Katharina Neumann Assignment No. and type: CW1- 2500 Individual Word Report Assessment weighting: 100% Submission date: 06th October 2020 Target feedback date: Within 3 weeks Assignment task Individual 2500 word (+/- 10%) (charts and diagrams excluded) report. You may use links, video clips and other digital material but these must be referenced in accordance with University regulations. This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes: 1. Understand the principles of managing the customer experience 2. Understand the different dimensions of the customer experience and key factors for managing that experience 3. Know how to monitor and measure customer experiences in context Task requirements Select an either a B2C or B2B brand that you intend studying for this assessment. The carry out the following Specific Tasks ▪ Set out what the brand is and where it sits in its market ▪ Set out who are its key customers by frequency of use and by key demographics ▪ Identify the relevant attitudes of these customers that can be used to define their attitudes to the brand and to customer services in general ▪ Clearly set out statements that can be used to identify what the brand says about the customer and the customer service and what beliefs and organisational culture underpins these statements ▪ Demonstrate that an audit of all the manifestations of customer of the brand has been carried out 1 ▪ Critically assess these against models and theories set out in the module and teaching material ▪ Set out a substantiated set of recommendations to improve aspects of the customer experience for this brand Instructions to Students: ▪ By 5th lecture of the module be prepared to discuss with your lecturer what the brand is and why you have selected it. ▪ Produce both a cover page and a contents list. Ensure pages are numbered. ▪ Produce good paragraphs of Introduction and Conclusion. ▪ Do not exceed the number of words allowed: 2.500 Words (+/- 10%). Referencing and research requirements Please reference your work according to the Harvard style as defined in Cite Them Right Online (http://www.citethemrightonline.com). This information is also available in book form: Pears, R. and Shields, G. (2019) Cite them right: the essential reference guide. 11th edn. Basingstoke: Palgrave Macmillan. Copies are available via the University library. How your work will be assessed Your work will be assessed on the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a proportion of your marks will also depend upon your use of academic referencing conventions. This assignment will be marked according to the grading descriptors for Level 5 with specific guidance detailed in the assessment criteria grid below. Criteria Research Weight A 70%+ 30% Excellent and comprehensive critical use of secondary data analysis and qualitative research work clearly aligned B 60-69% Strong and with clear attempt use of secondary data analysis and qualitative research work 2 C 50-59% Clear evidence secondary data analysis and /or qualitative research D 40-49% Spasmodic evidence secondary data being used, but not analysed limited E and F
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Attached.

Running Head: CUSTOMER EXPERIENCE IN MICROSOFT

Customer Experience in Microsoft
Student’s Name:
Instructor:
Affiliation:
Date:

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CUSTOMER EXPERIENCE IN MICROSOFT

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Tables of contents
Introduction ..................................................................................................................................... 3
Microsoft brand ............................................................................................................................... 3
Microsoft key customers ................................................................................................................. 4
Key customers by frequency of use ............................................................................................ 6
Key customer-relevant attitude ....................................................................................................... 6
Cognitive attitude ........................................................................................................................ 7
Affective attitude ......................................................................................................................... 7
Conative attitude ......................................................................................................................... 7
Statements to be used to identify what the brand says about the customer .................................... 8
Beliefs and organizational culture underpinning brand position statement ................................ 9
Audit of all the manifestations of the customer of the brand .......................................................... 9
Theories and models for customer experience.............................................................................. 10
Attitude theory........................................................................................................................... 11
Disconfirmation paradigm......................................................................................................... 11
Recommendation to improve Microsoft customer experience ..................................................... 12
Conclusion .................................................................................................................................... 12
References ..................................................................................................................................... 13

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Introduction
Customer experience, denoted as CX, is generally defined by the customers' interaction
and experience with your business throughout the entire customer journey. Therefore, customer
experience is a marketing concept that involves the internal and subjective response customers
usually have towards business direct and indirect contact (Mashingaidze, 2014). Customer
experience emerges due to the interaction of the potential customers with the organization, its
products, services, or even a departmental section of the organization. The experience from
customers is solely personal, and it incorporates customers' involvement at different levels of the
organization (Mashingaidze, 2014). Moreover, Gentile et al. (2007) elaborate that customer
experience evaluation relies on customer’s expectations and stimuli interaction comparison at
different interaction points within the organization.
Customer experience brings about an enormous contribution to an organization. Some of
the contributions include providing a new competition means, customer satisfaction, customer
loyalty delivery, expectation influencing, confidence installation, brand support, and creation of
emotional customer bond (Johnston and Kong, 2011). Developing a customer-centric mindset is
essential in both B2C and B2B. However, Maechler, Sahni, and Oostrum (2016) explain that the
B2B customer experience index rating is moderately low compared to B2C companies.
Therefore, this paper focuses on examining B2B customer experience using the Microsoft brand
as the analysis unit.
Microsoft brand
Microsoft brand is a multinational American technology company that deals with
developing, manufacturing, licensing, supporting, and selling computer software, personal

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computers, consumer electronics, and other technology-related services (Microsoft, 2020).
Microsoft brand is concerned with helping businesses and individuals realize their full potential
worldwide (Microsoft, 2020).
According to the B2B Marketing 2018 ranking of B2B brands, Microsoft emerged at its
top. At the time of the ranking, Microsoft had increased its brand value by approximately 40%
(B2B Marketing, 2018). According to BrandZ (2018), Microsoft topped the technology market
due to its ability to successfully incorporate the emerging changes of business model
transformation to cloud-based operations and B2C partnership agreements that focus on
increasing expertise and customer access. The cloud-based operation business model focused
Microsoft on having an extensive, long-term customer relationship that improve...


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