Customer Experience Management and Design

You are required to conduct primary research by interviewing a relevant employee from a company of your choice within the service industry. The interview can be conducted either face-to-face or online. Your interviewee should work in a service-related role or department (e.g., frontline, customer experience, or service quality). The interview will serve as primary research for your analysis of the company’s current Customer Experience Management practices.

Your research will be based on assigned topics related to Customer Experience Management and Design as listed below. The tutor will randomly allocate the topics to each learner and only a maximum of EIGHT (8) learners in a tutorial class will be assigned the same topic.

Based on the assigned topics, submit your choice of company for your tutor’s approval by the week of 19 May 2025. No two learners should select the same company. Please wait for your tutor’s approval before proceeding with your research. (If the name of the company is confidential, please inform your tutor on the industry of the company, and other relevant details to ensure that there is no duplication of company in the class.

The Requirements Of This Assignment Include The Following:

1. Discussion Of Topics

1. You are required to conduct primary research (either face to face or online interview) based on the allocated topics.
2. Topics:
   1. Leadership and Culture
      1. Customer-focused Leadership
         Critique the leadership of one key business leader in the company based on the attributes of a good CX leader.
      2. Customer Experience Infusion in Company Culture
         Critique the presence (or absence) of a CX-oriented culture in the company based on the key considerations to harness people power in an organisation.
   2. Training and Empowerment
      1. Employee Induction Program
         Evaluate the comprehensiveness in content and effectiveness in delivery of the company’s new hire induction program.
      2. Employee Empowerment in Customer Service
         Evaluate the company’s practice in providing empowerment to employees in managing exceptions to handle customer situations.
   3. Staff Turnover and Management Responses
      1. Staff Turnover
         Analyse the levels and reasons for staff turnover within a company.
      2. Management Response
         Critique the effectiveness of the actions taken by management to address the levels and reasons for staff turnover.
   4. Customer Experience Metrics
      1. Managing the Voice of the Customer
         Based on the lesson on managing the voice of the customer, critique the actual feedback management practices of the company.
      2. Critique of Customer Satisfaction Data Management
         Critically evaluate the company’s practices for gathering and managing customer satisfaction data, referencing lessons on data collection covered in the course.
3. You will evaluate the company’s CX practices in direct relation to relevant theories and concepts pertaining to the topics allocated to you that have been taught in this learning unit’s lectures and tutorials. You should highlight both strengths and weaknesses of the company’s practices. Apart from the primary research conducted, your evaluation should be supported by secondary research (duly evidenced by in-text citation and proper referencing).

2. Recommendations

Based on your findings, provide TWO (2) recommendations for the company’s improvement relevant to the topics assigned. Each recommendation should be supplemented by actual industry or company examples and other relevant justifications.

The grading criteria in evaluating your assignment include your ability to provide comprehensive findings and recommendations related to the topics assigned, relate concepts and theories to support your discussion, provide additional research, and the quality of writing.

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Business Management Assignment Answers On Customer Experience Management

The interview has been performed with the CEO of a well known company that is DBS Bank Singapore. The interview was in relation to customer focused leadership, and according to the CEO, digital transformation and service excellence are key to achieving success in business operations in the 21st century. DBS bank is already recognised as the World’s best bank by Euromoney with respect to its digital first approach, and it is all because of excellent leadership that emphasizes on the voice of the customer, and positive cross departmental collaboration.

The culture of the bank is built across the philosophy of live more bank less, and this clearly indicates the CX oriented mindset. The training of employees is done with the focus on customer first approach, and the bank also makes use of internal campaign and recognition programs with the objective of reinforcing CX values across its business operations.

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