BTEC Level 4 Unit 16 Customer Experience Management Assignment : Boden Case Study for Enhancing CRM with Digital Touchpoints

University University of Huddersfield (UOH)
Subject Unit 16: Managing the Customer Service

Unit Learning Outcomes:

LO1 Explain the needs and expectations of market segments for products or services of a given organization.

LO2 Produce a customer experience map to create business opportunities and optimize customer touch points.

LO3 Investigate the impacts of digital technology on customer service relationship management.

LO4 Apply effective customer experience management within an organizational context to maximise customer engagement.

Vocational Scenario:

Boden is an online mail order clothing company based in the United Kingdom (UK) with offices, call centre and distribution hub based in Leicestershire with the Head Office and Marketing Department located in London. The business was founded in 1991 by CEO Johnny Boden initially selling a limited but select range of Men’s wear, the company soon expanded selling Women’s, Children’s and

Baby Wear including shoes, boots, accessories and some household products and gifts at seasonal times of the year. The company boasts exporting to customers in Europe, including the USA, China and commonwealth countries in New Zealand and Australia.

The business has one retail outlet in London, a collaboration with Next, concessions in John Lewis with a strong online presence. Customers can access Facebook, X (formerly twitter), Pinterest and Instagram and make contact by phone, email, or live chat/web chat with a Customer Service Advisor (CSA).

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Assignment Activity and guidance

STEP 1:

You should explain the needs and expectations of market segments for products and services at Boden, understanding customer needs and wants. This includes providing advice on how effective customer engagement factors determine customer onboarding with Boden and how it could maximize customer engagement.

STEP 2:

Produce a detailed customer experience map that charts the customer journey and examines the activities and actions taken at each customer touchpoint in order to create new business opportunities and optimize the customer experience.

STEP 3:

Investigate the impacts of new and existing digital technologies on customer relationship management (CRM) and how it might apply to Boden. This includes identifying the use of different social media platforms to raise awareness of products and services and communication to customers and how effective it is in retaining customers.

STEP 4:

Produce a customer service experience map explaining how the customer touchpoints throughout the customer experience create new business opportunities and optimize customer touchpoints.

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