Module Assessment will cover the following Learning Outcomes and Apprenticeship Standard Criteria: Assessment 1 (LO1, LO2, OS10, 0S14, OK1, OK5, OK12, B1, B7), Assessment 2 (LO2, LO3, OS3, OK12)

The brief for these Assessments must cover the following Knowledge, Skills and Behaviours from the Apprenticeship Standard Criteria.

OS3: Write and create content for the different audiences, online channels and create clear “Call to Actions” and user journey’s

OS10: Accurately observe, record and draw conclusions from all types statistical analysis of campaign performance, recognising inherent uncertainties and limitations with financial and budgetary requirements to demonstrate Return on Investment (ROI).

OS14: Identify, recognise and understand internal and external business intelligence and factors that may impact future operations.

OK1: The strategic implications of the disruptive digital environment.

OK5: Customer insight, strategic relationships, acquisition and focus of customers, taking into account the customer experience and retention /loyalty.

OK12: The user experience, and how to maximise engagement.

B1: Ability to communicate and actively listen at all levels.

B7: Logical thinking and a creative approach to problem solving to systematically analyse and apply structured techniques to complex systems and situations.

The user experience, customer loyalty and customer insight are key to achieving optimum satisfaction and retention. This module provides an insight into the concepts of customer behaviour to understand contemporary customer expectations. You will gain understanding of the contemporary customer’s complex needs and wants, their buying behaviour and how this sets their expectations. You will learn how to gain the insight required to understand those needs and make recommendations for an enhanced customer experience.

This module will explore customer behaviours and expectations presented on a range of digital platforms including but not limited to:
E-commerce websites
Email marketing
Social media
Search engine optimisation
Content engagement

Key topic areas:
Characteristics and context of the organisation’s customers
CX and UX explained
Mapping the customer journey
Process of Segmentation, Targeting and Positioning
Factors that influence buyer behaviour
Customer Persona building
How digital technologies are improving marketers’ ability to manage customer experience
Customer Relationship Management
Evaluating customer research and insight

The user experience, customer loyalty and customer insight are key to achieving optimum satisfaction and retention. You will gain understanding of the contemporary customer’s complex needs and wants, their buying behaviour and the customer journey - this sets their expectations. You will learn how to gain the insight required to understand those needs and make recommendations for an enhanced customer experience.

Scheduled learning and teaching activities.

To consist of:
Face-to-face which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Online live webinars to take the form of tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further groupwork and case study analysis

Guided independent study:
To consist of:
Accessing additional online content such as videos and presentations
Independent reading to consolidate knowledge gained in the formal teaching
Undertaking formative tasks set by the tutor to consolidate learning
Assessment preparation and writing and gathering evidence
Portfolio building

These are indicative only. You will be expected to complete independent extended reading.

Goodman, J.A. (2014) Customer Experience 3.0: High Profit Strategy, McGraw Hill, ISBN:9780814433881)

Hague, P. & Hague, N. (2018), B2B Customer Experience - A Practical Guide to Delivering Exceptional CX, Kogan Page, ISBN:9780749481858

Newman, M. & McDonald, M. (2018) , 100 Practical Ways to Improve Customer Experience, Kogan Page.
ISBN: 9780749482671

Smilansky, S. (2017), Experiential Marketing: A Practical Guide to Interactive Brand Experiences (2017), Kogan Page ISBN: 9780749480967

Webb, N.J. (2016), What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, ISBN: 9780814437810

Peppers, D. and Rogers, M. (2017) Managing customer experience and relationships: a strategic framework. 3rd edition. Hoboken, John Wiley & Sons.

VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
Adobe Creative Cloud (University Licence)

Digital technologies to support learning:
Google Analytics
Hubspot
Sprout Social
Buffer
Trello
Hootsuite
Mail Chimp
WordPress
Wix
SimilarWeb
SEMRush
Alexa Website Traffic
Google Trends

1. Understand key factors that influence digital customer behaviour and the insights that organisations can gain through social listening.
Learning Outcomes - Knowledge and Understanding, Enquiry

2. Analyse and evaluate the user experience and digital customer behaviour, using customer insight, strategic relationships, acquisition and focus of customers, taking into account the customer experience, retention and loyalty for your work-based organisation.
Learning Outcomes - Analysis, Application

3. Explore and provide recommendations, how the customer and user experience can be enhanced through integrating customer insights and appropriate theory for an organisation. Create content based on the recommendations, with a clear ‘call to action’.
Learning Outcomes - Enquiry, Analysis, Problem Solving, Application