Assignment Brief Assignment title: AS2 Customer Management Plan Weighting: 100% Deadline: 7th May 2017 Assessment The purpose of this assignment is to provide you with the opportunity to put concepts and theory into practice by putting together a credible and viable customer management plan for a service offer. It is important to remember that this is principally concerned with creating customer delight through delivering excellent service and customer care. This means that the focus is on serving and keeping customers rather than on attracting new customers. PLEASE NOTE THAT A CUSTOMER MANAGEMENT PLAN IS NOT A BUSINESS PLAN OR A MARKETING PLAN. Assessment Task Luxury Spas is a health and wellbeing company that operates 56 spas in major cities and towns across the United Kingdom. You are the first Customer Experience Manager Luxury Spas has appointed. The appointment was the outcome of Luxury Spa yet again scoring below their key competitors Bannatynae Spas and Macdonald Hotel Spas in the latest UK Customer Satisfaction Index. Your task is to change this reputation for poor customer service and as a first step the MD has asked you to prepare a full Customer Management Plan for the business that cover the following: • A summary of the Luxury Spas service offer using the 7P marketing mix • A clearly identified target market using ACORN (or one of the other segmentation schemes that exist) • The location, servicescape, style of service and staffing (appropriate to the target market and service offer identified in points one and two) • A blueprint showing how the customer would use the service with potential fail and wait points and moments–of-truth identified. This section should also include thinking on how to mitigate fail / wait points and use moments-of truth • The metrics or measures you would use to monitor service quality with the reasons for proposing these measures (appropriate to the target market and service offer identified in points one and two) • The marketing information for managing existing customers including the customer database and methods of collecting customer feedback (appropriate to the target market and service offer identified in points one and two) • The approaches used to build customer loyalty and repeat business (appropriate to the target market and service offer identified in points one and two) • A service recovery plan with guidelines for staff on handling complaints • A customer communications plan (appropriate to the target market and service offer identified in points one and two) Format Present the Customer Management Plan as a 3000 word BUSINESS REPORT. Use appendices for the following: the Blueprint, visual representations of the servicescape, staff guidance on handling complaints and a diagram of the content of the customer database. Everything else must go into the main plan. As this is a TURNITIN assignment, you will need to combine the report and appendices into a single document. Assessment Breakdown Presentation (15%) A key learning objective is the ability to prepare written reports to a commercial standard; which means that the report must be professionally presented. The clarity with which ideas are communicated, the use of grammatical formal business English, the relevant use of diagrams and tables together with the correct use of referencing are all very important in this assignment. Content and Achievement of the Brief (85%) This task requires you to use the knowledge developed in this module and through your wider reading and study of the issues. The plan requires the application of relevant frameworks, tools and concepts in a specific context. Descriptive and / or generalised work is not sufficient. Assessment Submission To submit your work, please go to the ‘Submit your work’ area of the Module NILE site. It is important that you submit your work to the correct module NILE site, and that your work is submitted on time. Assessment Guidance Guidance on how to complete the task Learning outcomes The learning outcomes being addressed through this assignment are: a. Identify and assess differing customer characteristics and needs to include customers with disabilities, customers in a multicultural environment and international customers e. Appreciate the role of information systems within modern customer service provision f. Produce a customer management plan g. Recommend quality indicators for customer service provision h. Design and implement customer feedback evaluation i. Make recommendations on staffing the customer interface j. Produce a report to commercial standards, making justified recommendations