1.1 Analyse the factors which influence the relationship organisations build with customers
UNIT CMI 522 Managing the Customer Experience
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learner information |
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Learner name: |
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CMI membership No: |
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Date: |
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Centre name: |
SERC |
Qualification: |
CMI L5 Diploma in Management & Leadership |
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Learner statement of authenticity: |
I confirm that the attached completed assignment is all my own work, and does not include any work completed by anyone other than myself. I have completed the assignment in accordance with the Institute’s approved instructions and within the time limits set by my Centre. |
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I consent for this assignment to be used for assessment standardisation and where appropriate, for the dissemination of good practice, on the understanding that the content is anonymised. |
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Centre statement of authenticity: |
On behalf of SERC, I confirm that the above mentioned learner is registered at the centre on a Chartered Management Institute (CMI) programme of study. The learner is, to the best of my knowledge, the sole author of the completed assignment. |
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Name: |
Suzi Donnelly |
Job Title: |
Lecturer |
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Signed: |
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Assessment tasks and WORD COUNT |
Assessment brief CMI 522 features the following assessment tasks. Further detail is provided against each assessment task within the brief.
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Assessment Task |
Learning outcomes covered by assessment method |
Assessment criteria |
Guideline word count |
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1a |
Write a report entitled: The principles of managing the customer experience |
LO1 Understand the principles of managing the customer experience |
1.1 Analyse the factors which influence the relationship organisations build with customers |
Approx. 1600 words |
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1.2 Assess the key features of a customer focused culture |
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1.3 Examine the benefits and challenges of managing the customer experience |
Approx. 800 words |
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1.4 Examine the impact of organisational and legal frameworks on the management of the customer experience |
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Write a report entitled: The customer journey in the context of an organisation |
LO2 Understand the customer journey in the context of an organisation |
2.1 Analyse the customer journey within the context of an organisation |
Approx. 1000 words |
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2.2 Examine the role and responsibilities of stakeholders supporting the customer journey |
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Write an account on managing the customer experience. |
LO3 Know how to manage the customer experience |
3.1 Evaluate approaches to leading the delivery of the customer experience |
Approx. 600 words |
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3.2 Examine good practice in managing customer complaints |
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3.3 Analyse the use of technology in managing the customer experience |
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Write a proposal on how to monitor and measure the customer experience |
LO4 Know how to monitor and measure the customer experience |
4.1 Evaluate methods used to monitor and measure the customer experience |
Approx. 600 words |
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4.2 Recommend approaches to improve the customer experience in the context of an organisation |
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LEARNER EVIDENCE |
TASK 1: Report entitled ‘The principles of managing the customer experience’ which needs to be presented in the below four sections (2400 words)
- Factors which influence the relationship organisations build with customers (to include TWO (2) factors)
- Key features of a customer focused culture
- The benefits and challenges of managing the customer experience (to include at TWO (2) benefits and TWO (2) challenges of managing customer experience)
- Impact of organisational and legal frameworks on the management of the customer experience (to include ONE organisational and ONE legal framework on the management of customer experience)
TASK 2: The customer journey in the context of ONE organisation (1000 words)
2.1 Analyse the customer journey within the context of an organisation
2.2 Examine the role and responsibilities of (at least TWO) stakeholders supporting the customer journey
TASK 3: An account of managing customer service to include (600 words):
3.1 Evaluate TWO (2) approaches to leading the delivery of the customer experience
3.2 Examine TWO (2) examples of good practice in managing customer complaints
3.3 Analyse the use of technology in managing the customer experience
TASK 4: Proposal for high quality customer service (600 words)
4.1 Evaluate TWO (2) methods used to monitor and measure the customer experience
4.2 Recommend approaches to improve the customer experience in the context of an organisation
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bibliography |
UNIT CMI 522: Managing the Customer Experience
This Mark Sheet is for Unit 522, the word count for this unit is approximately 3500-4000, for the full breakdown please see Assessment.
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TO BE COMPLETED BY THE LEARNER/CENTRE |
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Learner name: |
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CMI membership No: |
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Date: |
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Centre name: |
SERC |
Qualification: |
CMI Level 5 Diploma in Management & Leadership |
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Batch Number: |
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Overall assessment result: |
CMI Markers/Assessor Result: Passed / Referred |
CMI Lead Moderator’s/IQA Result: Passed / Referred |
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LO1 Understand the principles of managing the customer experience LO2 Understand the customer journey in the context of an organisation LO3 Know how to manage the customer experience LO4 Know how to monitor and measure the customer experience |
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Learning Outcome |
AC No |
Assessment criteria |
Assessment result* (*delete as appropriate) |
Assessor feedback |
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1 |
1.1 |
Analyse the factors which influence the relationship organisations build with customers |
Pass/Refer |
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1.2 |
Assess the key features of a customer focused culture |
Pass/Refer |
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1 |
1.3 |
Examine the benefits and challenges of managing the customer experience |
Pass/Refer |
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1 |
1.4 |
Examine the impact of organisational and legal frameworks on the management of the customer experience |
Pass/Refer |
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2 |
2.1 |
Analyse the customer journey within the context of an organisation |
Pass/Refer |
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2.2 |
Examine the role and responsibilities of stakeholders supporting the customer journey |
Pass/Refer |
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3 |
3.1 |
Evaluate approaches to leading the delivery of the customer experience |
Pass/Refer |
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3.2 |
Examine good practice in managing customer complaints |
Pass/Refer |
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3.3 |
Analyse the use of technology in managing the customer experience |
Pass/Refer |
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4.1 |
Evaluate methods used to monitor and measure the customer experience |
Pass/Refer |
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4.2 |
Recommend approaches to improve the customer experience in the context of an organisation |
Pass/Refer |
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Overall Feedback from Marker/Assessor |
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Signed: Date: |
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Feedback from Lead Moderator/IQA |
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Signed: Date: |
If Resubmissions are required, please ensure amendments are submitted in a different colour font or type to differentiate from the original/previous submission.
Example Answer of CMI 522: Managing the Customer Experience
TASK 1: The Principles of Managing the Customer Experience
1.1 Factors which influence the relationship organisations build with customers
There are many factors that affect how an organisation builds and maintains relationships with its customers. Two key factors include communication and trust.
Firstly, communication is vital. Good communication builds strong connections with customers, ensuring they feel valued and understood. For example, when a business responds quickly and clearly to customer enquiries, it shows that it cares about its customers’ needs. Clear communication also avoids confusion and builds confidence in the brand.
Secondly, trust plays a huge role. Trust is developed over time through consistent, positive interactions and reliable service. If a company always delivers what it promises, customers are more likely to return. On the other hand, if a business fails to meet expectations, it can damage trust and harm customer loyalty.
1.2 Key features of a customer-focused culture
A customer-focused culture is one where the customer is at the heart of every decision made in the organisation. Key features of this type of culture include:
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Customer-centric leadership: Leaders set the tone and make customer satisfaction a priority.
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Employee empowerment: Staff are trained and encouraged to make decisions that benefit the customer.
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Continuous improvement: Feedback from customers is used to improve services and products.
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Consistent customer experience: Every part of the organisation, from front-line staff to back-office functions, works together to deliver a positive experience.
When these features are present, the organisation becomes more aligned to customer needs, increasing satisfaction and loyalty.
Continued...
