Unit 16 Managing the Customer Experience (H/618/5057) Assignment Brief 2026
Unit 16 Managing the Customer Experience Assignment Brief
| Qualification | Pearson BTEC Level 4 Higher National Certificate in Business: 603/6837/8 |
| Unit Number and Unit Title | Unit 16 : Managing the Customer Experience |
| Unit Code | H/618/5057 |
| Credit Value | 15 |
Introduction
The aim of this unit is to give students background knowledge and understanding of how businesses manage the customer experience – from the initial needs analysis through to after-sales follow-up.
Students will map the journey that a customer makes through a business, identifying crucial touch points and recognising how these touch points can be managed to optimise the customer’s experience.
Students will consider how technology is changing the way that customers interact with businesses and how digital initiatives should complement existing customer journeys while recognising that online and offline consumers are distinctly different. Students can then use this knowledge to provide customer service in business and services and in an online context to meet required business standards.
Learning Outcomes and Assessment Criteria
| Pass | Merit | Distinction |
| LO1 Explain the needs and expectations of market segments for products and/or services of a given business organisation |
D1 Evaluate a broad range of different target customer groups’ needs and expectations in terms of customer engagement for a product and/or service.
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| P1 Explain the value and importance of understanding the needs, wants and preferences of target customer groups for a business organisation.
P2 Explore the different factors that drive and influence customer engagement of different target customer groups. |
M1 Review how customer engagement factors determine customer onboarding strategies for different target customer groups.
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| LO2 Produce a customer experience map to create business opportunities and optimise customer touch points |
D2 Analyse how customer touch points influence the behaviour, responses and actions of its customers to enhance the customer experience. |
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| P3 Create a customer experience map for a selected business organisation.
P4 Discuss how the customer touch points throughout the customer experience create business opportunities. |
M2 Create a detailed customer experience map that charts the customer journey and examines the activities and actions taken at each customer touch point, to create business opportunities. | |
| LO3 Investigate the impacts of digital technology on customer relationship management |
D3 Critically evaluate CRM systems used in businesses for acquisition and retention of customers. |
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| P5 Examine how digital technology is employed in managing the customer experience providing specific examples of customer relationship management (CRM) systems. | M3 Evaluate how digital technologies employed in managing the customer experience are changing CRM systems to acquire and retain customers effectively. | |
| Pass | Merit | Distinction |
| LO4 Apply effective customer experience management within an organisational context to maximise customer engagement. |
D4 Evaluate the delivery of customer service strategies and communication, justifying and making valid recommendations for improvement in developing a quality customer experience. |
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| P6 Illustrate customer service strategies in an organisational context.
P7 Demonstrate how customer service strategies create and develop the customer experience in a way that meets the needs of the customer and required business standards. |
M4 Review the application of customer service strategies in an organisation and make recommendations for improvement. | |
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