group project, part 1 and 2
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UAPart1and2Howtodothisassignmentstudentbriefing.pptxUnited Airlines – Assignment
Using the 6 disciplines
Mark allocation
Each discipline assessed by weakness (from the cases provided) at United Airlines
and corrective action to be taken by United Airlines.
Corrective actions must factor all key highlights of each discipline as in the presentations made in class..
Marks will reflect your making reference to the subject mater taught in class.
I don’t need you to give me a detailed explanation of the stories. I already know them.
You need to show me that you are able to apply the concepts taught in class to the cases
It’s not only about the “WHAT” happened (weakness)
but the “WHY” (not following the CX disciplines)
it happened and
the “HOW” you can propose corrective actions.
This is your role as a consultant to United Airlines.
For each part: Each discipline (20 marks) assessed by
weakness – 10 marks (from the cases provided) at United Airlines
and corrective action – 10 marks to be taken by United Airlines.
Marks will reflect your making reference to the subject mater taught in class.
Part 1: 3 disciplines: 60 marks ( 3disciplines x 20 marks each)
Part 2: 3 disciplines: 60 marks
Plus 10 marks for each part for completing the following:
All three team contracts (see next page) complete. This is to be typewritten (not handwritten)
Includes a complete cover page. No spelling or grammar. Professional layout with bibliography and citations
Summary of marks
* Each part evaluated at 70 marks and course weight of 15 marks
* Total for this assignment = 140 marks for Part 1 and 2 and course weighted at 30 marks
Vision, Mission, Purpose, Strategy
Define CX, CX Strategy
CX Ecosystem
CX Pyramid
The Golden Rule
Core 4: safe, dependable, caring efficient
UA Customer Experience Investor briefing 2018
5 dimensions: touch points, pathways, empathy, delivery and ecosystem
Create a CX strategy in line with organisation strategy
STRATEGY
5 gaps
Customer Journey mapping- Persona of passenger
Why do customers complain/process of service recovery
Justice Dimensions: Procedural, Interactional, Outcome
Service recovery paradox
Moment of Truth
Empathy
Positive story telling
Not operating as silos(Zappos)
Ecosystem is not customer driven
Qual and Quant data
Emotion, Intimacy, Desire, knowledge
Specific, clear and memorable
CUSTOMER UNDERSTANDING
Define Design
3 themes/10 best practices ( as applicable)
Design thinking
Human Centred Design principles
DESIGN
United Airlines Part 1
1.List all key concepts in each discipline
2. See how best you can apply these
concepts to the UA case.
Give examples of brands that
UA can learn from to build
better CX experiences
United Airlines Part 2
MEASUREMENT
GOVERNANCE
CULTURE
1.List all key concepts in each discipline
2. See how best you can apply these
concepts to the UA case.
Big data and 4 types
Wallet Allocation Rule
Key Metrics
NPS framework ( 5 factors)
Inner and Outer loop,
Huddles
Inspirational leadership
CLTV
Customer Advocacy and
the BI council
Building the CX vision – The
7 steps
X data and O data
5 steps to get your
stakeholders aligned
The 7 deadly sins of CX
Transformation
The Chief Customer Officer
Climate and Culture
The three cycles
The talent cycle for
building Customer centric
Firms
The 7 sins of cultural
commitment
Give examples of brands that
UA can learn from to build
better CX experiences
DELIVERY
6 pillars of
service delivery
excellence
Source: Statista Search word : market share of United Airlines
