Unit 16 Managing the Customer Experience (H/618/5057) Assignment Brief 2026

University	Business and Technology Education Council ( BTEC)
Subject	Unit 16 Managing the Customer Experience (H/618/5057)

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.
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.
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.
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.
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.
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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Answer

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

Unit 16 Managing the Customer Experience (H/618/5057) Assignment Brief 2026

Unit 16 Managing the Customer Experience Assignment Brief

Introduction

Learning Outcomes and Assessment Criteria