Academic Writing

Read attached file first afterwards; Mega Gyms is a health and fitness company that operates 76 gyms in major cities and towns throughout the UK. You are the first Customer Experience Manager Mega Gyms has appointed. The appointment was the outcome of Mega Gyms yet again scoring below their key competitors Pure Gym and Gym Group 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 Mega Gyms service offer using the 7P marketing mix • A clearly identified target market using ACORN (or one of the other segmentation schemes that exist) NB. ALL THE FOLLOWING SECTIONS WILL BE ASSESSED IN TERMS OF THE EXTENT TO WHICH THEY ARE APPROPRIATE FOR THE SERVICE AND TARGET MARKET THAT HAVE BEEN IDENTIFIED. • The location, servicescape, style of service and staffing • 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 • The marketing information for managing existing customers including the customer database and methods of collecting customer feedback • The approaches used to build customer loyalty and repeat business • A service recovery plan with guidelines for staff on handling complaints • A customer communications plan 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