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9 pages/≈2475 words
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APA
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Management
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Case Study
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English (U.S.)
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Case Study. Customer & Company. Management Case Study

Case Study Instructions:

It is expected to be no more than 2,500 words, or 10 pages double-spaced, not including references, appendices and other material. It is expected to answer the questions below and include at least 3 additional academic sources.
To complete this assignment, please read the 2018 Case on HeadSpace in My Courses. You may also reference and review any other third-party materials or research on this company.
For the assignment, you are Head of Customer Experience Management at HeadSpace. Your board is interested in how you are delivering on Headspace goals for customer acquisition, customer development and retention. They want to maximize CLV and create growth for the platform.
‘
With this in mind, please write a report that is a maximum of 2500 words, or 10 pages double spaced, not counting the appendices with graphs, charts or other reference material.
In the report, please address the following questions:
1. What customer acquisition, development and retention strategy would be the most effective way to grow the platform? How would you measure it’s success?
2. What are the defined target segments for Headspace? How are they different? How would you define each segment and it’s wants, needs, desires and the appropriate value proposition.
3. How is Headspace using personalization and profiling techniques to improve it’s customer experience?
4. Do you think Headspace’s brand message and company values are authentic? Be specific and provide evidence for your answer.
I expect you to use at least 3 additional academic sources of additional research and evidence in the answering of the questions and in this paper. An academic source is a source of information that includes a survey, study or research conducted by a 3rd party or academic institution that pertains to a topic, definition or concept that you are including in your paper.

 

 

 

April 5, 2019

fINAL eXAM/aSSIGNMENT REPORT

 

Prof Kane | MKT 436 |Spring 2019 

This Final assignment report is individual, and is due at 11:59 p.m. on Thursday, May 2, 2019.  It is expected to be no more than 2,500 words, or 10  pages double-spaced, not including references, appendices and other material.  It is expected to answer the questions below and include at least 3 additional academic sources.

 

To complete this assignment, please read the 2018 Case on HeadSpace in My Courses.  You may also reference and review any other third-party materials or research on this company. 

 

For the assignment, you are Head of Customer Experience Management at HeadSpace.  Your board is interested in how you are delivering on Headspace goals for customer acquisition, customer development and retention.  They want to maximize CLV and create growth for the platform.

‘

With this in mind, please write a report that is a maximum of 2500 words, or 10 pages double spaced, not counting the appendices with graphs, charts or other reference material.

 

In the report, please address the following questions:

1.     What customer acquisition, development and retention strategy would be the most effective way to grow the platform?  How would you measure it’s success?

2.    What are the defined target segments for Headspace?  How are they different?  How would you define each segment and it’s wants, needs, desires and the appropriate value proposition.

3.    How is Headspace using personalization and profiling techniques to improve it’s customer experience?

4.    Do you think Headspace’s brand message and company values are authentic?  Be specific and provide evidence for your answer.

 

I expect you to use at least 3 additional academic sources of additional research and evidence in the answering of the questions and in this paper.  An academic source is a source of information that includes a survey, study or research conducted by a 3rd party or academic institution that pertains to a topic, definition or concept that you are including in your paper.

Case Study Sample Content Preview:

Case Study
Name
Institution
Due Date
Case Study
What customer acquisition, development, and retention strategy would be the most effective way to grow the platform? How would you measure its success?
Headspace does indeed need to revamp its efforts as it seeks to acquire more customers. Customer acquisition, development, and retention are issues that ongoing and that do not have an end. As a platform, Headspace needs to continually enhance its efforts so that it can continue acquiring new clients and helping them meet their needs.
To acquire new app users or potential subscribers, Headspace can make use of App Store Optimization or ASO. Wilson (2018) explains the details regarding ASO and notes that “the focus of ASO is expert resource application related to improving the ranking of mobile applications (apps) directly within app stores.” The main goals of ASO are to help enhance brand exposure, enhance audience engagement, enhance the brand ratings and reviews, and finally, marketing the brand to potential clients. In 2018, Statista (2019) showed that there were 205.4 billion mobile app downloads and this number is projected to keep rising. Headspace needs to tap into the number given above and find ways to be a part of the developments that are projected. ASO works like SEO which increase a company’s visibility to potential clients. So, using ASO will help Headspace increase its visibility to potential clients, and this will, in turn, lead to more downloads and more subscribers in the end. Aside from the use of ASO, Headspace can also consider using influencer marketing. Influencer marketing is a phenomenon that continues to attract a lot of attention. It works by shifting the attention from the target market towards an individual who is in touch with the target market (Glucksman, 2017). The goal is mainly to use the individual to help spread the message about a product or service. Measuring the success of the above is quite simple because one simply needs to look at the number of new subscribers every day, week, or month and doing a comparison between the previous times.
When it comes to development, after acquiring new clients, Headspace needs to make sure that these customers feel the change. Clients will keep downloading the app and leaving after learning the basics if they do not feel like they are growing or developing. One way to do this is to share usage statistics with the clients. Headspace needs to move swiftly and start collecting data they believe makes sense to their clientele. For example, one Headspace could keep track of the number of times a person meditates in a week and show how that has helped. With meditation, change happens in bits which means it is slow. Clients may not be aware of this fact, and it is crucial that Headspace shares this information with their clients. It is important for clients to feel like they are making some steps. This way, it will be easier to see or appreciate value for the time spent meditating or on the Headspace app. Additionally, Headspace could consider making their content more fun by introducing stages or badges. When a person successfully completes a single stage, they need to get a badge, and after the completion of each stage, users cou...
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