II. INTRODUCTION
A. Description of the business or organization
There are a lot of things you can include when describing the business. As a result, you need to select your information carefully. Obviously, make sure you describe what the business does/sells so the reader (the judge!) has a feeling for the business. Include information such as:
Product or services sold
Target audience
Location
Competition
etc.
This is generally not a good place to talk about the history of the company or the details about the founder. Keep in mind your project focus and remember that everything you write should help convince the judge that your campaign and recommendations will be effective. As a result, you might have to go back and modify this, and all sections, after completing your campaign recommendations.
Again, try and select information that will relate to your project goals. With CX as the topic of the project, you may want to focus on describing aspects of the business that impact your CX efforts such as:
Technology used by the company
Demographics of customers
Customer base
B. Description of the community
The outline provided by DECA recommends you cover economic, geographic, demographic and socioeconomic aspects of the community. Again, if you can focus on the factors that are most relevant to the need for an improved Customer Experience it will build your case. The current economic climate or economic trends are important, but so are details about buyer behavior. You might consider adding a buyer personal profile in this section if it helps identify your target audience for your CX efforts.
Get all the demographic information you would ever want at ZipWho.com
The example to the left is a basic profile, the site allows you to drill down with a long list of variables.
C. Overview of the business or organization’s current customer experience
Document what is currently being done in terms of delivering a good customer experience. There is a good chance that you may select a company or organization that does very little. Then say that. It should not work against you that your client is not very effective in delivering a quality customer experience.
The judge should have a good understanding of the current customer experience strategy after reading this section. It also provides you with an opportunity to show, at a later point, how your recommendations build upon or complement the current efforts.
