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Please use the table below as your cover sheet for the 1st page of the submission. The sheet should be before the cover/title page of your submission.
Programme
MSc Management
Module name
Customer Experience Strategy
Schedule Term
Student Reference Number (SRN)
Report/Assignment Title
Date of Submission
(Please attach the confirmation of any extension received)
Declaration of Original Work:
I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my original work, researched, undertaken, completed and submitted in accordance with the requirements of BPP School of Business and Technology.
The word count, excluding contents table, bibliography and appendices, is ___ words.
Student Reference Number: Date:
By submitting this coursework you agree to all rules and regulations of BPP regarding assessments and awards for programmes. Please note, submission is your declaration you are fit to sit.
BPP University reserves the right to use all submitted work for educational purposes and may request that work be published for a wider audience.
BPP School of Business and Technology
CES(S)_CW1
MSc Management
Customer Experience Strategy
Coursework Assessment Brief (CW1)
Submission mode: Turnitin online access
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1. General Assessment Guidance
• Your summative assessment for this module is made up of this Coursework submission which accounts for 100% of the marks.
• Please note late submissions will not be marked.
• You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.
• For coursework, the submission word limit is 2,500 words. You must comply with the word count guidelines. You may submit LESS than 2,500 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.
• Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.
• A total of 100 marks are available for this module assessment, and you are required to achieve minimum 50% to pass this module.
• You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism.
You can find further information on Harvard Referencing in the online library on the VLE. You can use the following link to access this information: http://bpp.libguides.com/Home/StudySupport
• BPP University has a strict policy regarding authenticity of assessments. In proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which are available on VLE in the Academic registry section.
• You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Cover sheet may be considered invalid and not marked.
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2. Assessment Brief
You are required to write a 2500-word report on the customer experience (CX) strategy of one (1) company product/service shown below. You should base your report on the analysis of their CX strategy in one specific country in which they operate, which you must identify in the introduction to your report.
Choose one company (1) in the chart below:
Company
Product
Country
Google
My Business
Any
Apple
MacBook
Any
Coca-Cola
Sprite
Any
Mercedes Benz
Long Wheelbase E-Class
Any
Dyson
Vacuum
Any
Heinz
Baked Beans
Any
Voot
Video Streaming
India
Taj Hotels
Hotel
India
bKash
Mobile financial services
Bangladesh
Rupchanda
Edible Oil
Bangladesh
14th Street Pizza
Food
Pakistan
ChenOne
Fashion
Pakistan
GTBank
Banking
Nigeria
You should write your report for the Board of Directors of the company you have chosen from the list above. Within the business report, reference should be made to relevant CX concepts, literature and application as appropriate. Only use tables to answer the requirements where it is suggested to do so.
You need to address the following tasks:
1. The importance of customer experience (10 marks): define and explain the concept of customer experience. Determine the importance of CX in the case of your chosen company’s product/service. (Suggested word count: 300 words)
2. Consumer persona creation (15 marks): define explain what a consumer persona is and describe its role in developing effective CX strategy. In application to the company product/service identify one key consumer persona and provide the following elements in a visual format (graphic or table):
a. Demographics and story
b. Profile
c. Motivations for using the product/service
d. Goals for using the product/service
e. Painpoints the product/service solves
(Suggested word count: 200 words)
3. Mapping the customer journey (15 marks): define and explain what a customer journey is and discuss its importance to CX strategy. In relation to your consumer persona identified in
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task 2, using a graphic or table, map their customer journey. This should be from the perspective of the customer and include the following:
a. Stages of journey
b. Activities
c. Feelings and needs
d. Potential opportunities for improvement
(Suggested word count: 200 words)
4. Omnichannel marketing (15 marks): define and explain what is meant by omnichannel marketing and define and explain the role of interaction and customisation in omnichannel marketing. Identify for your chosen company product/service the different marketing channels used and analyse how effective your chosen company is in achieving a seamless customer journey. (Suggested word count: 550 words)
5. CX performance metrics (15 marks): identify and describe four CX performance metrics. Provide a justified recommendation of two metrics from the four metrics you described which are the most important in the case of your chosen company product/service. (Suggested word count: 500 words)
6. CX processes in different industries (20 marks): Describe five CX Critical Success Factors (CSFs) and the process to implement the CSFs in a company and then explain and compare the CX processes in your chosen company and another company of your own choice in a different industry. (Suggested word count: 600 words)
7. Conclusion (5 marks): having completed your report provide a conclusion on how effective your chosen company product/service CX strategy is, using evidence from the previous six tasks to support your reasoning. (Suggested word count: 150 words)
8. Presentation (5 marks): present your report in a structured and professional manner using Harvard referencing guidelines.
Suggested Structure
A 2,500-word business report to the Board of Directors of the company, in the capacity of a CX strategy consultant. There are many ways to construct a report and the following is only a suggestion:
Title page: your reader’s first impression of the report. It should be succinct but still describe the report’s contents so that it can be distinguished easily from other reports.
Comprehensive list of contents: a table of contents could help the reader to find specific information in the report quickly. This includes page numbers and any additional sections such as appendices and bibliography.
Report: covers your answers to the requirements one to eight as listed above.
Appendices: Appendices contain additional information which would be too detailed to include in the main body. Typical examples of information included in appendices can be glossaries (if it is a technical report), tables with supporting statistical data, examples of research and so on.
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References list: if you have consulted any source, either printed or on-line, you must include it in the list of your references and dates of internet access where applicable. For more information on referencing and the Harvard system access the link given in the General Assessment Guidance above.
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3. Marking Guide (student version)
The assignment is marked out of 100 and counts towards 100% of your module mark. The following table shows the mark allocation and approach required. Assignment Part Mark Approach
1. The importance of customer experience (10 marks)
4
3
3
• Clear definition and explanation of the concept of customer experience.
• Critical evaluation: describe the benefits of improving customer experience and describe the challenges of improving customer experience.
• Appropriate discussion of the importance of improving the customer experience in the case of your chosen company product/service.
2. Consumer persona creation (15 marks)
7
8
• Clear definition and explanation of a consumer persona and determination of its role in developing effective CX strategy.
• Identification of one key consumer persona relevant to your chosen company product/service and a detailed visual (graphic or table) is provided containing the following elements:
o Demographics and story
o Profile
o Motivations for using your chosen company product/service
o Goals for using your chosen company product/service
o Painpoints your chosen company product/service solves.
3.Customer journey map (15 marks)
7
8
• Clear definition and explanation of a customer journey and its purpose and importance to CX strategy.
• A detailed customer journey is presented as a graphic or table based on the consumer persona identified in task 2. It should include the following elements:
o Stages of journey
o Activities
o Feelings and needs
o Potential opportunities for improvement.
4. Omnichannel marketing (15 marks)
5
• Clear definition and explanation of what is meant by omnichannel marketing and the
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10
definition and role of interaction and customization in omnichannel marketing.
• Identification of the different marketing channels used for your chosen company product/service and a detailed analysis of how effective they are in achieving a seamless customer journey.
5. CX performance metrics (15 marks)
10
5
• Identification and description of four CX metrics.
• Justified recommendation of two of the four key metrics identified for your chosen company product/service.
6. CX processes in different industries (20 marks)
8
12
• Describe five CX Critical Success Factors (CSFs) and the process to implement the CSFs in a company.
• Explain and compare the five processes to implement the CSFs in your chosen company and a company in a different industry.
7. Conclusion (5 marks)
2
3
• Clear conclusion on your opinion of how effective your chosen company CX strategy is.
• Provide evidence from the previous six tasks to support your opinion.
Presentation (5 marks)
1
2
2
• Clear structure and layout
• Writing style: professional and concise
• Appropriate Referencing: range and credibility of the sources use and correct application of Harvard referencing style throughout report and appendices
Total
100
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4. Marking guide (student version) Assignment task Distinction (70-100%) Merit (60-69%) Pass (50-59%) Fail (0-49%) The importance of customer experience (10 marks) • CX definition and explanation • Critical evaluation: benefits of improving customer experience • Critical evaluation: challenges of improving customer experience • Discussion of CX benefits and challenges in the context of your chosen company product/service based on research and supported by evidence
Thorough and deep knowledge and understanding of CX with benefits and challenges clearly identified. Excellent evidence of research into your chosen company product/service and importance of CX is fully discussed in the context of your chosen company product/service. (7-10 marks)
Good knowledge and understanding of CX with benefits and challenges identified. Good evidence of research into your chosen company product/service and importance of CX is discussed in the context of your chosen company product/service. (6 marks)
Satisfactory knowledge and understanding of CX with some benefits and challenges identified. Adequate evidence of research into your chosen company product/service and importance of CX is adequately discussed in the context of your chosen company product/service. (5 marks)
Weak knowledge and understanding of CX with limited number of benefits and challenges identified. Limited evidence of research into your chosen company product/service and importance of CX is inadequately discussed in the context of your chosen company product/service. (0-4 marks) Consumer persona creation (15 marks) • Consumer persona definition • Consumer persona role/purpose • Evaluation: benefits of consumer persona • Evaluation: challenges of consumer persona • Presentation of key consumer persona for your chosen company product/service in engaging visual format based on research
Outstanding knowledge and understanding of consumer persona with benefits and challenges in relation to its role in developing CX strategy
Good knowledge and understanding of consumer persona with benefits and challenges in relation to its role in developing CX strategy
Satisfactory knowledge and understanding of consumer persona with some benefits and challenges in relation to its role in developing CX
Weak knowledge and understanding of consumer persona with limited benefits and challenges in relation to its role in developing CX
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clearly identified. Excellent evidence of research into key consumer persona for your chosen company product/service. Visual presentation clearly details all aspects of consumer persona in professional format. (11-15 marks)
identified. Good evidence of research into key consumer persona for your chosen company product/service. Visual presentation contains all aspects of consumer persona in professional format. (9-10 marks)
strategy identified. Adequate evidence of research into key consumer persona for your chosen company product/service. Visual presentation covers main aspects of consumer persona in basic format. (8 marks)
strategy identified. Limited evidence of research into key consumer persona for your chosen company product/service. Visual presentation covers some of the aspects of consumer persona in basic format. (0-7 marks) Customer journey map (15 marks) • Customer journey map definition • Purpose of customer journey map • Customer journey map based on key consumer persona in previous task
Outstanding knowledge and understanding of CJM with excellent discussion of its purpose in relation to CX strategy. Visual presentation clearly details all components of the CJM in a professional format. (11-15 marks)
Good knowledge and understanding of CJM with good discussion of its purpose in relation to CX strategy. Visual presentation covers all components of the CJM in a professional format. (9-10 marks)
Satisfactory knowledge and understanding of CJM with adequate discussion of its purpose in relation to CX strategy. Visual presentation covers main components of the CJM in a basic format. (8 marks)
Weak knowledge and understanding of CJM with limited discussion of its purpose in relation to CX strategy. Visual presentation covers some components of the CJM in a basic format. (0-7 marks) Omnichannel marketing (15 marks) • Omnichannel marketing definition • Role of interaction and customization in omnichannel marketing • Identification of the different marketing channels used for your chosen company product/service based on research and detailed analysis • Discussion of what seamless means in omnichannel marketing • Company omnichannel strategy evidenced • Conclusion regarding the extent to which the company delivers a seamless customer journey
Thorough and deep knowledge and understanding of omnichannel marketing
Good knowledge and understanding of omnichannel marketing and
Satisfactory knowledge and understanding of omnichannel marketing and
Weak knowledge and understanding of omnichannel marketing and
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and the role of interaction and customisation.
Excellent evidence of extensive research into chosen company’s marketing channels and a clear conclusion presented. (11-15 marks)
the role of interaction and customisation.
Good evidence of extensive research into chosen company’s marketing channels and a clear conclusion presented. (9-10 marks)
the role of interaction and customisation.
Adequate evidence of extensive research into chosen company’s marketing channels and a conclusion presented. (8 marks)
the role of interaction and customisation.
Limited evidence of extensive research into chosen company’s marketing channels and conclusion is lacking. (0-7 marks) CX performance metrics (15 marks) • Describe 4 (four) CX performance metrics • Explanation of how to calculate the metrics • State benefits and challenges of the metrics • Two metrics need proposed for your chosen company, justification should be clearly relevant to your chosen company product/service
Thorough and deep knowledge and understanding of CX performance metrics with excellent application to your chosen company product/service. (11-15 marks)
Good knowledge and understanding of CX performance metrics with good application to your chosen company product/service. (9-10 marks)
Satisfactory knowledge and understanding of CX performance metrics with adequate application to your chosen company product/service. (8 marks)
Weak knowledge and understanding of CX performance metrics with limited application to your chosen company product/service. (0-7 marks) CX processes in different industries (20 marks) • State 5 Critical Success Factors • Explain processes to implement each of the 5 critical success factors • Compare and contrast the approach of each of the factors and processes to implement within your chosen company and another company from a different industry.
Excellent evidence of an innovative or original use of extensive research which has been critically evaluated.
Excellent and detailed usage of recent emerging thought at the forefront of the discipline. (14-20 marks)
Good evidence of an innovative or original use of extensive research which has been evaluated. Good application of current and emerging thoughts and practices from the discipline. (12-13 marks)
Satisfactory evidence of use of a wide range of research with some links to a wider field. Emerging application of thoughts and practices at the forefront of the discipline. (10-11 marks)
Limited evidence of research and the use of a diverse range of appropriate sources.
Weak introduction to a basic appreciation of a wider field with some links to the required discipline indicated. (0-9 marks) Conclusion (5 marks) • Conclusion of level of effectiveness of companies CX strategy
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• Evidence from previous tasks to support conclusion of effectiveness
Excellent conclusion presented which clearly draws on the previous tasks. (4-5 marks)
Good conclusion presented which clearly draws on the previous tasks. (3 marks)
Satisfactory conclusion presented which draws on the previous tasks. (2 marks)
Conclusion is more of a summary and limited to no argument presented. (0-1 marks) Presentation (5 marks) • Clear structure and layout • Writing style: professional and concise • Appropriate Harvard referencing
Excellent with precise, full and appropriate references.
An exemplar of structured layout and professional and accurate expression. (5 marks)
Good with precise, full and appropriate references.
A good example of structured layout and professional and accurate expression. (4 marks)
Satisfactory with full and appropriate references.
Structured layout and mainly accurate expression. (3 marks)
Weak with appropriate references.
Limited structure and expression. (0-2 marks)