Briefly discuss the evolution of marketing from traditional approaches to digital, focusing on the emergence of customer experience (CX)

2024-08-30 13:38:22

BPP Business School Coursework Cover Sheet

Please use this document as the cover sheet of for the 1st page of your assessment. Please complete the below table – the grey columns

Module Name

Customer Experience Strategy

Programme Name

 

Student Reference Number

(SRN)

 

Assessment Title

 

Please complete the yellow sections in the below declaration:

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Please note that by submitting this assessment you are declaring that you are fit to sit this assessment.

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Programme: MSc Management

Module : Customer Experience Strategy

Coursework Assessment Brief 4

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 2500 words. You must comply with the word count guidelines. You may submit LESS than 2500 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.

2.Assessment Brief

You are required to write a 2500-word report on the customer experience (CX) strategy of one (1) company product 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.

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:

TASK 1 (15 marks): Briefly discuss the evolution of marketing from traditional approaches to digital, focusing on the emergence of customer experience (CX) as a competitive advantage. Analyse how your chosen company/product has successfully transitioned to prioritise CX.

TASK 2 (30 marks): Create a consumer persona of any age for your chosen company product, highlighting the following five key elements specifically (Demographics, Profile, Motivations, Goals, Painpoints). Discuss the role of personas in developing customer experience strategies.

Develop a customer journey map that reflects the consumer persona above, identifying and explaining the following four key elements specifically (Stages, Activities, Feelings & Needs, Opportunities for improvements). Explain the role of customer journey map to CX.

TASK 3 (15 marks): Identify and explain any three CX performance metrics (taught in class) for your chosen company product. Evaluate the effectiveness of these metrics in enhancing its strategic process and suggest improvements.

TASK 4 (15 marks): Evaluate the omnichannel approach/strategy of the chosen company. Recommend improvements to enhance the integration with the overall customer experience (CX) strategy, focusing on identification, differentiation, interaction, and customisation stages.

TASK 5 (15 marks): Identify and discuss CULTURE and any other two of the CX critical success factors (taught in class) for your chosen company product. Highlight the strategic importance of each CSF and Include recommendations for improving the CSF.

Intro & Conclusion (5 marks): At the beginning of your report, name your company, product, and country and what is included in the report. At the end of 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: Intro 30 words, conclusion 120 words – total 150 words between the two)

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: The 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.

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.

3.Marking Guide

The assignment is marked out of 100 and counts towards 100% of your module mark. The following table shows the guidelines, marks and marking rubric:

Assignment task

Fail (0-39%)

Low Fail (40-49%)

Pass (50-59%)

Merit (60-69%)

Distinction (70-100%)

1. Task (% weighting, LO1)

Discuss the evolution of marketing & justify the need for customer experience (15 marks).

Guidelines:

  • Historical Overview of Marketing Evolution
  • Definition, Explanation, Importance and Rise of Customer Experience (CX)
  • Company/Product Transition to CX Focus with evidence of company research
  • Successful Implementation of CX Strategies with evidence of company research
  • Impact and Competitive Advantage with evidence of company research

 

Weak or no

Limited knowledge of CX

Satisfactory knowledge

Good knowledge of CX

Very good to deep

knowledge of CX with

with limited definition,

of CX with some basic

with adequate definition,

Knowledge of CX with

weak definition,

explanation, and

definition, explanation,

explanation, and

thorough definition,

explanation, and

importance. Limited

and importance.

importance. Good

explanation, and

importance. Weak or

evidence of research into

Adequate evidence of

evidence of research into

importance clearly

no evidence of

your chosen company

research into your

your chosen company

enumerated. Very good

research into your

product to establish

chosen company product

product to establish

to excellent evidence of

chosen company

transition to CX,

to establish transition to

transition to CX,

research into your

product to establish

implementation of CX

CX, implementation of

implementation of CX

chosen company product

transition to CX,

strategies and

CX strategies and

strategies and

to establish transition to

implementation of CX

impact/competitive

impact/competitive

impact/competitive

CX, implementation of

strategies and

advantage of CX.

advantage of CX.

advantage of CX

CX strategies and

impact/competitive

 

 

 

impact/competitive

advantage of CX.

 

 

 

advantage of CX.

2.  Task (% weighting,

LO2)

Guidelines:

  • Visual / graphic presentation of:

 

Create a consumer persona and develop a customer journey map that reflects the consumer persona (30 marks).
  • Consumer Persona of any age for the chosen company product: Demographics, Profile, Motivations, Goals, Painpoints
  • Customer Journey Map that reflects the consumer persona above: Stages, Activities, Feelings & Needs and Opportunities for improvement
  • Role of Personas in developing CX Strategies
  • Role of CJM in developing CX Strategies

 

Weak or no visual presentation of Consumer Persona and Customer Journey Map. Lacks relevance to the chosen company product. Weak or no definition, explanation, role and purpose in developing CX strategy identified.

Limited visual presentation of Consumer Persona and Customer Journey Map. Lacks relevance to the chosen company product. Limited definition, explanation, role and purpose in developing CX strategy identified.

Satisfactory visual presentation of Consumer Persona and Customer Journey Map with adequate relevance to the chosen company product. Satisfactory definition, explanation, role and purpose in developing CX strategy identified.

Good visual presentation of Consumer Persona and Customer Journey Map with good relevance to the chosen company product. Good definition, explanation, role and purpose in developing CX strategy identified.

Very good professional- looking visual presentation of Consumer Persona and Customer Journey Map with very good relevance to the chosen company product. Very good definition, explanation, role and purpose in developing CX strategy identified.

3. Task (% weighting, LO3)

Identify and explain any three CX performance

metrics. Evaluate the effectiveness of these

Guidelines:

  • Metrics1: Explanation, Effectiveness, Improvements
  • Metrics2: Explanation, Effectiveness, Improvements
  • Metrics3: Explanation, Effectiveness, Improvements
  • Conclusion

 

metrics in enhancing its strategic process and suggest improvements. (15 marks).

 

 

Weak or no knowledge and explanation of CX performance metrics with weak or no application to your chosen company product. Inadequate evaluation of effectiveness and improvements.

Limited knowledge and explanation of CX performance metrics with limited application to your chosen company product. Basic evaluation of effectiveness and improvements.

Satisfactory knowledge and explanation of CX performance metrics with basic application to your chosen company product. Adequate evaluation of effectiveness and improvements.

Good knowledge and explanation of CX performance metrics with good application to your chosen company product. Good evaluation of effectiveness and improvements.

Very good knowledge and explanation of CX performance metrics with excellent application to your chosen company product. Very good evaluation of effectiveness and improvements.

4. Task (% weighting, LO4)

Evaluate omni-channel platforms and recommend improvements to enhance the integration

with CX strategy,

Guidelines:

  • Current state of Omni-Channel approach/strategy based on company research
  • IDIC: (Each stage: EVALUATION & RECOMMENDATION)
  • Identification
  • Differentiation
  • Interaction

 

focusing on IDIC stages. (15 marks).
  • Customization 
  • Conclusion

 

Weak or no knowledge of omnichannel platforms definition, explanation, and the role of IDIC to improve and enhance integration of CX strategy. Inadequate or no evidence of extensive research into chosen company’s sales and marketing channels and conclusion is lacking.

Limited knowledge of omnichannel platforms definition, explanation, and the role of IDIC to improve and enhance integration of CX strategy. Basic evidence of extensive research into chosen company’s sales and marketing channels and conclusion is weak.

Satisfactory knowledge of omnichannel platforms definition, explanation, and the role of IDIC to improve and enhance integration of CX strategy. Adequate evidence of extensive research into chosen company’s sales and marketing channels and conclusion is basic.

Good knowledge of omnichannel platforms definition, explanation, and the role of IDIC to improve and enhance integration of CX strategy. Good evidence of extensive research into chosen company’s sales and marketing channels and a clear conclusion is presented.

Very good knowledge of omnichannel platforms definition, explanation, and the role of IDIC to improve and enhance integration of CX strategy. Excellent evidence of extensive research into chosen company’s sales and marketing channels and outstanding conclusion is presented.

5. Task (% weighting LO5)

Identify and discuss CULTURE any two CX critical success factors. Highlight the strategic importance & also Include recommendations for improving the CSF. (15 marks).

Guidelines:

  • CSF1(CULTURE): Strategic Importance & Recommendation
  • CSF2 (ANY- MODULE SLIDES): Strategic Importance & Recommendation
  • CSF3 (ANY- MODULE SLIDES): Strategic Importance & Recommendation
  • Conclusion

 

 

Weak or no knowledge of CX CSF with vague or no definition and explanation.

Weak or no discussion of its role/importance to chosen company product CX strategy.

Recommendations for improving the CSF is lacking.

Limited knowledge of CX CSF with limited definition and explanation.

Limited discussion of its role/importance to chosen company product CX strategy. Recommendations for improving the CSF is weak.

Satisfactory knowledge of CX CSF with basic definition and explanation.

Adequate discussion of its role/importance to chosen company product CX strategy.

Recommendations for improving the CSF is adequate.

Good knowledge of CX CSF with good definition and explanation.

Good discussion of its role/importance to chosen company product CX strategy. Recommendations for improving the CSF is good.

Very good knowledge of CX CSF with excellent definition and explanation.

Outstanding discussion of its role/importance to chosen company product CX strategy.

Recommendations for improving the CSF is professional.

Presentation (10 marks)

Guidelines:

  • Clear structure and layout
  • Writing style: professional and concise
  • Appropriate Harvard referencing: range and credibility of the sources use and correct application of Harvard referencing style throughout report and appendices

 

Weak references with errors or inconsistencies. Inadequate structure and expression.

Limited appropriate references with minor errors.

Limited structure and expression.

Satisfactory with full and appropriate references.

Satisfactory structured layout and mainly accurate expression.

Good with precise, full and appropriate references.

Well-structured layout and professional and accurate expression.

Excellent with precise, full and appropriate references.

Outstanding structured layout and professional and accurate expression.

 

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