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)

MSc Management

Customer Experience Strategy

Coursework Assessment Brief

Submission mode: Turnitin online access

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.

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:

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

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.

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)

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.define explain what a consumer persona is and describe its role in developing effective CX strategy

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.