As a CX consultant, 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.

2025-08-21 11:26:51

BPP Coursework Cover Sheet

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

 

Module name

 

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, and that I have researched, undertaken, completed and submitted in accordance with the requirements of BPP School of Business.

I declare that where I have used any AI tools, it was for the following reasons (highlight as appropriate):

  • To review a draft
  • To correct language errors
  • Other (please describe)

I have copied & retained for BPP University’s reference, all AI prompts used in the creation of AI content and all AI-generated responses in support of my assignment and attached relevant evidence in the appendices.

I understand that I may be required to participate in a viva voce, where I will be questioned on any aspect of my assignment, including key concepts, theories, examples used, & any sources included.

The word count, excluding contents table, bibliography and appendices, is        words.

Student Reference Number:                                                  Date:

MSc Management 

Managing Customer Experience 

Coursework Summative Assessment Brief4

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.
      • Use of AI in assessments is only allowed for the purposes of reviewing a draft, correcting language errors or if specified in the summative assessment brief. If you have used AI for any of these purposes, you should indicate this on the Assignment Cover sheet. For more information regarding acceptable and unacceptable use of AI, please enrol onto the Generative AI Foundations course on the HUB.
      • 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 (referred to as CX from now on in this brief) strategy.

This report should focus on the CX strategy of one (1) company 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 clearly identify in the report.

Choose one company within the global AVIATION INDUSTRY from the table below:

Qatar Airways

Virgin Atlantic Airways

Emirates Airways

As a CX consultant, 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.

Where you feel it is appropriate, the use of tables to more clearly present the findings in your report is acceptable. HOWEVER, ALL WORDS WITHIN THESE TABLES WILL COUNT TOWARDS YOUR OVERALL TOTAL OF 2,500 WORDS EXCEPT FOR CONSUMER PERSONA AND CUSTOMER JOURNEY MAP USING THE RECOMMENDED TEMPLATES.

You will be assessed on the module learning outcomes:

  • LO1: Demonstrate a critical understanding of the importance of customer experience (CX) for the success of the business
  • LO2: Evaluate organisational CX performance metrics
  • LO3: Evaluate how an organisation ensures a seamless omnichannel customer journey.
  • L04: Critically reflect on customer experience strategies and challenges in the era of rapid digitalisation.

Within the report, you need to address the following:

1.Explain the concept of customer experience (CX) and review its importance in the business success of your chosen brand

Guidelines s Points to Consider:

  • Consider the role of customer experience and how this contributes to the success of your chosen company, discuss the mutual benefits for

your brand and its customers and the impact it has had on your chosen brand’s business performance, including its financial performance.

  • With reference to specific examples, demonstrate your knowledge of how your chosen brand has successfully leveraged customer experience to achieve competitive advantage.

2.Discuss how your chosen brand has been able to deliver a seamless omnichannel experience for its customers.

Guidelines s Points to Consider:

  • Discuss how your chosen brand has developed a strategy to deliver a seamless experience to its customers, with reference to the nature of customer personas and customer journey maps and their role in the creation of a customer strategy as it relates to customer experience strategy. In support of your discussion:

-      Create a detailed customer persona relevant to your chosen brand based upon research and data analysis highlighting the following key elements: Profile, Persona’s Goals, Pain-points and Motivations.

-      Using the template in the class slides, develop a customer journey map for your persona, identifying the key elements of the journey

(Stages, Needs, Activities, Feelings, Pain-points and Opportunities for Improvement)

  • Discuss the importance of creating a seamless customer journey for your brand and evaluate how effective it has been in creating a seamless journey for the customer.
  • Suggest areas for improvement based upon your evaluation of how easy your chosen brand makes it for the customer to complete their journey.

THE WORDS CONTAINED WITHIN YOUR PERSONA AND CUSTOMER JOURNEY MAP USING THE CLASS TEMPLATE DO NOT COUNT TOWARDS YOUR OVERALL WORDCOUNT OF 2,500

3.Evaluate how effectively your chosen brand has used CX metrics to measure the quality of the relationship it has with its customers.

Guidelines s Points to Consider:

  • Discuss how effective your chosen brand has been at measuring the mutually beneficial relationship it has with its customers.
    • With reference to three (3) CX metrics covered in the module, which CX metrics would be most beneficial for your chosen brand to use to measure the mutually beneficial relationship it has with its customers

-Consider factors that makes the 3 metrics effective, their benefits and weaknesses in relation to your chosen brand.

-Evaluate why the three metrics discussed would be most beneficial to the chosen company.

4.Critically reflect on how successful your chosen brand has been in creating the customer-centric culture needed to deliver the types of experiences its customers value in the era of increasing digitalisation.

Guidelines s Points to Consider:

  • Critically evaluate how effective your chosen brand has been in creating the customer centric culture needed to deliver the seamless customer experience your persona values.
  • Discuss the importance of CX Leadership AND CX Governance in creating a customer-centric business and critically evaluate how effective your chosen brand has been at implemented these within the organisation.
  • Consider the role and importance of one (1) other critical success factor (such as People, CX Structure or Innovation, CX Metrics and CX Strategy C Process) and critically evaluate the effectiveness of your chosen brand’s efforts to implement this.
  • With reference to previous sections, critically evaluate the overall quality of the relationship your brand has with its customers and suggest practical ways in which your brand could improve the current experience customers have in an era of increasing digitalisation.

Presentation: The report must be in clear font (e.g., Arial point size 10/11 OR Calibri point size 11/12) with consistent format styles, automatic page numbers and table of contents. Line spacing should be 1.5. NOTE: The word count of (2500 words) does not apply to the following elements of your report:

  • The Cover Page
  • The Table of Contents
  • Lists of Abbreviations.
  • References
  • Appendices

All submissions must be written in an academic style (not first person) and any figures, diagrams and independent research must be appropriately referenced using the Harvard Referencing System. If you have any further questions about this coursework assignment, please contact the tutor or the module leader.

3.Marking Guide

Learning Outcome

Fail

0% - 3G%

Marginal Fail

40% - 4G%

Pass

50% - 5G%

Merit

60% - 6G%

Distinction

70% -7G%

High Distinction

80% - 100%

Demonstrate an understanding of the importance of customer experience (CX) for the success of the business (LO1).

The submission demonstrates a lack of understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer.

The discussion is superficial, with minimal reference to the role of CX, mutual benefits, or impact on your chosen

brand’s business

performance.

There is little to no use of specific examples of how your chosen brand has used CX to gain competitive advantage, and the analysis is poorly structured and

The submission shows a limited understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer.

The discussion touches on the role of CX and its benefits but lacks depth and clarity. The impact on your chosen brand’s business performance is mentioned but not thoroughly explored. Specific examples of how your chosen brand has used CX to gain competitive advantage are sparse and not well- integrated into the

The submission demonstrates an adequate understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer.

The discussion covers the role of CX, mutual benefits, and impact on your chosen brand’s business performance with some clarity.

Specific examples of how your chosen brand has used CX to gain competitive advantage have been used but may not be fully developed or integrated. The

The submission shows a good understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer.

The discussion is clear and well- structured, covering the role of CX, mutual benefits, and impact on your chosen

brand’s business performance in detail.

Specific examples of how your chosen brand has used CX to gain a competitive advantage have been used effectively to support the analysis. The argument is

The submission demonstrates an excellent understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer.

The discussion is thorough and well- structured, providing a detailed analysis of the role of CX, mutual benefits, and impact on your chosen

brand’s business

performance. Specific examples of how your chosen brand has used CX to gain competitive advantage have been well-chosen and integrated seamlessly

The submission shows an outstanding understanding of the definition, role C importance of CX for business success by creating a mutually beneficial relationship between the business C the customer.

The discussion is comprehensive and exceptionally well- structured, offering an in-depth analysis of the role of CX, mutual benefits, and impact on your chosen brand’s business performance.

Specific examples of how your chosen brand has used CX to gain competitive advantage have been

 

 

unsupported by evidence.

analysis. The overall argument is weak and lacks coherence.

analysis is generally coherent but may lack depth and critical insight.

coherent and demonstrates critical insight, though some areas may benefit further development.

into the analysis. The argument is strong, coherent, and shows a high level of critical insight.

expertly chosen and integrated, providing robust support for the analysis.

The argument is highly coherent, insightful, and demonstrates exceptional critical thinking.

Evaluate how an organisation ensures a seamless omnichannel customer journey (LO3).

The submission demonstrates a lack of understanding of how an organization ensures a seamless omnichannel customer journey. The discussion is superficial, with minimal reference to the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer.

Visual presentation of the customer persona and

The submission shows a limited understanding of the topic. The discussion touches on the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer but lacks depth and clarity.

Visual presentation of the customer persona and customer journey map provided, but lacks understanding of the key elements

The submission demonstrates a satisfactory understanding of how an organization ensures a seamless omnichannel customer journey.

The discussion covers the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer with some clarity.

Visual presentation of the customer persona and

The submission shows a good understanding of the topic.

The discussion is clear and well- structured, covering the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer in detail.

Professional looking visual presentation of the customer persona and customer journey

The submission demonstrates an excellent understanding of how an organization ensures a seamless omnichannel customer journey.

The discussion is thorough and well- structured, providing a detailed analysis of the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer.

The submission shows an outstanding understanding of the topic.

The discussion is comprehensive and exceptionally well- structured, offering an in-depth analysis of the definition and role of customer personas and customer journey maps and the importance of creating a seamless experience for the customer.

Outstanding C professional looking

 

 

customer journey map missing or created in a way that does not reflect the customer`s journey or the key elements.

There is little to no critical evaluation or specific examples that are relevant to your chosen brand, and the analysis is poorly structured and unsupported by evidence.

or some elements omitted.

The critical evaluation is weak, with few specific examples that are relevant to your chosen brand and limited analysis.

The overall argument is not well-developed and lacks coherence.

customer journey map provided, showing understanding of key elements, but limited relevance to the chosen brand.

The critical evaluation is present but may lack depth and critical insight. Specific examples that are relevant to your chosen brand are used but may not be fully developed or integrated.

map, with some relevance to the chosen brand.

The critical evaluation is coherent and demonstrates insight, supported by specific examples that are relevant to your chosen brand.

The argument is generally strong, though some areas may need further development.

Excellent C professional looking visual presentation of the customer persona and customer journey map, with relevance to the chosen brand.

The critical evaluation is strong, with well- chosen examples that are relevant to your chosen brand. and a high level of insight.

The argument is coherent and demonstrates critical thinking.

visual presentation of the customer persona and customer journey map, with demonstrated relevance to the chosen brand.

The critical evaluation is highly insightful, supported by expertly chosen examples that are relevant to your chosen brand.

The argument is exceptionally coherent, demonstrating exceptional critical thinking and suggesting meaningful areas for improvement.

Evaluate organisational CX performance metrics (LO2).

The submission demonstrates a lack of understanding of organizational CX performance metrics. The discussion is superficial, with minimal reference to

The submission shows a limited understanding of the topic. The discussion touches on the three CX metrics in relation to the chosen brand

The submission demonstrates an adequate understanding of organizational CX performance metrics. The discussion covers three CX

The submission shows a good understanding of the topic. The discussion is clear and well- structured, covering three CX metrics in

The submission demonstrates an excellent understanding of organizational CX performance metrics. The discussion is thorough and well-

The submission shows an outstanding understanding of the topic. The discussion is comprehensive and exceptionally well-structured,

 

 

the three CX metrics in relation to the chosen brand.

There is little to no critical evaluation of the strengths C weaknesses of the three chosen metrics or specific examples, and the argument justifying the relevance of the three metrics to your chosen brand is poorly structured and unsupported by evidence.

but lacks depth and clarity.

The critical evaluation of the strengths C weaknesses of the three chosen metrics is weak, with few specific examples and limited analysis.

The argument justifying the relevance of the three metrics to your chosen brand is not well-developed and lacks coherence.

metrics in relation to the chosen brand with some clarity.

The critical evaluation of the strengths C weaknesses of the three chosen metrics is present but may lack depth and critical insight.

The argument justifying the relevance of the three metrics to your chosen brand is present but may not be fully developed or integrated.

relation to the chosen brand in detail.

The critical evaluation of the strengths C weaknesses of the three chosen metrics is coherent and demonstrates insight, supported by specific examples.

The argument justifying the relevance of the three metrics to your chosen brand is generally strong, though some areas may need further development.

structured, providing a detailed analysis of the three CX metrics in relation to the chosen brand.

The critical evaluation of the strengths C weaknesses of the three chosen metrics is strong is strong, with well-chosen examples and a high level of insight.

The argument justifying the relevance of the three metrics to your chosen brand is coherent and demonstrates critical thinking.

offering an in-depth analysis of the three CX metrics in relation to the chosen brand.

The critical evaluation of the strengths C weaknesses of the three chosen metrics is highly insightful, supported by expertly chosen examples.

The argument justifying the relevance of the three metrics to your chosen brand is exceptionally coherent, demonstrating exceptional critical thinking and suggesting meaningful areas for improvement.

Critically reflect on customer experience strategies and challenges in the

The submission demonstrates a lack of understanding of customer experience strategies and

The submission shows a limited understanding of the topic.

The submission demonstrates an adequate understanding of customer experience

strategies and

The submission shows a good understanding of the topic. The discussion is clear and well-

structured, covering

The submission demonstrates an excellent understanding of customer experience

strategies and

The submission shows an outstanding understanding of the topic.

 

era of rapid digitalisation (LO4).

challenges in the era of rapid digitization.

The discussion is superficial, with minimal reference to CX leadership, governance, or other critical success factors.

There is little to no critical evaluation of the importance of these CSFs in creating a customer- centric culture in the chosen brand or specific examples that are relevant to the chosen brand, and the analysis is poorly structured and unsupported by evidence.

The discussion touches on CX leadership, governance, and other critical success factors but lacks depth and clarity. The critical evaluation of the importance of these CSFs in creating a customer- centric culture in the chosen brand is weak, with few specific examples that are relevant to the chosen brand and limited analysis. The overall argument is not well-developed and lacks coherence.

challenges in the era of rapid digitization.

The discussion covers CX leadership, governance, and other critical success factors with some clarity.

The critical evaluation of the importance of these CSFs in creating a customer-centric culture in the chosen brand is present but may lack depth and critical insight.

Specific examples that are relevant to the chosen brand are used but may not be fully developed or integrated.

CX leadership, governance, and other critical success factors in detail. The critical evaluation of the importance of these CSFs in creating a customer- centric culture in the chosen brand is coherent and demonstrates insight, supported by specific examples that are relevant to the chosen brand.

The argument is generally strong, though some areas may need further development.

challenges in the era of rapid digitization.

The discussion is thorough and well- structured, providing a detailed analysis of CX leadership, governance, and other critical success factors.

The critical evaluation of the importance of these CSFs in creating a customer- centric culture in the chosen brand is strong, with well- chosen examples that are relevant to the chosen brand and a high level of insight.

The argument is coherent and demonstrates critical thinking.

The discussion is comprehensive and exceptionally well- structured, offering an in-depth analysis of CX leadership, governance, and other critical success factors (CSFs).

The critical evaluation of the importance of these CSFs in creating a customer-centric culture in the chosen brand is highly insightful, supported by expertly chosen examples that are relevant to the chosen brand. The argument is exceptionally coherent, demonstrating exceptional critical thinking and suggesting meaningful areas for improvement.

Research Skills

Inadequate or weak academic/

intellectual skills with

Limited academic/intellectua

l skills. Original work

Satisfactory academic/intellectua

l skills. Wholly

Good academic/intellectua

l skills. Demonstrates

Excellent academic/intellectual

skills. Demonstrates

Outstanding academic/intellectua

l skills.

 

 

some difficulties. Largely imitative and descriptive. Some difficulty with structure and accuracy in expression but developing practical/professiona l skills.

with personal reflection and broad evidence-based critique. Solid structure and accuracy in expression.

Practical/professiona l skills evident.

original work with good reflection and well-reasoned judgements forming from evidence-based critique. Consistent structure and accuracy in expression.

Practical/professiona l skills established.

good intellectual originality and imagination

very good intellectual originality, integrity, coherence and imagination.

Demonstrates outstanding intellectual originality, integrity, coherence and imagination

Referencing Skills

Inadequate or weak references but may contain inconsistencies, errors or omissions.

Limited and full and appropriate references with minor or insignificant errors

Satisfactory with precise, full and appropriate references.

Good with precise, full and appropriate references at a high standard.

Excellent with precise, full and appropriate references at near- publishing standard.

Outstanding with precise, full and appropriate references at publishing standard.

 

 

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