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BIZ104_Assessment Brief 2.Docx Page 1 of 6

ASSESSMENT BRIEF 2

Subject Code and Title BIZ104 Customer Experience Management

Assessment Customer Experience Strategy: Research Outcomes

Individual/Group Individual Report

Length 1750 words (+/- 10%)

Learning Outcomes a) Compare and contrast the emerging concepts and practices that shape the customer experience.

b) Explore customer differentiation in service delivery and identify customer’s critical touchpoints that influence an organisation’s customer experience strategy

c) Research a customer problem and develop an appropriate customer experience

d) Develop and communicate a customer experience strategy e) Analyse and apply tools to monitor and evaluate a customer

experience strategy

Submission Due by 11:55pm AEST/AEDT Sunday of module 5.1 (week 9)

For intensive (6 week) class: by 11:55p.m. AEST/AEDT Sunday of Week 5

Weighting 50%

Total Marks 100 marks

Context Customer experience is the perception of an organisation’s experience in the eyes of the customer. Building a customer experience strategy to improve customer experiences is important to strengthen and build long term customer relationships and align the organisation with the needs of the customer This assessment task is designed for you to apply your knowledge and understanding of the key concepts that shape the customer experience. You are required to conceptualize customers interacting with a product or service across several touch points such as in-store, website, mobile, social media and e-mail and will then analyse and communicate how your chosen organisation will manage customer experience(s) towards achieving customer loyalty. Your aim is to illustrate and communicate a CEM strategy proposing a better service offering This assessment task provides you with an insight into an activity that maybe part of your job roles in the future.

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Instructions

You are to take the role of consultant for your selected organisation and prepare a report to persuade the management staff to adopt a better approach to managing their costumers’ experience(s).

This assessment involves the following activities:

1. Introduce briefly the organisation you have chosen: the industry it competes in, its

background, its service offering and your research objective to improve the customer experience.

2. Describe and discuss your primary research method for your online survey i.e. its planning, design, how you recruited your participants for your online survey and implementation. (You will need to have at least 10 completed customer surveys).

3. Describe and discuss at least 3 secondary research methods carried out (i.e. academic journal articles, book chapters, business reports, organisation’s website social media reviews).

4. Apply CEM concepts to identify the challenges and opportunities for achieving a customer experience that is in line with the organisation’s strategic objectives.

5. Identify and differentiate 2 customer segments from research undertaken using personas to illustrate and communicate their unique customer perspectives

6. Take the Voice of the Customer (VOC) and customer feedback obtained from primary and secondary research into account in forming the customer experience strategy.

7. Connect customer experience maps and alignment diagrams with a business value proposition for the 2 customer segments identified above.

8. Write a conclusion summarising how your CEM strategy will offer a better service to your organisation’s customers.

9. Add your evidence of research data as an appendix, including the link to your survey with at least 10 completed customer surveys and if applicable screen shots of current social media reviews.

Follow the APA 6th edition style of referencing to cite your academic resources and provide your reference list. Please see the Academic Skills page on Blackboard for information on referencing in APA 6th ed. style: https://laureate- au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1&c ontent_id=_2498849_1 Add your evidence of research data as an appendix, including the link to your survey with at least 10 completed customer surveys and the screen shots of at least 3 current social media reviews. The resources consulted and used from your secondary research on your organisation must be listed in the reference list.

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Submission Instructions

Submit your Costumer Experience Strategy: Research Outcomes via the Assessment link in the main navigation menu in BIZ104 Costumer Experience Management by the due date. The learning facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.

The Learning Rubric below is your guide to how your assessment task will be marked. Please be sure to check this rubric very carefully before submission.

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Learning Rubric: Assessment Brief 2- Customer Experience Strategy: Research Outcomes

Assessment Attributes

Fail (Unacceptable)

0-49

Pass (Functional)

50-64

Credit (Proficient)

65-74

Distinction (Advanced)

75-84

High Distinction (Exceptional)

84-100

Introduction of selected organisation

10%

Organisation has not been introduced, nor there is evidence of an attempt to identify its industry, background and service offering.

Organisation has been basically introduced, and there is some evidence of an attempt to identify its industry, background and service offering, although it may omit to identify one of these key elements.

Organisation has been satisfactorily introduced, and its industry, background and service offering have been clearly identified.

Organisation has been thoroughly introduced, and its industry, background and service offering have been clearly and thoroughly identified.

Organisation has been expertly introduced, and its industry, background and service offering have been clearly and diligently identified.

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Research methods and outcomes 20%

There is no/limited evidence of an attempt to plan, and appropriately design and implement an online survey. There are inaccuracies in the reported research outcomes, with falsified or missing data. Questioning techniques could be substantially improved. There is no/limited description and discussion of primary and secondary research methods, while the research results are summarised cursorily.

There is evidence of a basic attempt to plan, and appropriately design and implement an online survey. The reported research outcomes contains minor inaccuracies and the demonstrated questioning techniques, although covering all basic elements, could be improved to achieve a better outcome. Primary and secondary research methods have been described and discussed cursorily. The research results summary is missing one or two key elements.

The online survey has been adequately planned, and appropriately designed and implemented. The reported research outcomes demonstrate an adequate implementation of appropriate questioning techniques. Primary and secondary research methods have been described and discussed competently. The research results summary covers all key elements satisfactorily.

The online survey has been thoroughly and efficiently planned, designed and implemented. The reported research outcomes demonstrate a careful and thorough implementation of appropriate questioning techniques. Primary and secondary research methods have been described and discussed exceedingly well. The research results summary covers all key elements clearly and thoroughly.

The online survey has been expertly planned, designed and implemented. The reported research outcomes demonstrate a conscientious implementation of appropriate and comprehensive questioning techniques Primary and secondary research methods have been described and discussed accurately and expertly. The research results summary covers all key elements clearly and thoroughly.

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Application of CEM concepts to analysis of customer experience 20%

The research objective has not been clearly identified. Report demonstrates a limited attempt to apply CEM concepts to identify the challenges and opportunities of the organisation for achieving a customer experience that is in line with the research objective. There is no/limited attempt to use the sourced material from documented secondary research observations and academic literature to support ideas.

The research objective has been basically identified, albeit some details are missing. Report demonstrates an adequate attempt to apply CEM concepts to identify the challenges and opportunities of the organisation in its customer experience service. These have been described and related casually to the research objective. There is evidence of a basic attempt to use the sourced material from documented secondary research observations and academic literature to support ideas.

The research objective has been competently identified. CEM concepts have been adequately applied to identify the challenges and opportunities of the organisation in its customer experience service. These have been discussed and related to the research objective. Text demonstrates a critical use of the sourced material from documented secondary research observations and academic literature to support ideas.

The research objective has been clearly and thoroughly identified. CEM concepts have been critically applied to identify the challenges and opportunities of the organisation in its customer experience service. These have been discussed in-depth and related critically to the research objective. Text demonstrates a critical and in-depth use of the sourced material from documented secondary research observations and academic literature to support ideas.

The research objectives has been expertly identified. CEM concepts have been critically and consciously applied to identify the challenges and opportunities of the organisation in its customer experience service. These have been discussed critically and in-depth, as well as related expertly to the research objective. Text demonstrates a critical and meticulous use of the sourced material from documented secondary research observations and academic literature to support ideas.

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Illustration, communication and support of customer personas, journey maps, alignment diagrams and strategy maps

20%

The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps is too brief and not considerate of entire journey or strategy.

There is no/limited evidence of an attempt to use primary and secondary research to support the maps and diagrams.

The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps considerate partially the journey or strategy. There is evidence of a basic attempt to use primary and secondary research to support the maps and diagrams.

The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps considerate the journey or strategy adequately. These optimize touch-points and maximise value proposition. There is evidence of an adequate use of primary and secondary research to support the maps and diagrams.

The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps considerate the journey or strategy thoroughly and in detail. These demonstrate a thorough understanding of the value of customer insights for the organisation. There is evidence of a critical use of primary and secondary research to support the maps and diagrams.

The illustration and communication of customer personas, journey maps, alignment diagrams and strategy maps considerate the journey or strategy expertly. These demonstrate a critical and thorough understanding of the value of customer insights for the organisation. There is evidence of a critical and expert use of primary and secondary research to support the maps and diagrams.

Structure and flow of ideas 10%

Text does not present sufficient information, ideas or evidence. Text lacks logical/clear structure and flow of ideas, making it difficult to understand. Line of reasoning is unclear and difficult to follow.

Text presents information, ideas and evidence sufficiently, however these require further logic and clarity. Text has a sufficient structure, however flow of ideas are a challenge and can be difficult to understand. Line of reasoning is passable, however, can sometimes be difficult to follow and requires clarity.

Text presents information, ideas and evidence clearly and logically. Text has a good structure, with a good flow of ideas. Line of reasoning is of a good standard and easy to follow.

Text presents information and arguments in a logical and clear way, which is well supported by evidence. Text has a very good structure, with a strong flow of ideas; opinions and ideas are expressed in a clear and concise manner with obvious connection to topic. Line of reasoning is clear, logical and easy to follow.

Text is expertly presented; descriptive, concise and informative, exceptionally developed and well supported by evidence. Text has an excellent structure, with a strong, clear flow of ideas; engages and sustains the audience’s interest in the topic and the reader can immediately grasp the relevancy. Line of reasoning is excellent; demonstrating a clear, logical flow of ideas and arguments that are easy to follow.

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Conclusion 10%

Text does not include a conclusion, or there is a limited attempt to conclude ideas with no reference to key points in the analysis.

Text shows evidence of a basic attempt to conclude ideas; conclusion is a general recall of key points in the analysis.

Text shows evidence of a satisfactory and thorough conclusion of ideas, which includes a brief summary of key points in the analysis.

Text shows evidence of a satisfactory and thorough conclusion of ideas. Conclusion discusses and expands on the key points of the analysis.

Text shows evidence of a thorough and sophisticated conclusion of ideas. Conclusion discusses key points of the analysis and expands beyond key findings.

Correct citation of key resources and evidence 10%

Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas. Does not use sufficient sources. Does not include correct references in reference list or in-text citations; does not use APA 6th style.

Demonstrates use of credible and relevant resources to support and develop ideas, however, these are not always explicit or well- developed. Uses sufficient sources, however can be greatly improved. Attempt made to include references in reference list or in-text citations, however these are sometimes insufficient for research

Demonstrates use of credible and relevant resources to support and develop ideas. Shows good evidence of attempts to source information, with a sufficient number of sources. Incorporates in-text and citations references from suitable sources; all referenced material is included in the reference list; uses APA 6th style, however may contain minor citation or

Demonstrates use of good quality, credible and relevant resources to support and develop arguments and statements. Shows evidence of wide scope for sourcing evidence. Incorporates in-text and citations references from suitable sources; all referenced material is included in the reference list; uses APA 6th style, containing minimal and or no

Demonstrates use of high- quality, credible and relevant resources to support and develop arguments and position statements. Shows evidence of wide scope for sourcing evidence. Incorporates in-text and citations references from suitable sources; all referenced material is included in the reference list; uses APA 6th style, containing no errors.